CKUW Underwriting Credit Guidelines

Underwriting credits acknowledge organizations which fund community radio programming. The following guidelines assist CKUW and its underwriters in developing credit language that complies with our Ad-Free policy adopted in 2014. These guidelines are based on those used by NPR in the USA.

CKUW underwriting credits must contain:

• The legal name of the underwriter, to be read immediately after the standard opening phrase, “Support for CKUW comes from listeners and…”
  Credits may also include the following:
• Non-promotional, value-neutral, descriptions of organization, products and services.
• Names of operating divisions and subsidiaries.
• Organization mission language that identifies and does not promote or state an opinion.
• Establish slogans (verbatim) that identify and do not promote.
• Non-promotional location information (e.g., phone number, website address).
• Duration of time and business.
• Mention of particular CKUW programming supported.

Credits may not contain promotional language, including:

• Qualitative language (favourable qualities, benefits and claims).
• Calls to action.
• Comparative language (e.g., “leader,” “largest,” “the only,” “exclusively,” “ranked number one”).
• Price and value information.
• Inducement language (e.g., rewards programs, warranties, portions of purchase donated to charity, vehicle donation programs, holiday mentions related to sales of products).
• Language that expresses a view about a matter of public importance or interest.
• Awards, favourable reviews, endorsements, testimonials.
• Health claims.

Credit instructions:

• Underwriting copy length is 10 seconds maximum (not including standard opening phrase).