From time to time I like to remind clients of specific network
guidelines to keep in mind when developing advertising. One such
guideline involves controversial issues of public importance in
advertising, also known as advocacy advertising.
Per the network guidelines, the networks will not sell time for
advertising that presents a partisan position on a controversial
public issue. This policy is not intended to apply to the sale of
time to political candidates, to those authorized by candidates to
buy time on their behalf, or to political parties.
A controversial issue is a serious matter that has an impact on
society or its institutions, and regarding which different segments
of the community have strongly opposing positions. This policy does
not preclude mere references to a societal problem, where there is
consensus as to the existence of the problem. However, the policy
would ordinarily preclude partisan discussion of answers or
solutions to the problem because
