Concerns have been raised over a decision by Dubai’s RTA to allow advertisements and promotional campaigns on school buses.
The RTA announcement referred to “allowing them to occupy advertising and promotional spaces on school buses from inside and outside”.
Sean Trainor, CEO of Saudi-based PR firm Salient, said: “Internal advertising raises ethical concerns by creating a captive audience of impressionable young students exposed to marketing messages.
“School bus journeys should extend the educational environment, and internal screens could focus on educational and safety campaigns.”
Sara Mohammad Siddiqui, executive director of marketing communications at ACWA Power, said: “I’m not for it on school buses. Intercity buses – okay. But children and teens don’t need to be exposed to unnecessary ads while commuting to and fro.
“I’m assuming it would eventually be Happy Meals or Back To School promos that would be screened inside.”
However, the RTA stressed that adverts will be subject to “standards and requirements for promoting various products and offers in a manner consistent with the rights and protection of school children”.
Comunications professional Alex Malouf wonders if allowing advertising on school buses will work.
“Many sectors cannot advertise to children or near areas where children are, such as schools. Even if you can, should you?”
Ananda Shakespeare, founder and CEO of PR firm Shakespeare Communications, said that while the adverts have to be approved and follow strict guidelines, ethics change and mature over time.
“In an age where the ‘Clean Creatives’ head to the international festival of creativity, Cannes Lion, to protest against agencies who work with fossil fuel companies, we should be taking one step forward to being more ethical.”
Inside versus outside
“Would a multinational brand do this, given the scrutiny they will receive locally and internationally, and I don’t know of any developed country which allows this,” added Malouf.
The RTA said adverts on the bus bodies should not cover the phrase (school bus) and ensure that the private field of view is not blocked, or on the back window of the bus.
Trainor said he was happy with external advertisements on the side of school buses as they “provide an effective platform for broad reach”.
“Extending ads to bus roofs would maximise exposure in urban areas, targeting residents in high-rise buildings.”
But he highlighted a potential reputational risk from the move. “RTA’s primary responsibility is providing seamless and safe transportation. Revenue from responsible advertising should help fulfill these responsibilities.
“However, there is a potential reputational risk if implementation occurs without parental consultation.”
In urban areas like London, many schoolchildren traveling on trains are exposed to ads targeting adults.
While Dallas County Schools introduced a similar scheme in 2012, but the revenue generated was negligible compared to their operating budget.
“My 16-year old daughter who is a school bus user in Dubai thinks internal advertising is pointless. Kids wouldnt even look at them,” added Trainor.
Campaign Middle East is keen to hear examples from other cities.
