In fact, in the late 1980s, the Board of Regents declined offers to show Channel One's cable television news program in schools because of commercial content within its programming. Last year, however, the State Education Department designed a model contract to guide schools considering pouring rights contracts. The department stated that exclusive agreements between schools and beverage companies were legal as long as they were in accordance with the guidelines of the model contract and complied with the requirements of all applicable laws. But Coca-Cola is not allowed to advertise, so we don't have those commercialization problems. Opponents of such exclusive contracts point out that, as the exclusive supplier in a particular school, companies can and often do raise their prices to exorbitant levels.
Opponents also worry about the effects of commercialism and possible exploitation of students.