成人快手

For programme and format sales and productions for third parties, see section 6.

Principles

The guidelines in this section are based on the following principles. Where referral is necessary, these principles should be considered.

2.1 All advertising on 成人快手 commercial services must be legal. It must follow applicable advertising laws and 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; the 成人快手 should always seek to position itself at the top end of market best practice. For example, in the UK, magazines and websites should follow the Advertising Standards Authority CAP Code. Similarly television services operating in the UK should follow the Ofcom Broadcasting Code and the Advertising Standards Authority BCAP Code.

2.2 Advertising must not be misleading, harmful or offensive. Generally acceptable standards must be applied to the content of all advertising materials so as to provide adequate protection for members of the public from the inclusion of offensive or harmful material.

(See Editorial Guidelines section 5.4 on Audience Expectations and Generally Accepted Standards)

2.3 Advertising must not bring the 成人快手 into disrepute or jeopardise the value of the 成人快手 brand. It must:

a) not compromise the 成人快手's impartiality, editorial integrity and independence

b) be suitable for the target audience

c) meet consumer expectations of the 成人快手 brand

d) not encourage the infringement of the intellectual property or personal rights of others. For example, advertising for a VPN service that promotes access to the 成人快手 iPlayer from outside the UK.

2.4 All advertising must be clearly presented as commercial content, distinct from editorial content. The nature of an advertising relationship must be transparent so that it is clear to the audience that they are seeing a commercial message, and who has funded that message. Surreptitious or subliminal advertising is prohibited.

2.5 The 成人快手 must retain independent editorial control and responsibility for all editorial content. Advertisers must not influence content in a way that impairs the responsibility and editorial independence of the 成人快手.

2.6 Advertising arrangements must not include any endorsement by the 成人快手 and should not create the impression of 成人快手 endorsement.

2.7 The cumulative effect of the same advertising appearing many times on a 成人快手 service must not compromise the 成人快手's impartiality, editorial integrity and independence.

Categories of Advertising

2.8 To protect the 成人快手's reputation, the following categories of advertising are prohibited:

a) faith, religion and equivalent systems of belief

b) adult products and services

c) tobacco and cannabis products, including eCigarettes, vaporisers and non-prescription CBD products

d) weapons and gun clubs

(See section 7 for meanings.)

2.9 Advertising for any other product may make reference to a CBD product in a secondary manner. For example, advertising for a retailer could make reference to a CBD product alongside other products it sells.

2.10 Political advertising is prohibited on any commercial service when it is targeted at the UK. In other territories, political advertising is only permitted where approval has been given by the Advertising Governance Committee. See section 7 for meanings.

2.11 Political advertising is prohibited around news and current affairs content and Children's content in all territories.

Additional prohibitions exist for Children's content. See section 5.

2.13 Around news and current affairs content, advertisements in the following categories must be approved by the Advertising Standards Guardian before they can be accepted for broadcast or publication:

a) government organisations promoting tourism, trade or investment. See also 2.12c

b) Public Service Announcements, such as public information campaigns

c) charities, trusts, foundations and non-governmental organisations

d) lobby groups

e) infant formula or baby milk designed for infants under six months old. (This does not include 'follow on' formulas for infants older than six months).

The Advertising Standards Guardian will consider whether the proposal would meet the principles in these Guidelines.

2.14 Where there is any doubt about the suitability of a particular advertisement, or where it deals with a political or industrial controversy or matters relating to current public policy, this should be referred to the Advertising Standards Guardian. Where this might compromise the 成人快手's editorial integrity, the ASG should escalate the matter to the senior editorial figure.

2.15 In determining whether subjects are controversial, in the UK or internationally, we should take account of:

• the level of public and political contention and debate
• whether the subject is a matter of substantive debate or importance in a particular nation, region, community or discrete areas which may resonate with a particular or substantial part of the audience
• how topical the subject is
• the sensitivities of relevant audiences' beliefs and culture
• a reasonable view on whether the subject is serious
• the distinction between matters grounded in fact and those which are a matter of opinion

(See also Editorial Guidelines Section 2.4.5 on Controversial Subjects, Current Public Policy and Political Issues)

2.16 Certain other categories of advertising may need to be approved by the Advertising Standards Guardian before they can be accepted for broadcast or publication. These categories will be determined for individual services as agreed with the Advertising Governance Committee.

2.17 Where there is an established industry-wide compliance process for pre-approval, some of the categories in 2.12 and 2.13 may not need to be referred to the Advertising Standards Guardian or senior editorial figure for approval, subject to agreement by the Advertising Governance Committee. For example, the service provided by Clearcast to UK commercial television broadcasters.

Political Advertising

2.19 Political advertising is prohibited around news and current affairs content and Children's content in all territories.

2.20 Where political advertising is permitted, it must clearly identify the candidate or party on whose behalf the advertising is placed.

2.21 Advertising must be available on the same basis to all parties or candidates standing for elections. A political advertiser may not have a commitment to a share of voice exceeding 25% of total advertising at any point in time. Category exclusivity is prohibited for political advertising.

(See sections 2.39 to 2.48)

Government, charity and lobby group advertising

2.23 Advertising by governments and government agencies, charities, trusts, foundations and non-governmental organisations and lobby groups must not compromise the 成人快手's impartiality or bring the 成人快手 into disrepute.

2.24 In territories where political advertising is prohibited, and around content where political advertising is prohibited, such advertising should not be focused on a controversial subject that relates to a matter of current public policy, a political or industrial controversy, or a lobbying call to action. Any political or lobbying call to action must be incidental to the main purpose of the advertising.

Surrogate advertising

2.25 Where a product or service shares a name or trademark with a prohibited product or service, advertising is only acceptable where it does not give the impression of promoting the prohibited product or service and cannot be seen as a backdoor route to advertising the prohibited product or service. For example, a product which shares its name with a tobacco brand, or a product which shares its name with an alcohol brand in a territory where alcohol cannot be advertised.

Format of advertising

2.26 The suitability of advertisement formats should have regard to:

a) consumer expectations of the 成人快手 brand

b) consumer experience

c) market norms in the relevant territory

2.27 Advertising should not appear in a similar style to the editorial content to which it is adjacent so that consumers can clearly distinguish between editorial content and advertising. Advertising should not emulate 成人快手 editorial content. Overlay advertising is prohibited during programmes on television services or over long form audio-visual content (of more than 12 minutes or 40% of a programme). Overlay advertising is prohibited during any Children's content.

2.28 Advertising may not be sold against an individual story on news and current affairs or consumer review content. For example, an advertiser could not buy advertising specifically around a particular business report on a company going into liquidation. However, it is acceptable to buy advertising around a theme, such as the coverage of the Davos World Economic Forum, or a tag, such as 'liquidation'. Similarly an advertiser could not buy advertising specifically around an individual car review.

2.29 Around other content, the placement of advertising on the same subject should not give the impression that the advertiser has had any influence over the editorial content. On television and audiovisual services, a house advertisement, promotional content, channel ident or sting can be used to separate such advertising from editorial content. Online this can be achieved by limiting a share of voice to no more than 50% around relevant content. In publications, such advertising should not normally appear on the same page spread. This rule does not prohibit the sale of advertising around specific content through digital programmatic platforms.

2.30 Advertising arrangements on commercial services available in the UK must be presented in such a way that there is no confusion to consumers about what is a public service and what is a commercial service. Such services should be identifiable as commercial services. For example, through the use of labels.

2.31 The 成人快手 brand, that is the 成人快手 name, logos, titles, channel names, programme titles, formats or characters, sets, music or catchphrases and any other identifiable 成人快手 content should not be used by commercial advertisers, except in joint promotions or advertising for licenced 成人快手 products and services.

2.32 Any proposal to accept an advertisement for a joint promotion or licenced 成人快手 product or service which features the 成人快手 brand must be approved by the Advertising Standards Guardian who will:

• ensure that the relevant approvals have been obtained for the joint promotion, or to advertise the product or service under the terms of the license agreement.
• consider whether it would give the perception of endorsement of the third party by the 成人快手.
• ensure that the number and prominence of references to the 成人快手 across the campaign is proportionate to the 成人快手's involvement in the product.

(See Editorial Guidelines section 16.4.23 on Third Party advertising and the 成人快手 brand.)

2.33 Digital advertising must not unduly interrupt the user's experience of the editorial content without the user's permission. Users should normally signal intent before receiving more intrusive forms of advertising. For example, click or hover to initiate.

2.34 Any proposal to accept a new digital advertising format must be approved by the Advertising Standards Guardian who will consider whether it is appropriate for the relevant 成人快手 service or publication.

The ASG may then provide operational guidance for the execution and ongoing use of the format as it evolves. This operational guidance must be approved by the Advertising Governance Committee.

2.35 Television advertisements of a duration of more than five minutes, sometimes referred to as 'infomercials', are not normally permitted. Where a service is off-air, infomercials may be transmitted as long as it is clear to viewers that they are not watching a 成人快手 service. For example, this may be acceptable overnight.

Use of 成人快手 talent in advertising

2.36 Staff, and regular magazine or website contributors, must not appear in advertising in their publication or on their service, unless it is advertising for a joint promotion or licenced 成人快手 product or service.

2.37 Any advertising that features a programme presenter or occasional magazines or website contributor should be clearly separated from their editorial contribution. It should not appear adjacent to their contribution and must avoid giving the impression that the advertising has influenced the choice of contributor.

2.38 Any proposal to accept advertising that features a programme presenter or occasional magazine or website contributor on their service or in their publication must be approved by the Advertising Standards Guardian who will consider whether:

• it would give rise to a conflict of interest
• the relevant approvals have been obtained

(See Editorial Guidelines sections 4.4.35-4.4.42 Conflicts of Interest: On-air Talent and Others with a Prominent On-air role: promotional activity including commercial advertising and endorsements.)

Share of Voice and exclusive arrangements

2.39 An advertiser may seek to buy all available advertising space, giving them 100% share of voice. For this purpose, 'house ads' should not be included in the share of voice calculation. A 100% share of voice is often called a 'takeover', a 'buyout' or a 'solus' advertising arrangement. This is distinct from sponsorship because no form of credit can be given. For example, 'In association with...'.

2.40 Takeover arrangements must be time limited to ensure there is no impression of 成人快手 endorsement.

2.41 Any proposal for a takeover lasting more than 48 hours must be approved by the Advertising Standards Guardian who will consider whether:

• it would give the perception of endorsement by the 成人快手
• it would give the perception of sponsorship where such an arrangement would be inappropriate.

2.42 Takeover arrangements across the whole of a substantive service or publication are only permitted for a very short period of time (less than 48 hours or one edition). Following such a takeover there must be a break of at least 7 days (or three editions) before the same advertiser may have a further takeover.

2.44 For consumer advice and review content, any takeover by an advertiser whose products or services are likely to be reviewed must not exceed 7 days in length to avoid any perception of sponsorship where this would not be permitted.

2.46 In determining whether a takeover is acceptable, the following factors should be considered:

a) the proximity between the editorial content and the product or service to be advertised

b) the duration and/or recurrence of the takeover

c) the appropriate percentage of advertising units across the service which would be subject to the takeover

d) the audience (or level of traffic) attracted to the content being taken over

e) the frequency with which online editorial content is updated. For example, sections which are updated less frequently may be more acceptable for longer term takeovers

f) the method of delivery of other advertising on the service. For example, takeovers online are less likely to lead to an impression of sponsorship where the use of automated targeted advertising may result in the audience seeing the same advertising repeatedly.

g) in publications, the layout of the editorial content in relation to the advertising

2.47 An advertiser may seek an exclusivity arrangement, where they are the only advertiser from a particular category of advertiser. Such arrangements must be time limited. Category exclusivity is prohibited for political advertisers.

2.48 Category exclusivity for consumer advice and review content by an advertiser whose products or services are likely to be reviewed must not exceed 7 days.

Third party supplied advertising on 成人快手 services

2.49 In some cases the 成人快手 may contract a third party to supply advertising for a 成人快手 service. For example, an advertising agent may sell advertising on 成人快手 television channels as part of a wider arrangement with a carriage provider. Similarly an online ad network, ad exchange or other automated buying platform might provide programmatic advertising for a 成人快手 website.

2.50 Where a third party is responsible for the automated provision of advertising on a 成人快手 branded service (such as through a programmatic trading platform), the contractual arrangements must include the following requirements:

a) that the 成人快手 branded service is provided with tools to block specific categories of advertising (including those categories which are prohibited) and that these tools may be applied at the 成人快手's absolute discretion. Alternatively the third party can agree to implement such category blocking as requested by the 成人快手 branded service.

b) that the 成人快手 branded service is provided with tools to block specific advertisers or advertising creatives, and that these tools may be applied at the 成人快手's absolute discretion. Alternatively the third party can agree to implement the blocking of specific advertisers or advertising creatives as requested by the 成人快手 branded service.

c) that the third party commits to take down any advertising which the 成人快手 believes is reputationally damaging, at the 成人快手's absolute discretion, within 24 hours.

2.51 The tools, settings and other arrangements used for the automated provision of advertising on a 成人快手 branded service must be approved in advance by the Advertising Standards Guardian who will ensure they meet the requirements of these guidelines.

2.52 Where a third party is responsible for the non-automated sale, broadcast or publishing of advertising on a 成人快手 branded service, the contractual arrangements should include a requirement to comply with these guidelines.