Static or dynamic advertising banners may be used on organisations’ websites
On an organisation’s website, static or dynamic advertising banners may be used when they help present important information to visitors clearly and conveniently. Such banners may be used for the organisation’s own promotion, relevant services, ongoing projects, partner initiatives or links to other organisations’ websites. In the public sector, this is particularly relevant for municipalities, schools, libraries, museums and other public bodies that regularly publish information about events, registrations, educational activities or cooperation projects.
Static advertising banners are most often used when fixed information needs to remain visible for longer. For example, a municipality’s website may provide a link to an electronic service important to residents, a school website may link to admissions information, and a library or museum website may link to ongoing educational activities, exhibitions or a reader account. This approach helps visitors quickly find the most important actions without additional searching.
Dynamic advertising banners are more often chosen when information changes periodically or when several items of current information need to be presented in the same place. For example, a museum may rotate information about current exhibitions, a library may present an events series, and a school may show admissions deadlines, competitions or community news. However, dynamic elements must be used responsibly so that they do not interfere with browsing and are understandable to all users.
When are such banners appropriate?
Advertising banners on public-sector websites should be used not as a commercial tool, but as a way of presenting information that helps visitors reach relevant content more quickly. They may direct users to the organisation’s own internal pages, websites of other institutions in the European Union, partner projects, inter-institutional initiatives or pages of events organised together with institutions from other countries. It is important that such links are clearly related to the organisation’s functions, activities and the public interest.
If a banner leads to an external website, the user must be aware that they are leaving the organisation’s website. This is especially important when links are provided to project partners’, international organisers’ or other institutions’ pages. Clear labelling increases trust and helps avoid ambiguity about the source of information.
Accessibility and usability
When creating advertising banners, digital accessibility must be taken into account. The text in the banner must be legible, contrast must be sufficient, and important information must not be conveyed by image or animation alone. If rotating banners are used, they should not move too quickly, and the user should have the option to pause or control them with the keyboard.
It is also important that banners are properly adapted for mobile devices. Some residents access municipal, school or library websites by phone, so buttons and links must be easy to tap, and the content must be clearly visible on a smaller screen. A well-designed banner does not overload the page and helps the user complete the required action more quickly.
GDPR and content compliance
If advertising banners are related to registration forms, newsletters, event platforms or external systems, the GDPR requirements must be assessed. The user must understand where they will be taken, what data may be collected and for what purpose it will be processed. This must be assessed particularly carefully on school, cultural institution and municipality websites, which are visited by various groups of the public, including minors.
Advertising banners must also comply with the organisation’s general communication principles: they must be accurate, clear, uncluttered and not raise doubts about their purpose. On a public-sector website, the most important thing is not visual noise, but reliable presentation of information. Banners should therefore complement the website structure, not compete with the main information.
- Use banners only when they have a clear purpose. They should help visitors find important information more quickly, not just occupy visible space on the page. Each banner should be linked to a specific service, news item, project or event.
- Clearly indicate where the link leads. If a banner directs to an external website, this should be clear from the title or description. This is especially important when it concerns partner, international project or other institution pages.
- Ensure accessibility for all users. Banners must be legible, keyboard-accessible and understandable when used with assistive technologies. Animation or automatic content changes should not interfere with people with visual, attention or other accessibility needs.
- Consider data protection aspects. If a banner is linked to an external system or registration, it is important to ensure that the user is given sufficient information about data processing. This helps comply with GDPR requirements and strengthens trust in the organisation.
Used appropriately, static and dynamic advertising banners can be a useful part of a public-sector website. They help highlight the most important information, direct visitors to relevant services and strengthen the organisation’s communication. The key is that these elements are used sparingly, responsibly and in line with accessibility, clarity and legal requirements.