For programme and format sales and productions for third parties, see section 6.
4.1 Sponsorship is where another party (not engaged in the provision or production of content) makes any contribution to the funding of editorial content (or its publication or broadcast) with a view to promoting their name, products, services, trademarks and/or activities. Sponsorship includes Advertiser Funded Programmes (or 'AFP'). Sponsorship is distinct from advertising because a sponsor is credited for their direct investment, providing them with a closer association with the content.
Principles
4.2 All sponsorship arrangements must meet the principles for advertising.
(See sections 2.1 to 2.7)
4.3 All sponsorship arrangements must be clearly identified by means of a sponsorship credit which identifies the sponsor.
4.4 Sponsorship arrangements must not lead to the creation or distortion of editorial content so that it becomes a vehicle for the purpose of promoting the sponsor. In all cases, the 成人快手 should have a full understanding of the relationship between the contributor and the editorial content, as well as a full appreciation of the motivation and reasons a contributor is financing content.
4.5 The 成人快手 must maintain independent editorial control and responsibility for all editorial content. Sponsorship arrangements must not influence content or scheduling in such a way as to impair the responsibility and editorial independence of the 成人快手. It must not create a conflict of interest which could compromise the 成人快手's impartiality, editorial integrity and independence. Political, commercial, financial or other interests must not influence, or be reasonably perceived as having influenced 成人快手 editorial judgements.
4.6 An organisation may not sponsor content which, had it not been sponsored, could have been expected to contain material which might conflict with the sponsor's interests.
4.7 References within sponsored editorial content to the sponsor's name, products, services or trademarks, may fall within the definition of product placement, which must follow the product placement guidelines in the Editorial Guidelines.
See Editorial Guidelines section 15.4.29-15.4.37 on Product Placement.
4.8 Where sponsored content is made available in the UK, it must be clear that it is the activity on a Commercial Service that is being sponsored and not any underlying 成人快手 Public Service commissioned programme or brand.
Content to be sponsored
4.9 The following categories of content must not be sponsored:
a) 成人快手.com as a whole.
b) News and current affairs content and services.
See section 4.35 鈥� 4.43.
c) General consumer advice programmes and services which could deal with any topic. For example, Radio 4's Money Box programme.
d) Religious content.
4.10 Other sponsorship arrangements must not give the impression that any of these categories of content have been sponsored. For example, where a newsletter is sponsored, but contains news or current affairs content, it should be clear that it is the means of delivery that is being sponsored and not the editorial content.
4.11 Content that includes review of, or advice on, products or services cannot be sponsored by an organisation whose products or services are likely to be reviewed. This is to avoid the perception that the sponsor may have influenced the editorial selection or conclusions.
Channel, website and publication sponsors
4.12 For television services, websites and publications, it may be acceptable to have a channel sponsor, site sponsor or edition sponsor. Such arrangements are not allowed for news and current affairs or children's services.
4.13 Mandatory Referral: Any proposal for a channel, website or edition sponsor must be approved in advance by a senior editorial figure. The senior editorial figure will consider whether:
- the proposal is appropriate for the relevant 成人快手 service or publication
- the proposal would compromise the 成人快手's impartiality, editorial integrity and independence
- the proposal would bring the 成人快手 into disrepute
Advertiser funded programmes (or 'AFP')
4.14 Advertiser Funded Programmes (or 'AFP') is where an advertiser has been involved in the commissioning and/or creation of the programme, beyond simply providing the funding. It should be treated as content sponsored by that advertiser.
4.15 Mandatory Referral: Advertiser Funded Programmes should not normally include 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.
Any proposal to include the 成人快手 brand in an Advertiser Funded Programme must be agreed in advance by a senior editorial figure, who should consult the relevant divisional Head of Editorial Standards.
4.16 Mandatory Referral: All Advertiser Funded Programmes must be approved in advance by a senior editorial figure who will consider whether:
- the proposal is appropriate for the relevant 成人快手 service
- the programme will comply with the 成人快手 Editorial Guidelines
- the 成人快手 will maintain independent editorial control over the programme it transmits
- the proposal would meet the sponsorship principles in these guidelines
Choice of sponsor
4.17 Before accepting a sponsor, we must ensure that:
a) the third party is appropriate
b) the relationship is appropriate given the activity being undertaken
c) the 成人快手 will maintain independent editorial control over its editorial content and output.
(See Editorial Guidelines sections 16.4.1-16.4.10 on Appropriateness)
4.18 All sponsors must be approved in advance by the Advertising Standards Guardian who will consider whether the relationship is appropriate.
4.19 Organisations may not sponsor content if they are prohibited from advertising in that medium or territory.
4.20 The following categories of advertiser are prohibited from sponsoring any content:
a) political advertising
b) faith, religion and equivalent systems of belief
c) adult products and services
d) tobacco and cannabis products, including eCigarettes, vaporisers and non-prescription CBD products
e) weapons and gun clubs
f) 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)
4.21 Mandatory Referral: Sponsorship by advertisers in the following categories must be approved in advance by a senior editorial figure:
a) governments and government agencies
b) Public Service Announcements, such as public information campaigns
c) charities, trusts, foundations and non-governmental organisations
d) lobby groups
e) gambling such as betting, casinos and lotteries
f) any advertising advocating a position on a political or industrial controversy or matters relating to current public policy
The senior editorial figure will consider whether:
- the proposal is appropriate for the relevant 成人快手 service or publication
- the proposal would compromise the 成人快手's impartiality, editorial integrity and independence
- the proposal would bring the 成人快手 into disrepute
Sponsorship Credits
4.22 The sponsorship credit should clearly identify the sponsor by reference to its name or trademark and establish the association between the sponsor and the sponsored content. On television services in the UK and across the European Union advertising messages are prohibited within sponsorship credits.
4.23 The sponsorship credit may not make reference to any prohibited category of sponsor. For example a retailer may not reference the sale of CBD products in their sponsorship credit.
4.24 The sponsorship credit should normally use the term 'sponsored by' or 'in association with', unless this is not established practice in the particular market.
Mandatory Referral: The use of any other term should be approved by a senior editorial figure who will consider whether the proposed term clearly and transparently describes the relationship as sponsorship.
4.25 The sponsor's name or logo should be displayed or clearly identified, provided it does not imply that they have ownership or editorial control of the content.
4.26 The sponsorship credit must not suggest that the content has been made by the sponsor.
4.27 The sponsor's name should not normally be incorporated into the name of the content. For example, '[Sponsor's] Film Guide' would not be permitted, but 'Film Guide in association with [Sponsor]' would be acceptable. It may be acceptable to incorporate the sponsor's name into the title of an Advertiser Funded Programme where it is not a news or current affairs programme.
4.28 The use of any 成人快手 brand within a sponsorship credit or billboard must be consistent with the principles set out in the relevant 成人快手 branding guidelines.
4.29 成人快手 News presenters or those normally associated with news programming may not appear in sponsorship credits for any content.
4.30 The format and content of all sponsorship credits must be approved in advance by the Advertising Standards Guardian who will consider whether they meet the requirements of these guidelines.
4.31 On television and audiovisual services, all sponsor credits broadcast during programmes must not be unduly prominent. Credits broadcast during programmes must only consist of a brief, neutral visual and/or verbal statement identifying the sponsorship arrangement.
4.31 On television and audiovisual services, all sponsor credits broadcast during programmes must not be unduly prominent. Credits broadcast during programmes must only consist of a brief, neutral visual and/or verbal statement identifying the sponsorship arrangement.
Mandatory Referral: Any such credit must be approved in advance by a senior editorial figure who will consider whether they are unduly prominent.
4.32 On audio, a sponsorship credit may be read by the host of the content, so long as they are not a 成人快手 News presenter. Such credits may include advertising messages. Host read sponsorship credits must remain distinct from the editorial content.
Mandatory Referral: Any such credit must be approved in advance by a senior editorial figure who will consider whether the sponsorship credit:
- remains distinct from editorial content
- would give the perception of endorsement by the 成人快手
- presents an inappropriate conflict of interest
Promotion of sponsored content
4.33 Where there is promotion of sponsored content (such as a programme trail, house ad or social media post), any reference to the sponsor must remain brief and secondary. The primary purpose must be to promote the editorial content.
4.34 Sponsored content may be promoted elsewhere on the same service (or on other services), including around content which itself cannot be sponsored. However, such promotion must not create the impression that there is any relationship between the sponsor and the content which cannot be sponsored. For example, a sponsored section of 成人快手.com can be promoted on a news page (including reference to the sponsor) so long as there is no perception that news content has been sponsored.
News and Current Affairs content
4.35 成人快手 News is a trusted source for news from around the world. News in whatever form must be treated with due impartiality.
(See Editorial Guidelines sections 2.4.11- 2.4.13 Impartiality for News, Current Affairs and Factual Journalism Output)
In order that the perception of due impartiality is not compromised news and current affairs content cannot be sponsored.
4.36 'Current affairs' means content that contains explanation and/or analysis of current events and issues, including material dealing with political or industrial controversy or with current public policy.
Matters of political or industrial controversy are political or industrial issues on which politicians, industry and/or the media are in debate. Matters relating to current public policy need not be the subject of debate but relate to a policy under discussion or already decided by a local, regional or national government or by bodies mandated by those public bodies to make policy on their behalf. For example, non-governmental organisations, regulators, etc.
4.37 Specialist reports which contain no current affairs commentary or analysis (such as sport, travel and weather reports), and unmediated business data (such as financial market information), may be sponsored if they are clearly separated from news content. To avoid the impression that news has been sponsored, such reports should not be described as 'news'.
(See also Editorial Guidelines sections 16.4.53-16.4.61 on External Funding for 成人快手 World Service which is not co-production or sponsorship and for 成人快手 Media Action)
News Programmes
4.38 Legislation prohibits the sponsorship of news and current affairs programming broadcast in the UK and across the European Union.
4.39 News and current affairs services cannot be sponsored. Individual programmes may be sponsored unless their sponsorship is specifically prohibited.
Business Programmes
4.41 Sponsorship of business and financial television programmes that contain business news, including explanation or analysis of current financial and economic issues is prohibited in the UK and across the European Union.
4.42 In other regions, where local regulations allow, content which is predominantly for the purpose of providing business reports may be sponsored. Such programmes should not include 'News' or '成人快手 News' in their title or promotion.