For the last 15 years, the Education Policy Studies Laboratory has studied trends in schoolhouse commercialism and has found that this practice is increasingly pervasive and diverse. The manifestations of marketing in public schools include incentive programs, such as Pizza Hut's "Book It!" program; contracts that grant soft drink and junk food marketers exclusive rights to sell their products in schools; the Channel One television network, which supplies schools with television equipment and programming that includes advertising; and corporate curriculums, such as the "nutrition education" materials provided by Atkins Nutritionals, Inc. The commercialism study also found growing resistance to schoolhouse commercialism among schools, states, and community members. For example, some local school districts and states have banned soda and junk food vending machines. As marketers fight back, education leaders will have to decide whether the supposed benefits of commercial "partnerships" outweigh the potential harm to students.