Advertising

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Policy Number:

UW-200

Responsible Office:

Office of Strategic Communication

University Policy

Rationale/​Purpose:

This policy describes the conditions and requirements applicable to the receipt of advertising revenue from non-university entities for university schools, colleges, departments, divisions, centers, programs, and other units.

Definitions:

Advertising

Any advertisement, signage, label, logo, packaging, imprint, sales promotional activity, public relations material or events, merchandising, or other communication that has the intent of promoting or marketing a non-university product, service, event, or organization. This 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 such products or services.

University publications

Publications, including electronic publications, published by or on behalf of a university department, school/college, program, or unit.

Scope:

This policy applies to UW–Madison schools, colleges, departments, centers, programs, and academic and administrative units. It is administered by the Office of the Vice Chancellor for Strategic Communication. University publications that are produced by others on behalf of a university unit are subject to these policies.

Policy:

1. Grants of Advertising and Promotional Rights

   1. In general, a non-university entity may advertise at or about university events, in university publications, or on university property when:
      1. The majority of the proceeds or other benefits will be generated for a university department or program.
      2. The standards and criteria set forth in these and other relevant policies are followed.
   2. Advertising Rates
      The university and its departments may determine rates for advertising as appropriate to cover any costs associated with such advertising and to generate revenue. The university and its departments may offer special advertising rates for advertising originating with on-campus advertisers
   3. Advertising Contracts/Agreements
      All advertising in/on university publications (including electronic publications) or in/on other university communications media, signage, property, material, or facilities will be under a written contract signed by a university official with delegated contract signature authority, before any acceptance and placement of the advertising.

2. Unacceptable Types of Advertising

   The university will refuse advertising that it considers unacceptable. Advertising is unacceptable when it:
   1. Conflicts with university policies.
   2. Adversely affects the university's reputation.
   3. Appears to create an endorsement by the university of a particular political candidate or position regarding public policies.
   4. Is considered to contain obscene, indecent, or profane material.
   5. Ridicules, exploits, or demeans persons on the basis of their age, race, color, creed, physical or mental disability, physical appearance, national origin, citizenship, veteran status, marital status, race, religion, sex, sexual orientation, gender, or gender identity.
   6. Fails to meet the standards of the university’s commitment to diversity, equity, and inclusion.
   7. Promotes tobacco products.

3. Alcohol-Related Advertisements

   1. Advertising by alcohol companies or distributors should not be assumed to be permissible and must be submitted to the Vice Chancellor for Strategic Communication or designee for review and approval prior to acceptance.
   2. The university may permit advertising of alcoholic beverages in university publications, or other university media, at university events, or on university property only when the primary audience of the associated program or activity is non-students
   3. When permitted, the content of any alcoholic beverage advertisement must:
      1. Not appear to encourage the misuse of such beverages.
      2. Include specific warnings against abusive or unsafe use of alcohol.
      3. Directly and conspicuously promote responsible use of alcohol.

4. Use of Campus Mail System to Distribute Advertising Materials

   1. Distribution of non-university advertising materials through the campus mail or email system is prohibited. University publications that contain advertising are exempt from this prohibition.
   2. Use of the campus email system is further subject to the Guidelines for Appropriate Use of University Information Technology Resources.

5. Unrelated Business Income Tax (UBIT)

   Amounts received by university departments, colleges, programs, or other units for advertising may be unrelated business income to the university, subject to UBIT under the Internal Revenue Code. Accounting Services must be contacted in order to review the arrangement contemplated and to ascertain whether there are any tax implications.

6. Use of University Names, Logos, Symbols and Marks (Trademarks)

   Any advertising that includes the use of any university name, logo, symbol, or mark (trademark) must comply with UW-205, Use of Institutional Names, Logos, Symbols, and other Trademarks.

Related UW-Madison Policies:

UW-205 Use of Institutional Names, Logos, Symbols, and other Trademarks

External References:

State of Wisconsin Procurement Manual, PRO-108 - Endorsement, Testimonial and Promotional Activities

Policy Administration

Approval Authority:

Vice Chancellor for Strategic Communication

Policy Manager:

Assistant Vice Chancellor, Strategic Communication

Contact:

Assistant Vice Chancellor, Strategic Communication -- Tricia Nolan, tricia.nolan@wisc.edu, (608) 265-9005

Effective Date:

12-01-2012

Revised Dates:

01-15-2021, 08-05-2024

Retrieved:

04-24-2025 23:56:03