RTNDA: Current Sponsorship Rules OK

The Radio-Television News Directors Association has submitted comments to the FCC opposing more onerous sponsorship identification rules for radio and television stations.

RTNDA argues that existing rules and disclosure requirements are sufficient to inform viewers about broadcast content that has been paid for, including embedded advertising, and that the proposals advanced by certain advocates would represent an unconstitutional intrusion into broadcast newsrooms.

RTNDA's pleading was filed in response to a notice of inquiry and notice of proposed rulemaking issued by the FCC last summer, in which the agency solicited comment on how its existing sponsorship identification rules should be applied to advertising techniques increasingly utilized by the industry, such as product placement. Certain public interest groups have called for far tougher rules, including repeated and ongoing disclosures.

As it did in a similar proceeding concerning the use of video news releases, RTNDA cautioned the FCC not to open the door to, or otherwise legitimize, government regulation of the content of newscasts because of misplaced concerns about commercialism. RTNDA maintains that existing sponsorship rules serve to inform the public when material that is broadcast has been paid for or otherwise sponsored by a third party.

In addition, the RTNDA code of ethics states that "professional electronic journalists should defend the independence of all journalists from those seeking influence or control over news content" and resist undue influence from any outside forces."

RTNDA's comments focus specifically on allegations made that suggest that so-called hidden commercials are a routine part of local news programming, and question the validity of a study submitted to support this contention.

Ed Esposito, RTNDA chairman, noted: "The FCC's sponsorship identification rules are clear and have been working appropriately to inform viewers and listeners for many years. Yet there are some who insist that the FCC should engage in heavy-handed regulation, even in the absence of a problem. Broadcast journalists have a keen interest in protecting their credibility with viewers. The FCC should flatly reject any suggestion that it has an appropriate role in overseeing program content to the extent some advocacy groups propose, particularly content over which broadcasters have exercised independent editorial control."

RTNDA asks the FCC to reject the imposition of new sponsorship identification requirements and government scrutiny of news content, and to end the current inquiry.