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Is Product Placement Beyond the FCC?


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June 03, 2005

Is Product Placement Beyond the FCC?

David Kiley

Federal Communications Commission, Jonathan S. Adelstein says his agency should to toughen its requirements and expand its investigations into the practice of product placement.

The FCC requirements covering product integration and placement are now handled during a show's closing credits. But that on-screen type over the years has been made to go by faster and smaller, and sometimes gets lost all together. The TV and ad industry already defeated a move toward tougher standards on this earlier in the year. And while Adelstein has a point, I think he should focus on programming aimed at kids under 15 to make his argument. No one wants to see an on-screen balloon come up on screen during an episode of The Shield that says the Diet Coke on the cop's desk was a product placement. But it would be a good idea to have a notice at the start of a show that says "Branded products that appear in this show may be paid product placements." That argument will get some traction if the argument is centered on programs aimed at kids.

11:00 AM

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