1. Introduction and principles
Social media provides an important tool for 大象传媒 output and is used widely by people who work for the 大象传媒 in their personal lives. This document provides guidance for those who use social media for professional purposes and for some aspects of personal use.
This guidance is not intended to prevent the use of social media but to ensure that anyone working for the 大象传媒 uses it with appropriate regard for the 大象传媒鈥檚 values.
The 大象传媒 acknowledges the importance of freedom of expression and does not seek to limit that freedom for those working across the organisation beyond what it genuinely needs to protect its reputation for impartiality and universality.
However those working for the 大象传媒 have an obligation to ensure that the 大象传媒鈥檚 editorial decisions are not perceived to be influenced by any personal interest or bias. We must retain the trust of the audiences we serve and maintain the 大象传媒鈥檚 reputation and impartiality.
The guidance will help to ensure that the 大象传媒 meets its commitment to impartiality. The reputation for impartiality is a huge benefit to the 大象传媒, as well as an obligation, and should never been seen as a restriction, or as an inconvenience or anachronism.
In a world of polarised debate the core value of impartiality is more pronounced than it has ever been. Impartiality, not taking sides and reflecting all viewpoints, properly applied can support those confronted with difficult editorial judgements in a world where information is weaponised and distorted for partisan debate.
Impartiality is an important element in supporting the 大象传媒鈥檚 mission to universality in serving the whole country and all licence fee payers regardless of political views.
The overriding principle of this guidance is that anyone working for the 大象传媒 is a representative of the organisation, both offline and also when online, including on social media. While the requirements for impartiality may differ, everyone working for the 大象传媒 has the same responsibility to respect high standards of civility in public discourse and to not bring the 大象传媒 into disrepute.
2. Who this guidance applies to
Everyone who works for the 大象传媒 should ensure their activity on social media platforms does not compromise the perception of or undermine the impartiality and reputation of the 大象传媒, nor their own professional impartiality or reputation and/or otherwise undermine trust in the 大象传媒.
a) Individuals working in news and current affairs (across all divisions), sports journalism, and factual journalism production, along with those on a senior leadership band or whose roles require them to act in a senior leader capacity, have a particular responsibility to uphold the 大象传媒鈥檚 impartiality through their actions on social media and so must abide by specific rules set out in this guidance. Factual journalism includes returning strands which cover topical issues. Some individual documentaries may also qualify as factual journalism.
b) Those presenting Flagship Programmes on the 大象传媒 carry a particular responsibility to help to balance commitments to both freedom of expression and impartiality, because of their profile on the 大象传媒. This responsibility extends to their use of social media, both for professional and for personal use, during the periods when these Flagship Programmes are on air, and for a two-week window before and after the series. 大象传媒 Flagship Programmes are listed here. This list will be reviewed annually.
c) All other 大象传媒 staff or freelancers are not required to uphold the 大象传媒鈥檚 impartiality through their actions on social media. They are however required to respect civility in public discourse and must not bring the 大象传媒 into disrepute.
Individuals who don鈥檛 explicitly identify themselves on social media as working for the 大象传媒 but who would otherwise be covered by this guidance are required to adhere to these rules as identities can be easily traced.
Anyone who is using social media for official 大象传媒 purposes must follow this guidance as well as the . The Editorial Guidelines apply to all 大象传媒 content, regardless of platform.
The extent to which a non-staff member, contributor or presenter is required to comply with the Editorial Guidelines will be set out in the 大象传媒鈥檚 contractual relationship with them.
It is generally expected that irregular or occasional contributors would not be required to apply the full impartiality requirements of the Editorial Guidelines to their social media use.
Actors, dramatists, comedians, musicians and pundits who work for the 大象传媒 are not subject to the requirements of impartiality on social media.
Independent production companies that produce social media content which is directly or indirectly associated with the 大象传媒 should ensure that this guidance is followed.
Companies should refer to their usual commissioning contact to discuss the application if required.
3. Guidance for everyone working for the 大象传媒
a) Respect and Civility in Public Discourse
The 大象传媒 considers that civility in public discourse is a critically important principle along with impartiality and freedom of expression. This has been magnified by the advent of the social media age and the 大象传媒 considers it has a role to play in observing best practice for itself and setting an example for respectful behaviour. Therefore, the 大象传媒 expects everyone working for the 大象传媒 to behave professionally, treating others with respect and courtesy at all times. Everyone who works for the 大象传媒 should set an example for civilised public debate.
The following list of dos and don鈥檛s 鈥� while not definitive - provide guidance on how the rules on respect and civility in public discourse will be interpreted:
- Do treat others with respect, even in the face of abuse.
- Don鈥檛 use offensive or aggressive language and DO conduct yourself with courtesy.
- Do take particular care when commenting on the issues that provoke the greatest debate.
- Don鈥檛 attack individuals, even when you disagree with their views.
- Do be careful with rebuttals 鈥� they can feed conflict.
- Don鈥檛 criticise your colleagues in public. Respect the privacy of the workplace and the confidentiality of internal announcements.
- Don鈥檛 be drawn into ill-tempered exchanges, or exchanges that will reflect badly on you, or the 大象传媒.
- Don鈥檛 promote law breaking.
b) Using Social Media: Best Practice
Below is advice for all those working at the 大象传媒 to consider when using social media:
- Assume anything you say or post will be viewed critically.
- Be aware that there is no difference between how a personal and an 鈥榦fficial鈥� account is perceived on social media: disclaimers do not offer protection.
- If you know you鈥檝e got something wrong, do correct it quickly and openly, generally by linking or referring to the original post rather than deleting it.
- Take account of the size, nature and makeup of private groups and the risk of more personal content being shared outside the group when posting.
- Remember that your personal brand on social media is always secondary to your responsibility to the 大象传媒.
- Respect the confidentiality of internal meetings and discussions.
- Do not post when your judgement may be impaired.
- Never use your 大象传媒 status to seek personal gain, financial or otherwise.
- Do not link to anything you haven鈥檛 read fully.
4. Impartiality guidance
a) Individuals working in news and current affairs, sports journalism, and factual journalism production (all divisions) - along with those on a senior leadership band or whose roles require them to act in a senior leader capacity - have a particular responsibility to uphold the 大象传媒鈥檚 impartiality
The following list of dos and don鈥檛s 鈥� while not definitive - provide guidance on how specific rules and expectations on impartiality will be interpreted for these individuals:
- Do not reveal how you vote or express support for any political party.
- Do not express a view on any policy which is a matter of current political debate or on a matter of public policy, political or industrial controversy, or any other 鈥榗ontroversial subject鈥�.
- Do not offer judgements beyond your specialism.
- Do not support campaigns, (eg. by using hashtags) no matter how apparently worthy the cause or how much their message appears to be accepted or uncontroversial.
- Do not sacrifice accuracy for speed. Second and right is always better than first and wrong 鈥� an inaccurate post is a problem for you, your colleagues, and the 大象传媒.
- Avoid the temptation to post quickly, without thinking about the language you are using or how it could be perceived.
- Do not break news on a personal account; if you have a story to break, the 大象传媒 platforms are your priority, even if it takes slightly longer.
- Do not be seduced by the informality of tone and language on social media. Your posts about news events and issues require careful thought and editorial discipline.
- Do not mistake social media networks as accurate reflections of public opinion; your audience is overwhelmingly elsewhere.
- Think about what your likes, shares, reposts, use of hashtags and who you follow say about you, your personal prejudices and opinions.
- Be open to, seek, and respect the widest range of opinion and reflect it.
- If you are 鈥渓ive posting鈥� a story, do clearly indicate it is developing and your posts are not a final or settled view. Attribute and source your information assiduously.
- Consider how to signal that a post is a professional judgement, not a personal opinion, with caveats or links to context.
- Use separate posts on public issues rather than join threads started by others.
Avoiding Bias: Tips
- Expressions of opinion on social media can take many forms 鈥� from straightforward posts or updates, sharing or liking content, following particular accounts or using campaigning or political hashtags. You should consider carefully every comment before posting.
- Be wary of 鈥榬evealed bias鈥�, whether through likes or re-posting, so that a bias becomes evident, and 鈥榠nferred bias鈥� where a post is impartial but loose wording allows readers to infer a bias where there is none. Following social media accounts that reflect only one point of view on matters of public policy, politics or 鈥榗ontroversial subjects鈥� may create a similar impression.
- Use of emojis can 鈥� accidentally or deliberately 鈥� undercut an otherwise impartial post.
- Avoid 鈥榲irtue signalling鈥� 鈥� reposts, likes or joining online campaigns to indicate a personal view, no matter how apparently worthy the cause.
B) Flagship Programme Presenters
Those presenting Flagship Programmes carry a particular responsibility to help balance commitments to both freedom of expression and impartiality. You are free to express opinions about the issues that matter to you. This includes issues that may be the subject of public and political debate. However, any commentary must be within the boundaries below.
The following list provides guidance on how specific rules and expectations on impartiality will be interpreted for these individuals:
- Don't endorse or attack a political party (including parties in government or opposition).
- Don't criticise the character of individual politicians in the UK.
- Don't comment on any issue that is a matter of political debate during the election period for UK general elections and for referendums in any part of the UK.
- Don't take up an official role in campaigning groups or become involved in fundraising for campaigning. (Some charitable positions may be exempt from this. This will be agreed on a case by case basis after referral to line management, and exemption will depend on the nature of the role.)
C) All other individuals working for the 大象传媒
Individuals or freelancers working elsewhere in the 大象传媒 are not required to observe impartiality in their social media activity, although they are expected to follow the rules on respect, civility in public discourse and disrepute.
5. Enforcement
Breach of this guidance may lead to disciplinary action for employees in line with standard disciplinary procedures; this could include possible termination of employment in serious circumstances. For contract freelancers/presenters who are found to have breached the guidance there may be consequences including non-renewal or termination of contract.
Where individuals are subject to impartiality requirements, these begin at the commencement of working for the 大象传媒: they are not retrospective. However, the 大象传媒 may consider social media activity that might bring individuals or the 大象传媒 into disrepute from before the commencement of employment.
(last updated October 2024)