National Code on Commercial Sponsorship and Promotion in School Education (1992)

Background

The National Code of Practice for Sponsorship and Promotion in School Education was developed by a working party of the Australian Education Council (AEC) in conjunction with the Industry Education Forum and the Business Council of Australia, parent and school council organisations, and teacher unions established to examine school-industry links. The joint working party was established at the 66th AEC Meeting (Melbourne, October 1991). The draft code developed by the working party was considered by Ministers at the 68th AEC Meeting (Auckland, September 1992).

Where to find a copy

  • Full text of the National Code of Practice for Sponsorship and Promotion in School Education is available below.

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 or 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 purposes 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 or 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.

 

National Code of Practice for Sponsorship and Promotion in School Education: 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 and Agreed National Goals for Schooling in Australia.

Principles for Sponsoring Organisations Principles for Schools and School Systems
1. Education authorities should be given advance notice of, and the opportunity to comment upon, forthcoming national or statewide promotions. 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 inconsistent 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.
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. 4. Sponsorhips 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.
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. 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.
4. Organisations should not seek endorsement of their products or services as a condition of a sponsorship or of participation in a promotion. 8. Acceptance of a sponsor's product or service should not be a condition of an individual student's participation in sponsored activities.
5. Any educational materials provided as part of a sponsorship or promotion should be clearly identified as being those of the sponsor. 9. Any educational materials provided as part of a sponsorship or promotion should be clearly identified as being those of the sponsor.