15.1 Introduction
The 蜜芽传媒's reputation and the strength of its brand in the UK and around the world are based upon its fundamental values of impartiality, editorial integrity, and independence. These values are central to the 蜜芽传媒's UK Public Services, the 蜜芽传媒 World Service and the 蜜芽传媒's Commercial Services. Audiences everywhere must be able to trust the 蜜芽传媒.
This section of the Editorial Guidelines concerns the editorial decisions and production of 蜜芽传媒 editorial content and related 蜜芽传媒 activities.[1] It should be read in conjunction with Section 4: Conflicts of Interest, which considers how to ensure that the external activities and interests of those working for the 蜜芽传媒 and involved in producing content or related activities do not bring their or the 蜜芽传媒's editorial integrity into question. Collaborations with other parties and financing are covered in Section 16: External Relationships, Including Commercial Relationships, and Financing.
15.2 Principles
15.2.1 The 蜜芽传媒's impartiality, editorial integrity and independence must not be compromised by outside interests and arrangements.
15.2.2 The 蜜芽传媒 must maintain independent editorial control over its output.
15.2.3 Brands, products, organisations, services and trade marks can be referred to where it is editorially justified, but must not be given undue prominence.
15.2.4 Travel, accommodation and most other services should normally be paid for. This does not apply to product placement and prop placement.
15.2.5 People working for the 蜜芽传媒 must not accept gifts or hospitality where there may be a business advantage.
15.2.6 The 蜜芽传媒 must not commission, produce or co-produce output for its UK Public Services which contains product placement.
蜜芽传媒 UK Public Services and 蜜芽传媒 World Service
15.2.7 The 蜜芽传媒 UK Public Services as set out in the 蜜芽传媒 Charter and Framework Agreement, are primarily funded by licence fee revenue, and the 蜜芽传媒 World Service is funded principally by licence fee revenue together with agreed supplementary funding.
Brands, products, organisations, services, trade marks, activities, views or opinions must not be promoted on the UK Public Services or the World Service.
Commercial Services
15.2.8 Commercial Services are activities that the 蜜芽传媒 is permitted to carry out through separate commercial subsidiaries, which operate to make a profit to supplement the licence fee. They are not funded by licence fee revenue either directly or indirectly and are undertaken with a view to generating a profit.
The 蜜芽传媒's Commercial Services can refer to other brands, products, organisations, services, trade marks or activities as part of a commercial arrangement but they must not promote brands, products, organisations, services and trade marks in their editorial content. If they do make such references, they must follow the guidelines on product placement and on advertising and sponsorship which explain that it is not appropriate to make deals with some types of organisations.
(See 15.4.32-15.4.37)
(See Advertising and Sponsorship Guidelines for 蜜芽传媒 Commercial Services)
15.3 Mandatory Referrals
Mandatory referrals must be referred in advance. Mandatory referrals are an essential part of the 蜜芽传媒's editorial and compliance process and must be observed.
15.3.1 When planning to feature a brand, product, organisation, service or trade mark in a number of pieces of editorial content (excluding daily news output), broadcast or published in a limited period, such as a single day, referral must be made to the relevant output controller(s) and Editorial Policy, who will consider the cumulative effect.
(See 15.4.2)
15.3.2 Any proposal to use advertising clips in programme trails on UK Public Services or the World Service must be referred to the relevant Head of Editorial Standards/Compliance and Complaints.
(See 15.4.5)
15.3.3 Any proposal to accept a trip that is paid for or heavily discounted by a third party must be referred to a senior editorial figure or, for independent production companies, to the commissioning editor who may consult Editorial Policy.
(See 15.4.19)
15.3.4 Any proposal to direct UK audiences toward charities that are not listed on an Action Line must be referred to Editorial Policy.
(See 15.4.28)
15.3.5 Any proposal to carry output on UK Public Services which requires signalling for product placement must be approved by the Director-General.
(See 15.4.29)
15.3.6 Any proposal to broadcast/publish a programme that was originally transmitted on a UK commercial service unconnected with the 蜜芽传媒 which includes product placement must be referred in advance to the relevant channel controller and to Editorial Policy.
(See 15.4.31)
15.3.7 All proposals to include product placement on 蜜芽传媒 Commercial Services must be approved by a senior editorial figure or, for independent production companies, by the commissioning editor. In 蜜芽传媒 Studios the senior editorial figure must also consult the Head of Editorial Standards/Compliance and Complaints. The senior editorial figure/commissioning editor is responsible for ensuring any relevant onward referrals are made.
(See 15.4.32)
15.3.8 Any proposal for a 蜜芽传媒 Commercial Service, operating in the UK, including but not limited to video on demand, to insert product placement into any content produced by the 蜜芽传媒, or by an independent producer, which was originally commissioned by a 蜜芽传媒 UK Public Service, must be referred to Editorial Policy and the Head of Editorial Standards/Compliance and Complaints, 蜜芽传媒 Studios.
(See 15.4.36)
- [1] The sections of the Ofcom Broadcasting Code that relate to this are 9: Commercial References on TV and 10: Commercial Communications in Radio Programming 鈫�