Salisbury University may gain financial and other benefits from
allowing advertising and sponsorship in university electronic
publications, including World Wide Web pages and other network
communications. Similarly, it may be useful and convenient to create
links from university electronic publications to other sites on the
internet. These benefits, however, must be balanced against the
university’s interests in protecting its reputation and image, avoiding
the appearance of endorsing specific commercial products or activities,
and ensuring that advertising and sponsorship activities do not have
negative effects on the delivery of educational services. This guideline
sets forth SU’s standards and guidance on appropriate advertising,
sponsorship and linking activities in university electronic
Advertising is any
advertisement, signage, label, packaging, imprint, logo, sales promotion
activity or device, public relations material or events, merchandising
or other activity or communication that has the obvious intent of
promoting or marketing a non-University product, service, event, or
Sponsorship is non-university
underwriting of a specific university event, publication or special
activity (such as a scholarship fund drive) that represents the
equivalent of a gift-in-kind or a gift of money insofar as the
non-University sponsor provides or pays for promotion, materials,
awards, and/or other items or services of value related to the specific
event, publication or special activity. Sponsorship or acknowledgements
of sponsorship are not advertising as defined in this policy.
University Electronic Publications are electronic publications
published by, or on behalf of, Salisbury University or an institutional
sub-unit, and may be either academic or non-academic, as follows:
- Academic University Electronic
Publications include, but are not limited to school, college, and
departmental brochures, periodicals, bulletins, catalogs,
timetables, journals, etc., connected to the core academic mission
of the University.
- Non-Academic University Electronic
Publications include, but are not limited to, programs for cultural,
community, entertainment, and athletic events; information
handbooks; directories; and materials intended for non-student
Salisbury University web pages may link to
commercial sites only when the links do not imply University endorsement
of the product or service and when the purpose of the link is consistent
with the University's mission.
The primary purpose of academic
university electronic publications is to support the academic mission of
the university. Accordingly, non-university advertising in academic
university electronic publications is prohibited, except:
- Where the advertising promotes university products and programs
to audiences internal to the university; or
- Where the chancellor or his or her designee has determined that
special circumstances exist which warrant granting an exception to
the general prohibition on advertising.
Advertising in non-academic university electronic publications is
permitted where it conforms to applicable institutional policies on
acceptable advertising in other media.
To avoid confusion between academic and non-academic activities,
Salisbury University permitted advertising in university electronic
publications should use domain names other than “.edu.” Other
possibilities include “.com”, “.net”, and “.org.”
Valid business relationships between the University and commercial
entities may be noted, in text only, with links to the commercial Web
site, but Salisbury University must not be placed in a position of
endorsing or selling any private enterprise, goods or services. The use
of logos and trademarks implying advertising for private corporations is
not permitted on the Salisbury University home page.
Exceptions to the use of corporate or other non-SU-related logos may
be appropriate under these circumstances (and only if approved in
advance by the Office of Web Development):
- the advertising is core to the purpose of the site (i.e.,
referrals to non-University services of particular interest to the
- a site that is determined to be core to the mission of the
University and/or the expectations and needs of its constituents is
only available with advertising;
- acknowledgement of funding sources, proprietary technologies,
site developer, and other naming of commercial ventures may be
deemed appropriate by the creating unit and may be used in a manner
that does not detract from the educational or administrative purpose
of the site; such acknowledgement does not constitute and should not
imply an endorsement by the University.
Sponsorship is permitted in both academic and
nonacademic university electronic publications. Acknowledgement of a
sponsorship is limited to providing the following information, and must
otherwise comply with applicable institutional policies:
- Name of the sponsor.
- Purpose to which the sponsorship was directed.
- A sponsor’s location, both geographical and on the World Wide
- Non-comparative, value-neutral descriptions of the product or
- A sponsor’s institutional goals or a public service message.
- A sponsor’s brand or trade names, including depictions of the
- A sponsor’s bona fide text or visual logo.
- The length of time a sponsor has been in business or the date
its business commenced.
- A sponsor’s telephone number.
- A “hot” link to a sponsor’s external World Wide Web pages.
Links from university electronic publications to
other internet sites are permitted, but must be related to the
university’s core missions of teaching research and service, and must
not imply University endorsement of the external site products or
- Disclaimers should be included on Web pages if linking to a
commercial site could imply endorsement. An appropriate disclaimer
is: “Links on these pages to external sites do not represent
endorsement by Salisbury University.”
- Links should open a new, smaller browser window whenever
- When linking to an external internet site, the publication
should attempt to make it clear that the user is leaving the
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