Circular 35/05

Programme Brand Names

It is becoming increasingly common for radio stations to use the brand names of products or trade names of sponsors to identify programmes and/or games within such programmes. This goes against sponsorship regulations in that it defeats completely the underlying principle of separation and distinction between programme content and sponsorship as clearly spelt out in such regulations.

A proper interpretation and application of sponsorship rules implies that sponsored programmes shall be clearly identified as such by the name of the sponsor at the beginning and/or end of the programme and where the programme is interrupted by advertising breaks, within such breaks, in this case respecting other prevailing regulations. In this respect the brand or trade name shall not form an intrinsic part of the name of the programme or game.

In view of this, station managers are being requested to refrain from applying such practices and conform accordingly.

17th August, 2005