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Examining the New Phenomenon of Teachers as Brand Ambassadors

A brand ambassador receives some form of compensation or perk in exchange for the endorsement of a product. This research brief explores the ethical, legal, and policy issues associated with the hiring of teachers as brand ambassadors, a new and disturbing foray into corporate marketing within schools. It examines the potential benefits that these corporate-teacher relationships provide to teachers and their students, and weighs these against the potential concerns, conflicts, and costs. It considers the need for protections of students’ interests as teacher brand ambassadorships grow as a presence in public schools, and provides recommendations for future policymaking.