BBC commercial content definitions

BBC StoryWorks is BBC Studio’s commercial creative studio. Our teams of writers, producers, designers and film-makers are separate to the BBC’s News and editorial teams. BBC StoryWorks works with brands to develop and deliver high quality content across BBC Studio’s digital and TV platforms, as well as representing other BBC-branded digital assets.

Content definitions

Branded content

BBC StoryWorks creates paid published content with an editorial style which runs ‘natively’ on BBC.com.

BBC StoryWorks works with commercial clients to create this content, and they may if they wish contribute to the content by providing expertise, insights or access to data.

The content is clearly labelled as “paid and presented by [brand logo]” or “advertisement feature presented by [brand logo]”.

This content must adhere to the BBC’s guidelines on “advertisement features” (see section 3 of the Advertising and Sponsorship Guidelines) specifically that the content should be informative and interesting, add value for the reader, and be of an appropriate quality to be published alongside BBC content. This is a requirement in addition to the general requirement for advertisement content such that applies to custom production. Video content may also run elsewhere including on BBC World News in commercial airtime.

Custom production

This is paid commercial content that is created to promote an advertiser.  Examples of custom production include television commercials on TV, and ad units and video pre-roll online.

Advertiser content

Advertiser Content is paid commercial content created and provided by a brand to promote their products or services. The content is labelled “Advertiser content provided by [brand logo]”. This content must adhere to the BBC’s guidelines on “advertisement features” (see section 3 of the Advertising and Sponsorship Guidelines).

Sponsored content

Sponsored content is BBC editorial content that an advertiser pays to associate with. The content is commissioned by the BBC’s editorial teams and is independent of the sponsor. It is usually labelled “sponsored by” or “in association with”.

Find out more about BBC StoryWorks

You can find out more about BBC StoryWorks at www.bbc.com/storyworks.

Find out more about BBC Studios and what to do if you want to contact us or make a comment or complaint here: https://www.bbcstudios.com/contact/contact-us/