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Policy for Generating Income through Advertising and Sponsorship

Advertising

Advertising is defined as...

“An agreement between the Council and the advertiser, whereby the Council receives money from an organisation or individual in consideration of which the advertiser gains publicity in the form of an advertisement in Council controlled print, broadcast or electronic media”.

The policy is not an exhaustive list and takes as its start point that all advertising falls within the rules and guidelines laid out by the Advertising Standards Authority (ASA). All advertising must:

  • fall within the guidelines laid out by the Advertising Standards Authority (ASA) www.asa.org.uk

  • uphold the rules laid out in the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code)

  • follow the Code of recommended practice on Local Authority publicity https://www.gov.uk/government/publications/recommended-code-of-practice-for- local-authority-publicity.

    In line with the codes referred to above, advertisements should be:

    • legal, decent, honest and truthful

    • created with a sense of responsibility to consumers and society

    • in line with the principles of fair competition generally accepted in business and

    • that the codes are applied in the spirit as well as the letter.

An advertisement will not be accepted if it, in the reasonable opinion of the Council:

  • is inappropriate or objectionable

  • may result in the Council being subject to prosecution

  • promotes gambling

  • promotes payday loans

  • refers to tobacco or similar products

  • promotes the misuse of alcohol or promotes the use of alcohol to children

  • might be deemed inappropriate for children, for example violent films, pornography and so on

  • appears to influence support for a political party / candidate

  • appears to conflict with the Council’s wider promotion of healthy and active lifestyles

  • appears to promote racial or sexual discrimination, or discrimination on the basis of disability, faith, gender or age

  • is the subject of a complaint to the Advertising Standards Authority and upheld by such Authority as a legitimate complaint.

    The above list is not exhaustive, and the Council retains the right to refuse advertising on the grounds that, in the Council’s opinion, it is inappropriate, or it conflicts with services already provided by the organisation. The Council reserves the right to remove advertising without reference to the advertiser.