Advertising & the BBC brand
We should ensure that the BBC brand is not used to endorse outside companies or organisations. We can achieve this by ensuring that:
- commercial advertising or promotion by an outside company does not give the impression of BBC endorsement
- advertising does not "pass off" BBC programmes.
We will not normally allow the BBC name, logos, titles, channel names, programme titles, formats or characters to be used by commercial advertisers.
Any exception, for example, for a joint promotion of a BBC commercial product, must be formally agreed in accordance with the BBC Advertising and Joint Promotions Guidelines and the BBC Fair Trading Guidelines.
BBC Advertising and Joint Promotions Guidelines
(Link to internal BBC site)