Ciarán Lynch (Cork South Central, Labour)
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Question 76: To ask the Minister for Education and Science if her attention has been drawn to the disquiet expressed by the Irish Primary Principals Network and the Irish National Teachers Organisation regarding unregulated commercial marketing and advertising in primary schools; if she will develop an official code of standards related to the Code of Advertising to children on television and radio which would clearly distinguish between commercial marketing in schools and the promotion of genuine philanthropy; and if she will make a statement on the matter. [13177/08]

Mary Hanafin (Dún Laoghaire, Fianna Fail)
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I would like to assure the Deputy that I am aware of the concerns raised by the IPPN and the INTO on commercial marketing in schools. I understand that such marketing can take a variety of forms — from educational materials made available to schools by newspapers to companies offering schemes whereby products are given to the school on the basis of tokens collected by parents.

I am of course concerned that such commercial activities do not result in schools or parents feeling pressurised to become involved in the marketing and promotion of commercial products.

The Department has provided guidance to schools, through circulars, on this issue.

As the Deputy will be aware, under Section 15 of the Education Act 1998, the Board of Management is the body charged with the direct governance of a school and is therefore responsible for making decisions as to the types of activities that the school becomes involved in.

Ultimately it is at the discretion of management in individual schools to decide what commercial initiatives they want their school to engage with. Clearly some initiatives can be of great benefit to schools. However, others might be seen as putting undue pressures on parents to shop in particular stores.

Private companies are free to promote their business in accordance with accepted marketing practices. I am familiar with the accepted marketing standards referred to by the Deputies, such as compliance with advertising regulations which guide, inform and control the relationship between the vendor and the potential customers. 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 have an across the board prohibition on marketing or sponsorship initiatives.

School authorities are required to ensure, as is outlined in the circulars to which I have already referred, that such schemes do not place undue pressure on parents in terms of requiring additional expenditure, that students are protected from engagement in inappropriate promotional activity and that the schemes are linked to desirable projects serving national educational initiatives.

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.

I am satisfied that there is a good degree of due awareness and vigilance amongst schools on this matter. However, the Department intends to reinforce and support this work by issuing a new circular to schools shortly.