BBC admits it went too far with U2 support


Bono of U2: the BBC admits it went too far in promoting the band

Patrick Foster, Media Correspondent

The BBC gave undue prominence to U2 by repeatedly broadcasting a “U2 = BBC” graphic and allowing presenters to claim the corporation was “part of launching” the Irish band’s latest album, it admitted yesterday.

The decision to align the BBC so closely with the release of the No Line On The Horizon album last February led to a chorus of complaints that the BBC’s endorsement, which also included a U2 concert on the roof of its Central London offices, amounted to millions of pounds worth of free advertising.

RadioCentre, the trade body for commercial radio companies, complained that the coverage, which saw Radio 1 DJ Zane Lowe claim that the station was “part of launching this new album” amounted to “undue prominence for commercial products or organisations”.

In its ruling, the BBC’s Editorial Complaints Unit said: “The use of the mathematical symbol for identity in the graphic U2 = BBC gave an inappropriate impression of endorsement. A pre-recorded interview between Zane Lowe and Bono of U2 was for the most part appropriate, but a reference to Radio 1 being 'part of launching this new album’ was not.”

The ECU also upheld a complaint that it was inappropriate for the Radio 1 website to contain links to the websites of ticket agents for the band’s concerts. It said: “The Radio 1 leadership team have reminded executive producers and presenters about the issues to be considered in relation to judgments about undue prominence, and the distinction between the reporting of new artistic work and commercial promotion.

“The management of BBC Marketing, Communication and Audiences (the Division responsible for the U2 = BBC graphic) has reminded all staff of the need to consult the editorial policy team in a timely manner for advice when potentially sensitive issues such as commercial interests are involved.”

The BBC also faced complaints today that it had over-promoted Chris Evans’s return to Radio 2. Steve Penk, a former Capital and Virgin Radio DJ, complained that the corporation had engaged in “excessive and gratuitous” promotion of Evans’s new show, which was unfair on commercial rivals.

A BBC Scotland presenter was also in hot water after allegedly breaching BBC impartiality rules by writing to a newspaper to complain about the rate of interest Britain was charging on Iceland’s debt.

Sally Magnusson, daughter of the late Mastermind host Magnus Magnusson, wrote that “the terms are crippling for a tiny nation”.

A BBC spokesman said: “Part of her letter relates to public policy, which, under the guidelines, is a subject which journalists should not express their opinions about.”

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