Paid advertising in the public media should be identified as such, and the costs and conditions involved should be reasonable and equally applied to all candidates and parties.
- If media accept paid political advertising, regulatory or self-regulatory frameworks should ensure that such advertising is readily recognizable as such.
- In member States where political parties and candidates are permitted to buy advertising space for electoral purposes, regulatory frameworks should ensure that: the possibility of buying advertising space should be available to all contending parties, and on equal conditions and rates of payment; the public is aware that the message is paid political advertisement.
- Print media outlets owned by public authorities...If such media outlets accept paid advertising in their publications, the should ensure that all political contenders and parties that request the purchase of advertising space are treated in an equal and non-discriminatory manner.
- In the area of paid political advertising there should also be a guarantee of access and equal treatment. An inequality is created in the area of paid political advertising if the legal framework fails to ensure that the same commercial rate for such ads be offered to all political parties and candidates, and that the times and location of the advertising be on similar terms. Alternatively, and where not contradicting other laws, the legal framework could prohibit all paid political advertising. If paid political advertising is permitted, then it should be offered at the same commercial rate for such advertising and under similar conditions to all political parties and candidates in order to ensure access and equal treatment. Moreover, paid political advertising should be identified as such and should not be disguised as news or editorial coverage.