The organisation’s website cannot be used to advertise commercial services or companies
A public-sector organisation’s website is primarily intended to inform the public, provide services and present the organisation’s activities transparently. For this reason, such a website cannot be used to advertise commercial services, private companies or individual brands. This principle is especially important for municipalities, schools, libraries, museums and other public bodies, which must ensure neutrality, impartiality and the protection of the public interest.
In practice, this means that the organisation’s website should not contain advertising banners, commercial offers, partner logos without a clear legal or operational basis, or links whose main purpose is to encourage the use of a private company’s services. Even where the organisation cooperates with external suppliers or project partners, the information must be presented in a factual way, clearly stating the context of the cooperation rather than creating an advertising impression.
When links may be included
An exception applies where the organisation’s website contains links to the organisation’s official communication channels on social media or other digital platforms. For example, the organisation’s accounts on Facebook, LinkedIn, YouTube or other platforms may be listed if they are used to publicise the organisation’s activities, inform residents or explain services. Such links are regarded not as advertising, but as an additional channel for sharing information.
It is important that these links lead specifically to the organisation’s official accounts, not to the content of private individuals, business entities or organisations unrelated to the organisation’s functions. It is also recommended to clearly indicate that the visitor is leaving the organisation’s website and moving to an external platform, which may be subject to different privacy, cookie or content management conditions.
Why the advertising ban is important
A public-sector website must remain trustworthy and focused on residents’ needs. If commercial content appears on it, questions may arise about the organisation’s impartiality, transparency and the appropriateness of using public resources. For example, advertising a specific company on a municipality’s website could create an impression of undue favour, while commercial offers published on a school or library website could mislead visitors about their connection to the organisation’s functions.
In addition, the content published on public-sector websites must comply with the principles of legality, clarity and proportionality. This means that every link, logo or external element must have a clear basis and be related to the organisation’s activities, ongoing projects, legal acts or information provided to residents.
How to distinguish informational content from advertising
The boundary between information and advertising is not always obvious, so it is worth applying clear assessment criteria. If content encourages the purchase of a service, the use of a specific supplier’s offer, singles out one business entity over others without an objective basis or uses promotional language, such content should not be published. By contrast, information about public procurement, project partners, funding conditions or technical service providers may be published if it is necessary to ensure transparency and accountability.
- Permitted: a link to the organisation’s official Facebook account, where news about events, opening hours or service changes is published. Such a link helps residents reach relevant information more quickly and is not considered commercial advertising.
- Permitted: information about project partners or funding sources where this is linked to the project being implemented, a programme or legal requirements. In such cases, the content must be neutral, without promotional slogans or sales-oriented wording.
- Not permitted: advertising banners, special offers, recommendations of commercial services or an exclusive presentation of a particular company. Such content does not match the purpose of a public-sector website and may create reputational and legal risks.
Accessibility, GDPR and responsible use of links
When publishing external links, it is important to consider not only the nature of the content, but also accessibility and data protection requirements. Links must be clearly understandable, properly labelled and accessible to all users, including people with disabilities who use screen readers or keyboard navigation. This is especially relevant for public-sector websites, which must ensure digital accessibility for all residents.
If the website includes links to social media or other external platforms, it is worth considering the GDPR aspects as well. The visitor must clearly understand when they are moving to a third-party environment, where different personal data processing, cookie use or tracking technologies may apply. For this reason, it is recommended that the privacy policy and cookie information clearly describe how such links work and what risks may be associated with the use of external platforms.
Recommendation for public-sector organisations
Each organisation should have an internal practice for assessing external content, logos and links published on its website. Before publishing, it is worth answering a few questions: is this information directly related to the organisation’s functions, is it necessary for residents, does it avoid creating an advertising impression, and does it meet accessibility and GDPR requirements? Such an approach helps keep the website clear, trustworthy and in line with public-sector standards.
In short, an organisation’s website should be for the public interest, not for commercial purposes. It may contain only those links and pieces of information that help residents access services, understand the organisation’s activities and reach official communication channels. This strengthens trust in the organisation, ensures transparency and helps avoid improper use of public space.