WARNING: Product Placements Ahead!

by nicole ~ July 3, 2008

According to this article by AdAge, the FCC is looking into requiring more lengthy disclosures regarding product placement in television. The article states:

“The Federal Communications Commission is moving forward with a plan to examine the requirements for identifying product placements on TV, and whether today’s rules do a good enough job of telling consumers what sponsored product appearances may surface in their favorite programs. The Writers Guild of America West this week told the FCC it believes ‘broadcasters must adequately disclose the products that are integrated into a story in order to insure that viewers know they are watching a paid advertisement.’”

I’m torn….Perhaps this is because I’d like to think I’m very attuned to noticing product placement and I doubt I’m the only one in this day and age who doesn’t need a disclaimer to tell me that the cast of “The Real World” is not eating Subway sandwiches because they find them delicious…. and no Paula, Randy and Simon do not love Coca-Cola so much that they specifically request it during every episode of “American Idol. ” We already know reality TV is not real. Just in case you need proof…. I once had a conversation with a former colleague about his quick stint on a reality TV program several years back and he said his biggest disappointment was not being the first voted off, but instead that they hadn’t stocked the fridge with the kind of beer he requested. He told me it simply couldn’t be real, as he would not have normally drunk the kind of beer provided. While I have no idea whether or not this had anything to do with marketing, I wouldn’t be surprised.

Of course, reality TV isn’t alone. In fact, according to the AdAge article, product placement has been around since long before the concept of reality TV even existed.

“Weaving products into programs is a technique as old as TV itself, as anyone who once watched ‘Texaco Star Theater’ can attest.”

The big screen isn’t safe either. According to this New York Times article, Pixar’s recent release, “Wall-E” is littered with Apple references, likely due to Mr. Jobs’ prior ownership of Pixar.”

I haven’t seen “Wall-E” yet, but I know I was very disappointed during the “Sex and the City” movie when I noticed Vitamin Water on the seats at a fashion show, Samantha’s iPhone, and countless other product placements.

While this specific FCC plan is limited to network television, only time will tell whether other mediums will follow along with whatever decision they make. As for me, I already see a glaring pop up notice in my mind whenever a product placement makes its way into movies and television. I’m not sure another notice is necessary….although I do wonder just how attuned I am…and how many other placements I will be alerted to if the FCC makes their case.

Nicole Amato is an Account Executive at Mediashop PR and a graduate of Northeastern University with a BA in Journalism.