The council encourages the involvement of the private and voluntary sectors in the sponsorship of and advertising through council assets, events or activities wherever 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 be associated with products or services that are inconsistent with the values or objectives of the organisation, with regard to the nature of the sponsor.
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 (NPPF). In this regard, the NPPF 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 authority, and will therefore be treated differently:
Those channels which are most clearly associated with Basingstoke and Deane Council – including but not exclusively our main and associated websites, intranet, corporate and service publications, vehicles and wholly-owned outdoor sites and buildings.
Those channels where the council acts as landlord or operator but which may be managed for us under transparent and tendered arrangements - including but not exclusively outdoor advertising such as billboards, hoardings on our properties or land and public transport. These outlets will be subject to advertising rules which 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 at www.asa.org.uk
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, and to the Financial Services Authority.
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 examples 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.