BBC Worldwide - Annual Review 2004-2005



	Branding guidelines BBC Worldwide ensures compliance with guidelines agreed with the BBC that lay out the values and principles associated with the BBC brand, determining the behaviour of the BBC brand in a commercial environment. There are set procedures for commercial use, which reflect the editorial principles associated with the BBC brand. Brand protection BBC Worldwide’s brand-protection team continues to police the market for counterfeit goods and other infringements of the company’s and its partners’ intellectual property rights. Action has been taken both in the UK and overseas against a wide range of infringements, including counterfeit toys and clothing – where even basic safety standards may be lacking – pirate videos, DVDs and audiobooks, and peer-to-peer file-sharing of TV programmes. In 2004/05 over 0.5 million counterfeit goods across a variety of product types were seized by BBC Worldwide’s agents or customs officials on its behalf. Editorial guidelines Previously known as Producers’ Guidelines, these incorporate the BBC’s code of ethics and offer advice on standards and values, including accuracy, impartiality, fairness, taste and decency and



	the welfare of children. These guidelines apply to all BBC Worldwide commercial activities and are strictly adhered to across all print and audio/visual media published by BBC Worldwide and all those commissioned by BBC Worldwide. Ethical policy BBC Worldwide conducts its business according to the highest possible standards of ethical practice. BBC Worldwide also ensures that its suppliers operate on the same principles as enshrined in BBC Worldwide’s Ethical Sourcing Policy, first drawn up and implemented in 1999. BBC Worldwide has an Ethical Trading Policy Board, which meets regularly to monitor activity and ensure compliance. Particular attention is paid to high-risk areas such as character licensing and magazine covermounts. There is a rolling programme of audits in place with all major suppliers and this resulted in a number of Ethical Audits being conducted during the last year. On the recommendation of these audits, a number of initiatives have been undertaken and are currently on-going. BBC Worldwide is also a member of the Ethical Trading Initiative (ETI): an alliance of companies, non-government organisations and trade unions set up to improve the working conditions of workers producing goods for the UK market. The company works closely with the ETI to ensure it continues to follow best practice.