The following guidelines offer a general overview of the principles and types of advertising and sponsoring opportunities available. Any further queries could be directed to the ETAS Public Relations Chair firstname.lastname@example.org
Advertising and Sponsoring Guidelines
Generally acceptable standards must be applied to protect members of the public from offensive, misleading and harmful material. All advertising and sponsorship arrangements must be legal, that is, they must follow Swiss law.
Advertising / sponsoring must not jeopardise the reputation of ETAS. It should be suitable for our target members, meet consumer expectations of the ETAS brand, not bring ETAS into disrepute nor give rise to doubts about the editorial integrity, independence and impartiality of ETAS.
To protect ETAS’ reputation, political and religious advertising / sponsoring as well as advertising / sponsoring for pornography and weapons are prohibited. Any advertising / sponsoring which deals with a controversial issue must be referred to and decided upon by the Executive Committee.
The ETAS name and logo should not be used by commercial advertisers / sponsors except in joint promotions.
Categories of acceptable advertisers / sponsors
The following categories of potential advertisers / sponsors comply with the principles stated above and should be encouraged to advertise with / sponsor ETAS:
- ELT-related companies and organisations (e.g. publishers, language schools, organisations providing teacher training, etc.)
- Non-ELT-related educational organisations (e.g. Swiss Pädagogische Hochschulen, private schools, etc.)
- Companies providing teaching tools or services such as computers, stationery, etc. (e.g. Office World, Dataquest, …)
- Companies with direct business links to ETAS (e.g. Post Finance, etc.)
B. 1. Published advertising
ETAS must retain editorial control and responsibility for all editorial content. Editorial content must not be created solely to provide an opportunity for advertising.
All advertising must be clearly presented as commercial content, distinct from editorial content. Advertising should not appear in a similar style to the editorial content to which it is adjacent so that consumers can clearly distinguish between editorial content and advertising. Where content has been sponsored, this must be signalled clearly through use of a sponsorship credit.
B. 2. Online advertising (including mobile devices and apps)
Advertising should not unduly interrupt the relationship between the user and the editorial content without the user’s permission. Users should normally signal intent before receiving more intrusive forms of advertising (e.g. click).
Advertisement Features or online ‘microsites’ (i.e. advertising that is presented in an editorial style) must be clearly labelled, there must be no confusion between advertisement feature and editorial content. Advertisement Features must be informative and interesting and add value for the reader. It must at all times avoid implying endorsement by ETAS.
All online advertising must comply with Swiss data protection laws and regulations, which controls how personal information is gathered and stored by companies.
B.3. Advertising at events and exhibitions
Exhibitors at any ETAS event shall be treated as advertisers.
Sponsorship is where a third party (not engaged in the provision or production of content or an event) makes any contribution to the financing of content, an event or part of such with a view to promoting their name, activities or products.
Sponsorship is distinct from advertising because a sponsor is credited for their investment providing them with a direct association with the content or the event.
Care should be taken with all sponsorship arrangements to ensure that there is not an actual or perceived endorsement of the sponsor by ETAS.
A sponsor may also buy advertising around the content / event it is sponsoring, which should comply with the guidelines on advertising (see B.1 – B.3).
Sponsorship must be clearly identified as such by reference to the name and/or logo of the sponsor in a sponsorship billboard or any other similar sponsorship credit. The primary purpose of a sponsorship billboard/credit is to establish clearly and transparently the relationship between the sponsor and the sponsored event. It should explain the sponsor’s connection with the event e.g. “sponsored by”, “in association with”. The billboard/credits must not suggest that the event has been organised by the sponsor.
[Rev. August 2015]