House Democratic lawmakers hailed a recent report that confirmed the FCC must...
House Democratic lawmakers hailed a recent report that confirmed the FCC must require sponsors of all broadcast ads to identify themselves, even for political spots. The GAO report (http://xrl.us/bokdta) said the FCC has the right to prevent advertisers from misleading…
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viewers and require true sponsors to disclose their identity, said a joint news release issued by House Minority Leader Nancy Pelosi, D-Calif.; House Commerce Committee Ranking Member Henry Waxman, D-Calif.; and House Communications Subcommittee Ranking Member Anna Eshoo, D-Calif. “It’s been said that sunlight is the best disinfectant -- and this report makes clear that the FCC has the power, the authority, and the responsibility to shine a bright light on the organizations and campaigns behind our political advertisements,” Pelosi said. “The FCC must simply update its rules to reflect the law, ensuring disclosure in our elections, transparency in our campaigns, and fairness for all voters.” Eshoo said “it’s time for the FCC to play a crucial role in bringing greater transparency to America’s electoral system by requiring sponsors of political ads to disclose their true identity, not just their ambiguously-named Super PAC.” Waxman urged the agency to “take full advantage of the authority already granted by Congress to provide maximum transparency for consumers and voters.” The commission’s sponsorship identification requirements apply to both commercial and political advertisements and require broadcasters to identify “the individual or group truly responsible for funding an advertisement with political or controversial content,” the GAO report said. It urged the FCC to modernize its broadcast sponsorship identification rules and provide status updates to broadcasters that are under investigation for violations. It said FCC guidance on broadcast sponsorship announcements addresses older technology that is in some cases no longer used. The GAO report also said broadcasters would benefit from more clarification from the FCC on how sponsorship identification rules apply in certain situations like when a video news release or product is aired. Ex-Commissioner Michael Copps commended the report. “The government’s own watchdog says what I've been saying all along -- the FCC can and should make full disclosure a reality,” said Copps, a special adviser at Common Cause, a political advocacy group. “I hope the FCC will take heed -- the American people have had their fill of unaccountable and anonymous ads.” NAB did not comment.