BYUtv

Sponsors of BYU Broadcasting’s media channels deserve as much recognition as possible. There are several ways to accomplish this exposure, however none are more important than the on-air messages that identify our sponsors. BYU Broadcasting is a non-profit organization. As such, we must comply with FCC non-commercial guidelines.

FCC Permissible Language

The context in which a word or phrase appears must always be taken into account and separate judgment must be made for each message. The line separating permissible and impermissible, in wording and visuals, is not always clear. Accordingly, BYU Broadcasting retains the authority to interpret language and other elements for purposes of compliance with FCC requirements and toward maintaining our own uniquely non-commercial service.

The following types of additional identifying information are acceptable, according to FCC statements concerning sponsor announcements:

• Value neutral descriptions of a product line or service
• Brand and trade names and products or service listings
• Visual depictions of specific products
• Location information, including telephone numbers and Web addresses
• Established logograms or slogans which identify and do not promote

FCC Restricted Language

FCC policy statements, rulings, advisory opinions and letters applying its rules and policies to specific sponsor messages have cautioned against the use of certain types of language, phrases, and visuals, such as the following:

• Call to action (e.g., “come in today and take a test drive”)
• Superlative description or qualitative claim about the company, its products or its services (e.g., “the most intelligent car ever built”)
• Direct comparison with other companies, or other companies’ products/services
• Price or value information (e.g., “only $160 down and $160 per month,” or “7.7% interestrate available now,” “affordable,” “discount,” or “free”)
• Inducements to buy, sell, rent, or lease (e.g., “six months’ free service when you buy,” or“guaranteed for life”)
• Endorsements (e.g., “recommended by 4 out of 5 doctors for headache pain”)

No set of specific rules or guidelines will anticipate every use or possible combination of creative elements that constitutes a sponsor’s message. In evaluating proposed sponsor messages, BYU Broadcasting will consider FCC decisions as well as elements of the creative content which may affect the overall tone and character of a sponsor’s message. All spots must be approved by BYU Broadcasting’s Compliance Committee.

Language Examples

Below are the three most common ways non-commercial spots become non-compliant:

Call to Action (invite people to learn more)

• Compliant: "Learn more at xxx.com."
• Non-complaint: "Come in today and take a test drive!" "Stop by" "Buy now"

Price or Value Information (focus on imaging and branding rather than prices)

• Compliant: "ABC takes care of all your oil needs."
• Non-complaint: "Only $160 down and $160 per month." "7.7% interest rates now available" "affordable, discount, free"

Superlative Description or Comparison (focus on imaging and branding rather than using comparisons)

• Compliant: "We use fresh ingredients."
• Non-complaint: "The most competitive prices on the market." "better, best, freshest, most affordable"

Please contact your BYU representative if you have any additional questions about the FCC Guidelines.