Concerns have been raised about the implications of advertising being allowed on the academic computer network.
The Joint Information Systems Committee, which is responsible for the Joint Academic Network (Janet), has launched a study that will examine the issues surrounding the introduction of "widespread advertising" to the network.
The existing policy is unclear, but giving the green light to advertisements could create a lucrative income for the JISC.
Norman Wiseman, the committee's head of programmes, said the committee runs a number of free or heavily subsidised services such as the Distributed National Electronic Resource. However, the addition of the further education sector to the JISC's responsibilities means such services need to cover more areas, creating a need for more funding.
Dr Wiseman said that the study would consider, among other areas, the nature of guarantees needed to ensure that Janet services would not be affected by advertising. The study would also examine the potential demand and potential revenues.
Companies that already advertise or sponsor on-campus activities would probably be interested in reaching staff and students through university websites, according to Dr Wiseman. However, he said that there was a "pile of ethical issues" that would need to be resolved first. Advertisements for bookshops are unlikely to cause problems, but some academics and students would almost certainly oppose advertisements for products such as cigarettes.
Ian Twinn, public affairs director for the Incorporated Society of British Advertisers, said that difficulties could arise if advertising was accepted in principle and then individual institutions tried to dictate which advertisements were or were not acceptable.
Whether advertisers would be attracted depended heavily on how the system was set up, Mr Twinn said. Major advertisers would not be interested in dealing with individual university sites. Being able to arrange national package deals reaching hundreds of thousands of students, however, might attract firms such as Coca-Cola and Nike.
Local firms such as leisure venues and bookshops would, however, want to advertise on individual university sites, Mr Twinn added.
A spokesperson for the Association of University Teachers said that the union would want clear rules for any advertising on the academic network, particularly as student internet use continues to rise.
Some student unions have set up their own websites carrying advertising. They could face competition if university sites start to show advertisements as well.
A National Union of Students spokesperson said it would be "a shame" if Janet carried advertising and said that moral dilemmas could easily arise.
Dr Wiseman conceded that more research could be required after this study, which should be completed by April.
The prevalence of advertising on the internet means the higher education community might accept it as the price of additional services from JISC, he said.
"If there is a potentially huge source of revenue there, then people could feel it is an acceptable thing."
The JISC has an annual budget of £47.5 million for its content services and Janet.
Details: www.jisc.ac.uk .