In the week when BAT was slammed for its proposals to sponsor a London
technology college, the National Consumer Council published guidelines
on the growing trend of corporate sponsorship of educational resources.
According to the NCC these are ‘biased, plastered with company logos and
actively encourage children to eat chocolate and fast foods.’
British Nuclear Fuels and Cadbury’s were singled out for criticism for
failing to mention drawbacks while extolling their virtues. The Meat and
Livestock Commission was criticized for ‘failing to produce recipes
which do not use meat’ but praised for its use of pictures of multi-
Tesco and Sainsbury’s, who run voucher schemes to provide schools
equipment, were criticised by the NCC for ‘pestering’ parents to use
their stores. The NCC report itself was given a broadside by the FT as
its education director resigned from the NCC committee drawing up the
guidelines, in protest at their attitude to branding.
Evaluation and analysis by Carma International. Cuttings supplied by
Standard Press Analysts. ‘What the Papers Say’ can also be found at: