Standards for Acceptable Advertising
Capital Metro places the following restrictions on all advertising placed on its equipment and facilities displaying advertising. These Standards for Acceptable Advertising apply to all advertisements, announcements, or any other display for goods or services on Capital Metro vehicles, including (1) commercial advertising, (2) advertising by non-profit and governmental entities, and (3) Public Service Announcements under the Community Partnership Program.
Capital Metro will not accept ad material, announcements or any other display for goods or services on Capital Metro vehicles that are:
- False, misleading or deceptive;
- Clearly defamatory or likely to hold up to scorn or ridicule a person or group of persons;
- Obscene or pornographic;
- In advocacy of imminent lawlessness or violent action;
- Promoting alcohol or tobacco products;
- Political advertisements or ads that advocate for an issue, candidate, political fundraising, political position or changes to public policy.
Capital Metro reserves the right to approve all advertising, exhibit material, announcements, or any other display and their manner of presentation prior to installation. Electronic versions or hard copies of proposed ads should be provided to Capital Metro prior to ad production. Reasonable proof or clarification of statements contained in any advertisement, exhibit material, announcement or any other display may be required by Capital Metro before approval. Determinations of the acceptability of ads will be initially made by the Marketing Manager.
Appeal Process for Acceptable Advertising
A firm and/or organization may appeal the decision of the Marketing Manager on the acceptability of any ad to Capital Metro's Chief Counsel. The decision of the Chief Counsel shall be final. When an advertisement is not accepted by the Marketing Manager the firm and/or organization presenting the advertisement shall be notified of the Vice President of Marketing or his/her designee's decision by letter, informing the firm or organization of their right to appeal the decision to the Chief Counsel.
Community Partnership Program
In order to foster good will to the Authority in the community Capital Metro has developed a limited opportunity for qualifying non-profit organizations to utilize available space on Capital Metro vehicles without the usual space rental fee for public service announcements. Space is limited to fifteen (15) total partnerships with qualifying non-profit organizations per fiscal year. The maximum amount of advertising space available for any partnership is limited to three (3) queen-sized exterior advertisements and fifty (50) interior car cards. Interior and exterior advertising space for these partnership advertisements is subject to the demand for paid advertising space. The actual distribution of these spaces will be at Capital Metro's discretion. PSAs will be placed for at least ninety (90) days. Continuation of an ad for more than ninety (90) days will be approved only if there are no paid ads waiting to be placed or if the non-profit organization wishes to pay for the continuation of the advertisements under the non-profit rate. PSAs placed through the Community Partnership Program may be removed at any time if the space has been sold to a paying advertiser.
The non-profit organization placing these PSAs must produce the ads at its own expense. The ads must conform to regular Capital Metro standards for size, weight and other physical characteristics. The organization must pay for the installation and removal of all advertisements at the rate currently listed on the
Transit Advertising Rate Sheet. Capital Metro will arrange for the installation and removal of ads. It is the organizations' responsibility to deliver ads in a timely fashion.
Community partnerships are distributed on a first-come, first-served basis.
The President/CEO or designee may authorize partnerships in addition to the Community Partnership Program to provide advertising space at no cost or reduced cost to entities to promote messages that benefit Capital Metro or its customers.
Non-Profit and Governmental Entity Discounts
In order to generate revenue and foster good will to the Authority in the community Capital Metro discounts the cost of advertising space by fifty percent (50%) for all non-profit 501(c)(3) organizations, a non-profit corporation in accordance with the Texas Business Organizations Code, an unincorporated non-profit association, and Texas governmental entities. Proof of current non-profit status is required prior to the development of the contract. Non-profit and governmental entities are responsible for the print, production and delivery of advertisements to Capital Metro under the same standards for size, weight and other physical characteristics detailed in the
Transit Advertising Rate Sheet. Installation and removal costs, carried out by a third party vendor for Capital Metro are not discounted.