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FCC

RIN: 3060-AJ10

Publication ID: Fall 2008

Title: ●Sponsorship Identification Rules and Embedded Advertising (MB Docket No. 08-90)
Abstract: The Commission undertook this proceeding to seek comment on the relationship between the Commission's sponsorship identification rules and the increasing reliance on industry by embedded advertising techniques. Due to recent technological changes that allow consumers to more easily bypass traditional commercial content, content providers may be turning to more subtle and sophisticated means of incorporating commercial messages into programming. The NPRM will seek to determine how embedded advertising affects the efficacy of the sponsorship identification rules in protecting the public's right to know who is paying to air commercials or other programming matter on broadcast outlets and cable television systems.
Agency: Federal Communications Commission(FCC)	Priority: Substantive, Nonsignificant
RIN Status: First time published in the Unified Agenda	Agenda Stage of Rulemaking: Long-Term Actions
Major: Undetermined	Unfunded Mandates: No
CFR Citation: Not Yet Determined     (To search for a specific CFR, visit the Code of Federal Regulations.)
Legal Authority: 47 USC 154(i)    47 USC 154(j)    47 USC 303(r)    47 USC 303(a)    47 USC 317    47 USC 405    47 USC 508

Legal Deadline:  None

Timetable: Action Date FR Cite NPRM & NOI  07/24/2008  73 FR 43194    NPRM Comment Period End  09/22/2008     Next Action Undetermined  To Be Determined

Regulatory Flexibility Analysis Required: Yes	Government Levels Affected: Undetermined
Small Entities Affected: Businesses
Included in the Regulatory Plan: No
RIN Data Printed in the FR: Yes
Agency Contact: Brendan Murray Attorney Advisor, Policy Division Federal Communications Commission Media Bureau, 445 12th Street SW., Washington, DC 20554 Phone:202 418-1573 Email: brendan.murray@fcc.gov