Guidelines

Section 14: Editorial Integrity and Independence from External Interests

Advertising and the BBC Brand

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14.4.32

We should ensure that the BBC brand is not used to endorse outside companies or organisations.  We can achieve this by ensuring commercial advertising, promotion and press releases by outside companies do not give the impression of BBC endorsement, and advertising does not "pass off" BBC programmes.

(See Section 16 Editorial Integrity and Independence from External Interests: 16.4.23)

(See Guidance: Partnerships)

14.4.33

We should not normally allow the BBC name, logos, titles, channel names, programme titles, formats or characters to be used by commercial advertisers.  Any exception must be in accordance with the BBC Fair Trading Guidelines.  Advice is available from Editorial Policy and BBC Fair Trading. 

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