Subpart 5.5 - Paid Advertisements

Parent topic: Part 5 - Publicizing Contract Actions

5.501 Definitions.

As used in this subpartAdvertisement means any single message prepared for placement in communication media,

regardless of the number of placements.

Publication means–

(1) The placement of an advertisement in a newspaper, magazine, trade or professional journal, or

any other printed medium; or

(2) The broadcasting of an advertisement over radio or television.

5.502 Authority.

(a) Newspapers. Authority to approve the publication of paid advertisements in newspapers is vested

in the head of each agency (44 U.S.C.3702). This approval authority may be delegated (5

U.S.C.302(b)). Contracting officers shall obtain written authorization in accordance with policy

procedures before advertising in newspapers.

(b) Other media. Unless the agency head determines otherwise, advance written authorization is not

required to place advertisements in media other than newspapers.

5.503 Procedures.

(a) General.

(1) Orders for paid advertisements may be placed directly with the media or through an advertising

agency. Contracting officers shall give small, small disadvantaged, women-owned, veteran-owned,

HUBZone, and service-disabled veteran-owned small business concerns maximum opportunity to

participate in these acquisitions.

(2) The contracting officer shall use the SF 1449 for paper solicitations. The SF 1449 shall be used to

make awards or place orders unless the award/order is made by using electronic commerce or by

using the Governmentwide commercial purchase card for micropurchases.

(b) Rates. Advertisements may be paid for at rates not over the commercial rates charged private

individuals, with the usual discounts (44 U.S.C. 3703).

(c) Proof of advertising. Every invoice for advertising shall be accompanied by a copy of the

advertisement or an affidavit of publication furnished by the publisher, radio or television station, or
advertising agency concerned (44 U.S.C. 3703). Paying offices shall retain the proof of advertising

until the Government Accountability Office settles the paying office’s account.

(d) Payment. Upon receipt of an invoice supported by proof of advertising, the contracting officer

shall attach a copy of the written authority (see 5.502(a)) and submit the invoice for payment under

agency procedures.

5.504 Use of advertising agencies.

(a) General. Basic ordering agreements may be placed with advertising agencies for assistance in

producing and placing advertisements when a significant number will be placed in several

publications and in national media. Services of advertising agencies include, but are not limited to,

counseling as to selection of the media for placement of the advertisement, contacting the media in

the interest of the Government, placing orders, selecting and ordering typography, copywriting, and

preparing rough layouts.

(b) Use of commission-paying media. The services of advertising agencies in placing advertising with

media often can be obtained at no cost to the Government, over and above the space cost, as many

media give advertising agencies a commission or discount on the space cost that is not given to the

Government.

(c) Use of noncommission-paying media. Some media do not grant advertising agencies a

commission or discount, meaning the Government can obtain the same rate as the advertising

agency. If the advertising agency agrees to place advertisements in noncommission-paying media as

a no-cost service, the basic ordering agreement shall so provide. If the advertising agency will not

agree to place advertisements at no cost, the agreement shall-

(1) Provide that the Government may place orders directly with the media; or

(2) Specify an amount that the Government will pay if the agency places the orders.

(d) Art work, supplies, and incidentals. The basic ordering agreement also may provide for the

furnishing by the advertising agency of art work, supplies, and incidentals, including brochures and

pamphlets, but not their printing. "Incidentals" may include telephone calls, and postage incurred by

the advertising agency on behalf of the Government.