Guidance for Candidates and Agents at local government elections in England

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Advertising of any kind

General costs

This includes the cost of use, or hire, of any:

  • agency, individual or organisation
  • services provided by any agency, individual or organisation
  • premises or facilities
  • equipment

that is used to:

  • prepare, produce or facilitate the production of advertising material
  • disseminate advertising material by distribution or otherwise

For example, the hire of a photographer and premises to produce images for use in advertising material.

Software

It includes the cost of any software, of any kind, for use on any device to:

  • design and produce advertising material in-house
  • disseminate or facilitate dissemination of advertising material

whether that material is distributed digitally, electronically or via other means.

For example, a licensing fee for a software application for use on a device.

Services, facilities and equipment

It includes the cost of use, or hire, of any:

  • agency, individual or organisation
  • services provided by any agency, individual or organisation
  • premises or facilities
  • equipment 

used to

  • prepare, produce or facilitate the production of digital or electronic advertising material
  • distribute or facilitate the dissemination of that advertising material via any means 

including any cost attributable to increasing the visibility of content by any means.

For example, the purchase of a more prominent position on a page within a search engine.

Websites and other digital material

It includes the costs of:

  • hosting and maintaining a website or other electronic/digital material that promotes the candidate 
  • designing and building the website
  • a portion of any website or material that is set up to obtain funds for the candidate but also promotes the candidate during the regulated period 

Material for sharing

It includes the cost of preparing, producing or facilitating the production of advertising material for:

  • downloading and use by others
  • posting on and promoting the candidate via any kind of social media channel or platform

For example, the costs of producing advertising material promoting the candidate that is posted to a page on a social media channel encouraging followers to share it.

Downloadable material

If you put material on a website for people to print off for their personal use, such as window posters or petition forms, the design and website costs count as candidate spending. You do not need to count people’s print costs against your spending limit unless people are printing documents on your behalf.

If the material could be printed and distributed to voters – for instance a leaflet – you will need to make it clear how you expect people to use it. 

If you authorise wider use of the material, the production costs may count as candidate spending whoever does the printing.   

Networks

It includes the cost of accessing, purchasing, developing and maintaining any digital or other network which:

  • facilitates distribution or dissemination of advertising material by any means
  • promotes or increases the visibility of advertising material by any means 

For example, the purchase of digital identities used to make material appear as if it has been seen and approved by a high number of users on a social media platform.

Other costs that are included

It includes the cost of any rights or licensing fee for any image used in producing advertising material.

It includes the cost of:

  • paper or any other medium on which advertising material is printed
  • physically displaying advertising in any location, for example cable ties or glue for putting up posters

It includes the cost of purchase, hire or use of:

  • photocopying equipment
  • printing equipment

for use in the candidate’s election campaign, except where:

  • the equipment was acquired by the candidate principally for the candidate’s own personal use
  • it is provided by another individual, the equipment was acquired by that individual for their own personal use and the candidate is not charged for the use of it

Where paper, photocopying equipment or a printer is purchased or hired principally for use in the campaign, the full cost must be reported.

It includes the cost of purchase and use of any other equipment in connection with:

  • preparation, production or facilitating the production of the advertising material
  • dissemination by distribution or otherwise of the advertising material

It includes the cost of food and/or accommodation for any individual who provides services in connection with advertising material for the candidate that is paid for or reimbursed by the candidate, the candidate’s party or another third party.

Last updated: 4 December 2023