Copy Approval
Please see below for information on copy approval for advertising with CBS Outdoor. If you have any further questions, please contact Nigel McDonald on 020 7482 3000 or email nigel.mcdonald@cbsoutdoor.co.uk
Frequently asked Questions
Do I need to get my campaign creative approved prior to posting?
Yes. In representing our numerous franchise partners - London Underground, Docklands Light Railway, Bus and Tram companies – CBS Outdoor has a responsibility to vet campaign posters on their behalf prior to posting. All campaign posters designs are checked by the Customer Service and Franchise departments at CBS Outdoor, adhering to guidelines set by these partners, those of the Advertising Standards Authority (ASA) in line with the British Code of Advertising Practice
What are CBS Outdoor’s terms governing the acceptance of advertising?
CBS Outdoor reserves the right to refuse a poster design or creative without providing specific reasons. However, CBS Outdoor will endeavour to refer to the guidelines laid down by our franchise partners who include London Underground, London Buses and all of our other Bus, Rail and Tram franchises.
Where the poster design has given cause for concern, CBS Outdoor will offer recommendations to help bring the poster in line with the guidelines below. We actively encourage our clients, agencies and specialists to send us artwork in advance of production to avoid any costly re-prints.
Copy Guidelines
Advertisements will not be accepted for, or retained on display in the sites managed by CBS Outdoor if in the opinion of CBS Outdoor they:
1. do not comply with the law or incite anyone to break the law
2. do not comply with the ASA’s British Code of Advertising Practice (CAP) which includes regulations regarding advertising, sales promotion and direct marketing
3. do not promote equality of opportunity for all persons irrespective of their race, sex, disability, age, sexual orientation or religion
4. are likely to offend the general travelling public or depict or offend ethnic, religious or other major groups on account of the nature of the product or service being advertised, the wording or design of the advertisement or inference contained therein
5. are likely to be defaced
6. depict men, women or children in a sexual manner, or display nude or semi-nude figures in an overtly sexual context. For example, whilst the use of undressed people in most underwear advertising may be seen as an appropriate context, gratuitous use of an overtly sexual nature will be viewed as unacceptable
7. depict or refer to indecency or obscenity, depict bodily functions or use obscene or distasteful language
8. advertise lap-dancing, gentlemen’s clubs, escort agencies, or massage parlours
9. depict direct and immediate violence to anyone shown in the poster or to anyone looking at the poster
10. condone or provoke anti-social behaviour
11. advertise films which have not been granted permission for public exhibition or which do not show the required certificate except when the name of the cinema is not shown: films carrying an 18 certificate must also carry the Advertising Viewing (AVC) logo
12. contains images or messages that relate to matters of public controversy and sensitivity
13. are of a political nature calling for the support of a particular viewpoint, policy or action or attacking a member or policies of any legislative, central or local government authority (advertisements are acceptable which simply announce the time, date and place of social activities or of a meeting with the names of the speakers and the subjects to be discussed)
14. contain illustrations which depict, or might reasonably be assumed to depict, quotations from or references to a living person unless the written consent of that person is obtained and is produced to CBS Outdoor. CBS Outdoor will require an indemnity against any action by that person or on that person’s behalf before such illustrations, quotations or references will be accepted
15. use handwriting or illustrations that would suggest the poster has been damaged, defaced, fly posted or subjected to graffiti, after it has been posted.
16. might adversely affect in any way the interest of the site owner e.g. The London Underground, The Docklands Light Railway and all Bus, Tram or Coach company franchise partners (e.g. negative references to the environment)
17. in the case of digital media, creative must not pose a health and safety risk as a result of flickering or other visual imagery
18. in the case of digital media, files must not pose any risks to the CBS Outdoor IT systems that could result in data corruption, a virus, worm, or Trojan horse, or an increased vulnerability to hacking
19. in terms of digital media, files will not be accepted if they exceed the file size limits imposed by CBS Outdoor, or will in CBS Outdoor’s opinion place a disproportionately large burden on the system.
CBS Outdoor reserves the right to refuse a poster design or creative without providing specific reasons although CBS Outdoor will endeavor to refer back to the above guidelines.
Please note:
To avoid last minute difficulties and the possibility of wasted production costs, CBS Outdoor is happy to advise on the likelihood of a poster’s acceptability prior to the copy deadline.
It remains the advertiser’s responsibility to ensure creative or advertisement copy does not breach copyright or other intellectual property rights. Licensed brand images and logos require the express permission of the owner before use. CBS is not responsible for property rights or permissions. Use of London Underground logo or station logos can be used on the permission of TfL Group Marketing, Intellectual Property Department call 0207 222 5600 to find out more.
In the event of the rejection of copy, ‘Slipping’ or covering over portions of the poster in question will not be accepted as an alternative.
If you have any further questions, please contact Nigel McDonald on 020 7482 3000 or email nigel.mcdonald@cbsoutdoor.co.uk
20/08/07