We solicit comment on the relationship between the Commission’s sponsorship
identification rules and increasing industry reliance on embedded advertising techniques. Due, in part, to recent technological changes that allow consumers to more readily bypass commercial content, content providers may be turning to more subtle and sophisticated means of incorporating commercial messages into traditional programming.
As these techniques become increasingly prevalent, it is important that the sponsorship identification rules protect the public’s right to know who is paying to air commercials or other program matter on broadcast televisionand radio and cable. Accordingly, we seek comment on current trends in embedded advertising and potential changes to the current sponsorship identification regulations with regard to embedded advertising.