POLICIES FOR USE

Acknowledgments
Advertising
Endorsements
Fundraising
Partnerships and Affiliations
Political Campaigns
Revenues and Possible Tax Liability
Use by Student Organizations
Use by Students
Use for Official University Business

Acknowledgments

An “acknowledgment” is a published statement or sign of recognition or thanks for support, gifts, grants, or assistance to a University unit, organization, project, or event.

Acknowledgments may, and often should, be included in University publications in an unobtrusive and seemly manner. When a department or project receives grant support, it is virtually mandatory to publish acknowledgement of the granting agency in documents concerning the project.

Acknowledgments on websites may include unobtrusive links to the sponsor’s website.

>>For more information on relevant University policies regarding the solicitation and acceptance of gifts, please refer to the Standard Practice Guide, especially the following section:

Policy on Gift Acceptance (Standard Practice Guide 602.2)

>>Please note: the relevant SPG section is available as a pdf file that require the free Adobe Acrobat Reader.

For questions or guidance in applying this policy, please contact umlogos@umich.edu.

Advertising

For purposes of this policy, “advertisements” include:

Paid advertising from commercial or non-commercial buyers that are accepted for reproduction in a University print or electronic publication.
Links to commercial or non-commercial sites in electronic publications, in exchange for revenue (monetary or in-kind) for the University. This includes links that are placed on a site in exchange for a commission, referral fee, or percentage of revenues generated for the advertising company by way of those links.
Acknowledgments of sponsorship arrangements, such as presentations in University print or electronic publications of promotional information on behalf of commercial or non-commercial entities, in exchange for or in contractual recognition of revenue received. Revenue received in exchange for acknowledgement may be viewed as advertising for tax purposes.

Advertisements will not be accepted for: alcoholic beverages, tobacco products, sex as a product, gambling, or paraphernalia associated with illegal drugs or drugs other than registered pharmaceuticals. Advertising will not be accepted that is dishonest, that attempts to mislead the audience, or that violates the law. Advertising will be refused if inconsistent with the fundamental missions of the University, in conflict with the image the University seeks to project, or the well-being of the University community.

Each unit is encouraged to develop and operate under a unit advertising policy that is consistent with these guidelines.

The University and its units should consider the following factors before entering into advertising arrangements:

The unit has considered alternative sources of support for their missions before advertising.
The advertising is consistent with the University’s missions.
The advertising sponsor has a high reputation for quality in their industry and values and business practices not inconsistent with the mission of the University.
The advertising is minimally intrusive and does not unduly divert attention from the primary information communicated in the publication or on the website. For example, Internet banner ads are not permitted on a University website. Third-party logos are discouraged: a more appropriate acknowledgment might be a small, unobtrusive text mention of the advertising sponsor.
The advertisement must not convey University endorsement of third-party products or services. A disclaimer may be necessary to show that the University does not endrse a product or service if a link to a commercial site is established.
Revenue-generating electronic links must fully disclose that the publisher will receive a percentage of proceeds from referrals.
The advertising space is sold only by the University unit or their representatives acting on behalf of the University. University resources may not be used to advertise for personal financial gain.
The advertising conforms to relevant sections of the Standard Practice Guide.
- Policy on the Sales of Goods and Services to Non-University Entities (Standard Practice Guide 507.8)
- Policy on Federal Unrelated Business Income (Standard Practice Guide 502.4)

>>Please note: the relevant SPG sections are available as pdf files that require the free Adobe Acrobat Reader.

For questions or guidance in applying this policy, please contact umlogos@umich.edu.

Exceptions to Advertising Guidelines

The University of Michigan Gateway, the University’s Internet homepage, will not display or publish advertising. Unit pages registered with and linked to the Gateway may include advertising subject to this policy.
The University Record, Michigan Today, University Hospitals, M-Care, Intercollegiate Athletics, the Alumni Association, Michigan Public Media, and University Housing have previously established advertising policies and are not covered by this policy. However, amendments to those units’ policies will be subject to this policy.
Student organizations and publications that have editorial independence are encouraged to use this advertising policy to guide their advertising practices and are encouraged to consult with the Office of the Vice President for Communications to resolve advertising dilemmas.

Endorsements

The University name or images cannot be used in any statement, publication, agreement, or activity to endorse any commercial product or service, or used by vendors, suppliers, or contractors in their marketing literature without express prior written approval. If approval is given, the University name or images may only be used in a statement of fact concerning the customer relationship and work performed. Statements may not in any way imply University preference for or endorsement of a particular firm, organization, product, or service.

An “endorsement” is a statement that includes comments of an evaluative nature, either positive or negative. Statements of fact (example: “The computing center uses Macintosh systems”) are not considered endorsements. Examples of endorsements would include: “product X is the best of its kind;” or “we recommend the use of service Y.”

Faculty or staff acting in an official capacity or on behalf of the University may not make endorsements. Personal endorsements in University publications (print or electronic) are permitted, as long as the author makes it clear that such statements are personal or professional opinions and not the position of the University or any of its units, and as long as no personal gain is realized from the endorsement.

Evaluations of products or services should be accompanied either by the identity of the party responsible for the endorsement or by a disclaimer such as the following:

“The University of Michigan and its employees acting on its behalf do not sponsor or endorse the following messages or advertisements for the products or services described. The statements and representations made in such messages or advertisements are solely the responsibility of the party who has issued them.”

Digital endorsement links to organizations external to the umich.edu domain are not prohibited, provided all restrictions regarding evaluative comments are followed.

Please also see The University of Michigan Faculty Handbook, § 9.I, Product Endorsements.

For questions or guidance in applying this policy, please contact umlogos@umich.edu.

Fundraising

When considering fundraising proposals that would require the use of the University name and offer an invitation or solicitation for the purchase of a commercial product to the public, alumni, donors, students, faculty, or staff, the unit proposing the arrangement should perform due diligence and demonstrate the following considerations:

The funds raised will support a key mission of the unit and all other reasonable funding sources have been exhausted or are unavailable.
The fundraising arrangement will not breach any other contract in effect with the University.
The commercial partner has a very high reputation for quality and service in its industry.
The commercial partner has a business mission, values, and operational practices that are free of controversy and consistent with the University’s.
The product or service to be offered is of the highest quality, free of controversy, provides value, and is relevant to the mission of the academic unit associating with the commercial partner.
The commercial partner provides excellent customer service during the transaction and for the relevant life of the product.
The price asked for the offered goods or services provides value, is competitive in the marketplace and not marked up to cover marketing costs or donations to the University.
The unit requesting the arrangement has a strong natural connection with the targeted market group that is to receive invitations or solicitation requests.
If the targeted market group includes alumni or donors not directly associated with the unit requesting the arrangement, the requesting unit receives permission from the appropriate unit to invite or solicit those persons.
The number of similar promotional events across all academic units in that year has not been so excessive as to give the University an undue appearance of commercialism.
Fundraising relationships should not be entered into with manufacturers or sellers of alcoholic beverages, tobacco products, sex as a product, gambling, or paraphernalia associated with illegal drugs or drugs other than registered pharmaceuticals or such products or services are inconsistent with the fundamental missions of the University and the well-being of the University community.
The University has more than 500 vendors licensed to produce products of many kinds. These vendors are familiar with our marks and how they are to be used. They also are familiar with the royalty accounting process, carry the appropriate liability insurance, and have signed the University's code of conduct related to labor standards. A complete list of licensed vendors may be obtained by emailing the Licensing Office.

Consultation is available by emailing umlogos@umich.edu, or by phoning 734-763-5800.

Partnerships and Affiliations

Many partnerships and affiliations that associate the name of the University with an external entity or agent are monitored through other mechanisms (e.g., mechanisms for research contract and grant review; purchasing and contract agreements). In the event that a University unit is considering entering into a partnership or affiliation that would include the use of the University name or images as a condition of the relationship, and the relationship is not monitored by any other mechanism, email the Office of the Vice President for Communications for guidance.

Political Campaigns

The trademarks and service marks, including but not limited to the Block M and the University Seal, are prohibited from use in political campaigns. A candidate running for regent of the University of Michigan may use the name of the University only to identify the office and discuss issues relating to the campaign. The terms “U-M,” “UM,” and “U of M” cannot be used in political campaigns as they are widely recognized trademarks of the University of Michigan. Questions should be directed to the Office of the Vice President and Secretary of the University at 734-763-5553, or email nasin@umich.edu.

More information can also be found on the University’s Guidelines for Political Campaigns website.

To read the policy, visit the Regents’s web page on University Seal and Trademarks.

Revenues and Possible Tax Liability

Revenues from advertising may be used to support the University’s mission and the mission of the unit publishing the advertising. The publishing unit retains all advertising revenues.

Advertising revenue, including revenue generated from links to non-affiliated commercial websites, may incur a tax liability as unrelated business income. Tax liability is the responsibility of the unit receiving the revenue, and the units should budget for any tax that may be owed. Direct paid advertising and links to commercial marketing pages may be especially vulnerable to taxation. Sponsorships may be less vulnerable.

Units are strongly encouraged to work with the University Tax Manager, Ed Jennings (email to ejenning@umich.edu) and the Office of the General Counsel in developing their advertising policies and business plans.

Use by Student Organizations

MSA-registered organizations that are considered “sponsored student organizations” may use the block M with permission from their sponsoring unit. Voluntary student organizations may refer to themselves as organizations “ at the University of Michigan,” but cannot use any University trademarks or logos. Generally speaking, the University’s name (“The University of Michigan,” “U-M,” or any derivative) should not be used in the beginning of any student organization name.

Student organizations that are not registered with MSA can neither use University trademarks or logos or reference the University in the name of their organization.

Use of the Seal by any student organization is not allowed.

When considering if or how the University’s name or logos can be used in connection with a student organization’s name, the organization should contact the U-M Office of Student Activities and Leadership at 763-5900, since specific determinations are handled on a case-by-case basis. Non-registered and non-University organizations and entities are prohibited from any name association with the University.

Use by Students

Students may identify themselves on business cards as students of the University of Michigan, provided that it is clear that they are students and not employed by or representing the University in an official capacity. Students employed by the University may also include their job title and contact information.

To order business cards, students must go through an approved vendor; currently Kinko’s and U-M Printing Services are the only two printers authorized to do this work. Students will be asked to sign an agreement, which will be kept on file at the University.

Use for Official University Business

Attaching “University of Michigan” to an official University event or publication is appropriate only when the activity or publication is one for which the University takes institutional responsibility.

Faculty, faculty emeriti, and staff members may use the University of Michigan name to identify themselves. If using the University name in connection with activities conducted outside of the scope of their employment (e.g., authoring a book), their exact title must be specified, and it must not be implied that the University endorses the product or activity.

No member of faculty or staff may use the University name or logos except for University business. Personal letters should not be written on stationery bearing the University of Michigan name, logos, marks or seals, especially in matters that may involve controversy, endorsements, or solicitations for non-University purposes.