Should Marketing Be Allowed in Schools?

Roderick White

WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding marketing in schools , with onward links to related papers on WARC and the Web.

Should Marketing Be Allowed in Schools?

June 2003

Schools everywhere are short of money. Schools take around 20% of kids' time. Kids are a major focus of attention for many marketers. These facts, taken together, make it hardly surprising that marketers have done deals with schools enabling them to market to kids on school premises.

It's not a new idea, but it is increasingly controversial, as the scope and scale of in-school marketing has increased, and the range of available activities and formats has expanded.

The Controversy

It's controversial for a number of reasons:

  • Education is seen ...

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