BT under fire for targeting sixth-formers

BT has been criticised by the National Consumer Council over its latest scheme for targeting teenagers, which gives sixth-formers BT-branded ring binders.

BT plans to advertise its “EasyReach” pagers on folders supplied free to pupils in sixth forms and colleges with the permission of their headteacher.

But a spokeswoman for the National Consumer Council says schools should be “advertising-free zones”. She adds: “In our view schools should be places for learning and not marketing. It is very important the promotional message does not outweigh the educational one, and in this case it is not clear if there is any educational value at all.”

The binders, called “JazzyFiles”, will be supplied by Lasting Impressions, a company which already runs a scheme called JazzyBooks where advertisers sponsor school exercise books. Advertisers for the books include Weetabix, The Royal Mail and the Government’s Hedgehog Road Safety Campaign.

The files will be tested in 175 sixth-form colleges in January and roll out is expected later in the year.

Recommended

Coffee Republic unveils new look bars to fend off rivals

Marketing Week

Coffee Republic has launched a new image for its expanding coffee bar chain after consulting between 30 and 40 major advertising, design and PR agencies. Design company Fitch was selected to “evolve” the identity of the new-look stores. The first of these opened in London’s West End last week, with 11 more planned for completion […]

Branching out

Marketing Week

In the days when banks treated your money as if it was their own, the idea that a branch could be considered a retail outlet would have been ridiculous. Nowadays, you will be hard pressed to find a financial institution which is not treating its network in the same way that grocery multiples treat their […]

Morpheus Maurice in noble farce

Marketing Week

Marketing is like an exceptionally well cultivated organic carrot – seven eighths of it lie below the surface, allowing the gum-booted onlooker to gaze only upon the frivolous fronds above. How, though, to be sure what the eye perceives atop the manure-larded turf is indeed the foliaceous manifestation of subterranean tuberous life and not, say, […]

Comments

    Leave a comment