This policy applies to all Clemson University Web pages signified by the address “clemson.edu” or within the range of Internet and Intranet protocol addresses assigned to Clemson University. University departments or units with Web sites based on non-University servers must comply with the terms of this policy in order to be linked from the University’s home page structure.
Consistent with University and state policy on the appropriate use of University-owned equipment, the University’s Web page must not be used for commercial, non mission-related purposes.
In practice, this means that advertising space cannot be sold at any level of the Web page. “Advertising” refers to any situation in which the University, or one of its units, receives payment or in-kind gifts in exchange for a link or brand placement on a University Web page. Please see definitions below.
While advertising cannot be sold at any level, links to commercial vendors may be made in the following specific situations:
- Licensed software required for Web viewing:
- The logo or graphic represents licensed software on which a core function of the page is based, e.g., Netscape, Adobe Acrobat Reader, RealAudio, VeriSign.
- Links to separately contracted vendor:
- The logo or link is to a vendor or other entity separately contracted to provide services to the University, e.g., ARAmark, Bank of America, Nike.
- Sponsorship recognition:
- Within a unit’s Web page, a logo or link can be displayed at that unit’s second level page or below to acknowledge support of the unit’s mission-related activities through sponsorship. Such logos or links are deemed to be recognition of corporate or other external sponsorship; payment may not be accepted for that link or logo. Please see definitions below.
- Educational Purposes:
- The text link provides information for educational or other mission-related purposes and the University has received no consideration for incorporating that link.
- This policy does not prohibit Web-based sale of non-commercial university products and materials related to Clemson’s educational, research and service mission.
The following definitions should be considered general and applicable to this policy only.
Clemson University Web page: A page created or maintained by or on behalf of Clemson University or an office, department or division of Clemson University and located within Clemson University’s information technology environment, i.e., signified by the address “clemson.edu” or within the range of Internet protocol addresses assigned to Clemson University. [Note: Web page and Web site may be used interchangeably.]
Hyperlink or hypertext link: A logo, text or other identifier incorporating a link to a Web site external to Clemson University, placed on a Clemson University Web page without compensation.
Advertising: A logo, text or other identifier incorporating a link to a Web site external to Clemson University, placed on a Clemson University Web page in exchange for remuneration or gifts in kind, where that placement is intended to promote or market a service, facility or product offered by the entity’s Web site for a commercial purpose. Advertising includes messages containing qualitative or comparative language, price information or other indications of savings or value, an endorsement, or an inducement to purchase, sell, or use any company, service, facility or product.
Qualified sponsorship: A logo, text or other identifier incorporating a link to a Web site external to Clemson University, placed on a Clemson University Web page to acknowledge donation of services, products or financial or research support to Clemson University or an office, unit, center, department or division of Clemson University to support mission-related activities. The IRS defines sponsorship as “a payment for which there is no expectation that the sponsor will receive a ‘substantial return benefit.’ The income received by the sponsored organization is not subject to tax as unrelated business income.”
Banner ad: A typically rectangular advertisement placed on a Web site, above, below or to the side of the site’s main content area.
Guidelines for linking and presentation
In all of these cases, a link should provide information for educational or other mission-related purposes and the University cannot have received consideration for incorporating that link.
Such links should in no way imply endorsement of products or services offered by the external entity. Any descriptive text accompanying the link should be value-neutral. Acceptable language might include: “For more information: [link].” Unacceptable language: “Check out this great Web site [link].”
Such links should go to the home page of the entity’s Web site and, wherever possible, links should not go to pages on which products or commercial services are offered for sale. The logo, text or graphic should not include any qualitative or comparative language or descriptions of the non-University party’s products, services, facilities or company, including but not limited to price information, inducement to purchase, endorsements, savings or value.
Particularly in cases where a group of external hyperlinks is included, the following language is recommended for inclusion: Links to Web sites external to Clemson University should not be considered endorsement of those Web sites or any information contained therein.
In all cases, the design of departmental or unit pages that incorporate commercial links must be consistent with established graphic and placement standards for University Web pages. For example, commercial or text logos or display material may not be placed in the “banner” area, roughly the top of a page and pop-up notice of sponsorship will not be allowed under any circumstances.
Links to sponsors or other corporate recognition on a unit’s home page will not be allowed except under special circumstances considered on a case-by-case basis by the University’s Office for Web Services.
For more information, contact Creative Services Web team at 864-656-2467. The office is located at 114 Daniel Drive, Clemson, SC 29631.
Approved by the Administrative Council, June 30, 2008