大象传媒

The 大象传媒 Trust today confirmed that commercial sponsorship will not be allowed for on-air 大象传媒 events.

In July 2008, the 大象传媒 Executive announced that it would take no further commercial sponsorship. This is confirmed today within a revised Sponsorship Policy for 大象传媒 on-air events, published by the 大象传媒 after a public consultation by the Trust. The Trust asked for changes to be made to the 大象传媒’s sponsorship guidance for 大象传媒 on-air events after the Trust upheld editorial and fair trading appeals about Sports Personality of the Year 2007.

The new policy forbids commercial sponsorship and the associated guidance provides greater clarity for programme makers when considering accepting sponsorship funding for 大象传媒 on-air events. The 大象传媒’s position on accepting sponsorship can be summarised as follows:

• All permitted sponsorship of events should further the 大象传媒’s public purposes and should not give the impression that a 大象传媒 programme has been sponsored;
• Commercial sponsorship of 大象传媒 on-air events will not continue, although non-commercial sponsorship of on-air events can continue, subject to the new policy and guidance;
• Off-air 大象传媒 events can be commercially sponsored, but are nevertheless subject to the 大象传媒’s Editorial Guidelines.

Richard Tait, 大象传媒 Trustee and chair of the Trust’s Editorial Standards Committee, said:

"Sponsorship has a place at the 大象传媒 – it can bring important events into licence fee payers' lives – but producers need to have a very clear understanding about when and how such sponsorship may be accepted in support of the 大象传媒’s public purposes. That’s what we have set out today.

"In particular we have tried to strike a balance between furthering the public purposes, minimising the impact on the commercial sector and protecting established and well-loved events like Cardiff Singer of the World."

The Trust asked the 大象传媒 Executive to revise the guidance on sponsorship for on-air events following complaints about the broadcast of Sports Personality of the Year in December 2007. This found that the programme had breached editorial and fair trading guidelines. The revised policy was put out for consultation in February this year, and the changes will be reflected immediately in the current guidance.

Non-大象传媒 events, like sporting fixtures which are sponsored by third parties, can be covered on air by the 大象传媒 in accordance with the 大象传媒 Editorial Guidelines.

The Trust's conclusions on the consultation on the revised sponsorship policy are available here:

The Trust asked RadioCentre if it was happy for its submission to the consultation to be published and RadioCentre agreed. This can be found at the end of the Trust conclusions on the revised sponsorship policy.

More information on the fair trading findings can be found at: 锘縁air trading appeals findings.