Friday, November 13, 2009
The Federal Communications Commission (FCC) uses the term “embedded advertising” to describe both product placement and product integration.This paper first discusses the current statutory and regulatory framework applicable to embedded advertising. Then the paper discusses various reform positions that were articulated in comments to the FCC in a recent rulemaking docket. This analysis includes discussion of the first amendment protections for advertising and for the creative works in which the integrated marketing is embedded, since the advertising is difficult to separate from its entertainment platform. The paper concludes with recommendations for next steps by the FCC and industry.
Download the paper at the link.