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Broadcast Radio -
Advertising and sponsorship on the radio

Programme Sponsorship

Companies can pay money to broadcasters to have their brand or products associated with a radio programme. This is called sponsorship – and, unlike advertising, sponsorship of commercial radio output is regulated by Ofcom.

There are rules to ensure that:

  • The sponsorship arrangement is transparent
  • The sponsorship message is separate from the programme
  • The broadcaster maintains editorial control over sponsored programmes and that programmes are not distorted for commercial purpose.

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