Our draft advertising code is below which we’ve published for the Modernisation Committee (Commons Select Committee).
“Electoral advertising: our commitment
In our advertising we will:
- Make every reasonable effort not to mislead voters;
- Ensure that factual claims are accurate according to recognised sources;
- Hold relevant and reliable evidence for factual claims, which will either be sourced in the advertising or made available if requested;
- Acknowledge it if we make a mistake and issue a public correction as quickly as possible;
- Inform audiences when we use generative AI.
The following is guidance for sourcing:
- Recognised published sources are the ONS, UKSA, HoC library, Police UK for crime stats, government departments, OECD, IMF, IFS. ‘OF’ regulators for energy/ water stats; other sources that most reasonable people would regard as an independent authority on the related issue;
- When quoting statistics, relevant sources and the applicable periods should be referenced; see UKSA Code of practice;
- When showing poll data, where possible the polling dates, sample size and name of polling company should be shown; ideally a web address and/or other source where data tables may be viewed. See MRS/Impress guidance;
- When labelling election material with the required identifiers per Representation of the People Act 1983 and the Elections Act 2022, these should be sufficiently clear and prominent to the average reader. See ASA advice Use of Qualifications;
- The political party should be identified within the above as well as the promoter and candidate, unless it is already clear from the context;
- When incorporating related election results, the election (s) should be clearly identified and results accurately reported or this information to be made available via link;
- When inviting consumers to participate in research, privacy legislation and the MRS Code of Conduct should be observed;
- Material that includes the use of generative AI will carry a message informing audiences accordingly. It might also be stated that such material remains subject to the normal review processes.”
