FCC Reminds Broadcasters About New Nondiscriminatory Ad Sales Certification Requirement
March 22, 2011 at 1:24 PM (PT)
Following up on last week's release about the new form for broadcast license renewals, the FCC's Enforcement Bureau has released an additional Enforcement Advisory to remind commercial television and radio broadcasters to the new requirement that they certify that their advertising sales contracts contain nondiscrimination clauses and do not discriminate on the basis of race or ethnicity. The revised renewal form 303-S includes the certification requirement.
Chairman JULIUS GENACHOWSKI said, "It should be clear from today's advisory that the Commission will vigorously enforce its rules against discrimination in advertising sales contracts. As the Commission stated in its order adopting the rule, discrimination simply has no place in broadcasting."
Enforcement Bureau Chief MICHELE ELLISON said, "The advisory puts everyone on notice that the Commission has no tolerance for this type of insidious discrimination. Our leadership has asked us to bring renewed focus to these important broadcasting issues. We will work in close collaboration with the Media Bureau to give this new requirement meaning."
"With strong enforcement, these actions by the FEDERAL COMMUNICATION COMMISSION will finally bring to an end the practice of some advertisers' refusal to buy time on stations because they serve African American or Hispanic audiences," said MINORITY MEDIA AND TELECOMMUNICATIONS COUNCIL President and Exec. Dir. DAVID HONIG. "'No urban' and 'no Spanish' dictates drain away an estimated $200 million a year from minority broadcasters. By enforcing the Advertising Nondiscrimination Rule and eradicating these discriminatory practices, the FCC will help minority stations garner a 5-to-10- percent increase in revenue. Today's announcement is a huge step forward for minority broadcasters and for the nation."