Advertising and Sponsorship Policy. 1. Introduction. 2. Purpose. 3. Definitions

Transcription

1 1. Introduction 1.1 The College of Paramedics (herein referred to as the College) frequently receives requests from external bodies and companies to advertise or promote material, events, or opportunities on its website and in other publications. This policy is to ensure we do business in keeping with the College values. Our members expect the College to be trustworthy, independent and to have integrity. Our advertising and sponsorship should support that expectation. 1.2 Document layout 1. Introduction 2. Purpose 3. Definitions 4. Process of approval 5. General policy statements 2. Purpose 2.1 This policy covers the acceptance of advertising and sponsorship from trade and industry and other external stakeholders. It has been developed to provide consistency, transparency when dealing with requests for advertising. 2.2 The following activities are considered to be covered in this document: Sponsorship Advertisement in College publications, including the website Commercial stands at College conferences Provision of funds to attend meetings and lectures Donations 3. Definitions 3.1 For the purposes of this policy the following definitions will apply: Page 1 of 6

2 Sponsorship 3.2 The term sponsorship is understood to mean financial or other rewards received from third parties and is often offered and accepted on the understanding of mutual benefit. 3.3 The Charity Commission defines sponsorship payments as different from donations because the sponsor company gets something related to their business in return. 3.4 Although acceptance of sponsorship in itself does not imply that the College endorses or even supports the commercial activities of the sponsor, there could be a public/membership perception that this is the case. Advertising 3.5 Advertising is the displaying of notice or announcement in publications or on the website that promotes a product, service, or event or publicises a job vacancy. It also includes the provision of commercial stand space at conferences to companies it does not have a sponsorship arrangement with. 3.6 Advertising or promotion in this context refers to subject content which has not been reviewed for formal endorsement of the product itself. The College has a separate policy for the review and endorsement of courses. Donations 3.7 A contribution or gift made to the College offered in the spirit of assistance. 3.8 It may also include such things as free ticket for an event, given by the organisers in exchange for the College promoting this event. This would be the case if the individuals who used the tickets were not asked for anything in return. Exclusivity 3.9 This is where a particular commercial company from a particular sector wishes to be the only company marketing their products/services through the College and does not wish any other company to exhibit/advertise with us. Page 2 of 6

3 4. Process of approval 4.1 Each request for promotion or advertising will follow a process of approval. 4.2 This process will depend on which category the request falls into out of the following categories: Research and surveys: Opportunities for members to participate in a survey or research the subject of which is closely connected to paramedic practice or operations; Offers: Products or services for which a distinct and unique benefit is available to members of the College; and, Advertising or promotion: Products, situations (for example a job vacancy), or services for which the aim is to meet the commercial objectives of the requesting source and which have with no distinct or unique benefit to members or have no direct relationship with the paramedic profession Research and surveys 4.3 These requests will be considered on their individual merit by the Marketing Manager in collaboration with the Research and Development Advisory Committee and editorial group. 4.4 Research and surveys may be advertised on the College s website without charge to the requesting source provided it is considered that the object of the research or survey is to improve patient care, paramedic practice, or the environment and conditions in which paramedics operate. 4.5 If approved, a request will be reproduced directly from the text provided and added to the website as a news story and a link to the requesting source s website may be used. 4.6 Education and research may benefit from sponsorship in terms of funding and dissemination. However it must be remembered that inappropriate sponsorship could be seen to undermine the practice of evidence-based medicine by inappropriately influencing the College and/or our members. 4.7 Where it is considered that any research or survey is predominantly commercial in nature or not related to pre-hospital care, the request will be classified under advertising and promotion and a charge will be levied. The news story or article accompanying such a survey will include a disclaimer by the College stating that the advertisement should not be interpreted as an endorsement of the research. Page 3 of 6

4 Offers 4.8 Products or services which can be demonstrated to provide a distinct and unique benefit to members (for example, free to attend sector events), will receive consideration by the Marketing Manager and if approved will be included in the news section of the website using text reproduced as provided by the requesting source. 4.9 A link to the requesting source s website may be used Depending on the subject of the offer and the level of review or collaboration in agreeing its content between the College and the requesting source, the news story or article may include a disclaimer by the College stating that the advertisement should not be interpreted as an endorsement of the product. Advertising and promotion 4.11 All requests that do not fit the descriptions of either research and surveys or offers as set out above will be classified as advertising and promotion. These will be chargeable and except in the case of job advertisements will include a disclaimer by the College stating that the advertisement should not be interpreted as an endorsement of the product or service Where fees apply, they should be submitted prior to the advertisement being posted on the College s website The details of pricing will be laid out separately, in the Pricing. 5. General policy statements 5.1 The College accepts advertising or sponsorship with regard to products and services that are of interest to its members within their professional lives. 5.2 The College does not recommendation or endorsement any particular sponsor or product type 5.3 The College does not offer exclusivity; enabling members to gather advice and prices from a range of suppliers. Page 4 of 6

5 5.4 The College does not enter into commission based arrangements with commercial companies, e.g. where the College receives a commission on an amount of business that it generates for a company. 5.5 The only commitment undertaken by the College in sponsorship arrangements is to attempt to increase the awareness of the sponsor and their products by the College members and the profession in general. 5.6 The act of accepting sponsorship implies neither condoning nor condemning the activity of the sponsor. 5.7 The College does not allow advertising or sponsorship to influence editorial decisions within its website or publications. 5.8 Our members should immediately be able to distinguish between advertising and editorial content. 5.9 Online advertising or sponsorship should not impede users access to editorial content Sponsored content should be clearly identifiable The nature of any commercial relationship must be transparent to our members; the sponsorship title must be used when referring to the sponsor Advertising and sponsorship are subject to editorial oversight. The College s Marketing Manager reserves the right to accept and reject advertising and sponsorship proposals. If a proposal is refused for reasons outside these guidelines, the Marketing Manager will provide an explanation The following product advertisements will not be accepted by the College: Alcohol and tobacco products Weapons, firearms, ammunition and fireworks Gambling and lottery Pornography and related materials and services Political and religious advertisements Products with unsubstantiated health claims Advertisements directed at children Any other product later agreed by the Executive 5.14 We do accept advertising and sponsorship from competitors. Page 5 of 6

6 5.15 Advertisements and promotional material must be legal, decent and truthful and comply with the relevant laws, regulations and industry codes for the UK Sponsors and advertisers are expected to conform to the British Code of Advertising Practice Advertisement will only be accepted on condition that the advertiser warrants that advertisements supplied do not contravene the Trade Descriptions Act 1968 and the Equalities Act Educational material can include a logo or a notice that it has been supported by a company so long as it falls within this policy All sponsorship, advertising fees and donations received by the College must be fully and transparently recorded in the College accounts and annual reports Should an individual donor wish to remain anonymous, the name must be disclosed to the Finance and Executive Committee who may approve the donation. Page 6 of 6