Policy: Web Site Advertising
|Date: 11/04/03||Policy ID: IRM-001||Status: Final|
|Contact Office:||University Web Communications|
|Oversight Executive:||Senior Vice President for University Advancement
Chief Information Officer
|Applies To:||All University of Virginia Web pages signified by the address "virginia.edu" or within the range of Internet and Intranet protocol addresses assigned to the University of Virginia. University departments or units with Web sites based on non-University servers must comply with the terms of this policy in order to be linked from the University's home page structure.|
|Table of Contents:|
|Reason for Policy:||
The University's Web page must not be used for commercial, non-mission-related purposes. This means that advertising space cannot be sold at any level of the Web page.
|Definition of Terms in Statement:||
The following definitions should be considered general and applicable to this policy only.
University of Virginia Web page: A page created or maintained by or on behalf of the University of Virginia or an office, department, or division of the University of Virginia and located within the University of Virginia's information technology environment, i.e., signified by the address "virginia.edu" or within the range of Internet protocol addresses assigned to the University of Virginia. [Note: Web page and web site may be used interchangeably.]
Hyperlink or Hypertext Link: A logo, text, or other identifier incorporating a link to a Web site external to the University of Virginia, placed on a UVA Web page without compensation.
Advertising: A logo, text, or other identifier incorporating a link to a Web site external to the University of Virginia, placed on a UVA Web page in exchange for remuneration or gifts in kind, where that placement is intended to promote or market a service, facility or product offered by the entity's Web site for a commercial purpose. Advertising includes messages containing qualitative or comparative language, price information or other indications of savings or value, an endorsement, or an inducement to purchase, sell, or use any company, service, facility or product.
Qualified Sponsorship: A logo, text, or other identifier incorporating a link to a Web site external to the University of Virginia, placed on a UVA Web page to acknowledge donation of services, products, or financial or research support to the University of Virginia or an office, unit, center, department, or division of the University of Virginia.
Banner Ad: A typically rectangular advertisement placed on a Web site, above, below, or to the side of the site's main content area.
In practice, this means that advertising space cannot be sold at any level of the Web page. "Advertising" refers to any situation in which the University or one of its units receives payment or in-kind gifts in exchange for a link or brand placement on a University Web page.
While advertising cannot be sold at any level, links to commercial vendors may be made in the following specific situations:
In all of these cases, a link should provide information for educational or other mission-related purposes and the University cannot have received consideration for incorporating that link.
Such links should in no way imply endorsement of products or services offered by the external entity. Any descriptive text accompanying the link should be value-neutral. Acceptable language might include: "For more information: [link]." Unacceptable language: "Check out this great Web site [link]."
Such links should go to the home page of the entity's Web site and, wherever possible, links should not go to pages on which products or commercial services are offered for sale. The logo, text, or graphic should not include any qualitative or comparative language or descriptions of the non-University party's products, services, facilities, or company, including but not limited to price information, inducement to purchase, endorsements, savings, or value.
Particularly in cases where a group of external hyperlinks is included, the following language is recommended for inclusion: Links to Web sites external to the University of Virginia should not be considered endorsement of those Web sites or any information contained therein.
In all cases, the design of departmental or unit pages that incorporate commercial links must be consistent with established graphic and placement standards for University Web pages. (See guidelines for Web design, http://www.virginia.edu/webpagestandards.html.) For example, commercial or text logos or display material may not be placed in the "banner" area, roughly the top quarter of a page and pop-up notice of sponsorship will not be allowed under any circumstances.
Links to sponsors or other corporate recognition on a unit's home page (i.e., the third level off the University home page) will not be allowed except under special circumstances considered on a case-by-case basis by the University's Network-based Information Systems (N-BIS) editorial board. Such examples might be the University Bookstore or the University Press (selling merchandise).
|Policy Background:||This is the first version of this policy.|
|Major Category:||Information Resource Management|
|Category Cross Reference:|
|Next Scheduled Review:||11/04/16|
|Approved By, Date:||Executive Vice President and Chief Operating Officer, 11/04/03|
|Revision History:||Updated 12/5/13, 2/15/08.|
|Supersedes (previous policy):||Replaces the February 2001 version inserted in the University's Policy on Acceptable Use of Electronic Information Resources. http://www.itc.virginia.edu/policy/gwismission.html|