In-School Marketing: The Nature,Extent,and Ethics of Children's Commercial Exposure

Abstract

In-school marketing (ISM) is a widespread global practice that is the focus of much debate and increasing concern. The tension between commercial imperatives, children's well-being, and educational priorities has been recognized by the United Nations who have called for its regulation. However, before policy and regulation can be developed, it is necessary to understand the nature and extent of ISM. Results from the present study detail the extensive range and incidence of marketing and draws attention to the saturation of the school environment and the promotion of unhealthy products. It also identifies incidental brand exposure and prosocial messaging as separate categories of ISM and provides the first objective comparison of children's in-school and out-of-school exposure to marketing. The paper considers the deontological harms to children from exposure to ISM in one of our most important social systems and provides the basis for the development of policy and regulation.