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Advertising_Guidelines_Advertisement_Features.txt
3.1 Advertisement Features,bingo chair cushions 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 BBC 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 BBC e) not feature the BBC brand, that is the BBC name, logos, titles, channel names, programme titles, formats or characters, sets, music or catchphrases and any other identifiable BBC content except if this is a reference to a relevant joint promotion or relevant licenced BBC 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, BBC 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 BBC 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 BBC 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 BBC 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 BBC Editorial Guidelines and associated Editorial Guidance Notes. Normally, regular BBC presenters are contractually required to adhere to the BBC's Conflicts of Interest policy and to seek permission from the BBC 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 BBC 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 BBC service or publication it would meet the principles in these Guidelines Stop: 3.9 Mandatory Referral: Any proposal to include the BBC brand in a reference to a joint promotion or licensed BBC 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 BBC brand would give the perception of endorsement of the third party by the BBC. ensure that the number and prominence of references to the BBC across the campaign is proportionate to the BBC's involvement in the product if ("interactive" === "interactive") { const container = document.getElementById("componentBreakoutContainerbreakoutbox080425150218"); window.addEventListener('scroll', () =>{ const buffer = 240; const rect = container.getBoundingClientRect(); const windowHeight = window.innerHeight; // Defines if an element is not above or below the viewport and is within a buffer range above and below the middle of the viewport const isVisible = (rect.top >= 0) && (rect.bottom = windowHeight / 2 - buffer) && (rect.top + rect.height / 2 { container.classList.add('interactive-highlight-red'); if ("red" === "custom") document.getElementById("componentBreakoutContainerbreakoutbox080425150218").style.boxShadow = "inset 0 0 0 3px " }); } Stop: 3.10 Mandatory Referral: Any proposal to include an Advertisement Feature around Children's Content must be referred to a senior editorial figure who will consider whether there is sufficient distinction, separation and labelling in order that children will understand this is advertising. if ("interactive" === "interactive") { const container = document.getElementById("componentBreakoutContainerbreakoutbox130525160902"); window.addEventListener('scroll', () =>{ const buffer = 240; const rect = container.getBoundingClientRect(); const windowHeight = window.innerHeight; // Defines if an element is not above or below the viewport and is within a buffer range above and below the middle of the viewport const isVisible = (rect.top >= 0) && (rect.bottom = windowHeight / 2 - buffer) && (rect.top + rect.height / 2 { container.classList.add('interactive-highlight-red'); if ("red" === "custom") document.getElementById("componentBreakoutContainerbreakoutbox130525160902").style.boxShadow = "inset 0 0 0 3px " }); }
