Coalition groups demand for new FCC rules on TV product placement

Last Thursday, a coalition of consumer groups urged the Federal Communications Commission (FCC) to limit product placement on television.

In a formal letter to FCC Chairman Julius Genachowski, the groups suggested that the identification of sponsors is unclear to consumers, because they are often drowned in end credits and difficult to read.

The group said that the FCC rules need to be amended to inform consumers more thoroughly about product integrations.

Members of the coalition include Consumer?s Union, Commercial Alert, the American Academy of Child and Adolescent Psychiatrists, Morality in Media, Public Citizen and The Salvation Army.
The letter also emphasized that embedded ads for harmful and addictive products bypass standard industry ad rules and parental guidance regulations.

The letter wrote: ?At a minimum, the FCC must set a standard for transparency and public accountability by enacting and vigorously enforcing effective sponsorship identification rules and protection for youth.?

While consumer groups firmly stand behind their suggestion, advertisers and TV producers have questioned the need for new rules.

Source: The Wrap