Plans to introduce a sponsorship and advertising policy by a council, months after it agreed a deal with a league one football team, have been welcomed.

Medway Council officers have drafted an eight-page document designed to “uphold the council’s reputation” after questions were asked about the authority’s partnership with Gillingham Football Club earlier this year.

Members of the business support overview and scrutiny committee welcomed the proposed policy on Thursday night, with cabinet set to sign it off on December 18.

Carrie McKenzie, assistant director for transformation, said: “It aims to advise officers, members and partners of the rights and wrongs, and potential advertising opportunities.

“The policy should help mitigate risk of damage to reputation.

“But given the incredibly challenging and increasingly challenging budget situation, the need for sponsorship to support external events grows ever more.

“The need for Medway Council to be a sponsor and support our goal to put Medway on the map becomes ever more important.”

The policy prevents the council from accepting adverts or sponsorship from parties which promote the sale of weapons or tobacco items, or businesses undergoing a procurement process with the authority.

The draft document also banned pressure groups and trade unions, but Ms McKenzie agreed to re-word it to allow officials to “consider” them based on the circumstances.

Cllr Stuart Tranter (Con) said: “Whether you liked it or you didn’t like it, the Gillingham Football Club deal was kind of unique and possibly unusual.

“One doesn’t know when other unique or sponsors opportunities will come along in the future.

“From my experience in marketing and PR, I wouldn’t want there to be a policy in place which accidentally inhibits creative thinking or prevents us doing something which is common sense and obvious at that time.”

Although the Rochester West representative’s concern was not responded to during the meeting, council papers suggest the policy would be used to “guide and advise” rather than dictate any sponsorship decisions.

Cllr Vince Maple (Lab) added: “When the Gillingham Football Club stuff kicked off, realising we didn’t have this in place but a number of town and parish councils had a policy of this nature was surprising.

“I think it’s right and appropriate we have this in place, and I’m confident it will be agreed by cabinet in due course.”