In response to a letter from Senator Joe O’ Toole (below), Minister for Education and Science, Mary Hanafin refuses to restrict commercial advertising in Irish schools. She indicates that no protection is to be afforded to children in class and that “Private companies are free to promote their business in accordance with accepted marketing practices.”

31^st March 2008

Dear Minister,

I am writing to you regarding the issue of commercial marketing in primary schools.

You will be aware that the INTO and the Irish Primary Principals Network have both adopted policies which oppose such marketing.

You had previously, in the Dáil, promised to examine this matter with a view to issuing a policy which would provide clear guidelines for schools.

Minister, I would appreciate it if you could respond to me and let me know if your Department has yet created such a policy and if not, when it might be completed.

I look forward to your response.

Yours sincerely,

Senator Joe O’Toole.

And the Minister for Education’s response……

Office of the Minister for Education and Science,
Marlborough Street,
Dublin 1.

17 April 2008

Dear Senator O’ Toole,

I refer again to your recent letter in relation to commercial marketing in primary schools.

Three official Circulars (i.e. Circulars 23/84, 7/87 and 38/91) have issued from my Department to school authorities concerning the promotion and marketing of commercial products through schools. The Circulars noted my concern at the pressure on school from time to time to become involved in the marketing and promotion of commercial products.

It is at the discretion of management in individual schools to decide what commercial initiatives they want their school to engage in. Clearly some initiatives can be of great benefit to schools. Private companies are free to promote their business in accordance with accepted marketing practices. There are also accepted marketing standards, such as compliance with advertising regulations which guide, inform and control the relationship between the vendor and the potential customer. My Department recognises the sensitivities attached to the issue of promotion initiatives linking schools, pupils and parents to commercial activity. However, it would be inappropriate to prohibit marketing or sponsorship initiatives, provided that such schemes do not place undue pressure on parents in terms of additional expenditure, that children are protected from engagement in inappropriate promotional activity and that the schemes are linked to desirable projects serving national educational initiatives.

School authorities are required to ensure, as is outlined in the circulars to which I have already referred, that pressure is not placed on parents to purchase or engage in activities in respect of particular commercial products. In this context, Circular 38/91 specifically requests school authorities, following consultation with staff, to formulate agreed school policies in relation to commercial promotions. Such policies can assist school authorities to act prudently in taking steps to ensure that certain commercial products are not promoted and marketed through their schools.

In view of this my Department is satisfied that due awareness and vigilance already exists in relation to this matter.

Le gach dea-ghui,
Mary Hanafin T.D.
Minister for Education and Science.

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