Artwork Standards Policy

General terms

The purpose of this policy is to set out high level principles and procedures relating to the approval of advertisements which appear on display screens managed by Reach Passengers.

The application of the principles will depend on context and will sometimes require subjective judgments.

The regulation of advertising in the UK is the responsibility of the Advertising Standards Authority (ASA). The ASA applies the Advertising Codes which are written by the Committees of Advertising Practice (CAP).

Advertisements carried on services run or regulated by Reach passengers (including campaigns on behalf of Local Authorities ) should not conflict with the required standards outlined below, which supplement the requirements of the Advertising Codes.

Required standards for approval of advertisements

An advertisement will not be approved for, or permitted to remain on display screens, if in our reasonable opinion, the advertisement does not comply with the law, does not comply with the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (or any relevant CAP code), is not socially appropriate, or is inconsistent with Reach Passengers or our local authority partners obligations under section 149 of the Equality Act 2010 (the Public Sector Equality Duty). More particularly, an advertisement will be unacceptable if:

(a) it is likely to cause widespread or serious offence to reasonable members of the public on account of the product or service being advertised, the content or design of the advertisement, or by way of implication. Advertisements which are consistent with Reach Passengers or our local authority partners obligations Equality Duty, such as those which promote tolerance, or discourage prejudice, will not however normally be disapproved on the ground that they might cause offence;

(b) it depicts adults or children in a sexual manner or displays nude or semi-nude figures in an overtly sexual context. (While the use of underdressed people in, for example, underwear advertising, may be appropriate, gratuitous use of images of an overtly sexual nature will be deemed unacceptable.);

(d) could reasonably be seen as likely to cause pressure to conform to an unrealistic or unhealthy body shape, or as likely to create body confidence issues particularly among young people;

(e) it relates to lap-dancing, ‘gentlemen’s clubs’, escort agencies, massage parlours, or unproven health and weight loss products;

(f) it depicts direct or immediate violence to anyone shown in the advertisement; or could reasonably be seen as condoning, inciting or provoking crime, illegality, violence, or anti-social behaviour;

(g) it relates to films which have not been granted permission for public exhibition or which do not show the British Board of Film Classification certificate;

(h) it contains images or messages which relate to matters of public controversy or sensitivity. Advertisements which are calculated to promote tolerance, discourage prejudice, or are consistent with, Reach Passengers or our local authority obligations, advertisements which are calculated to promote the right to life, liberty and security of the person, and advertisements which reasonably promote causes which are not party political, will not normally be disapproved on this ground;

(i) it refers to or portrays (or gives the impression of portraying) a living person. Reach passenger may require an indemnity against any action by that person, or on that person’s behalf, before such references or portrayals will be accepted. This does not apply to a person who is a professional performer, model or similar, unless there is reason to doubt their consent;

(j) it contains negative references to a local authority and its services, or those services provided by other authority partners, or might bring Reach Passengers or our local authority partners or other into disrepute;

(k) it is likely to be defaced;

(l) it uses handwriting or illustrations that suggest the advertisement has been damaged, defaced, fly posted or subject to graffiti, after it has been published;

(m) it may adversely affect in any way the interests of Reach Passengers or our local authority partners;

(n) it promotes a party political cause or electioneering.

(o) it is digital full motion and may pose a health and safety risk as a result of flickering or other visual imagery.

(p) it is unacceptable for some other substantial reason (which Reach passengers will identify and may explain as reasonably required).

Specific Restrictions for Each Local Authority Partner

General Restrictions

· Artwork requires proper licensing for any materials used

· Proof of artwork licensing may be requested by our team

Essex County Council

· No vaping ads.

· CBD ads must be pre-approved by our team.