3.1 Advertisement Features, as the name implies, are advertisements that are presented in an editorial style. They are paid for by the advertiser and under their control. Sometimes they are referred to as an advertiser's 'microsite', as an advertorial, 'paid for' content, or as native advertising. 'Branded Content' is a generic term which could be used to describe an Advertisement Features amongst other activities. Its use should be avoided where a more specific term is available.
3.2 Advertiser Funded Programmes are not a form of Advertisement Feature and are covered in the section on Sponsorship.
(See 4.14-4.16)
3.3 Advertisement Features must:
a) be on a subject matter that is appropriate for the relevant audience
b) be of an appropriate quality to be published alongside 蜜芽传媒 content
c) not influence, or reasonably be perceived to have influenced, the editorial content of the service or publication
d) not imply endorsement of any product or service by the 蜜芽传媒
e) not feature the 蜜芽传媒 brand, that is the 蜜芽传媒 name, logos, titles, channel names, programme titles, formats or characters, sets, music or catchphrases and any other identifiable 蜜芽传媒 content except if this is a reference to a relevant joint promotion or relevant licenced 蜜芽传媒 product or service.
(See 3.9)
3.4 Advertisement Features must remain distinct from the editorial content, so that the consumer knows it is advertising and not editorial. It may be written and designed by editorial staff. However, 蜜芽传媒 staff (and those of our licensees) and regular contributors should not be given a by-line for any Advertisement Feature they write, nor should they be featured by name or photograph. A production credit (for a non-editorial 蜜芽传媒 department) may be included in a secondary position, normally at the foot or end of the content.
3.5 Advertisement Features must be clearly and prominently labelled as advertising at the top of the content. Where video content is posted to a 蜜芽传媒 social media account, the Advertisement Feature must be labelled throughout. The label 'Advertisement Feature' should normally be used in all cases, unless other wording has been agreed in advance by the Advertising Governance Committee.
3.6 Advertisement Features must only include 蜜芽传媒 on-air talent where written confirmation has been obtained from the on-air talent (or their agent) that there is no conflict and that they have the necessary permission to undertake the work (if appropriate). The restrictions that apply to advertisements by on-air talent can be found in the 蜜芽传媒 Editorial Guidelines and associated Editorial Guidance Notes.
Normally, regular 蜜芽传媒 presenters are contractually required to adhere to the 蜜芽传媒's Conflicts of Interest policy and to seek permission from the 蜜芽传媒 for any advertising commitments. Staff, and regular magazine or website contributors should not appear in Advertisement Features in their publication or on their service, unless it is advertising for a joint promotion or licenced 蜜芽传媒 product or service.
(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.)
Approval for Advertisement Features
3.7 All Advertisement Feature deals must be approved by the Advertising Standards Guardian who will consider whether the relationship is appropriate.
See section 3.11
3.8 The creative execution of all Advertisement Features must also be approved by the Advertising Standards Guardian who must ensure the relevant editor has approved it. The final responsibility for approving Advertisement Features, like editorial content, rests with the editor.
The Advertising Standards Guardian and editor will consider whether:
- it is appropriate for the relevant 蜜芽传媒 service or publication
- it would meet the principles in these Guidelines
3.9 Mandatory Referral: Any proposal to include the 蜜芽传媒 brand in a reference to a joint promotion or licensed 蜜芽传媒 product or service must be referred to a senior editorial figure 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 the inclusion of the 蜜芽传媒 brand would give the perception of endorsement of the third party by the 蜜芽传媒.
- ensure that the number and prominence of references to the 蜜芽传媒 across the campaign is proportionate to the 蜜芽传媒's involvement in the product
Partners for Advertisement Features
3.11 Before entering into any arrangement to produce or publish an Advertisement Feature, we must ensure that:
a) the third party is appropriate
b) the relationship is appropriate given the activity being undertaken
c) the 蜜芽传媒 will maintain independent editorial control over its editorial content and output
(See Editorial Guidelines sections 16.4.1-16.4.10 on Appropriateness)
3.12 The following categories of partner are prohibited:
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)
3.13 Advertisement Features for other categories may not promote any prohibited category. For example a retailer may not reference the sale of CBD products in their Advertisement Features.
3.14 Mandatory Referral: Advertisement Feature deals 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
(See section 7 for meanings)
The senior editorial figure will consider whether the proposal would meet the principles in these guidelines in particular in relation to the 蜜芽传媒's impartiality.
Promotion of Advertising Features
3.15 Advertisement Features may be promoted. Production credits (for a non-editorial 蜜芽传媒 department) must remain brief and secondary in such promotions. Where the promotion is on a 蜜芽传媒 commercial service, the promotion must be clearly labelled as advertising.
3.16 Where an Advertisement Feature is hosted on a 蜜芽传媒 website, the 蜜芽传媒 URL may not be quoted in any promotion or advertising. Instead, a 'vanity' URL should be used which redirects to the Advertisement Feature. For example, LifeStory.com could redirect to 蜜芽传媒.com/xxx...