LLDC Advertising Policy

1.1 The purpose of this policy is to set out high level principles, together with the decision making framework and criteria, governing the approval of advertisements which appear on land and  assets under the legal authority and control of London Legacy Development Corporation  (“LLDC”).

1.2 This policy applies to advertising on or within venues, facilities, within or around the Queen Elizabeth Olympic Park (“the Park”) owned by LLDC. It excludes the London Stadium which  owned by E20 Stadium LLP, Here East and facilities and land owned by Lee Valley Regional Park  Authority (LVRPA). 

1.3 This policy outlines the principles that must be followed when the LLDC is permitting advertising  consent on or within LLDC’s landholdings and venues.

1.4 In addition, LLDC will ensure that advertisements are consistent with the obligations in section 404 of the GLA Act.

1.5 All advertisements entered into by LLDC and/or appearing on the Queen Elizabeth Olympic Park or LLDC other landholdings, including venues, must be in accordance with this policy.

1.6 It applies to LLDC, as well as any contractors or agents of LLDC providing services, facilities, or activities.

1.7 All advertising arrangements must be in accordance with this policy.

a) Advertisement includes advertisements in any form proposed to appear on or in LLDC owned/controlled venues or assets.

b) The Applicant means the person seeking approval for an advertisement to appear on or in LLDC landholdings and venues.

c) The ASA means the Advertising Standards Authority.

d) The BOA means the British Olympic Association with whom the LLDC has entered into a brand licence allowing use of the word “Olympic” in the Park’s name and with which come a series of conditions and restrictions relating to sponsorship and association with sponsors

e) CAP is the Committee of Advertising Practice is the sister organisation of the ASA and is responsible for writing the Advertising Codes.

f) Clean Venue is a requirement placed on a named venue/s or area where the commercial advertising rights have been secured exclusively for and on behalf of a major event and/or the associated organising body. In such instances the Park and venues must be free from all advertising not sourced in conjunction with that particular major event or that could be deemed to be ambush marketing.

g) Days means working days.

h) E20 Stadium LLP - The Stadium at Queen Elizabeth Olympic Park is owned by E20 Stadium LLP, which is owned by LLDC and the London Borough of Newham.

i) The GLA means the Greater London Assembly, which the LLDC reports to.

j) The GLA Act means the Greater London Authority Act 1999.

k) The GLA Group means the Greater London Authority, TfL, the London Legacy Development Corporation, the Metropolitan Police Authority and the London Fire and Emergency Planning Authority.

l) LVRPA - Lee Valley Regional Park Authority

m) LLDC means the London Legacy Development Corporation. LLDC is a Mayoral Development Corporation and therefore directly accountable to Londoners through the Mayor of London.

n) LLDC's landholdings and venues means those areas of land and facilities operated by or on behalf of LLDC on which LLDC has a right to approve advertisements, including (but not limited to) –
(i) Queen Elizabeth Olympic Park
(ii) London Aquatics Centre
(iii) Copper Box Arena
(iv) ArcelorMittal Orbit and Slide
(v) Podium cafe
(vi) Timber Lodge café
(vii)3 Mills Film Studios
(viii) LLDC Landholdings, including:

• Rick Roberts Way
• Pudding Mill Lane
• Hackney Wick

o) The Mayor means the Mayor of London.

p) The Park means Queen Elizabeth Olympic Park, Stratford, London.

3.1 Advertisements will not be approved, or permitted to remain by LLDC, if in LLDC’s reasonable opinion, the advertisement falls within any of the following categories.

(a) The advertisement does not comply with the law or incites someone to break the law.
(b) The advertisement does not comply with the British Code of Advertising, Sales Promotion and Direct Marketing.
(c) The advertisement is inconsistent with the obligations in section 404 of the GLA Act.
(d) The advertisement is likely to cause widespread or serious offence to members of the public on account of the nature of the product or service being advertised the wording or design of the advertisement or by way of inference.
(e) The advertisement relates to lap-dancing, ‘gentlemen’s clubs’, escort agencies or massage parlours.
(f) Organisations deriving income from pornography.
(g) The advertisement depicts men, women or children in a sexual manner or displays nude or semi-nude figures in an overtly sexual context. For example, while the use of underdressed people in most underwear advertising may be seen as an appropriate context, gratuitous use of an overtly sexual nature will be unacceptable.
(h) Gender stereotyping, including body image, objectification, sexualisation and gender characteristics and roles that could potentially cause harm, including ads that could be contrived to mock people for not conforming to gender stereotypes.
(i) The advertisement depicts or refers to indecency or obscenity or uses obscene or distasteful language.
(j) The advertisement contains images or messages which relate to matters of public controversy and sensitivity.
(k) Manufacturers or sales of tobacco and tobacco related products.
(l) Weapons or munitions.
(m) The advertisement depicts direct or immediate violence to anyone shown in the advertisement.
(n) The advertisement condones or provokes anti-social behaviour.
(o) The advertisement relates to films which have not been granted permission for public exhibition or which do not show the British Board of Film Classification certificate.
(p) The advertisement refers to or portrays (or gives the impression of portraying) a living person unless the written consent of that person is obtained and is produced to LLDC. LLDC require an indemnity against any action by that person, or on that person’s behalf, before such references or portrayals will be accepted.
(q) The advertisement contains negative references to LLDC, LLDC services, Queen Elizabeth Olympic Park and it constituent points, other venues or operators or those services provided or regulated by other members of the GLA group.
(r) The advertisement, product or service would be considered to be in conflict with, or in competition with, the business interests of LLDC and LLDC’s venues and operators.
(s) The advertisement is likely to be defaced due to the subject matter or due to the inclusion of a high proportion of blank space.
(t) The advertisement may adversely affect in any way the interests of the site owner, or venue operator.
(u) The advertisement relates to a political party or parties, or a political cause, or pressure group.
(v) The advertisement uses handwriting or illustrations that would suggest the advertisement has been damaged, defaced, fly posted or subject to graffiti, after it has been posted.
(w) In the case of digital media, the advertisement must not pose a health and safety risk as a result of flickering or other visual imagery.
(x) The advertisement must comply with LLDC’s licence with the BOA regarding the use of the word “Olympic”. LLDC will not enter into a sponsorship arrangement that may breach the terms of the brand licence with the BOA.
(y) LLDC will also consider potential for conflict with the Park’s Royal association
(z) LLDC will also consider if advertising is contrary to any contractual obligations such as operator and grant funding agreements.
(aa)Advertisements will be prohibited that imply a direct commercial or sponsorship relationship with the venues or Park or any of the events hosted in them, unless otherwise agreed in writing by LLDC on a case by case basis.
(bb) Advertisements will be prohibited, postponed or suspended should LLDC or a venue operator be required to comply with ‘clean venue’ rules when we have a major event on. No ambush marketing will be permitted where LLDC could be conflicted.
(cc) All adverts must comply with any statutory and planning consents as applicable.
(dd) LLDC will not enter into an advertising arrangement that may or may be perceived to have a detrimental impact on the LLDC’s ability to discharge its functions impartially or may put the LLDC’s reputation at risk.

Venue Specific Requirements:

(ee)Restrictions apply to advertisements at the London Aquatics Centre including restrictions on advertisements for alcoholic drinks or brewing and betting and gambling advertisements.
(ff) Restrictions apply to advertisements at the ArcelorMittal Orbit including restriction on those promoting Steel production, metals or mining associated organisations or products. Lighting based products (until 31st Dec 2017, no restriction after this date) due to existing contractual arrangements.

3.2 All advertising must be appropriate to a family destination.

3.3 The above list is not exhaustive and LLDC retains the right to decline advertisements from any organisation or individual in respect of particular products or projects which it, in its sole discretion, considers inappropriate for whatever reason.

3.3 LLDC and QEOP logos and brand or other intellectual property owned by LLDC or LLDC’s appointed operators and sponsors may only be used in accordance with any further guidelines and/or licensing system which may be in place and expressly granted by LLDC.

Decision to approve or reject advertising:

4.1 A decision as to whether an advertisement complies with the standards required by this  policy shall be the responsibility of the relevant custodian nominated by LLDC. This can also  be referred to the LLDC Sponsorship and Advertising Steering Group if the decision requires more detailed consideration.

4.2 Prior to deciding whether an advertisement complies with the standards required by this policy, the relevant custodian may consult CAP as to whether the advertisement complies with the British Code of Advertising, Sales Promotion and Direct Marketing. The relevant custodian may, at his discretion, take any response from Committee of Advertising Practice (CAP) into account when determining whether an advertisement complies with the standards required by this policy.

4.3 The relevant custodian shall notify the applicant in writing as soon as is reasonably practicable following receipt of the advertisement by the custodian whether the advertisement is approved or is rejected.

Proposed rejection of advertising:

4.4 If the custodian considers that the advertisement does not comply with the standards required by this policy and should be rejected, the custodian:
(a) may propose or invite from the applicant reasonable variations to the advertisement to achieve compliance with the standards required by this policy; 
and/or
(b) may, if considered necessary, consult the Director of Communication, Marketing and Strategy and/or the Commercial Director on the proposed rejection of the advertisement.

Rejection of advertisements:

4.5 If the advertisement is rejected, the details of the reasons why the custodian consideredthat the advertisement did not comply with the standards contained in this policy will be made in writing and relevant clause/s referred to and recorded.

4.6 The custodian will notify all other custodians, including the LLDC Director of Visitor Services that the advertisement has been rejected and specify the reasons why the advertisement did not comply with the standards contained in this policy

5.1 The Director of Visitor Services shall be responsible for the following decisions -
(a) Where an advertisement is submitted to appear on more than one LLDC venue and the nominated custodian cannot agree whether the advertisement complies with the standards required by this policy.
(b) Where -
(i) an advertisement has been submitted and has been rejected by the 
responsible custodian for the LLDC or; 
(ii) the same or comparable advertisement is subsequently submitted to 
appear on a different location or venue and therefore does comply with the 
standards required by this policy.

5.2 If the Director of Visitor Services decides that an advertisement referred to in paragraph 5.1 does not comply with the standards required by this policy, the process contained in paragraphs 4.3 to 4.6 of this policy shall apply except the reference in paragraph 4.4(b) to the Director of Visitor Services shall be deleted.

6.1 This policy was approved by the LLDC Executive Management Team (EMT).

6.2 This policy will be subject to review within 12 months or otherwise as considered necessary by the Director of Visitor Services. Any subsequent material changes will be referred to the LLDC EMT for approval

7.1 LLDC has issued this policy pursuant to paragraph 1(3) of Schedule 10 to the GLA Act.

7.2 Section 404 of the GLA Act provides that when exercising its functions, the Authority, including the Mayor, have a duty to have regard to the need –
(a) ‘to promote equality of opportunity for all persons irrespective of their race, sex, disability, age, sexual orientation or religion;
(b) to eliminate unlawful discrimination; and
(c) to promote good relations between persons of different racial groups, religious beliefs and sexual orientation.’

7.3 The Mayor has directed LLDC under sections 154 -155 of the GLA Act that LLDC shall comply with the requirement contained in section 404 of the GLA Act in exercising its functions

8.1 A advertising contract must be formally recorded by way of a binding agreement between LLDC, any LLDC appointed agent and the advertiser.

8.2 The binding agreement should protect LLDC’s position, liabilities and reputation.

9.1 All advertising contracts will be recorded by LLDC however, commercially sensitive information will not be disclosed publicly.

10.1 LLDC will regard its policies on Sponsorship, Anti-Fraud, Bribery and Corruption, Equality and Inclusion, Gifts and Hospitality, Conflicts of Interest when considering entering into advertising arrangements.

11.1 This policy is owned by the LLDC Director of Visitor Services

12.1 This policy shall be published on LLDC and the Park website and shall be provided to persons proposing to submit advertising for appearance on LLDC land or within LLDC owned venues.