APPENDIX A
National code of practice for sponsorship and promotion in school education
This national code of practice is intended to guide participants in sponsorships
and promotions towards the most constructive practice in this field, maximising
the important educational benefits which can be obtained, and avoiding
activities which are not consistent with good educational practice.
This national code of practice is intended to apply to:
- all organisations engaging in sponsorship and promotion activities,
including commercial, government and non government organisations of
any size; and
- schools, school systems and government authorities responsible for
full time day primary, secondary and/or special education.
For the purpose of this document, sponsorships and promotions are defined
as:
SPONSORSHIP The negotiated provision of funds, goods or services
to students, teachers, schools or school systems in exchange for advertising,
publicity or other benefits.
PROMOTION A scheme or arrangement conducted by organisations which
is intended for commercial or other benefit, and which involves and rewards
students, teachers, schools and school systems for participating in the
scheme or arrangements.
The code does not relate to direct commercial dealings between organisations
and schools, to simple donations of goods or services, or to materials
developed independently by organisations for use in schools.
Organisations planning to engage in sponsorship or promotion activities
involving schools should note that states and territories may have further
guidelines relating to this area of activity.
KEY PRINCIPLES The national code of practice is made up of a set
of key principles to apply to schools and school systems and to sponsoring
organisations. While the principles have, for the sake of clarity, been
divided into those that particularly apply to schools and those that apply
to sponsors, it is intended that all parties take note of both sections.
Schools, school systems and organisations should be guided by the following
fundamental principle: Sponsorships and promotions must be consistent
with the generally accepted values, purposes and goals of school education
in Australia as exemplified in the AEC common agreed national goals for
schooling in Australia.
PRINCIPLES FOR SPONSORING ORGANISATIONS
1. Education authorities should be given advance notice of, and
the opportunity to comment on, forthcoming national or statewide promotions.
2. Sponsorships and promotions should take into account the equity
policies of states and territories. In particular, sponsorships and promotions
which operate at a national or statewide level should, as far as practicable,
aim to give all relevant schools or students the opportunity to participate.
3. Sponsorships and promotions should avoid placing undue pressure
on children, parents or schools to purchase particular products or services,
or to adopt particular beliefs, attitudes or courses of action.
4. Organisations should not seek endorsement of their products
or services as a condition to a sponsorship or of participation in a promotion.
5. Any educational materials provided as part of a sponsorship
and promotion should be clearly identified as being those of the sponsor.
PRINCIPLES FOR SCHOOLS AND SCHOOL SYSTEMS
1. Sponsorships and promotions should be used to enhance educational
programs and not to displace other funding arrangements on which schools
and school systems depend.
2. Sponsorship agreements should only be negotiated with organisations
whose public image, products or services are not consistent with the ethos
and values of education.
3. All sponsorship agreements should be reached through negotiation.
The agreement must specify the roles and responsibilities of individual
parties, and the nature and level of acknowledgment to be given to the
sponsor.
4. Sponsorships and promotions should operate within school and
system policies on equity. National and statewide sponsorships and promotions
should aim to give all students and schools the opportunity to participate
in the sponsored/promotional activity.
5. Sponsorship and promotional activities should be compatible
with good educational practice. Time and resources allocated to these
activities should be consistent with school priorities and the overall
educational program.
6. Participation in sponsorships and promotions should not generate
undue pressure on children, parents or schools to purchase particular
products or services, or to adopt particular beliefs, attitudes or courses
of action.
7. Sponsorships and promotions should not involve endorsement
of products or services by schools or school systems.
8. Acceptance of a sponsor's product or service should not be
condition of an individual student's participation in sponsored activities.
9. Any educational materials provided as part of a sponsorship
and promotion should be clearly identified as being those of the sponsor.
Source: This code of practice was developed by a working party
of the Australian Education Council 1993