CONTENTS

Index

Prologue

Summary

Commercial Pressures on Kids at School

Evaluations

How Great a Problem?

Recommendations

Guidelines for Evaluating SOCAP & IOCU Materials

Ratings Charts

Channel One vs. CNN

SOCAP GUIDELINES

Consumer education and information materials should meet the following minimum standards:

Accuracy. Statements are consistent with established fact or with prevailing expert opinion on the subject. Information is easily verifiable. Information is current at the time the material is produced, and can be expected to remain current throughout the time the sponsor distributes it.

Objectivity. Points of view are fairly presented. If the subject is controversial, arguments are balanced. Any sponsor bias is clearly stated and references to differing views are made.

Completeness. The materials contain all relevant information and do not deceive or mislead by omission.

Language. Materials are both interesting and understandable. Word choice, organization and sentence length are suited to the primary target audience. Technical terms are used sparingly and are fully defined.

Non-discrimination. The text and illustrations are free of any content that could be considered derogatory toward a particular group; for example, an ethnic group, an age group, a race, or sex. The diversity of our population should be recognized.

Non-commercial. The name or logo of the business sponsor is used to identify the source of the materials and, if applicable, to provide contacts for further information. Text and illustrations do not contain any of the sponsor's brand names, trademarks, related trade names, or corporate identification. The sponsor's legal copyright notice is used to designate ownership of presentation and date of production or revision. When appropriate, permission to reprint for nonprofit educational purposes should be noted.

IOCU CODE OF GOOD PRACTICE FOR CONTROLLING BUSINESS SPONSORED EDUCATIONAL MATERIALS USED IN SCHOOLS

All Business Sponsored Educational Materials (BSEM) should adhere to these minimum standards:

Accuracy. Statements must be consistent with established facts or accepted expert opinions on the subject. Information must be appropriately referenced so that it can be easily verified.

Objectivity. All major or relevant points of view are fairly presented. If the subject is controversial, arguments in favor must be balanced by arguments against. The sponsor bias must be clearly stated, and references to opposing views must be made.

Completeness. The materials contain all relevant information and do not deceive or mislead by omission nor by commission.

Non-discriminatory. The text and illustrations are free of any references or characterizations that could be considered derogatory or stereotype a particular group; for example, an ethnic group, an age group, a race, or a sex.

Non-commercial. Sponsored material specifically designed for educational use should be clearly designated as such. Under no circumstances should promotional material be presented as 'educational. Text and illustrations must not contain any of the sponsor's brand names, trademarks, related trade names, or corporate identification. Corporate identification, however, should be stated clearly and in a prominent place (for example, the front or back cover of publications or in the titles of videos or teaching packs). Such corporate identification should be used in these positions only to identify the sponsor with the material and to provide contacts for further information. No implied or explicit sales message, exhortation to buy a product or service, merchandising slogan or other attempts to influence the purchasing decisions of pupils, or their families, should be included. The sponsor may use the legal copyright notice to designate ownership of presentation and date of publication of BSEM.

Evaluative. The materials should encourage awareness among pupils about the subject as well as encourage cognitive evaluation of the said subject.

Distribution. No unsolicited BSEM should be distributed or direct-mailed to pupils or teachers.

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