High-profile presenters should be allowed to express views on issues and policies but stop short of political campaigning, a new BBC report says.
New rules have been published for BBC flagship presenters following a row over Gary Lineker's social media posts.
It comes after a review into BBC social media guidelines was published by former ITN boss John Hardie.
Lineker responded on X, formerly Twitter, by saying the new rules were "all very sensible".
Those who work in BBC news and current affairs, such as news presenters, are already subject to stricter rules around impartiality when using social media.
The flagship programmes include Match of the Day, which Lineker presents, plus The Apprentice with Alan Sugar.
There will be "a particular responsibility to respect the BBC's impartiality, because of their profile on the BBC".
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Gary Lineker: New BBC social media guidelines
'all very sensible'
The new guidance recognises the importance of freedom of
expression but says that while a programme is on air, and for a two-week
window before and after the series, presenters on flagship shows must not
endorse or attack a political party.
They must also not criticise the character of individual
politicians in the UK, comment on any issue of political debate during an
election period, or take up an official role for a campaigning group.
Strictly Come Dancing is named as one of the BBC's flagship shows
under the new guidelines
The other flagship TV shows are Antiques Roadshow, Dragons' Den, The One Show, major sporting events, Masterchef, Top Gear, and Strictly Come Dancing, while for radio, the programmes are Radio 1's Breakfast Show with Greg James, plus Radio 2's Breakfast with Zoe Ball, mid-morning with Vernon Kay and afternoon with Scott Mills.
The review of BBC social media guidelines was announced in the wake of a furore over Gary Lineker's posts earlier this year.
The row erupted in March after the Match of the Day host wrote that the government's language about a new asylum policy was "not dissimilar to that used by Germany in the 30s".
His comments were criticised by ministers and Downing Street but also attracted widespread support on social media.
The BBC said Lineker had broken its guidelines on impartiality and took him off air. But he returned a week later, with the corporation announcing the review to address "grey areas" in its rules.
The new guidelines also stress the importance of "high
standards of civility in public discourse".
Alan Sugar presents The Apprentice on BBC One
This includes treating others with respect, even in the face of abuse and not using offensive or aggressive language.
Setting out his recommendations, Hardie said: "High-profile
presenters outside of journalism should be able to express views on issues and
policies - including matters of political contention - but stop well short of
campaigning in party politics or for activist organisations."
The BBC said the new guidance "balances freedom of expression, the responsibilities of freelancers to the BBC and the expectations of audiences, while also ensuring our rules are clear, simple, transparent and enforceable".
The report also states BBC staff and freelancers outside the flagship shows are not required to uphold the BBC's impartiality on social media. But they are required to "respect civility in public discourse and to not bring the BBC into disrepute".
It adds that actors, dramatists, comedians, musicians and pundits who work for the BBC are not subject to the requirements of impartiality on social media.
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