BBC StoryWorks content definitions


BBC StoryWorks is BBC Advertising’s creative studio for our international advertising clients. As part of BBC Worldwide, we work with brands to develop and deliver high quality content across BBC Worldwide’s and BBC Global News Ltd’s digital and TV platforms. 

Content definitions 

All content on BBC sites is produced by our editorial teams, except when clearly labelled. We apply the follow definitions.

Custom production

This is paid commercial content that is created to promote an advertiser. It is produced by BBC StoryWorks, a division within BBC Advertising that is separate to the BBC’s editorial teams. It is produced to the quality expected for BBC content, running in commercial slots. Examples of custom production include TVCs and brand films on TV, and ad units and video pre-roll for on

Branded content

BBC StoryWorks also creates paid published content with an editorial style which runs ‘natively’ on within the BBC StoryWorks CMS (content management system).
BBC StoryWorks partners with commercial clients to create this content, and they may if they wish contribute to the content by providing expertise, insights or access to data.
The content is clearly labelled as “paid and presented by [brand logo]”.

This content must adhere to the BBC’s guidelines on “advertisement features” (see section 3 of the Advertising and Sponsorship Guidelines specifically that the content should be informative and interesting, add value for the reader, and be of an appropriate quality to be published alongside BBC content. This is a requirement in addition to the general requirement for advertisement content such that applies to custom production. Video content may also run elsewhere including on BBC World News in commercial airtime

Sponsored content

Sponsored content is BBC editorial content that an advertiser pays to associate with. The content is commissioned by the BBC’s editorial teams and is independent of the sponsor.  It is usually labelled “sponsored by” or “in association with”.

Find out more about BBC StoryWorks

BBC StoryWorks global content-marketing offering for brands brings together the boldness and innovative qualities of a creative studio with the agility, responsiveness and timeliness of the newsroom. Find out more.

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