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Section 9 - Sponsorship

(Relevant legislation includes, in particular, section 319(2)(i) and (j) and 319(4)(e) and (f) of the Communications Act 2003, Articles 1(e), 10(1) and 17 of the Television Without Frontiers Directive, and Article 10 of the European Convention on Human Rights.)

This section of the Code does not apply to BBC services funded by the licence fee or grant in aid.

Principle

To ensure that the unsuitable sponsorship of programmes on radio and television is prevented, with particular reference to:

transparency – to ensure sponsorship arrangements are transparent;

separation – to ensure that sponsorship messages are separate from programmes and to maintain a distinction between advertising and sponsorship; and

editorial independence – to ensure that the broadcaster maintains editorial control over sponsored content and that programmes are not distorted for commercial purposes.

In this Principle, programmes include "channels" as defined below.

Rules

Meaning of “sponsored programme”, “sponsored channel” and “sponsor”:: A sponsored programme, which includes an advertiser-funded programme, is a programme that has had some or all of its costs met by a sponsor with a view to promoting its own or another's name, trademark, image, activities, services, products or any other direct or indirect interest.; A channel is a television or radio service. A sponsored channel is a channel that has had some or all of its costs met by a sponsor with a view to promoting its own or another's name, trademark, image, activities, services, products or any other direct or indirect interest.; Costs include any part of the costs connected to the production or broadcast of the programme or channel.

A sponsor is any public or private undertaking (other than the broadcaster or programme producer), who is sponsoring the programme, programming or channel in question with a view to promoting their or another's name, trademark, image, activities, services, products or any other direct or indirect interest. This meaning extends to those who are otherwise supplying or funding the programme or channel.

Content that may not be sponsored

9.1 The following may not be sponsored:

news bulletins and news desk presentations on radio; and
news and current affairs programmes on television.

Meaning of “current affairs programme(s)”:: A current affairs programme is one that contains explanation and analysis of current events and issues, including material dealing with political or industrial controversy or with current public policy.

Prohibited and restricted sponsors

9.2 No channel or programme may be sponsored by a sponsor that is not allowed to advertise on the relevant medium.

9.3 Sponsorship on radio and television must comply with both the advertising content and scheduling rules that apply to that medium.

The content of sponsored output

9.4 A sponsor must not influence the content and/or scheduling of a channel or programme in such a way as to impair the responsibility and editorial independence of the broadcaster.

9.5 There must be no promotional reference to the sponsor, its name, trademark, image, activities, services or products or to any of its other direct or indirect interests. There must be no promotional generic references. Non-promotional references are permitted only where they are editorially justified and incidental.

Meaning of “promotional reference”:: This includes, but is not limited to, references that encourage, or are intended to encourage, the purchase or rental of a product or service.

Sponsorship credits

Television and radio

9.6 Sponsorship must be clearly identified as such by reference to the name and/or logo of the sponsor. For programmes, credits must be broadcast at the beginning and/or end of the programme.

9.7 The relationship between the sponsor and the sponsored channel or programme must be transparent.

Radio

9.8 During longer sponsored output, credits must be broadcast as appropriate to create the degree of transparency required.

9.9 Credits must be short branding statements. However, credits may contain legitimate advertising messages.

9.10 Credits must be cleared for broadcast in the same way as advertisements.

9.11 Programme trails are treated as programmes and the same sponsorship rules apply.

Television

9.12 Sponsorship credits must be clearly separated from programmes by temporal or spatial means.

9.13 Sponsorship must be clearly separated from advertising. Sponsor credits must not contain advertising messages or calls to action. In particular, credits must not encourage the purchase or rental of the products or services of the sponsor or a third party.

9.14 Where a programme trail contains a reference to the sponsor of the programme, the sponsor reference must remain brief and secondary.