Key Points
- We must never give the impression that we are unduly promoting any commercial product, event or service on air or online. All trails must be in accordance with this guidance.
- Trails or announcements of the availability of BBC related products, materials or services must give only simple factual information without any element of plugging. They must never sound like a commercial advertisement.
- Where stations have continuity, trails must be voiced by continuity announcers or the equivalent and usually not Radio/Sounds hosts or presenters
BBC Magazines must not be trailed on BBC radio, television or online.
Any BBC Related Commercial Material which is trailed must be:
- Directly relevant to the programme strand, or editorial output after which it is to be trailed
- Under the BBC's editorial control
- Commissioned, licensed or developed directly in conjunction with the associated programme or station
- Consistent with the BBC's editorial and ethical values
1. Introduction
The BBC and independent production companies working for the BBC produce and license a range of commercial products and services to enhance and extend the editorial offering of our output to audiences. The BBC may only trail products and services which specifically relate to our editorial output and clearly extend the editorial offering to our listeners.
This guidance outlines the approach the BBC will take when assessing the suitability of trailing BBC content related commercial products, events, materials or services on its public service Network Radio stations and BBC Sounds. They apply equally to BBC Programme-Related Material produced by BBC Studios Ltd and by third party publishers to complement BBC broadcast output.
There are legal and regulatory constraints regarding on-air references to BBC related commercial products. This guidance incorporates the principles set out in the BBC's Editorial Guidelines, and from advice given by the BBC Regulatory Legal and Policy Team.
This Guidance covers specifically agreed trails and announcements on Network Radio stations and BBC Sounds for suitable programme related material, and any trails for commercial products, events, materials and services related overall to a Network Radio station and /or BBC Sounds content. Apart from agreed and scheduled trails, any other mention within programmes or other editorial content of BBC related commercial products, materials or services must be strictly editorially justifiable and non-promotional with no element of plugging. Any such mention must be in accordance with the BBC's Editorial Guidelines. And discussed with Editorial Policy and Head of Editorial Standards, Radio who may consult Editorial Policy
1.1 References to non BBC related commercial products, events, materials or recordings
Third party commercial products which are not clearly related to BBC output may not be trailed. Any references to non-BBC related commercial products, within programmes or editorial content must be editorially relevant and non-promotional in accordance with BBC Editorial Guidelines concerning undue prominence.
In some cases there may be specific guidance for individual Radio stations/ BBC Sounds on editorial references to commercial recordings. Such guidance for individual stations will have been agreed with the relevant Head of Station or Controller, the Head of Editorial Standards, Radio and Editorial Policy.
2. Appropriate products
BBC related commercial products such as books recordings and digital products, and licensed events which are directly related to BBC commissioned content may be trailed where appropriate. No BBC Programme-Related Materials other than those listed above and no other type of commercial product will be trailed - toys, novelty items must not be trailed. The only exception to this might be in relation to merchandise for BBC charity appeals such as Red Nose Day or BBC Children in Need (see section 4.9 below).
Some BBC Programme-Related Materials that use game formats but have been designed specifically for clearly educational purposes may under certain circumstances be trailed. Editorial Policy must, however, be consulted in advance.
Material which is trailed may be published by BBC Studios Ltd or by an outside organisation under licence. It is important that trails do not unfairly favour BBC Studios Ltd published product.
If a book is to be trailed, the relevant BBC editor or commissioning editor must have approved the copy and confirmed that it is sufficiently editorially related to the BBC output and reflects the Editorial Standards of the BBC content.
When third party novels or other existing books are serialised on radio or BBC Sounds, we may not trail them because they have not been commissioned licensed or directly developed by the BBC. However publishers may indicate the fact that the book has been adapted by the BBC on new editions of the product; these may use licensed artwork from the BBC content .
Commercial products, materials or services may not normally be trailed after acquired programming. Any proposal to do this where the BBC has had editorial input into the content must be referred to Head of Editorial Standards, Radio and Editorial Policy.
The total quantity of on air trails for BBC related commercial products, events, materials or services on BBC public service radio and television services is restricted for BBC Policy reasons. In any seven day period, commencing 0600 on Saturday, the combined duration of such trails on BBC public service radio and television must not exceed seven minutes. Network Radio and BBC Sounds are responsible for keeping a log of commercial trails
3. Referrals and Responsibilities
All trails of BBC related commercial products, materials and services on BBC Network Radio Stations/ BBC Sounds must be approved by Head of Editorial Standards, Radio and the Head of Station / Controller or their nominated deputy.
Head of Editorial Standards, Radio should be consulted in the first instance about the suitability of the product to be trailed, and where it may be trailed, and will also approve the recorded trail or the script for live trails.
In particular circumstances detailed in this Guidance, and in any other cases of difficulty, Head of Editorial Standards, Radio will consult with Editorial Policy.
The Head of Editorial Standards, Radio will liaise with Media Planning, BBC Marketing & Audiences concerning the number and timings of trails over a seven day period to ensure that the combined duration of trails across BBC public service Television and Radio can be calculated and recorded.
4. Editorial Criteria for an On-Air Trail
BBC related commercial products, events, services or materials may normally only be trailed if they are directly relevant to the preceding programme. To be "directly relevant" a product must satisfy certain criteria.
4.1 Books and audio and digital recordings of BBC content
In order to merit a trail, the product must be the official licensed publication of the programme or series.
For books this could also include a novelisation based on the BBC intellectual property of the programme, an official guide to the characters in a series or a factual book extending the audience understanding of a series such as history documentary strand. Novelty BBC programme-related materials such as sticker books or calendars will not qualify for a trail. If in doubt refer to Editorial Policy.
A publication should normally have the same title as the programme or series, or a title closely related to it. Where the title differs in any way, or includes a sub-title, advice should be sought from Editorial Policy as it is important that it is clear that the book is clearly related to BBC output.
For the avoidance of doubt "masthead" publications may not be trailed. This means that if a BBC programme or series is based on a pre-existing book, the book may not be trailed on-air. In the case of literary adaptations the book may not be trailed on air, even if stills from the BBC drama production are used on the cover (see above).
4.2 Books related to a range of BBC audio programmes or more generally to BBC radio output
In some cases it may be possible to trail a book related to more than one radio programme e.g. a history of BBC radio comedy or a history of a specific network channel, provided it is trailed after relevant current output. Any such trail must be agreed with the Head of Editorial Standards, Radio and Editorial Policy.
4.3 The Proms Guide
The Proms Guide is not a commercial publication, it does contain paid advertising but overall is on a cost recovery basis and may be mentioned where editorially relevant within editorial output or programme junctions. Advice on this may be obtained from Head of Editorial Standards, Radio.
4.4 Audio Books and digital downloads
Audio books and digital downloads directly connected with radio output/ BBC Sounds may be trailed under the same provisos as printed books as long as the product has been licensed, commissioned or developed directly by the BBC and the editorial content has been overseen and signed off by the relevant executive producer.
4.5 Audio Recordings/digital downloads of a programme or series
Audio recordings/digital downloads of programmes or series may be trailed when appropriate. (For the avoidance of doubt, such audio recordings could include compilations of clips from various programmes in a series).
These recordings may also include a minority of additional material, which was not broadcast as part of the original transmission. Any such extra material must also comply with guidance on additional material on products (which can be obtained from Editorial Policy).
4.6 Educational BBC Programme Related Material
Educational BBC Programme-Related Material on digital formats may be trailed if it is directly relevant to the programme after which it is trailed, ie it should have the same title as the programme; it must use the programme intellectual property (characters, scenarios etc.). In addition it must be designed to have a specific educational/learning purpose.
Entertainment games which have not been designed for a specifically educational or marketing purpose will not be trailed on air.
4.7 Albums and Soundtracks
Music soundtracks may be trailed if they are directly relevant to the preceding programme. They must normally have the same title as the programme or series; they must consist of the music of, or the music from, the programme – which may include the soundtrack of the series.
In certain circumstances the BBC may commission or co-produce special performances of musical events such as concerts, operas or ballets. In such cases it may be possible to trail a recording of that event after the programme which covers the event. Not all such BBC programme-related Materials, however, will qualify for a trail. Reference must be made in advance to Editorial Policy before any trails can be granted.
On occasion Network Radio/BBC Sounds may wish to produce an album or collection of downloads directly related to a particular programme or strand within a programme, or to the overall network station. In such cases referral must be made to the Head of Editorial Standards, Radio and also to the relevant Head of Station or Controller. Editorial Policy must also be consulted. It must be clearly demonstrated that there is a justifiable editorial connection between the album/download and the programme, strand or station, for example a series of live sessions recorded specifically for performance on the BBC would qualify. If the editorial connection does not stand up to scrutiny the product will not be acceptable and cannot be trailed.
4.8 BBC Programme-Related Materials and children
We will not trail children's products. Care must be taken on stations with a high potential child audience not to trail products in such a way that the trails appear to be directed at children.
4.9 Charity Linked BBC Programme-Related Materials
In certain circumstances BBC Programme-Related Materials may be produced to help raise funds for a BBC charity initiative such as BBC Children in Need, Comic Relief, or Sport Relief. Some of these BBC Programme-Related Materials may be of a "novelty" nature. Such fund-raising BBC Programme-Related Materials may be trailed on-air in accordance with the BBC's policy on charity fundraising initiatives.
All requests for any trail of charity linked BBC Programme-Related Materials must be referred to Editorial Policy, well in advance as these need special consideration.
4.10 Trails on Social media
Trails for BBC licensed products and services may be placed on BBC Social media accounts and follow the same principles, referrals and approvals as those outlined elsewhere in this Guidance.
Presenters and other on-air Talent associated with the content may also place or repost such trails on their own accounts, however this must be referred in advance to Head of Editorial Standards, Radio and Editorial Policy, to ensure it is in line with the policy. They may not post or repost whilst their programmes are on air and sometimes for a buffer period around this content .
Posts which promote BBC public service content and are from or commissioned by BBC Public Service marketing must be separate from those which are designed to promote commercial products and services.
Any marketing by promotors or publishers of BBC licensed product must be agreed with the BBC
5. Style of Trails
5.1 Content of Trails
Trails or announcements after programmes should give simple factual information without any element of hyping. In addition the trail or announcement:
- Must be objective and must not seek unduly to promote BBC related commercial products, materials and services
- Where stations have continuity junctions, trails must be voiced by continuity announcers or the equivalent and not usually by presenters ( see above for referral )
- Must not include price information
- May not include non BBC URLs, and retail /mail order or other purchase information
- May state the connection between the product and the immediately preceding programme, or strand
- Should be short and informative and there should be no element of hype. They should normally be less than 20 seconds in duration. The message must be separated from other editorial information and content
- Care must be taken about the use of music beds. No music from the album or download being trailed may be used. The bed must not be used in such a way as to merge editorial messages such as general information about the programme with the programme or station-related product related product information
- Excerpts from programmes may not be used in trails for programme related products
- Trails must never sound like an advertisement
- Trails must not include slogans
- Trails must usually be placed after the content , the principle here is that the trail is to support content that should extend the enjoyment and understanding of the BBC Public Service content. The audience on digital platforms may have different expectations in some areas and it may be appropriate on occasions to vary the way in which we construct the trails . Any proposal for pre-roll trails is unusual and must be referred well in advance to Head of Editorial Standards, Radio and Editorial Policy.
5.2 References to Retailers
Trails may include details of the general retail availability of the BBC related commercial products, materials and services. However where such details are provided this must be done on a non-discriminatory basis. Therefore we will not normally reference any specific retailer. Any proposal to do so for exceptional reasons must be referred to the Head of Editorial Standards, Radio who must consult Editorial Policy.
For a download we would not exclusively trail availability on the BBC when there are other outlets available. We may however include a generic reference to the relevant BBC website for further information.
5.3 Conflicts of Interest
Presenters may not usually voice a product trail if they have any direct financial interest in the BBC related product, material or service, e.g. if they are the author of the book, or have a revenue share in products. (For example, where the programme to which the trail relates is made by an artist or talent owned independent production company, the presenter may have a revenue share of any profits from commercial activities associated with the programme.)
In some cases hosts of podcasts may voice trails for such products . Any such proposal must be referred well in advance to the Head of Editorial Standards, Radio who much consult Editorial Policy. They will advise on the appropriateness , style and positioning of such trails.
5.4 References to Multiple Products in a Single Trail
In some cases references to more than one commercial product e.g. a book and an audio recording, may be made in a single radio trail, which may be scheduled after the programme to which they are directly relevant, as long as all the products meet the criteria outlined in this guidance. Normally, there should be no more than two BBC programme-related materials referenced in one trail. Such proposals should be agreed with the Head of Editorial Standards, Radio who will consult with the Head of Station or Controller prior to the start of the relevant series. BBC charity product trails are an exception
It is possible to trail the official publication(s) or audio books of a series of programmes during the following series of the same programme. For example, it is possible to trail an audiobook of Series One of a comedy programme during Series Two.
6. Position of Trails and Announcements for BBC Programme-Related Materials
- There can be no promotional mention of BBC related commercial products, materials or services within programmes unless it is in an approved trail format and slot.
- For the avoidance of doubt, programme-related material may not be trailed after acquired programming without referral
- As a general rule, no commercial product trails are scheduled on Christmas Day or on New Year's Day. Any proposed exceptions must be referred to the relevant Director of Content, Music, Speech or BBC Sounds who will consult BBC Editorial Policy.
6.1 Stations which have continuity junctions
The acceptable positioning of trails and announcements for BBC programme-related material will depend on whether the Station has continuity junctions. In this scenario, the following will apply:-
- BBC Programme-Related Materials can only be trailed after BBC commissioned programmes.
- Product trails may only be broadcast after the BBC programme to which it is directly relevant.
- Any proposal to trail appropriate programme-related material after an acquired programme must be referred well in advance to Editorial Policy who will consult the Head of Editorial Standards, Radio.
Only one trail for BBC related commercial products, materials or services may be placed within a continuity junction. Where there are competing demands for acceptable BBC related materials to be trailed in the same junction, the Station Controller, in consultation with Head of Editorial Standards, Radio, will decide which trail request to accept.
For BBC Policy reasons, to ensure there can be no perception of unduly favouring one publisher above another, BBC Radio/ BBC Sounds will also make best endeavours to ensure that a product which was refused an on-air trail on grounds of there being a competing request is trailed in another slot following a relevant programme. However, this will only be possible if the request clearly meets the criteria of this guidance and no guarantee can be given that the product trail will be broadcast.
If a one-off programme has a directly editorial BBC related commercial product, material or service then this may be trailed at the end of that programme. (For advice on series see section 7 below)
6.2 On Stations which do not have continuity junctions
Some Stations e.g. Radio 1 do not have continuity junctions between programmes and this makes the placing of trails and programme related product announcements particularly challenging.
Ideally such announcements or trails should still be placed at the end of the programme to which the product or service directly relates.
The trail or announcement may be voiced by the presenter of the relevant programme unless the presenter has a direct financial interest in the product or service. In such cases another voice should be used. This could be an alternative presenter from the same programme who does not have a direct financial interest. For BBC Sounds please see section 5.3 above .
Unlike most television programmes, radio shows often last for several hours. Therefore in some limited cases there may be an exception to the prohibition on placing trails within programmes. Where a programme is of several hours in duration and where the product or service relates specifically to only one regular section or strand of the show, for example Ten to the Top on the Vernon Kay show, it may be possible to place a trail at the end of the relevant strand. This is to ensure that the audience receives the information at a relevant position in the output. There has to be clear separation between the trail and editorial content, the two should not be merged. Trail information should be given in an entirely factual and non-promotional manner.
The aim should always be to reduce any perception of undue promotion. Any such references must be approved in advance by the Head of Station or Controller, who must discuss with the Head of Editorial Standards, Radio, Editorial Policy and BBC Policy, who must agree the precise style, tone and wording of such announcements.
7. Quantity and Frequency of Trails
In line with Fair Trading commitments, the total quantity of BBC related commercial product trails broadcast in any seven day period on all the BBC's public service television and radio services, commencing 0600 on Saturday, must not exceed seven minutes.
7.1 Series
Trails should not normally be scheduled after every programme in a series. The level of trails scheduled across a series will be at the discretion of the Head of Editorial Standards, Radio and the relevant Director. However the BBC would normally expect the following guidance to apply; (for the avoidance of doubt this guidance applies on a station by station basis, ie the repeat run of a series on another BBC station could also carry trails with the same frequency as outlined below).
- Directly relevant BBC related commercial products, services or materials may not normally be trailed after the first episode of a series of programmes, usually they may be trailed for the first time at the end of the second episode of a series aired weekly. However if the BBC related commercial product is related to a previous series of the programme it may be trailed at the end of the first episode of the subsequent series.
- There will be a limit to the number of product trails acceptable per series of programmes. Typically in a series of 8 programmes there would be no more than two BBC related product trails.
- Where a series is stripped daily across the schedule referral must be made to Editorial Policy, who will advise on when it is suitable to begin trailing.
- For continuing series, with three or more weekly episodes- e.g. The Archers – no more than one trail every two weeks
- For continuing series (or shows on a long term run of more than 13 weeks), broadcast weekly or twice weekly – no more than one trail every three weeks
- Series of 13 weekly parts – maximum four trails over the run
- Series of less than 13 weekly parts – maximum of three trails over the run.
Any proposal to run product trails more frequently or as part of a scheduling pattern not listed above should be referred in advance to Head of Editorial Standards, Radio.
8. Retailers Availability and Radio and Television Advertising
The BBC, its commercial partners or its licensees cannot be seen to be advertising BBC related commercial products, services or materials on commercial radio or television and trailing them on BBC public service channels at the same time. The purpose of a trail is to inform licence fee payers of BBC related products that can enhance and extend the audience's enjoyment and understanding of the original programme; if the product is being advertised commercially this brings into question the need to trail it as a public service activity. The BBC does not believe it is appropriate to do both concurrently.
BBC Programme-Related Materials may not be trailed if they are advertised on television or radio within 4 weeks on either side of the proposed trail. This applies only to television or radio adverts commissioned specifically by the publisher/promoter and does not apply to television or radio adverts by retailers that include the product as one of several titles featured in a sales promotion by that retailer (over which the publisher may have little or no control). For the purpose of this guidance "featuring several titles" means featuring more than two titles.
BBC Programme-Related Materials should normally be on sale (e.g. in retail outlets or online) at the time of the trail. However, where the product relates to a one-off programme, a trail will be acceptable as long as the product is available the next working day.
9. Requests For Trails
The agency submitting the request for a trail e.g. BBC Studios Ltd or the licensee should, as part of its application for a trail, provide a description of how and why the product meets the test in these guidelines. If requested they should be able to provide documentary evidence of the editorial linkages between the products for which a trail is being requested and the BBC programme preceding the proposed trail.
All requests to trail BBC related commercial products, materials and services on BBC Network Radio Stations/BBC Sounds must be referred in the first instance to Head of Editorial Standards, Radio who will consider the suitability of the product to be trailed.
All mentions of BBC related products in trails are at the discretion of the Head of Station or Controller in consultation with the Head of Editorial Standards, Radio.
If it is agreed to proceed with a trail, Head of Editorial Standards, Radio will also agree where it may be trailed, and will also approve the recorded trail or live script.
No trail is guaranteed and no contract should promise an on-air trail.
In cases of difficulty Head of Editorial Standards, Radio will consult with Editorial Policy and BBC Policy.
10. Keeping Records
BBC Radio must keep records on the number and timings of trails for all commercial products for the BBC's Annual Report and Accounts. It also must compile records of all trail requests received and the outcome of the application. The records should include details of the application e.g. the scheduling, its duration, the programme after or during which the trail is requested, the product to be trailed and, where the trail request is accepted, the editorial rationale for each trail. The justification for rejecting a trail request should also be recorded.
The Head of Editorial Standards, Radio will be responsible for liaison with Media Planning in Marketing & Audiences so that the overall number of trails in a seven day period across BBC public service Television, Radio and BBC Sounds can be calculated and recorded. We must ensure that we do not exceed the maximum amount allowed under our Regulatory commitment across all the BBC's public services in any seven day period.