Advertising in and around schools has been a controversial issue for years, with many parents objecting to their children being exposed to ads in an educational environment. But these days some school districts feel they have no other choice.

With states slashing education budgets, an increasing number of school districts are turning to advertising to generate new streams of revenue.

One relatively new approach is advertising on the sides of school buses. The ads target drivers and pedestrians the bus passes on the way to and from school, though obviously kids are exposed to them as well.

Groups like the Campaign for a Commercial-Free Childhood have vigorously objected to such ads, and many states have laws barring all forms of bus advertising.

Still, advertising in and on school buses is now allowed in eight states, with more considering it.

To find out how to get your client on school buses, read on.

This is one in a Media Life series on buying out-of-home venues. They appear weekly.

Fast Facts

What
Advertising on the sides of school buses.

Who
Some schools districts handle advertising on buses directly, but many rely on third-party vendors, which handle the logistics and give schools 50 to 60 percent of the revenue.

How it works
Advertising on school buses works like any other transportation ad medium, although there are a few obvious difference.

All advertisers and creative must be approved by the school districts. They do not take ads from categories that are inappropriate for kids, such as liquor, as well as anything related to religion or politics.

Individual states set their own guidelines for how large signs can be and where they are placed on the bus.