The UK’s public broadcaster, the BBC, has recently unveiled new rules that recommend its presenters, stars, and journalists avoid overt political campaigning on social media. These guidelines were proposed in an independent report conducted by former ITN boss John Hardie, focusing on how BBC personnel should utilize social media platforms. The report particularly emphasizes the importance of impartiality for flagship-brand presenters such as Gary Lineker and Alan Sugar. While presenters are allowed freedom of expression on social media, they are advised against engaging in party political campaigning or expressing support for or attacks on political parties, individual politicians, governments, or activist organizations.
The need for these new guidelines arose from the controversy surrounding Gary Lineker, the highest-paid presenter at the BBC. Lineker was suspended after comparing the language used by the UK government regarding its immigration policy to the rhetoric employed in 1930s Germany. However, Lineker’s suspension was quickly reversed after his colleagues went on strike in his defense, resulting in shows being taken off the air. The incident highlighted the necessity for clearer boundaries regarding presenters’ social media conduct.
John Hardie stressed that high-profile presenters who are not directly involved in journalism should be able to express their views on contentious issues and policies. However, they must refrain from engaging in party politics or supporting activist organizations. Hardie found it appropriate to establish higher expectations for the conduct of flagship presenters and to provide specific guidance tailored to their roles. Gary Lineker himself acknowledged the sensibility of these rules, expressing his agreement on Twitter.
The overarching goal of the Hardie report is for the BBC to promote civility in public discourse. It is recommended that all presenters adhere to diversity of opinion and exemplify the values of civility on social media. While the strictest rules apply to news and current affairs and factual journalism production, senior leaders, and other BBC staff or freelancers are expected to maintain a focus on civility in public discourse and not bring the BBC into disrepute. Impartiality and freedom of expression remain core principles, even in the context of social media.
BBC Director General Tim Davie further emphasized the importance of treating people with civility and respect, particularly during a time when public debates are often polarized. He recognizes the BBC’s responsibility to uphold both freedom of expression and impartiality, including on social media platforms. Davie commended John Hardie and all those involved in the review for their thorough and considered report. He believes that clarity on social media use is crucial not only for the BBC and its employees but also for the audiences they serve.
The new guidelines for BBC presenters’ social media use underscore the importance of impartiality and civility in public discourse. The controversy surrounding Gary Lineker’s suspension highlighted the need for clearer boundaries. As the BBC sets out to promote civility, it is essential for all presenters, regardless of their roles, to respect diversity of opinion and adhere to the values of the organization. These guidelines aim to ensure that the BBC maintains its reputation for professionalism and impartiality, both on and offline.