7. Prizes
The choice of an editorially appropriate prize is an integral part of the good running of a BBC competition. We must not offer cash prizes for any viewer or listener or online competition. We must never accept cash to pay for competition prizes.
We must not mislead audiences about the nature of the prize. Great care must be taken to describe accurately either on-air or online in the terms and conditions of entry, full details as to what is to be included and what is not to be included in a prize; for example travel expenses, accommodation etc. Particular care must be taken to ensure that the prize in despatched within a reasonable time.
7.1 Suitability of prizes
Prizes for viewer and listener and online competitions should meet the expectations of the likely audience. We would normally offer money-can't-buy experiences, rather than prizes of a high monetary value. They should match the likely age of participants. The choice of prize should not risk bringing the BBC into disrepute.
7.2 Donated prizes
We should normally pay for the prizes we offer in our competitions and aim to offer original rather than expensive prizes. However, in order to ensure the best value for the licence fee payer we may accept modest donated prizes such as concert or theatre tickets, tickets to sports events, books or DVDs. We may accept prizes of visits to special events, including hospitality offered at the event, but we should pay for the majority of costs e.g. for travel or accommodation.
The BBC must retain its editorial independence and objectivity and we must not promote or appear to favour one organisation or company. It is important, therefore, that we ring the changes when accepting any donated prizes. If there is a range of prizes there should be a range of donors over time. For example if a local radio station has a number of football teams in its area we should not continually offer tickets to only one of the team's matches as prizes.
We must never allow a donor to influence the on-air or online editorial e.g. provide copy about the prizes, suggest questions for the competition.
Competition questions should not refer to any branded goods or services which are offered as prizes (see 5.4 above) and we should normally avoid offering prizes of branded products or services which are referred to editorially elsewhere in the programme or on the same section of the website.
It is essential that no prize is accepted in return for a “plug”. We must never accept prizes in exchange for a verbal or visual or logo credit for the donor or their sponsors. Programmes must never give an assurance that there will be an on-air credit or online credit or any publicity in exchange for the donation of a competition prize. Prizes should be described in an informational, non promotional manner. The name of the supplier should not normally be given and the brand name should not be mentioned unless it is necessary editorially to describe the prize. Any references to the brand must be kept to the minimum. Normally only one reference should be made. We should avoid shots of brand logos on air and online.
Unless there is a very strong editorial reason to do so, we would not normally provide an online link to the supplier of a prize.
Donations of substantial prizes are permissible only in exceptional circumstances and must not bring the BBC's editorial integrity into question. For example it might be possible to accept a more substantial prize if offered by an artistic, educational, arts or sports body or a research foundation. Such prizes can be accepted only with the approval of the relevant Controller or equivalent Senior Manager. Editorial Policy must be consulted also.
7.3 Prizes for Charity Competitions
The BBC may run on air competitions or contests as part of its fundraising activities for BBC charitable campaigns such as Children in Need or Red Nose Day. In such cases we may accept a substantial donated prize, as an incentive to entering and donating to the charity. Any such donation of a substantial prize for a BBC charity competition must be referred to Chief Adviser Editorial Policy. Legal advice should also be sought and legal documentation with the charity may also be required.
7. 4 BBC commercial products as prizes
Great care must be taken over the use of BBC commercial products such as magazines, books and DVDs as prizes. The BBC commercial product should never be the main focus of the prize. Usually we would only offer BBC commercial products
as part of a” basket” of prizes, for example we could include some BBC DVDs in a general family selection of DVDs.
7 .5 Product prominence
Whether a prize has been donated or not we must take care not to describe or depict it in such a way as to give undue prominence for any third party, whether they are a commercial organisation or not. Normally we would not refer to a prize by its branded name, for example we would say “games console” rather than “Xbox”. In order to avoid undue prominence, care must be taken over the use of any pictures which show branding. There should be no element of plugging.
Online, if an image of a product is used, it should not be too large or too prominent. The name of the supplier should not normally be given and the brand should be mentioned only if strictly editorially necessary. Product logos should not be used.
We should never use text from product promotional material.
Normally we would not offer an ongoing subscription to an organisation or magazine as a prize.