Handling unscripted comments in a sponsored read

Unscripted comments can make a host read engaging, yet they can introduce an unsupported product claim or imply personal experience that did not occur. Before recording, decide what is safe to improvise and how an unexpected line will be reviewed.

Listen for wording that adds a product claim, changes a material claim or condition, or suggests the host has experience they did not have. Flag the exact words and compare them with the brief; if the line is unsupported or creates a false impression, do not approve it as recorded.

Spotify notes that listeners’ trust in a host can transfer to the ad. Preserve the host’s voice, but check that an unscripted line does not use that connection to imply more than is true.

Review the final audio against the brief and any available support for the claim. If a material claim or condition changes, request a rerecord, edit or appropriate correction before distribution; do not assume a playful tone makes the segment non-commercial.

The AANA Code of Ethics aims to ensure advertisements and other marketing communications are legal, honest and truthful. For Australian context, check the Australian Consumer Law and the ACCC’s Advertising & Selling Guidelines and Substantiation and Infringement Notices when assessing an uncertain claim.

The AANA Code is accompanied by a Practice Note that guides advertisers and complainants and is applied by the Ad Standards Community Panel. Complaints about advertising or marketing communication under AANA Codes can be made to Ad Standards online or by letter.

If an issue is discovered after release, preserve the audio and booking details, assess the affected distribution with the publisher, and have the responsible specialist decide the remedy. Record the lesson in the next brief rather than quietly deleting the discrepancy.