April 2011 - Our Voice in Action

OPHA Marketing to Children Workgroup responds to TV ads in schools

by Brian Cook, Chair, OPHA Marketing to Children Workgroup

Recently, the Toronto District School Board debated a plan to install televisions in common areas in up to 70 schools. The plan would have allowed up to two hours of advertising to be broadcast each day, raising about $1,300 per school from ad revenue. Ultimately, the Board voted it down but proposed to revisit it in the future. Schools across the country continue to seek ways to raise funds for essentials.

The decision marks a momentary victory for keeping schools free (or at least less overrun than in other countries) by commercial sponsorships whose marketing may undermine the health messages that teachers (along with parents and public health authorities) are trying hard to instill in young people. This is especially important when this generation of young people is exposed to a greater intensity and frequency of marketing messages than ever before.

But the debate is far from over.

Schools are coveted by marketers as prime real estate for their advertising. In the words of John Alm, former CEO of Coca-Cola, "the school system is where you build brand loyalty".

Canadian children's food marketers recently pledged that they would not advertise in elementary schools. Yet the fine print of their pledges shows they too are unwilling to give up on schools completely. Their commitment does not apply to displays of food and beverage products, fundraising initiatives, public service messaging or educational programs. The Canadian Teachers’ Federation is already on record with concerns about schools' having to increasingly rely on private sector funding via these very activities.

The need to be vigilant is clear. In the US, where classroom televisions and advertising are common place, eight states are considering overturning their long-standing prohibitions on school bus ads in an attempt to solve their budget deficits. The financial plight of our schools is a big concern, but we must carefully consider the impact of our solutions before selling our children's eyes and ears to marketers.