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June 27, 2008
Contact: Josh Golin (857-241-2028;
josh<at>commercialfreechildhood.org)
For Immediate Release
CCFC Responds to FCC
Procedure on Product
Integration;
Calls for Greater Protections for Children
BOSTON -- In response to
yesterday’s decision by the Federal Communications Commission to issue a Notice of Proposed Rulemaking (NPRM) on product
integration in television programming, the Campaign for a
Commercial-Free Childhood has issued the following statement:
“We are pleased that the FCC has begun to
respond to the concerns of parents and advocates about the
erosion of clear boundaries between programming and
advertising. The rise of product placement and product
integration is turning television shows – including those
watched by millions of children – into program-length
infomercials. As part of this new rulemaking process, it is
essential that the FCC extend existing prohibitions on product
placement in children’s programming to include programs watched
by large numbers of children. We also support new rules that
would require real time disclosure of embedded advertising in
programs for adults so viewers can better understand when they
are being targeted by marketers. We look forward to working
with FCC on this important process.”
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