Can we use a company slogan or tagline?

That depends on what it says, and in some cases, how long it’s been in use. Our rule of thumb based on FCC actions is that a slogan that has been “established” as part of a funder’s identity over a period of extensive use (typically, but not always, this is two years or more), can be considered for air even if, literally, it seems promotional.  This is no blanket acceptance but it moves us a bit closer, since the FCC Enforcement Bureau’s precedents allow more flexibility in such situations.

This does NOT mean that a “new” slogan is automatically unacceptable.  If the slogan makes a statement that is otherwise acceptable as value-neutral information to identify the funder, it doesn’t matter how long it’s been in use.  As an example, Nike’s slogan, “Just Do It,” usually refers to engaging in athletic activities, and does not proclaim that its products are superior to others.  Thus, even were it not a slogan of long-time use, in the proper context we find it acceptable for broadcast.  Note also that even though this slogan is in grammatical structure a “call to action,” it does not urge purchase of a product or anything similarly promotional.  

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