FCC Takes Another Look at Product Placement 

Kevin Martin, chair of the Federal Communications Commission (FCC), has notified media and advertising groups that the Commission is considering a revision of the current rules surrounding product placement.

Several Commissioners had pushed for such consideration, especially product placement on children’s programs.

Chairman Martin noted that “...digital recorders now allow viewers to more easily skip through commercials. Due in part to these technological developments, networks may be turning to more subtle and sophisticated means of incorporating commercial messages into traditional programming.”

AAAA and other marketing and advertising groups have been meeting with FCC staff and commissioners concerning possible revision of the product placement rules. For more information on the AAAA’s continuing actions, contact Adonis Hoffman in the AAAA Washington office.