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by favorited
833 days ago
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It's an interesting point, and it comes down to 2 questions: (A) what is considered "product placement," and (B) who regulates it (at least in the US, where I am)?. tl;dr - If the placement you're imagining is anything beyond "merely showing products or brands in third-party entertainment content,"[1] the FTC would not consider that to be "product placement," and it would be subject to their normal online advertising policies. --- Let's start with question B: who regulates it? In the US, the 2 relevant regulatory agencies are the FCC and the FTC. The FCC regulates disclosure of sponsorships[0] in traditional broadcast (TV and radio). That's why TV broadcasters need to include "promotional consideration provided by"-type messages in the credits - the FCC's rule is basically "the viewer should be told who is paying for this." The FTC, which regulates online advertisements, does not require disclosure for product placement. However, they have a very narrow definition of the term, which it describes as "merely showing products or brands in third-party entertainment content" [1] (there's our definition for question A). [0] https://www.fcc.gov/consumers/guides/sponsorship-identificat... [1] https://www.ftc.gov/business-guidance/resources/ftcs-endorse... |
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