Initiative Terms & Conditions of Application
What is the Initiative?
As part of our continued mission of creating change through entertainment, Channel 4 is excited to be joining forces with B Lab UK for a second year, to launch "Channel 4 proudly supports B Corps: Business for people and planet". This initiative aims to elevate and grow B Corp Businesses and the movement for better business, through the power of TV Advertising.
The initiative will see up to five B Corps funded with £100,000 worth of advertising spend on Channel 4, plus the creation of a bespoke TV commercial break which will sit within one of Channel 4’s primetime TV shows.
From here-on, Channel 4 and B Lab UK will be referred to as ‘The Organisers’
Applications will open on Tuesday 3rd March 2026, and closes 4pm on Thursday, 9th April 2026.
Who is eligible to apply?
Companies will be selected based on their suitability for the initiative and fit with Channel 4.
To qualify for the initiative, businesses must be able to prove the following:
Must be a certified B Corp in the UK under the registered company name
Your B Corp must have generated a minimum revenue turnover of £500,000 in its last financial year.
Your B Corp must not have invested in TV advertising in the last two years and never had an ad on TV* (i.e. this is the first time they’ve ever run a TV campaign.)
Proof of existence and provide a company number and VAT number.
You’re over 18 years of age.
Your product must have been in the market for at least 6 months [from date of application].
Must have a supply chain capable of managing the projected volume that TV can bring.
Must have professional indemnity insurance of at least £1m as well as public liability insurance of at least £10m.
Applications will only be considered if your B Corp fee has been paid and confirmed by B Lab UK.
If you are a B Corp that is impacted by the ECGT Directive and want to apply for this funding, you are only eligible to do so IF you are on track to recertify on B Lab Standards V.2 by September 2026. See here for more information about the ECGT Directive
Should you get through to final stage, you will need to supply and fund a clearcast-approved advert (with the means to produce the ad within the timelines outlined). Clearcast Process can be found here: https://clearcast.co.uk/clearance-process/)
The package
Five businesses will be selected to participate in the initiative, and will each be given:
£100,000 of Channel 4 airtime to be redeemed across the Channel 4 Network, including starring within an ad break special on Channel 4.
No cash equivalent is available.
Airtime will be booked at the absolute discretion of Channel 4. Notwithstanding the above, Channel 4 will try to plan efficiently for the winning brands’ target audiences.
The airtime must be redeemed during Q3 of 2026,however there is the potential, at Channel 4’s sole discretion, for these dates to be flexible, pending negotiation.
By applying for the initiative, you accept our Airtime Terms and Conditions and Digital and On Demand Advertising Terms and Conditions available at https://www.4sales.com/trading-terms-and-conditions and confirm you have read our Privacy Policy: https://www.channel4.com/4viewers/privacy
The final advertisements must run exclusively on Channel 4 for the ‘campaign period’ [the time in which you are redeeming the airtime on Channel 4]. The final advertisements cannot run on any other media platforms during this period.
The creation and production of their own TV advert
Each business will produce their own 30’ TV ad and the organisers can supply the shortlisted businesses with a list of B Corp certified advertising and media agencies if the company doesn’t already have their own.
The advert will need to be Clear Cast approved, accessible to all audiences, and if featuring people, showcase representation across the UK.
The Application Process
The application process will be grouped into 2 separate stages:
Stage 1: Initial application
Stage 2: Face-to-face interview[1] In person pitch at C4 [we will endeavour to accommodate special requests]
After the closing date [9th April 2026], the applications will be reviewed by The Organisers, where they will shortlist to up to 10 businesses. The successful businesses will be contacted by email week commencing 27th April. Unsuccessful businesses will also be contacted before this time.
The final short-listed businesses will be invited to a live, in-person pitch with the Organisers. Pitch requirements will be sent in advance to the short-listed businesses only.
The final pitches[2] will take place in person on the week commencing 1st June 2026, during which shortlisted businesses will be required to present their pitch to a panel.
Inability to attend the pitch in person will result in your application being removed from the initiative.
The Organisers are entirely responsible for choosing the final businesses and their decisions are final.
The Organisers (acting reasonably) reserve the right not to select any businesses or shortlist any applications, and/or to remove or amend selection criteria and/or the structure and operation if the applications are not of the requisite standard.
The successful businesses will be notified by [week commencing 8th June 2026] and publicly announced at a later date determined by the Organisers.
The unsuccessful shortlist entrants will also be notified by [week commencing 8th June 2026]
Any press releases referring to the initiative must be discussed with and approved by the organisers.
The Organisers reserve the right to amend the initiative terms during the selection process if it is deemed necessary. In this event, The Organisers will notify all entrants of the change and will publish the updated rules on the website www.channel4sales.co.uk
Other
Channel 4 and B Lab UK process the personal data that you submit in order to assess your application for the initiative. For more details on how Channel 4 and B Lab handle your personal data, please refer to their respective privacy policy:
https://www.channel4.com/4viewers/contributor-policy
https://bcorporation.uk/privacy-policy/
By applying for the initiative, we reserve the right to conduct a full research analysis post campaign to see how campaign performed and share this externally.