As a commercial broadcaster, Channel 4 is funded primarily through advertising. However, other than as a general means of generating revenue with which to fund our programme-making and broadcasting activities, advertisers and commercial organisations should not in any way encroach upon our editorial independence and integrity. The following rules apply.
Programme content and advertising must be kept entirely separate - for further rules relating to the separation of advertising and programming, see the 'Code on the Scheduling of Television Advertising'.
Broadcasters must retain complete editorial control over their programme content. In order to achieve this:
- programmes must always be and appear to be editorially independent;
- programmes should not promote or endorse the commercial products and services of others or appear to. See "Undue Prominence" and "Product Placement".
- any improper external influence on the editorial process must always be resisted e.g. by a commercial organisation, a contributor or anyone or any organisation who seeks to exercise some degree of control over programme content;
- the external activities of personnel working for us e.g. producers, presenters, must never improperly influence the editorial integrity of our programmes;
- on-air credits should always be justified.