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ARTICLE · 29 JULY 2015

Today's Hot Topic: Sponsorship Identification In Advertising

Reed Smith
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From time to time I like to remind clients of specific network guidelines to keep in mind when developing advertising.

United StatesMedia, Telecoms, IT, Entertainment
Marilyn R. Colaninno
Marilyn R. Colaninno
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From time to time I like to remind clients of specific network guidelines to keep in mind when developing advertising. One such guideline involves sponsorship identification.

Per the network guidelines, advertising must contain proper sponsorship identification pursuant to the Communications Act and rules and policies of the Federal Communications Commission (47 C.F.R. § 73.1212).

In the case of advertising for commercial products or services, an announcement stating the sponsor's corporate or trade name, or the name of the sponsor's product, may be sufficient when it is clear that the mention of the name of the product constitutes sponsorship identification. Only one such announcement need be included in the commercial.

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