16.4.62 BBC Commercial Services must not jeopardise the good reputation of the BBC or the value of the BBC brand.[31]
16.4.63 Advertising and sponsorship around the BBC brand must meet the Advertising and Sponsorship Guidelines for BBC Commercial Services. These guidelines apply in addition to the relevant advertising regulations in specific territories.
(See Advertising and Sponsorship Guidelines for BBC Commercial Services)
Sponsored editorial content (which may include a programme, channel, programme segment or block of programmes) is editorial content that has had some or all of its costs met by a sponsor. It includes advertiser-funded programmes. Sponsors must be identified by means of sponsorship credits.
A sponsor (of editorial content) means any public or private undertaking or individual (not engaged in the provision or production of content) funding the editorial content (or its publication or broadcast) with a view to promoting its name, brands, products, organisations, services, trade marks and/or its activities.
There may also be sponsors of events and awards.
These guidelines apply in addition to the relevant advertising regulations in specific territories.
Advertising and Sponsorship arrangements on BBC Commercial Services available in the UK must be presented in such a way that there is no confusion to consumers about what is a Public Service and what is a Commercial Service. Such services should be identifiable as Commercial Services.
16.4.64 When BBC Commercial Services produce content for third parties the arrangements should be in accordance with the BBC's values and standards and must not damage the reputation of the BBC. The standards in these guidelines should be followed, but in some cases the specific detail may not be appropriate, such as where the third party is not regulated by Ofcom.
Use of BBC News Brands by BBC Commercial Services for Marketing Events
16.4.65 The impartiality of the BBC News brand must not be compromised by BBC Commercial Services' marketing and off-air activities.
Such activities should meet the Editorial Policy guidance for Use of BBC News Brands by BBC Commercial Services for Marketing Events.
(See guidance: Use of BBC News Brands by BBC Commercial Services for Marketing Events)
Mandatory Referral: Any proposal to use a BBC 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 BBC's impartiality, editorial integrity or independence or otherwise bring the BBC into disrepute.