BBC’s contract says it must plug Chelsea sponsor

THE BBC is contractually obliged to repeatedly plug the title sponsor of the Chelsea Flower Show, it has been revealed.

Viewers of the coverage have complained on social media about the numerous references to the flower show’s sponsor M&G Investments.

The Daily Mail reported yesterday how the investment management firm was being repeatedly mentioned during broadcasts, while the company’s adver- tising hoardings were also clearly visible behind the TV studio.

And media analysts warned the BBC could be ‘putting its impartiality at risk’.

The BBC has denied breaching its editorial guidelines, insisting it sticks to the strict codes on covering sponsored events and that there has been a ‘minimal amount of signage’ in view of cameras.

However last night a BBC insider confirmed the Corporation’s contract to broadcast the show states it must namecheck the UK firm ‘a certain number of times in each show’.

When presenters have queried the inclusion of the full name in the script, it is understood they have been instructed that it ‘must be used’ because of the contract. Examples of the full name being referenced in BBC coverage include presenter Joe Swift saying on Tuesday: ‘There’s plenty more to come from the Chelsea Flower Show, an event supported by M&G Investments.’

Toby Syfret, an analyst of television for media consultancy Enders Analysis, said: ‘The BBC is risking its impartiality. The one thing people want from the BBC is to be totally neutral.

‘If it offers too much attention for a sponsor, that is the risk. It’s an important thing. The BBC has to be careful.’

He added: ‘It’s a question of whether it gets undue prominence in the programme, and causes the irritation of the public. It’s for the regulator to have a look at complaints and make up its mind.’

A BBC spokesman initially said: ‘ Our Chelsea Flower Show programming adheres to strict editorial guidelines on covering sponsored events and, as the people who watch it know, inevitably a minimal amount of signage appears each year with this year being no different.’

But last night, the BBC declined to elaborate on the contractual obligations, saying: ‘We don’t provide details of contracts and all of our editorial guidelines are on the website.’

‘Causes public irritation’