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Advertorial adversities.

Publication: USA Today (Magazine)
Publication Date: 01-SEP-06 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
THE FEDERAL COMMUNICATIONS COMMISSION is not alone in worrying about television stations that air corporate advertisements masquerading as news stories. In fact, the FCC requires that broadcast stations disclose the corporate backers of "video news releases" or face a maximum fine of $32,500 for each violation. Enough violations and a station could lose its license. The FCC sets out a clear policy: All outside news reporting must be identified, disclosing the source of any video news release aired on a news program.

There are occasional lapses. A nonprofit consumer watchdog group reported to the FCC that 77 stations broadcast video features about products from 49 companies--including General Motors Corp., Intel Corp., and Pfizer, Inc.--without pointing out that they were produced by public relations firms representing these corporations. Viewers seldom, if ever, can distinguish between the real thing and the PR-produced...

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