By Johnathan Paoli
Basic Education Minister Siviwe Gwarube has assured the country of her department’s determination to be more considerate of the implications of public-private sponsorship, despite its financial crisis.
Speaking during a parliamentary plenary on International Mother Language Day, Gwarube acknowledged concerns about corporate branding and advertising in schools and indicated that policies would be developed to regulate the nature of such partnerships to ensure that they benefited learners without exploiting them.
“We must have a policy that says how do we manage the kind of branding and advertisements that happen in schools in a way that doesn’t harm the learners but assist us with the gap,” she said.
Gwarube stressed the financial situation the department was in, highlighting the need for assistance from the private sector.
“I must point out that the future of partnerships, particularly corporate partnerships, is here because ultimately the government cannot meet the demand that our schools and our learners have,” the minister said.
The issue came to the forefront following the donation of McDonald’s-branded desks to two Cape Town schools, leading to a heated national debate about the role of private companies in education and the ethical implications of corporate branding in schools.
Gwarube defended the decision, stating that corporate partnerships were essential in addressing the financial shortfalls in the education sector.
With 13.5 million learners and 24,000 schools across South Africa, she said the government alone could not meet the growing demand for resources.
Section27, along with 21 other organisations, issued a joint statement last week condemning the move as a blatant form of marketing that targeted vulnerable children. They argued that allowing fast-food companies such as McDonald’s to brand school furniture was a covert advertising strategy that exploits children and normalizes unhealthy eating habits.
The debate around corporate influence in schools extended beyond food companies, with Rise Mzansi raising concerns about the involvement of gambling companies in education funding during the debate.
While gambling companies do not directly advertise in schools, they are required by law to contribute at least 1% of their gross revenue, approximately R15 billion per year, towards socio-economic development initiatives.
These funds often support education, health and youth development programmes.
INSIDE EDUCATION
