Advertising and Sponsorship Policy

This policy sets out the ways companies can reach people who live, work and visit our area to effectively market their products and services through appropriate use of council assets. It recognises the potential benefits of advertising. However, it also recognises that done badly or in the wrong place, advertising can be harmful.

The council is keen to maximise revenue from advertising, where appropriate, and so rather than define all specific permitted advertising, we work on the basis that advertising may be permitted unless it falls into a number of prohibited categories in this policy, but the council still retains the right to refuse advertising, especially where this conflicts with its priorities.

Contents

General principles for advertising and sponsoring products and services

The council welcomes the involvement of the private and voluntary sectors n the sponsorship of and advertising through council assets, events or activities, where appropriate. Sponsorship may involve the council receiving sponsorship or advertising revenue in the form of income generation, with the intention in all cases being to support the delivery of the council’s public services.

Sponsorship can be advantageous for all parties; however, the council must ensure all sponsorship and advertising agreements do not compromise or question the integrity of the council’s operations, or associate the council with products or services that are inconsistent with its values or objectives.

This guide is in accordance with the Town and Country Planning (Control of Advertisements)(England) Regulations 2007 and the requirements of the National Planning Policy Framework, which advises that: “Advertisements should be subject to control only in the interests of amenity and public safety, taking account of cumulative impacts”. Some forms of advertising may be acceptable at certain times but not at others, for example organisations with current planning applications or contractors bidding for current tenders or organisations in financial or legal conflict with the council.

Advertising opportunities fall into two specific categories which carry the potential of different levels of reputational risk to the council, and will therefore be treated differently:

Section 1
Channels clearly associated with Basingstoke and Deane Borough Council, for example, corporate and service publications and wholly-owned outdoor sites and buildings.

Section 2
Those channels where the council acts as landlord or operator but are managed for us under transparent and tendered arrangements - including but not exclusively outdoor advertising such as billboards, hoardings on our properties or land. These outlets will be subject to advertising rules that deal with the proximity of outdoor advertising to places such as schools and religious organisations.

The policy assumes that all advertising presented falls within the rules and guidelines laid down by the Advertising Standards Authority and that all advertising must comply with the British Code of Advertising, Sales Promotion and Direct Marketing. Full details can be found on ASA website.

This policy includes the provision that marketing communications must be legal, decent, honest and truthful, must not bring advertising into disrepute, must conform to the code and must respect the principles of fair competition.

Advertising will be subject to the Local Government Publicity Code under the Local Government Act 1986, especially the period of extra sensitivity before local or national elections.

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

  • 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
  • could promote goods or services that contradict the climate change and air quality strategy, for example the promotion of fossil fuels
  • appears to influence support for a political party or 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, sexual orientation 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.

Next Commercial policy considerations

Commercial policy considerations

The council will not permit any sponsorship or advertising that represents a conflict of interest or is likely to cause serious or widespread offence. There should be no real or apparent conflict between the objectives and community goals of the council and those of the advertiser or sponsor.

The council needs to ensure that the offering of different pricing strategies or discounts does not constitute financial aid. The council, through the Communications and Marketing Manager, will seek appropriate advice and clearance from the Head of Law and Governance and Monitoring Officer and the Chief Finance Officer (Section 151 Officer) or delegated officers.

Sponsorship and advertising agreements must include a statement that the council’s functions will continue to be carried out fully and impartially, notwithstanding the existence of a sponsorship arrangement.

Any commercial agreement will include a statement to the effect that any attempted influence on the council’s regulatory functions will result in an automatic review and/or termination of the sponsorship agreement.

Agreements should carry clear statements of objectives and benefits. The agreement of sponsorship must clearly provide suitable provisions to deal with issues, which could include termination or suspension of the sponsorship agreement until the matter is resolved.

It is expected that any individual or organisation entering into, or already in, a sponsorship or advertising agreement with the council will disclose whether there is a current planning application or planning matter relating to them, or if the individual or organisation is involved in any current dispute with the council.

Agreements can be terminated by Basingstoke and Deane Borough Council if conditions of this policy are not met.

Previous General principles for advertising and sponsoring products and services Next Disclaimer

Disclaimer

Acceptance of advertising or sponsorship does not imply any endorsement of the sponsor’s products or services by the council. This must be stated in any council publication that carries advertising.

Previous Commercial policy considerations Next Public accountability and reporting

Public accountability and reporting

The council is committed to principles of open government and of public accountability, transparency and accessibility.

To meet these objectives:

  • sponsorship and advertising arrangements must be in the form of written agreement, where appropriate
  • a public register of sponsorship and advertising agreements is maintained by the council
Previous Disclaimer Next Definitions

Definitions

Advertising
is a form of communication used to raise awareness, encourage or persuade an audience - viewers, readers or listeners or a specific group of people – to do or believe something. Advertising messages can take a variety of forms and can be viewed via a variety of traditional and digital media.
Sponsorship
can be defined as a business relationship of mutual benefit involving the transference of funds, resources or services from the sponsor to the sponsored party in return for an association that is to the mutual satisfaction of both parties.
To sponsor something is to support an asset, event, activity, person, or organisation financially or by providing products or services. It should be mutually beneficial. Sponsorship provides the association of a sponsor’s name with council assets, events or activities. It can be particularly attractive in terms of the opportunities for media coverage and as a display of support for public services. Sponsorship can help make the most of the commercial potential of the council’s tangible and non-tangible assets, allowing more productive use of existing resources and, potentially, generate an income for the council to help reduce budgetary pressures.
Previous Public accountability and reporting

For more information about the advertising and sponsorship policy, email the Communications and Marketing Manager or call 01256 845220.

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