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Sponsorship Identification

The FCC is considering changes to current rules regarding sponsorship identification, especially with regard to embedded advertising (e.g., product placement and product integration). For example, the FCC has sought comment on more uniform standards for sponsorship announcements at the end of programs, and also the possibility of more announcements, including some at the beginning or even during programming.

NAB and other broadcasters and advertising groups strongly rebutted arguments that new, more burdensome sponsorship identification rules are needed to address embedded advertising, and noted the serious First Amendment concerns with increased regulation of commercial speech. NAB also explained that restrictions on advertising at a time when broadcasters are struggling to maintain revenues adequate to support quality programming and services would be detrimental to the public and the financial viability of free, over-the-air broadcasting.

NAB will continue to monitor developments in this proceeding, which remains pending at the FCC.