In the August 2007 issue of CBX, we covered the Australian Communications and Media Authority’s (ACMA) review and update of the sponsorship guidelines for community broadcasters.

ACMA has now completed the review and released new sponsorship guidelines for community broadcasters.

The new sponsorship guidelines apply from 20 June 2008 and replace the 2003 Guidelines for broadcasting sponsorship announcements and other promotional material on community radio and community television (the former guidelines).

Before releasing the new sponsorship guidelines, ACMA consulted extensively with the CBAA and also called for submissions on the draft. ACMA received 13 submissions.

In finalising the guidelines, ACMA took on board most of the issues raised during consultation. However, some of these matters were beyond the scope of the guidelines, with legislative amendment required to achieve the desired outcome.

What’s the purpose of the new sponsorship guidelines?

The new sponsorship guidelines explain the restrictions on advertising and requirements for sponsorship announcements that apply to community broadcasters.

What’s different about the new sponsorship guidelines?

The major differences between the former guidelines and the new sponsorship guidelines are:

• a new look - a contents page, key points summary and use of clear, plain language;
  
• inclusion of many more examples, including examples based on visual material;
  
  • new sections on:
    
  • assessing complaints about advertising;
    
  • expert interviews; and
    
  • gig guides;


• an expanded section on placement of sponsorship tags and announcements under separate subheadings for community television and community radio; and
  
• inclusion of relevant extracts from the Broadcasting Services Act 1992 (the Act).

What’s the status of the new sponsorship guidelines?

The new sponsorship guidelines are advisory only and explain, but do not replace, the restrictions on advertising and requirements for sponsorship announcements in the Act.

If in doubt, community broadcasters need to seek their own legal advice on the application of the Act to particular circumstances.

Where can I get a copy of the new sponsorship guidelines?

The new sponsorship guidelines are available from ACMA’s website, www.acma.gov.au.

What if I have queries about the new sponsorship guidelines?

ACMA’s Community Broadcasting Group can help with queries about the new sponsorship guidelines. Email queries to communitybroadcasting@acma.gov.au.