Scope of this Code
The Code applies to all sponsorship related to corporate images, brands, products, services or events, teams, activities, individuals or organisations of any kind. It applies to all promotions surrounding the sponsorship (advertising, sales promotions, direct marketing, public relations and publicity).
This Code does not apply to any sort of funding which lacks a commercial or communication purpose, such as donations.
This Sponsorship Code of Practice is to be applied in the spirit as well as to the letter of the terms and principles stipulated herein. Provided that the contents of this Code and its principles shall be subject to the provisions of any applicable and/or relevant to existing legislation which may, whether directly or indirectly have a bearing on the contents of this Code.
Where discrepancies in interpretation do arise, existing legislation, previous case histories and ASOM's Sponsorship Guidelines should be used for guidance and clarification (a copy of ASOM's Sponsorship Guidelines is included in the appendix).
It should also be noted that the Advertising Code of Practice is applicable to sponsorship as well as advertising, especially advertising and promotions surrounding the sponsorship.
The Sponsorship Industry Control System
The Advertising Standards Authority of South Africa (ASA) is an independent body established and funded by the industry to ensure that its system of self¬regulati0':1 works in the public's interest. It has an independent chairman.
The Sponsorship Dispute Resolution Committee and Sponsorship Appeal Committee consists of members nominated by signatories to the Sponsorship Code of Practice and is representative of:
- Marketers (ASOM)
- Media (NAB & PMA)
- Sponsorship Consultancies
- Codes and Federations of all sponsorable events, activities or individual . Advertising Agencies (AAA)
The Code is administered by these Committee and the ASA Rulings are made by peers.
Responsibility for observing the Code rests with the sponsor, the sponsorship intermediary (sports marketers/event managers or advertising agencies), the rights holders (sporting Codes) and the medium involved in communicating the sponsor's message to the public.