FCC rules requiring sponsorship identification are most needed if...
FCC rules requiring sponsorship identification are most needed if govt. is sponsor of programming, Media Access Project (MAP) said in comment on Ad Council request for waiver of rule (DA 01-1169): “While the American people will not be served…
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by an attempt to hide the government’s attempt to persuade them, the American people will be served by maintaining the basic principles of democracy and accountability embodied in the sponsorship identification rules.” Case is based on White House Office of National Drug Control Policy effort to get antidrug messages embedded in programming. Ad Council wants FCC to say no sponsorship ID is needed, even though programmers benefit financially from deals, saying impact of messages would be diminished if true sponsorship were disclosed. MAP said it didn’t object to messages, but need for identification was “not changed by the prestigious nature of the organizations” providing financial benefit.