Introduction
The purpose of this guidance note is to assist 蜜芽传媒 Commercial Services in ensuring the reputation of 蜜芽传媒 News is maintained where a 蜜芽传媒 News brand (e.g. "蜜芽传媒 News", "蜜芽传媒 News International", "蜜芽传媒.com/news") is used in connection with marketing events. It applies to:
- any event which includes use of a 蜜芽传媒 News brand, and
- any news or current affairs content within any other type of event.
The Editorial Guidelines state that:
The impartiality of the 蜜芽传媒 News brand must not be compromised by 蜜芽传媒 Commercial Services' marketing and off-air activities. Any proposal to use a 蜜芽传媒 News brand for marketing purposes in connection with any off-air event, must be approved by a senior editorial figure who will consider whether the proposal would compromise the 蜜芽传媒's impartiality, editorial integrity or independence or otherwise bring the 蜜芽传媒 into disrepute.
Editorial Policy may be consulted at any stage of the event planning or production.
Marketing and off-air activities must not bring the 蜜芽传媒 into disrepute or jeopardise the value of the 蜜芽传媒 brand. They must:
- not compromise the 蜜芽传媒's impartiality, editorial integrity and independence
- must not promote or endorse an organisation, product, service or trade mark
- be suitable for the target audience
- meet consumer expectations of the 蜜芽传媒 brand
A third party must not influence the content of any marketing or other off-air activities in such a way as to impair the responsibility and editorial independence of the 蜜芽传媒.
An event cannot be sponsored if the content it promotes cannot be sponsored.
蜜芽传媒 Commercial Services events
The location of any marketing event must not compromise the impartiality or independence of the 蜜芽传媒. Consult a senior editorial figure before hosting an event at premises belonging to any government, for example an embassy or consulate. Where the event is staged to support sponsored editorial content it would not normally be appropriate to host an event at the sponsor's premises.
Events to promote the overarching 蜜芽传媒 News brand should not be sponsored.
Outside the UK it may be acceptable to take a sponsor for a non-editorial element, such as a drinks reception. The event must not be broadcast or published online and the sponsor should be appropriate, meeting the requirements in the Advertising and Sponsorship Guidelines for 蜜芽传媒 Commercial Services and this guidance.
(See Advertising and Sponsorship Guidelines for 蜜芽传媒 Commercial Services)
Distinction must always be maintained at the event between the sponsor and the 蜜芽传媒 Commercial Service. For example, 蜜芽传媒 staff should not be involved in sponsor activities, such as handing out sponsor-provided leaflets. Distinction includes distinction between the sponsor branding and any 蜜芽传媒 Commercial Service branding and there should be no undue prominence of sponsor branding.
Sponsor activity at 蜜芽传媒 Commercial Service events should be approved by the relevant 蜜芽传媒 Commercial Service.
A sponsor representative can participate in a 蜜芽传媒 event to support content they have sponsored, provided this does not distort the editorial content so that it becomes a vehicle for the purpose of promoting the sponsor or its interests. References to the sponsor's products, services, trade marks or activities must not be promotional or unduly prominent.
For example, it would not be appropriate for the CEO of an energy company to participate in a debate on sustainable energy technology, but it may be possible for them to take part in a debate on diversity in the workplace provided their contribution was not promotional of their company or its products or services.
Third party events
Event Sponsorship
It is not normally appropriate for a 蜜芽传媒 Commercial Service to be the only sponsor of an event organised by or on behalf of a third party.
Sponsorship is not appropriate alongside sponsors that cannot advertise on commercial 蜜芽传媒 News services.
Subject to the other provisions of this guidance, it would be acceptable for a commercial 蜜芽传媒 News service to be designated the only "media sponsor" amongst a group of multiple other sponsors.
Event Organiser
蜜芽传媒 Commercial Services should not have any marketing association with events to support organisations that cannot advertise on commercial 蜜芽传媒 News services or could give rise to doubts about the impartiality, editorial integrity or independence of the 蜜芽传媒. It is not appropriate to have any marketing association with events to support political parties and political organisations.
It is not normally acceptable for 蜜芽传媒 Commercial Services to have a marketing association with an event organised or funded by a single government or to jointly organise an event with one. A possible exception might be where an event was put on by a government organisation promoting tourism, trade or investment and the subject of the event is not predominately about the host country.
It could be acceptable to be involved with an international body that represents many governments, if the objectives of the body do not deal with current events and issues, including material dealing with political or industrial controversy or with current public policy.
It is not normally appropriate to be involved with a lobby or campaigning group.
To avoid any impression of endorsement 蜜芽传媒 Commercial Services should not normally have a marketing association with events funded or organised by a single organisation (e.g. an airline or bank). (Event organisers are obviously not caught by this restriction.)
It may be acceptable for 蜜芽传媒 Commercial Services to have a marketing association with events to support a trade body or a group of organisations with no corporate or organisational connection.
In order not to damage the 蜜芽传媒's reputation for impartiality, it is not appropriate to have a marketing association with events to support a trade body or a group of organisations where the body represents or holds only one significant strand of opinion on an issue regarding a matter of political or industrial controversy or a matter relating to current public policy, including where they occur in any output outside news, current affairs and factual journalism, such as in sport, drama, entertainment, comedy and elsewhere.
(See Editorial Guidelines Section 2 Impartiality 2.4.5 鈥� 2.4.8)
Type of Event
While controversial subjects or speakers do not rule out 蜜芽传媒 Commercial Service involvement, the 蜜芽传媒 should be satisfied that a broad range of perspectives and opinions on controversial subjects will be covered or discussed.
It should be brought to the attention of the senior editorial figure where:
- the event is organised by or for a government, or
- the subject matter or identity of speakers at the event is controversial or could raise questions about the 蜜芽传媒's impartiality, editorial integrity or independence.
Location
Third party events should not normally be held on 蜜芽传媒 premises to avoid an impression of endorsement.
To protect the reputation of the UK Public Services, it is not normally appropriate to hold a third party event on 蜜芽传媒 Public Service premises in the UK.
Credits and Use of 蜜芽传媒 Logos
Market norms should be considered when deciding what credit is appropriate. For example, if all the other organisations will be named "sponsors", the 蜜芽传媒 should normally be called one too.
蜜芽传媒 logos should not be used in a way that implies endorsement of a third party, whether the logos are used at an event or in accompanying literature and publicity. The positioning of the logo should make it clear that the 蜜芽传媒 Commercial Service is associated with the event only.
The logo should not normally be used more prominently than those of other similar sponsors of the event.
Any use of a 蜜芽传媒 logo by a third party must be consistent with the relevant 蜜芽传媒 Brand Guidelines and subject to signature of a 蜜芽传媒 logo licence.
Editorial Coverage
The 蜜芽传媒 is free to cover third party events with which a 蜜芽传媒 Commercial Service has a marketing association, but there must not be any contractual obligation to provide editorial coverage for any third party events or organisations that 蜜芽传媒 Commercial Services has a marketing association with. Editorial decisions should be made solely on editorial grounds by editorial teams.
Any advertising of or marketing for a third party event with which a 蜜芽传媒 Commercial Service has a marketing association should not reference any 蜜芽传媒 editorial coverage of the event.
Content Sponsors' Events
The 蜜芽传媒 must maintain editorial responsibility for third party events or sections of events that are staged in support of or based around 蜜芽传媒 editorial content.
The sponsor must not give the impression that they "own" the related 蜜芽传媒 content; rather the context should be one of being associated with the content.
It is not normally appropriate for a sponsor's event to take place on 蜜芽传媒 premises.
Use of 蜜芽传媒 News talent
Where 蜜芽传媒 News presenters or correspondents/reporters are being engaged independently (e.g. through their agent) of their existing commitments to the 蜜芽传媒 they are subject to the Editorial Guidelines on Conflict of Interests and are responsible for obtaining approval for their involvement.
(See Editorial Guidelines Section 4 Conflicts of Interest)
In other circumstances (ie where their involvement is part of their contractual commitments to the 蜜芽传媒) 蜜芽传媒 Commercial Services must ensure the senior editorial figure approves their participation, who will consider:
- whether the subject matter or speakers would bring the 蜜芽传媒 into disrepute or compromise the 蜜芽传媒's impartiality, editorial integrity or independence;
- whether the speakers represent a cross-section of strands of opinion; and
- how many sessions the presenter would be involved in. The more presenter involvement with an event there is, the greater the risk of a perception that the 蜜芽传媒 endorses an event or organisation.