Issue - meetings
Advertising, Sponsorship & Endorsement Policy
Meeting: 16/04/2026 - Cabinet (Item 233)
233 Advertising, Sponsorship & Endorsement Policy 
PDF 650 KB
Purpose
This report presents the Council’s Advertising, Sponsorship and Endorsement Policy for approval.
Recommendation
That Cabinet resolves to:
1. Approve the Advertising, Sponsorship & Endorsement Policy.
Additional documents:
- Annex A - Advertising, Sponsorship & Endorsement Policy v.1, item 233
PDF 537 KB
- Webcast for Advertising, Sponsorship & Endorsement Policy
Decision:
The purpose of this item was to presents the Council’s Advertising, Sponsorship and Endorsement Policy for approval.
Councillor Mike Evemy, Leader of the Council, introduced the Policy, which established a clear and consistent framework for managing commercial partnerships and promotional activity. It was noted that the Policy ensured compliance with relevant legal and regulatory requirements, including the Local Government Act 1986 and the Publicity Code, safeguarded the Council’s reputation and mitigated for conflicts of interest or undue influence.
Members noted that the Policy set out governance arrangements, and formalised a consistent approach to assessment, approval and monitoring, strengthening governance and ensuring alignment with the Council’s values and priorities
The recommendation was proposed by Councillor Mike Evemy and seconded by Councillor Juliet Layton.
Cabinet RESOLVED to:
1. Approve the Advertising, Sponsorship & Endorsement Policy.
Voting record:
6 For, 0 Against, 0 Abstentions.
Minutes:
The purpose of this item was to presents the Council’s Advertising, Sponsorship and Endorsement Policy for approval.
Councillor Mike Evemy, Leader of the Council, introduced the Policy, which established a clear and consistent framework for managing commercial partnerships, advertising, sponsorship and endorsement activity. It was noted that the Policy ensured compliance with relevant legal and regulatory requirements, including The Code of Recommended Practice on Local Authority Publicity, issued under the Local Government Act 1986, that safeguarded the Council’s reputation, and mitigated risks relating to conflicts of interest or undue influence.
Members noted that the Policy defined advertising, sponsorship and endorsement, set out acceptable categories, and established governance requirements, approval thresholds and responsibilities. It provided for due diligence, declarations of interest, legal services oversight, central recording of decisions and regular review, thereby strengthening transparency, consistency, auditability and alignment with the Council’s values and priorities.
In discussion, Members welcomed the introduction of a clear framework, particularly in the context of maintaining public trust and ensuring that communications attributed to the Council were authentic, transparent and appropriately authorised. It was observed that a formal structure was timely and important in reinforcing organisational credibility.
Support was expressed for the Policy’s role in enabling proportionate and appropriate partnerships, including with community-based and not-for-profit organisations, while ensuring objectivity and compliance with statutory guidance. Officers confirmed that the Policy would be applied in a manner consistent with its principles, including inclusive promotion and alignment with corporate objectives.
The recommendation was proposed by Councillor Mike Evemy and seconded by Councillor Juliet Layton.
Voting record:
6 For, 0 Against, 0 Abstentions.
Councillor Coleman did not vote having left the Chamber.