Ethical Dilemma

As funding to schools has reduced pressure is increasing to accept industry-led sponsorship and marketing. Teachers may, therefore, accept materials developed by commercial organisations that wish to involve themselves in helping education. Many individuals are critical of this approach and urge schools and teachers to exercise extreme judgement in their review of such resources. In 2001 a newspaper article reported that more than 140,000 glossy brochures sponsored by US corporate genetic modification giants including Monsanto were being provided to Scottish schools with backing from Scottish Enterprise and schools watchdog HM Inspectorate of Education. Could these brochures be considered a form of advertising to children?

Points to consider

For:

• provides schools with much needed materials; companies can afford to produce good material.
• genetic modification provides a good educational example for use in biotechnology.
• many fears exist surrounding genetic modification, so this is an important educational topic.
• children today are exposed to a lot of advertising so they are much more discerning.
• children need to learn consumer skills – this teaches them about different brands and products.
• provides companies with access to their target market.
• fair trade materials have been developed for classrooms in conjunction with fair trade chocolate. These teach children about majority world countries and the issues they face. Is this any more ethical? It is still promoting a product, an unhealthy one at that.

Against:

• materials may be representing companies who produce products with questionable health benefits or ethics. The impact of genetic modification is still under considerable debate.
• Monsanto has been a controversial organisation.
• the other side of the genetic modification debate (anti-genetic modification) is not being presented, so balanced argument could be lacking.
• many teachers may have fears regarding genetic modification technology.
• is it a public relations exercise to dispel public fears about genetic modification in Europe?
• products may also be available through vending machines in schools.
• children are especially susceptible to persuasion, and in an educational context may find it especially difficult to tell the difference between advertising and otherwise.
• educational institutions should be impartial and free of promotional messages.
• promotes consumption in schools.
• teachers and schools should be given the opportunity to review materials before they accept them.

Edwards, Rob (2001) ‘Fury at Pro-Genetic Modification School Magazines’, Sunday Herald, 15 April.