Will FCC put placement in its place?


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.