FCC To Look Into Embedded Advertising
June 27, 2008 at 5:07 AM (PT)
When WALLY and THE BEAVER came home from school, their mom often had cookies and milk waiting for them. These days, it isn't just cookies but OREOS that are featured in the plot of "7th Heaven," writes MSNBC. And how about "American Idol," in which contestants make a FORD advertisement that's presented as a hip video?
Some are questioning whether viewers should be better informed when broadcasters are paid to feature a brand in a TV show. The FCC said THURSDAY it will look into the blurring of the line between content and commerce.
How this inquiry may affect radio is unclear, but it's possible to include live commercial reads on air.
The point of this whole exercise is to clarify what’s required so that viewers actually know who is trying to sell them on something," said commissioner JONATHAN ADELSTEIN, who has been pushing for better disclosure for three years.
FCC Chairman KEVIN MARTIN has also pushed for better disclosure.
The FCC scheduled a vote on rules for embedded advertising at a commission meeting more than six months ago, but the item was pulled from the agenda following pressure by the advertising industry. The probe announced THURSDAY, may lead to new rules, but is not as tough as the previous proposal.