we must not promote a sponsor in our coverage and any credits given should be fair without being unduly promotional
we should not normally include a sponsor in the title of a BBC programme
we must not accept any money from sponsors or organisers towards the cost of any element of our broadcast coverage of an event. However, they can pay all the costs associated with the event itself
a third party sponsored event should be genuinely free standing and not created simply to attract broadcast coverage.
We must never enter into a contractual arrangement which guarantees a sponsor a set number of minutes of signage reflection on air.
On-air and online credits for sponsors of third party, non-sports events must be referred to the relevant senior editorial figure or, for independents, to the commissioning editor responsible for the coverage. Editorial Policy must also be consulted.
Links from BBC web pages covering events to the sponsor's online site are only permissible in exceptional circumstances. We should never give the impression we are driving traffic to a site selling a sponsor's goods or services. However, it may be acceptable, for sound editorial reasons, to link to a specific section of a sponsor's site which is not promotional and which only gives significant and further relevant information about the event. Such links must be approved by Editorial Policy.
Referral must be made to Editorial Policy whenever it is proposed to:
cover an event, anywhere in the world, sponsored by a tobacco manufacturer
include express references to sponsors in trails for a BBC programme covering a sponsored event.
Any BBC coverage of a third party event sponsored by a BBC publication or any BBC coverage of an event mounted by, or in conjunction with, BBC Magazines must be referred in advance to Chief Adviser Editorial Policy.
The National Lottery is an institution regulated by Act of Parliament. We cover the National Lottery draws as a service to our audience who buy tickets and benefit from the grants. However, we must ensure that our coverage is not seen as directly advertising the lottery or the purchase of tickets. To achieve this we should:
ensure that on-air trails publicise BBC coverage of National Lottery draws or programmes which carry National Lottery draws and are not promotions for the National Lottery itself or for buying tickets
avoid the use of any elements of lottery advertising or promotions in programmes covering lottery draws, or in trails for National Lottery draws or programmes
ensure the purchase of a lottery ticket is not a pre-requisite for someone to appear on, or be in the audience for, our lottery programmes.
We must exclude children under 16 from the studio audience of a lottery programmeand lottery programmes should not be specifically aimed at children under 16.
All programmes covering lottery draws must be in accordance with the Guidance on Coverage of the National Lottery.
Programmes, apart from those covering the lottery draws, may wish to carry items about the National Lottery. Care should be taken to use pictures, sound or stills of the draws themselves, rather than pictures of other elements of BBC lottery programmes, when illustrating stories about the National Lottery or lottery operator.
Use of archive material featuring presenters, titles, trails or lottery programme content other than pictures or sound of the actual draws should be referred to Editorial Policy. It is also advisable to consult Programme Legal Advice about the legal restrictions on the use of lottery logos and archive pictures from lottery programmes.
The BBC runs broadcast appeals for charities as part of its remit as a public service broadcaster. Broadcast appeals should reflect the diverse range of the charitable sector.
Regular appeals for individual charities are broadcast in the weekly Radio 4 Appeal and the regular Lifeline monthly appeal programme on BBC Television. Appeals for relevant charities are broadcast in the Nations and on local radio stations in the English Regions. There is also an annual Blue Peter Appeal for a specific charity.
The choice of charities is overseen by the BBC's Charity Appeals Adviser and the BBC Appeals Advisory Committee (which is made up of external specialists in the charity field), and in the Nations and English Regions by other similar committees of external advisers.
All appeals must be conducted in accordance with the Guidance on Charitable Appeals and must be referred to the BBC's Charity Appeals Adviser. Further information about BBC policy on charity appeals can be found on the BBC Charity Appeals website.
Disaster Emergency Appeals
In the case of a major disaster overseas, the BBC may broadcast an appeal on behalf of the Disasters Emergency Committee, an organisation which represents the UK's leading humanitarian aid charities. The BBC must retain editorial control and the broadcast must comply with the Editorial Guidelines.
The approval process and arrangements for the broadcast of such appeals must be in accordance with the BBC's Guidance for Disaster Emergency Appeals and referral must be made to the BBC Charity Appeals Adviser.
Cross-BBC Fundraising Initiatives
The BBC runs major cross-BBC charity fundraising initiatives such as Children in Need, Red Nose Day (for Comic Relief) and Sport Relief. These initiatives should be conducted in accordance with the Guidance on Cross-BBC Charity Fundraising Initiatives and advice must be sought from Chief Adviser Editorial Policy.
References to Charities in Other BBC Output
Apart from the BBC Appeals and cross-BBC charity fundraising initiatives outlined above, BBC programmes and online content should not appeal for funds for charities or urge audiences to give money to any particular charity.
We must retain our impartiality and independence when we cover the work of charities and not appear to favour one charity over another.
We may, from time to time, enter into public value partnerships with charities or they may sponsor events or support material. However, we must take care that such arrangements do not give the impression that the BBC is promoting the charity or endorsing it above other charities working in the same field.