智利教育部长近日表示，自明年起将禁止任何形式的产品广告出现在学生课本中。

Chilean Education Minister Joaquín Lavín joined Chileans nationwide in rejecting the use of advertisements and product placements in school textbooks.

Lavín’s response follows a nationwide uproar¹ after a story run on the state-approved textbooks featuring jingles² and ads for fruit juices, banks, and cell phone companies, among others.

The ads were included within sections of the books where students were taught about publicity³ and advertising⁴. However, experts have pointed⁵ out that exposing children to advertising can have very strong effects on consumer choices later on. Lavín suggested textbook writers include fake brand names and advertisements to achieve desired goals.

“Any text that makes a reference to advertisements should not allude⁶ to（暗指，提到） specific brands,” reads the letter that Lavín sent to the education ministry’s curriculum and evaluation⁷ unit. According to Loreto Fontaine, national coordinator⁸ of the unit, Lavin’s request would take effect beginning next year.

Despite his reaction, Lavín noted⁹ that he was surprised by how quickly the story became a scandal. “They are the same books that have been distributed since 2002,” said Lavín. “Chilean children are always exposed to television ads and street posters. Maybe part of their education is teaching them how to defend themselves from this constant bombardment.”

Mariana Aylwin, who served as education minister in 2002, said that she was not aware of the advertisements during her administration, and that the topic was not present when her office evaluated the content of textbooks.

However, Aylwin agreed with Lavín on the incorporation¹⁰ of fake ads. “It is obvious that they should use imitations and not actual brands,” she said.