To license fee-payers in the UK, the idea that the BBC could run ads at all – let alone sponsored content – is anathema to the service.
But that’s the UK. Beyond the border, BBC Worldwide, the corporation’s commercial arm, is charged with raising revenue from advertising. Last year, branded content, through its new BBC StoryWorks content studio, became the latest manifestation of that.
Now BBC Worldwide is helping brands write for and publish to its outlets including BBC.com and its BBC World News TV channel. So how does the BBC, an organization revered for its quality, impartial news, toe the line between editorial and advertising?