Complaint
A visitor to the website Aintree.co.uk complained that the participation of John Hunt in a series of short videos discussing horse racing tips and his appearance in a promotional tweet wearing a jacket with the 91¸£ÀûÉç Sport logo were inappropriate in the light of his work as a 91¸£ÀûÉç racing commentator. The ECU considered the complaint in connection with the Editorial Guidelines on conflicts of interest.
Outcome
The relevant Guidelines say:
A potential conflict of interest arises when there is the possibility that an individual’s external activities or interests may affect, or be reasonably perceived as affecting, the 91¸£ÀûÉç’s impartiality and its integrity, or risk damaging the 91¸£ÀûÉç’s reputation generally or the value of the 91¸£ÀûÉç brand.
And, with reference to outside work involving on air talent, they explain that:
Advertisements or promotions involving talent should not imitate, suggest a reference or connection to or ‘pass off’ 91¸£ÀûÉç content, for example, by replicating any editorial elements of a programme, such as characters, logos, titles, channel names or music or graphics associated with the programme, or by using or directly imitating sets or key venues, catchphrases or format points from the content.
Nothing emerged from the ECU’s enquiries which suggested that Mr Hunt’s work for Aintree.co.uk might reasonably be perceived as affecting the 91¸£ÀûÉç’s impartiality or integrity or putting the 91¸£ÀûÉç’s reputation or the value of its brand at risk, and the complaint was not upheld in that respect. However, 91¸£ÀûÉç Sport accepted that his appearance wearing the 91¸£ÀûÉç Sport logo in the tweet complained of had the potential to suggest 91¸£ÀûÉç endorsement of a commercial product, and the ECU judged that it did not conform to the relevant Guideline. As the material in question had subsequently been removed from the website and, independently of its enquiries, the management of 91¸£ÀûÉç Sport had discussed the issue with Mr Hunt, the ECU considered sufficient steps had been taken to resolve the issue of complaint.
Resolved