Bill would allow ads on school buses

SALT LAKE CITY — Big yellow school buses could become big yellow billboards under a proposal before the state Legislature.

In this time of budget woes, one lawmaker has an idea to help school districts earn some cash: Allow advertising on school buses.

Rep. Jim Bird, R-West Jordan, says while obviously the type of advertisements will have to be strictly regulated, money-strapped districts could rake in some dough.

"We're trying to bring some money in and make transportation carry its own weight," he said. "If we can do that, perhaps we can save some teachers' jobs."

HB393 would require the ads be age appropriate and not promote anything illegal to minors, including alcohol, tobacco, drugs or gambling. The ads would be forbidden from containing sexual material.

The impetus for the bill came from Jordan School District, but the plan could benefit any district, all of which are suffering from revenue shortages and implementing budget cuts.

Jordan District is especially financially beleaguered due to the district split. District officials announced last week that they plan to eliminate 500 jobs, including 250 teachers, to save $30 million.

Superintendent Barry Newbold said advertising on school buses would definitely help the district but there would have to be restrictions. He said it would be up to the school board whether to go for the idea.

"We can't even consider it unless the law gets changed, and that's where Rep. Bird comes in," Newbold said.

Jordan School Board President Peggy Jo Kennett said the idea is "at least worth investigating."

Some school districts nationally are selling ad space on school buses and using the money for technology in the classroom, energy-conservation measures and to simply fill funding gaps.

A district in Texas is making as much as $250,000 annually in ad revenue, Bird said.

Several Utah school districts contacted by the Deseret News said they have no idea how much money they could make.

The legislation would require school boards to implement guidelines. Ads for colleges, universities and other forms of higher education may be a popular option.

At least five states allow advertising on school buses and have generally similar policies, with a few differences in restrictions.

Arizona requires the ads comply with a sex-education policy teaching abstinence. New Mexico doesn't allow promoting political campaigns or causes or religion. Tennessee doesn't allow ads for individual food items that are prohibited from being offered or sold in a vending machine to students through eighth grade. Minnesota doesn't allow false, misleading or deceptive ads.

Utah's bill would require the state Department of Transportation to make rules governing the placement and size of ads on the exterior of school buses.

See the bill at le.utah.gov/~2010/htmdoc/hbillhtm/HB0393.htm.

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