The Broadcasting Authority of Ireland (BAI) has launched (30th March) a public consultation on a new Draft Children’s Commercial Communications Code which it is proposed will govern advertising, sponsorship and product placement aimed at children on radio and television.
The new Draft Children’s Commercial Code proposes that ads for High Fat Salt and Sugar food and drink shall not:
1) be permitted in children’s programmes as defined by the code;
2) include celebrities or sports stars;
3) include programme characters;
4) include licensed characters e.g. characters and personalities from cinema releases;
5) contain health or nutrition claims; or
6) include promotional offers. Read more
The Campaign for Commercial-Free Education is seeking to develop a pilot project on media literacy to be offered to Irish schools later in 2012.
A 2007 report on “Critical Media Literacy in Ireland” found the subject to be of low status, frequently overlooked and poorly resourced within Irish schools.
We want to begin to change this and particularly raise awareness of the presence and effect of commercial advertising in the lives of young students. Read more
Allied Irish Bank having received €20.8 billion of state money is to seek 2,500 redundancies (Irish Times 8 March 2012).
However, the bank persists in recruiting seconday school students to act as unpaid promoters and marketing agents as part of its ”Build a Bank Challenge 2011-2012.
Remarkable for the overt way it demands students promote AIB to their peers, “Build a Bank” encourages the use of special offers, incentives and public appeals for new bank accounts. The advertisements extend school-wide as teams, selected by AIB themselves, vie to generate most new accounts and create the best marketing scheme. The promotion is administered for AIB by Real Event Solutions, a marketing company specialising in in-school promotions and with experience of bringing corporate messages into schools. Read more
The 2010-2011 Annual Report on Schoolhouse Commercializing Trends considers how commercializing activities in schools harm children educationally.
Often, school-business partnerships are little more than marketing arrangements with little if any educational benefit and the potential to harm to children in a variety of ways.
Unabashed by its toxic debts, beleaguered shareholders and allegations of gross mismanagement, AIB persists in approaching Irish secondary schools to teach students “money-management” and “key business skills”.
Nov. 5th sees the world’s first attempted co-ordinated action against commercialisation in education (including against fees for education). So far, activists in 22 countries have signed up to have mass co-ordinated events. This essay seeks to look at some of the issues involved in commercialism in education.
Since we have not reached the level of commercialism in our schools that pervade an education system such as the American one, perhaps now is the time to begin the fight against the commercialism that is present, before it becomes too much to be countered.