Ads on Report Cards?

Public schools are in a pinch – state and local funding is being cut back, the number of students are increasing or, worse, are being siphoned off to private or charter schools which in turn entails further budget cuts at the public schools.  But, is placing ads on report cards going too far?

To fill their budget gaps many schools are turning to business for help.  And businesses have been all too happy to comply.  But, according to a public opinion poll conducted via Toluna.com not many people are happy with the commercialization of their schools.  When asked if they thought schools should permit advertisements to be displayed on school uniforms, walls, buildings or the like, more than two-thirds of respondents said “no.”  In fact, none of the survey takers thought it was a good idea.  Only 21 percent thought it was ok if it helped to raise money and 12 percent were not sure.

Different Forms of School Advertising

Advertising in schools comes in several different ways, according to the Center for Commercialism in Our Schools.  It may be direct advertising, such as billboards or signs on school ground; sponsoring of school events; or via contests, giveaways, or incentive programs sponsored by commercial interests.

The notion of commercialization in schools is growing and it’s big business.  For example, in New York City the board of education signed contracts with companies that will place ads on school district buses.  The board hopes to raise $53 million dollars over the nine years of the contracts.  In Seattle, Washington a $1 million a year advertising plan was proposed, only to be rescinded when community members protested.  Some schools are signing multi-year exclusive contracts with drink companies in return for about $3 per student.  And, in Colorado, a school board is selling advertising space on report cards in order to make ends meet.  The school district hopes to make $90,000 over three years in return for a two-inch ad appearing on the report cards in 91 of its schools.

Advertising Claims Questioned

Consumers Union collected and evaluated examples of these school-based advertising materials and found that 80 percent contained biased or incomplete information, and promoted a viewpoint that favored consumption of the sponsor’s product or service or otherwise favored the company and its economic agenda. Over half the materials studied were found to be commercial or highly commercial.

While the idea of commercialization is routinely seen as a last resort to fend off draconian budget cuts, the fact is the rate of advertising in schools is growing with no apparent sign of slowing down.  For many schools it’s a case of desperate times calling for desperate measures.

Click here for more articles by The Writin’ Cowboy.