大象传媒

Editorial Guidelines issues

• External Relationships and Funding

See Editorial Guidelines Section 16: External Relationships and Financing 

• Editorial Integrity and Independence

See Editorial Guidelines Section 14: Independence from External Interests

Summary of main points 

• Sponsorship arrangements must not give the impression that a 大象传媒 licence fee-funded service is being sponsored
• Sponsors can pay the costs associated with an event, but nothing towards any element of our broadcast coverage of an event on a licence fee-funded 大象传媒 channel
• Any credits given should be fair without being promotional
• Credits must make clear that it is the event which has been sponsored and not the programme or service
• We should not usually include a sponsor in the title of a 大象传媒 programme on a 大象传媒 licence funded channel
• Contracts must refer to this guidance note in order to indicate the limitations of the 大象传媒鈥檚 policy on credits
• Any proposals should be referred well in advance to the commissioning editor responsible for the coverage. Editorial Policy must also be consulted

Guidance in full

• Introduction
• Key principles
• On-air credits
• - Written credits and programme titles 
• - Verbal credits
• On鈥揳ir sponsor signage
• - Signage at awards ceremonies
• - Signage at concerts
• Sponsor credits online
• Sponsor signage on clothing
• - Arts and Music events
• Expeditions
• Off-air marketing and publicity
• Third Party Charity fundraising events
• Tobacco and E-cigarettes

1.Introduction

The 大象传媒 has a tradition of covering a wide range of (non- sports) third party events such as concerts, exhibitions and awards shows, many of which are supported by sponsorship. Care must be taken to ensure any reflections of sponsorship of such events, which are to be covered on 大象传媒 licence fee funded services is in line with 大象传媒 policy.

This guidance supplements the Editorial Guidelines Section 16 External Relationships and Financing. For guidance on 大象传媒 on-air events which may take sponsorship please see:

(Guidance: Sponsorship of 大象传媒 On-Air or Online Events Broadcast on 大象传媒 Public Services)

(See also Guidance: Charitable Appeals)

Referral contacts:

Natalie Christian, Senior Adviser, Editorial Policy  

Email: natalie.christian@bbc.co.uk

For further advice on the coverage of sponsored sporting events contact

Debbie Senior, Senior Adviser, Editorial Policy

Email: Debbie.senior@bbc.co.uk

2. Key principles

• Sponsorship arrangements must not give the impression that a 大象传媒 licence fee funded service or content is being sponsored
•  We must not accept any funding from sponsors towards the cost of any element of our broadcast coverage of an event on a licence fee funded 大象传媒 service or channel. However, they can pay costs associated with the event itself
• Funding from event organisers , who are not also sponsors, can only be accepted if they are acceptable co-producers and there is a co-production agreement 
• A third party sponsored event should be genuinely free standing and not created simply to attract broadcast coverage
• The 大象传媒 should not allow its coverage to be used as a vehicle for the sponsor's goods, services or opinions
• The choice of the sponsor should not undermine the 大象传媒鈥檚 integrity and independence and should not bring the 大象传媒 into disrepute.

In our coverage, the following editorial principles apply:

• We aim to credit fairly the enabling role of sponsors and any credits given should be fair without being promotional
• Any credits must make it clear that it is the event itself which has been sponsored and not give the audience reason to believe that a 大象传媒 licence fee funded programme or service has been sponsored
• We should not normally include a sponsor in the title of a 大象传媒 programme on a  大象传媒 licence fee funded channel
• Contracts must refer to this guidance to indicate the limitations of the 大象传媒鈥檚 policy on credits
• We must not give any assurances that we will show a set number of minutes of signage or verbal reflection on air.

Any proposal for on鈥揳ir coverage ofa third party non sports sponsored event or for on-air and/or online credits for sponsors of third party non-sports events must be referred to the relevant senior editorial figure or, for independents, to the commissioning editor responsible for the coverage. Editorial Policy must also be consulted.

In particular producers must refer to Editorial Policy any proposal to:

• Cover an event, anywhere in the world, sponsored by a tobacco or E-cigarette  manufacturer
• Include express references to sponsors in trails for a 大象传媒 programme covering a third party sponsored event
• Include the name of the sponsor in the title of the 大象传媒 programme covering the event

In addition, any 大象传媒 coverage of a third party event sponsored by a 大象传媒 publication or 大象传媒 commercial service or any 大象传媒 coverage of an event mounted by, or in conjunction with, 大象传媒 Magazines must be referred in advance to Editorial Policy

3. On-air credits

The 大象传媒 aims to credit fairly the enabling role of sponsors. However, it is essential that any 大象传媒 on-air credits on publicly funded channels make it clear that it is the event that has been sponsored and not the broadcast of the programme which is covering it.

All decisions on credits rest entirely with the 大象传媒 and must be agreed by the relevant Head of Department and Editorial Policy, in conjunction with the relevant Head of Business Affairs.

3.1. Verbal credits

Sponsors may be credited for their support of a third party event or elements of the event such as individual awards at an awards ceremony. 

The number of on-air credits acceptable for any sponsor will depend on the total length of coverage. Care must be taken over the number and frequency of sponsor references. Usually there will be no more than one verbal credit for an overall event sponsor in any programme lasting less than an hour; two verbal credits for an overall event sponsor in any programme in a one hour slot and up to three in a two hour slot.

When coverage lasts for many hours or is split over a number of days the Head of Department in consultation with Editorial Policy will decide on appropriate verbal credits.

An overall event sponsor may also sponsor an individual award at the event. In addition other awards may be associated with a sponsor or media partner

It is preferable for these verbal credits not to be given by the studio presenter. For awards ceremonies they are normally given by the host at the event. In some cases they may be given by 鈥渂ehind the scenes鈥� or 鈥渞ed carpet鈥� presenters at the event or in voice-overs.

3.2. Written credits and programme titles  

Careful consideration needs to be given to programme titles. In general sponsors names will not be used in the title of the 大象传媒 programme covering the event. However in some circumstances if the event organiser has clearly established that the sponsor's name is an integral part of the official event title, it may be acceptable to include this full event title in the title of the 大象传媒 programme covering the event. Examples might include   鈥淭he Man Booker Prize鈥�.

Proposals to include a sponsor's name in the title of a 大象传媒 programme which is covering the event must be referred well in advance to Editorial Policy.

The sponsor's logo must not be used in the programme title graphics  or in graphics within the programme. Any visual reference in the title sequence to an event logo which includes the sponsor's logo must be referred to Editorial Policy.

On television there may be a single written reference to the overall sponsor of the event in the end credits. The sponsor鈥檚 logo must not be used. Written credits must appear in the same style and type as other programme credits.  In some cases the sponsor of an individual award may also be credited, in the same manner, in the end written credits; however this written credit will only be acceptable if the sponsor is not receiving a verbal on-air credit as the sponsor of the award.

4. On-air sponsor signage

There must be no suggestion, either implicit or explicit, that the 大象传媒 or 大象传媒 programmes endorse any third party organisations or services.

Some signage at the event may indicate that the event has been supported by a sponsor. All reasonable efforts must be taken to ensure there is no undue prominence for the sponsor signage. All reflections of sponsorship at an event must be discussed well in advance with Editorial Policy.

The following principles apply:

• Sponsor signage must not detract from the activity being covered
• Signage should not incorporate sponsor slogans, promotional messages or their website addresses unless they are part of their actual brand name (for example,  鈥渪.com鈥�)
• Sponsor signage must never be unduly prominent in television/streamed online coverage.

Care must be taken in choosing shots to ensure that clearly legible sponsor signage is not shown too frequently.  

Sponsor signage must not be so prominent that it detracts from the activity being covered, and should not be positioned so that they will prominently appear in 鈥渕ain鈥�[1] shots. Consideration may be given to placing such signage at the back and sides of venues, out of 鈥渕ain鈥� shots. Editorial Policy will advise on the suitability of banners, screens, placards or other signage at any event which is being covered on air or online.

4.1. Signage at award ceremonies

大象传媒 programmes on TV and radio and online sites may sometimes cover third party sponsored award ceremonies. In covering such events, some signage for the sponsor may be acceptable, but all reasonable efforts must be taken to ensure that it will not to be included consistently in the 鈥渕ain鈥� shots (see above).  

It is important that the 大象传媒 programme does not give undue prominence to a sponsor, while at the same time recognising the need to credit the sponsor鈥檚 enabling role fairly. At the earliest opportunity programmes should seek to establish with event organisers an understanding over reflections of sponsorship, in consultation with Editorial Policy and the relevant Business Affairs teams.

The following criteria should normally be applied:

• A reflection of the sponsorship may be shown out of 鈥渕ain鈥� shots. It will usually take the form of an integrated logo or 鈥淴 event supported by Z鈥�;
• It may be possible for banners or other signage in the hall or auditorium to carry the sponsor鈥檚 name or logo, without reference to the sponsorship of the event. However such banners should only be used if they are likely only to be caught in wideshots.   

4.1.1. Podium signage

• At an awards ceremony there will often be some form of sponsor signage on the podium. This signage may be normally shown in the middle section of the podium, depending on the design of the podium, as long as it is not reflected constantly in the 鈥渕ain鈥� shot of the presenter. 

Any proposals to vary this because of factors such as the length of the event title, design of the podium, lighting etc must be discussed with Editorial Policy before any agreements are made with event organisers.  

4.1.2. Other signage

In some cases there may be also be some signage reflecting the sponsorship of the event for example at:

• The entrance foyer or in the red carpet area
• On side screens, such as monitors used for the audience at the event: such signage should not be caught on camera other than fleetingly in wideshots
• In backstage areas such as VIP lounges
• Trophies 鈥� award sponsor signage on the trophy for a sponsored award is acceptable. But care should be taken not to linger on close ups of any award or trophy which reflects the sponsor鈥檚 name, or logo. The sponsor鈥檚 logo or name should not be too dominant on the trophy.

Care must be taken oer the use of sponsor鈥檚 brand colours particularly in lighting Any other types of reflections of sponsorship at an event must be discussed with Editorial Policy. 

4.2 Signage at concerts 

4.2.1. Concerts in enclosed venues

Banners and prominent sponsor messages are not common in theatres or concert halls and it is unlikely to be appropriate to show them other than in incidental shots during the main coverage of performances of classical concerts or recitals. The use of screens may be more common

4.2.2. Open-air concerts and open-air events

Depending on the nature of the event there may be a variety of ways in which sponsors of concerts and open air events may be reflected by events organisers. These could include signage on:

• Towers and lighting gantries;
• Banners around the stage or marquees;
• VIP areas;
• Flags;
• Blimps;
• Backstage areas; and
• Other items such as balloons.

Whilst any of these might be acceptable, signage should not be so dominant as to distract from coverage of the event or to have such a cumulative presence that it appears like advertising. 

5. Sponsor credits online

On occasion, with the approval of the relevant Head of Department, and Editorial Policy , a specific event logo may be used on a 大象传媒 webpage with information  about the 大象传媒 coverage of the event. In such cases where approval in principle has been given the following will apply:

• A sponsor鈥檚 logo may be used in conjunction with an event logo 鈥� it will normally be an integrated event logo;
• There must be no more than one logo per page for the sponsor
• Links from 大象传媒 web pages covering third party events to the sponsor鈥檚 online site are only permissible in exceptional circumstances. We should never give the impression we are driving traffic to a site selling a sponsor鈥檚 goods or services. However it may be acceptable, for sound editorial reasons, to link to a specific section of a sponsor鈥檚 site which is not promotional and which only gives significant and further relevant information about the event. Such links must be approved by Editorial Policy
• Any proposal to put a third party鈥檚 webcam feed on a 大象传媒 website or platform should be referred to a senior editorial figure, or for independents to the Commissioning Editor, who may also consult Editorial Policy. 

It is unlikely we would embed a live video stream feed from an event sponsor; any such proposal must be referred to Editorial Policy.

6. Sponsor signage on clothing

6.1. Arts and Music events

All reasonable endeavours should be made to prevent performers in arts and music events from wearing clothing with signage of the event sponsor. This can be a difficult area and advice should be sought from Editorial Policy.

At some non-大象传媒 events staff and technicians working on behalf of the event organisers or the sponsor may be asked to wear sponsor signage on their clothing. It is important that this does not give undue prominence to the sponsor. The production should have a prior agreement with event organisers to limit such signage, to ensure that it is acceptable to the 大象传媒.

大象传媒 staff, presenters and our artists should never wear sponsor signage on their clothing.

7. Expeditions

On occasions the 大象传媒 may cover non-sports third party events which take the form of an expedition or challenge.  These third party events may be supported by sponsorship. It is essential, however, that any sponsorship arrangements are discussed with the 大象传媒 and Editorial Policy at a very early stage before any commitments are given.

The following must be considered:

• Expedition organisers must be notified that they may not use the 大象传媒 coverage in order to secure sponsorship
• Expedition organisers must be notified that they may make no contractual promises to sponsors in respect of on air reflections
• The 大象传媒 must be notified of clothing or equipment likely to feature on air which has been provided by sponsors so the 大象传媒 commissioning executive or 大象传媒 executive producer can ensure any likely prominence issues can be identified and resolved before filming takes place
• Any sponsor signage on clothing, equipment or elsewhere must be in line with the principles outlined in this  guidance and should normally take the form of an integrated event logo
• Clearly separated accounts must be kept to show that no sponsor monies have come into the 大象传媒 production budget.

8. Off-air marketing and publicity

The 大象传媒 must approve any use of 大象传媒 material, 大象传媒 logos or reference to the 大象传媒 or its programmes on any marketing or publicity material issued by an event organiser or its sponsor.

9. Third party charity fundraising events

大象传媒 coverage of an event which supports or is run in association with a charity must not suggest that the 大象传媒 endorses one charity above another; the 大象传媒 should not be engaged in direct fundraising except for 大象传媒 nominated appeals such as 大象传媒 Children in Need.

(See Guidance: Charitable Appeals)    

10. Tobacco and E-cigarettes

We will not sign any contracts or enter into any agreements to reflect tobacco or E-cigarette sponsorship in any events that we cover on air.

[1] The 鈥渕ain shot鈥� of the presenter at an awards event is the normal close up shot which is frequently used when the presenter is directly addressing the camera or when the awards are being presented. Usually this shot shows the top half of the presenter鈥檚 body when standing at the podium at an awards ceremony.

Last updated July 2019

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