ACMA and the CBAA have got together to produce the most comprehensive, clear and useful set of community broadcasting sponsorship guidelines ever issued by the regulator. While some community broadcasters may not agree with all the guidelines, it will be hard for them to say they weren’t told. The document consolidates, and improves, various recent rulings and provides real examples of what can and cannot be said to stay within the rules.
ACMA is now seeking industry comment on the Draft Community Broadcasting Sponsorship Guidelines, due by the end of this month.
In an environment where the sector is testing new business models to improve its viability, it has been looking to ACMA to provide greater clarity and guidance, which this document achieves with useful examples such as this:
Care should be taken to ensure that discussions [with subject matter experts] do not move from the general to the specific…
Example 1.
Announcer. Welcome to the home show. Today we are discussing the local real estate market… we are lucky to have George Roy, who has worked in the real estate industry for 25 years and spent the last ten years at XYZ Real Estate. George, how is the local market?
George. It sure is, as long as you do your homework first…
Why is this likely to be found compliant.
Example 1 Establishers George Roy’s credentials but does not promote him or his real estate agency. The reference to Mr Roy’s employer is contextual…
Example 2.
… We are lucky to have George Roy from XYZ Real Estate, located at 1 Market Street. They are rated number one in the local area and George has recorded the best sales figures for 5 consecutive years. Be sure to call George on 9876 5432 whether you are buying or selling…
Why is this likely to be found non-compliant.
Example 2 promotes Mr Roy and the real estate agency. Further the segments promotes the address and phone number and promotes properties for sale…
Based on an analysis of ACMA’s investigations into community broadcasting issues of the past five years the main areas of concern include the following, which the document discusses in detail with examples:
1. what constitutes an advertisement
2. what constitutes a sponsorship announcement and should therefore be included in the calculation of the 5-minute limit for radio or 7-minute limit for television
3. material that may be an accidental or incidental accompaniment to the broadcast of other matter and therefore not considered an advertisement
4. what constitutes a promotion of a licensee’s service or a program
5. material broadcast as part of a program that may be considered advertising
6. a licensee’s responsibility for material broadcast despite having sold air time, including sponsorship slots, to programs providers.
These areas have specifically been addressed in revising the guidelines and, if approved, will help community stations move forward with clarity on these issues.
The full draft guidelines document is at the link below. It has been in draft form since November and the comment period closes soon. Comments on it must reach ACMA by 1 March.