4H Editorial Independence : Key Points
- Programme content and advertising must be kept entirely separate.
- Products and services must not be promoted within programmes. Programme- related material is excluded from this rule.
- The broadcaster must retain complete editorial control over programme content.
- Programmes must not give undue prominence to commercial products and services. Product placement is generally prohibited.
- Programme-related material e.g. factsheets, websites, helplines, premium rate telephone numbers, etc. may be promoted within programmes or around the programmes to which they relate as long as it is editorially justified to do so and the broadcaster retains responsibility for the material.
- Premium rate telephone numbers should not be included in programmes unless their inclusion is editorially justified and not promoted within programmes unless they fall within the definition of programme-related material.
- All competitions within programmes should be referred in advance to the programme lawyer for detailed advice on all matters involved, including premium rate telephone, text and red button interaction and the provisions of the Gambling Act 2005.
- Generally advertisements must be clearly separated from programmes. However, all types of programming may contain advertisements or clips from advertisements, if editorially justified. Seek advice from the programme lawyer.
- Charitable appeals within programmes are permissible. However, there are specific rules that broadcasters and programme-makers must follow.
- Television broadcasters are never allowed to broadcast appeals for donations to make programmes or fund their service.
- There are complex rules in relation to broadcasting financial promotions. Seek advice from the programme lawyer.
- News and current affairs programming may not be sponsored.
- Generally, programmes cannot be sponsored by organisations that are prohibited from advertising on television, e.g. the tobacco industry.
- Sponsored programmes must not contain any promotional references to the sponsor, its activities or products or services. Non-promotional references are permitted only where they are editorially justified and incidental.