ERIC Number: EJ1046854
Record Type: Journal
Publication Date: 2014
Abstractor: As Provided
Reference Count: 54
Fairtrade in Schools: Teaching Ethics or Unlawful Marketing to the Defenceless?
Ethics and Education, v9 n3 p369-384 2014
Schools in the UK teach pupils about Fairtrade as part of Religious Education, Personal and Social Education, Citizenship, Geography and so on. There are also Fairtrade Schools, where the whole school, including staff and parents, is committed to promoting the brand. It is argued here that promoting this commercial brand to schoolchildren and using the schoolchildren to press adults to buy a product amounts to indoctrination using criteria of intent, methods of teaching and the subject matter. This conflicts with educational goals. It is also shown to be akin to the criminal offence of Unfair Trading: the methods used in teaching used would be unacceptable in normal commercial marketing. A completely separate criticism, based on a wide range of research evidence, is that the schools mislead by giving false information and by suppression of relevant information, again akin to the criminal offence of Unfair Trading. The question of who has the responsibility for preventing such actions is considered.
Descriptors: Foreign Countries, Ethical Instruction, Ethics, Teaching Methods, Commercialization, Marketing, Consumer Education, Critical Thinking, Merchandising, Moral Values
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: United Kingdom