Editorial Guidelines issues
This Guidance Note relates to the following Editorial Guidelines:
- Independence from External Interests
See Editorial Guidelines Section 14 Independence from External Interests, including 14.1: We must not give undue prominence to products, services or trade marks, though we can refer to them and credit them where it is editorially justified.
- External Relationships and Financing
See Editorial Guidelines Section 16 External Relationships and Financing, including 16.1: To be fair and transparent in our partnerships and other external relationships, the nature of the relationship must be appropriately signalled to the audience.
- Advertising and Sponsorship
See Advertising and Sponsorship Guidelines for BBC Commercial Services
Guidance in full
- Production Credits
- Editorial Partnerships
- Co-Productions
- Sponsorship
- External funding
- Digital platforms: Other References to External Relationships
- Suppliers
The BBC seeks to offer fair and appropriate attribution to third parties that it is involved with. Any form of labelling, especially credits or logos, for an external organisation must be appropriate and editorially justified. To be fair and transparent in our partnerships and other external relationships, the nature of the relationship must be appropriately signalled to the audience.
Production Credits
These are to recognise editorial or creative input. They may be for BBC staff and other staff or they may involve co-productions or independent productions.
On Television, BBC Commissioning has guidance on credits and branding which includes advice on on-screen credits for third parties and details of what categories can be used in opening and closing credits [1]
Online, to avoid undue product prominence, credits should not routinely sit on the thumbnail image:
- The number of credits listed should not normally exceed one screen
- They may sit on a separate credit page accessed via a “credits” link on the site’s home page, although not in the main navigation of the site.
Editorial Partnerships
To be fair and transparent the following labels to describe editorial partnerships are likely to be appropriate:
“This is a partnership between the BBC and XXX” or “This is a collaboration between the BBC and XXX”.
The phrase “in association with” may cause confusion with commercial sponsorship since this is one of the permitted phrases used by BBC Commercial Services to refer to sponsorship arrangements. UK Public Services must not broadcast sponsored editorial content or carry advertising [2] (although the BBC has specific permission to accept sponsorship for BBC events) [3] .
(See Editorial Guidelines External Relationships and Financing 16.1 and 16.3.9 and 16.3)
To be fair and transparent but to avoid undue product prominence, for short form content one verbal announcement or label acknowledging the editorial partnership is normally appropriate. For long form content two or more acknowledgements may be appropriate, depending on the length of the piece.
(See Editorial Guidelines Section 14 Independence from External Interests 14.1 and 14.3.1-14.3.5)
Online a label at the top of the appropriate page may be acceptable. Any proposed use of a logo may be discussed with Editorial Policy.
Partners will often wish to refer to the partnership in their social media. This should be discussed at the outset of the project and agreed between the partner and the BBC.
Co-Productions
A co-producer may have involvement with the editorial content and it may also be a partner.
(See Editorial Guidelines External Relationships and Financing 16.3.13)
For transparency, in crediting a co-producer it is helpful to use the words “A co-production between”. Any other reference within the editorial content should be editorially justified.
Sponsorship for Public Service Events
See the guidance for Public Service Off-Air events for details.
(See Guidance for Public Service Off-Air Events)
Sponsorship for Commercial Sponsorships
All sponsorship arrangements must be signalled clearly and transparently through the use of a sponsorship credit.Sponsorship credits must meet the Advertising and Sponsorship Guidelines for BBC Commercial Services.
Please note that the sponsorship credit should normally use the term “sponsored by” or “in association with”, unless this is not established practice in the particular market.
(See Advertising and Sponsorship Guidelines for BBC Commercial Services 4.17-4.25)
External Funding for BBC World Service Group
External funding arrangements must be made clear with an informational and non-promotional acknowledgement. The acknowledgement must not suggest that the programme has been made by the external funder. To avoid promotion of the funder, no external funder logos may be used. The acknowledgement must meet the Editorial Guidelines.
(See Editorial Guidelines Section 16 External Relationships and Financing: 16.3.54)
Digital Platforms: Other References to External Relationships
Editorial references to third parties companies on digital platforms should not normally contain any use of their logo. Any exceptional use must be editorially justified.
A logo is not generally acceptable as a form of credit. On Public Services exceptions include a single use in credits for a co-production. (See above: Co-Productions)
Suppliers
Public Services should never promise to feature a supplier’s details online in return for the supply of free or reduced cost products or services.
(See Editorial Guidelines Section 14 Independence from External Interests 14.3.13 and 14.3.22
[1] See BBC Commissioning Credits and Branding
[2] The BBC must not, without the prior approval of the appropriate Minister, include any sponsored material in any of its services. Broadcasting: An Agreement Between Her Majesty’s Secretary of State for Culture, Media and Sport and the British Broadcasting Corporation 2016 Clause 50 (2)
[3] Statement of Policy on Use of Alternative Finance in BBC Content (Clause 49 (4) of the BBC Framework Agreement 2016)
Last updated July 2019