Using the brand name "Skype"
Created on 09 Jul 2013
As technology moves on faster than most of us can keep up with, there are now many different ways to "talk" people. A lot of these are relatively low cost, so it's not surprising that we want to make use of these to involve audiences and contributors in our output.
But we need to make sure that we don't accidentally fall foul of the Editorial Guidelines.
A recent complaint to the BBC Trust about the use of the brand name, Skype, in news and factual programmes, wasn't upheld, but in the ruling the Trust did come up with points we need to follow:-
- that appropriately limited references to “Skype” within a programme for the purpose of informing members of the public how to contact the BBC were clearly editorially justified and did not amount to promotion or endorsement.
- that there was no clear editorial justification for on-air references to “Skype” in relation to “down-the- line” interviews.
- that ... whatever the operational rationale for using Skype to conduct “down-the-line” interviews, this did not of itself amount to editorial justification for an on-air reference to “Skype”.
- that ... programme makers should be alert to the risks inherent in making on-air references to specific brands and products, ... to ensure compliance with the guidelines on Editorial Integrity and Independence from External Interests as the BBC makes increasing use of internet telephony.
The full ruling is here: http://downloads.bbc.co.uk/bbctrust/assets/files/pdf/appeals/esc_bulletins/2013/apr_may.pdf
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