Advertising and Sponsorship Guidelines for BBC Commercial Services
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Contents 03 — 05 06 — 18 01 Introduction 02 Advertising 19 — 23 25 — 32 Advertisment Sponsorship 03 Features 04 33 — 39 41 — 45 Children's Content News and Current 05 06 Aff airs Content 47 — 49 51 — 54 Syndication Programme and 07 08 Format Sales 55 — 59 09 Meanings June 2019 edition Contents 03 — 05 07 — 18 01 Introduction 02 Advertising 19 — 23 25 — 32 Advertisment Sponsorship 03 Features 04 33 — 39 41 — 45 Children's Content News and Current 05 06 Aff airs Content 47 — 49 51 — 54 Syndication Programme and 07 08 Format Sales 55 — 59 09 Meanings June 2019 edition Introduction Introduction Advertising Advertising 8 ADVERTISING 9 ADVERTISING 2.5 The BBC must retain independent editorial control Advertising and responsibility for all editorial content. Advertisers For programme and format sales, see section 8 must not influence content in a way that impairs the responsibility and editorial independence of the BBC. Principles 2.6 Advertising arrangements must not include any 2.1 All advertising on BBC commercial services must be endorsement by the BBC and should not create the legal. It must follow applicable advertising laws and impression of BBC endorsement. regulations which may differ by territory. In determining what an acceptable standard in a particular territory is, consideration should be given to local market practice; 2.7 The cumulative effect of the same advertising appearing the BBC should always seek to position itself at the top many times on a BBC service must not compromise the end of market best practice. For example, in the UK, BBC’s impartiality, editorial integrity and independence. magazines and websites should follow the Advertising Standards Authority CAP Code. 2.8 Advertising arrangements on commercial services available in the UK must be presented in such a way 2.2 Advertising must not be misleading, harmful or offensive. that there is no confusion to consumers about what Generally acceptable standards must be applied to is a public service and what is a commercial service. the content of all advertising materials so as to provide Such services should be identifiable as Commercial adequate protection for members of the public from Services. For example, through the use of labels. the inclusion of offensive or harmful material. See Editorial Guidelines section 5.1 Harm and Offence: Categories of advertising Generally Accepted Standards 2.9 To protect the BBC’s reputation, the following 2.3 Advertising must not bring the BBC into disrepute or categories of advertising are prohibited: jeopardise the value of the BBC brand. It must: a. advertising for faith, religion and equivalent a. be suitable for the target audience systems of belief b. meet consumer expectations of the BBC brand b. advertising for adult products and services c. not compromise the BBC’s impartiality, editorial c. advertising for tobacco and marijuana products integrity and independence d. advertising for weapons and gun clubs See section 9 for meanings 2.4 All advertising must be clearly presented as Additional prohibitions exist for Children’s content commercial content, distinct from editorial content. (see section 5) and News and current affairs content The nature of an advertising relationship must be (see section 6) transparent so that it is clear to the audience that they are seeing a commercial message. Surreptitious or subliminal advertising is prohibited. bbc.com/advertisingguidelines 8 ADVERTISING 9 ADVERTISING 2.5 The BBC must retain independent editorial control Advertising and responsibility for all editorial content. Advertisers For programme and format sales, see section 8 must not influence content in a way that impairs the responsibility and editorial independence of the BBC. Principles 2.6 Advertising arrangements must not include any 2.1 All advertising on BBC commercial services must be endorsement by the BBC and should not create the legal. It must follow applicable advertising laws and impression of BBC endorsement. regulations which may differ by territory. In determining what an acceptable standard in a particular territory is, consideration should be given to local market practice; 2.7 The cumulative effect of the same advertising appearing the BBC should always seek to position itself at the top many times on a BBC service must not compromise the end of market best practice. For example, in the UK, BBC’s impartiality, editorial integrity and independence. magazines and websites should follow the Advertising Standards Authority CAP Code. 2.8 Advertising arrangements on commercial services available in the UK must be presented in such a way 2.2 Advertising must not be misleading, harmful or offensive. that there is no confusion to consumers about what Generally acceptable standards must be applied to is a public service and what is a commercial service. the content of all advertising materials so as to provide Such services should be identifiable as Commercial adequate protection for members of the public from Services. For example, through the use of labels. the inclusion of offensive or harmful material. See Editorial Guidelines section 5.1 Harm and Offence: Categories of advertising Generally Accepted Standards 2.9 To protect the BBC’s reputation, the following 2.3 Advertising must not bring the BBC into disrepute or categories of advertising are prohibited: jeopardise the value of the BBC brand. It must: a. advertising for faith, religion and equivalent a. be suitable for the target audience systems of belief b. meet consumer expectations of the BBC brand b. advertising for adult products and services c. not compromise the BBC’s impartiality, editorial c. advertising for tobacco and marijuana products integrity and independence d. advertising for weapons and gun clubs See section 9 for meanings 2.4 All advertising must be clearly presented as Additional prohibitions exist for Children’s content commercial content, distinct from editorial content. (see section 5) and News and current affairs content The nature of an advertising relationship must be (see section 6) transparent so that it is clear to the audience that they are seeing a commercial message. Surreptitious or subliminal advertising is prohibited. bbc.com/advertisingguidelines 10 ADVERTISING 11 ADVERTISING 2.10 Political advertising is prohibited on any Commercial d. advertising for any product or service which Service when it is targeted at the UK. In other shares a name or trademark with a prohibited territories, political advertising is only permitted product or service, sometimes referred to as where approval has been given by the Advertising ‘Surrogate advertising’ Governance Committee. e. advertisements that deal with a controversial subject that is a matter of public policy 2.11 Advertisements in the following categories must be f. advertisements which could compromise the approved by the Advertising Standards Guardian BBC’s editorial integrity before they can be accepted for broadcast or publication: The senior editorial figure will consider whether: a. advertising by tourism boards and trade or • the proposal would meet the principles in these investment boards guidelines in particular in relation to the BBC’s b. advertising for public information campaigns impartiality c. advertising by charities, trusts, foundations and See section 9 for meanings non-governmental organisations d. advertising for eCigarettes 2.13 Certain other categories of advertising may need to be approved by the Advertising Standards e. advertising for infant formula or baby milk Guardian before they can be accepted for broadcast f. advertising for virtual private networks or ‘VPN’ or publication. These categories will be determined services for individual services as agreed with the Advertising The Advertising Standards Guardian will consider Governance Committee. whether: • the proposal would meet the principles in these 2.14 Where there is an established industry-wide Guidelines compliance process for pre-approval, some of the • in the case of advertising for VPN services, categories in 2.11 and 2.12 may not need to be the proposal does not facilitate or encourage referred to the Advertising Standards Guardian unauthorised access to digital media or senior editorial figure for approval, subject to agreement by the Advertising Governance Committee. For example, the service provided by 2.12 Advertisements in the following categories must be Clearcast to UK commercial television broadcasters. approved by a senior editorial figure before they can be accepted for broadcast or publication: Political advertising a. political advertising (on services where this is permitted) 2.15 Any service wishing to accept political advertising for the first time must seek approval from the b. advertising by governments and government Advertising Governance Committee. agencies (except tourism boards and trade or investment boards) c. advertising by lobby groups and trade unions bbc.com/advertisingguidelines 10 ADVERTISING 11 ADVERTISING 2.10 Political advertising is prohibited on any Commercial d. advertising for any product or service which Service when it is targeted at the UK. In other shares a name or trademark with a prohibited territories, political advertising is only permitted product or service, sometimes referred to as where approval has been given by the Advertising ‘Surrogate advertising’ Governance Committee. e. advertisements that deal with a controversial subject that is a matter of public policy 2.11 Advertisements in the following categories must be f. advertisements