Martin Proposes Inquiry Into Product Placement Policies

MARTIN PROPOSES INQUIRY INTO PRODUCT PLACEMENT POLICIES
[SOURCE: TVWeek, AUTHOR: Ira Teinowitz]
Federal Communications Commission Chairman Kevin J. Martin is proposing his agency vote in December to open a formal inquiry into the adequacy of product placement disclosures. Also on the docket is whether changes in FCC rules are needed in light of growing integration of product branding messages into programming. A vote on the inquiry is part of the tentative agenda for the full meeting of FCC commissioners Dec. 18. That meeting already is slated to consider a change in media-ownership rules that could let newspapers and broadcasters buy each other, at least in the top 20 markets, and rule changes that could allow TV stations to lease one of their multicast signals to minority broadcasters. Ad groups said Thursday that no changes are warranted to existing FCC rules. “There is quite a bit of misinformation and misunderstanding surrounding the very term ‘product placement,’” said Adonis Hoffman, general counsel of the American Association of Advertising Agencies. “Today, the opportunities for advertisers to advance brands in multiple media platforms and formats are not limited to what we all grew up with. But just because there are new forms does not mean there is something inherently sinister going on. It goes against logic for any advertiser to hide its message, no matter where or how it appears. The fact that a product appears embedded in noncommercial content should not be cause for alarm, provided there is ample opportunity during the credits for acknowledgement.”
http://www.tvweek.com/news/2007/11/martin_proposes_inquiry_into_p.php
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* FCC May Examine Product-Placement Rules
http://adage.com/madisonandvine/article?article_id=122304