Advertisers are increasingly trying to weave their products into the sets and storylines of broadcast entertainment, to combat ad skipping via channel surfing and DVR-enabled ad skipping. The increased use of the technique is leading to an FCC inquiry, with a possible kick-off at the 12/18/07 Open Meeting. Several stealth advertising techniques, also including the use of critics/experts to demonstrate and/or tout products by arrangement and for compensation; video or audio news releases promoting a product or viewpoint without disclosure, or pay-for-say arrangements with broadcast hosts, have all come under fire in recent years, and the topic has become a pet issue for Commissioner Jonathan Adelstein (D). According to reports, Chairman Kevin Martin (R) will use the next open meeting to kick off a study on updating disclosure requirements.
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