Warning: product placement may be hazardous to your TV viewing

"It is inherently deceptive if people don't realize that ads are ads," said Gary Ruskin, executive director of Commercial Alert

In my last post I referenced this article, which discusses some of the problems with product placement that have led to an uproar from critics. The article calls product placement "stealth advertising" and critics say the subconscious nature of it is unethical.

Commercial Alert, an organization that is fighting the commercialization of society, has submitted a petition to the FCC. It alleges that network stations have not been forthright with identifying sponsorships and product placement occurrences. According to the petition, "Television stations that cram their programs with product placements, yet fail to identify the sponsors in a conspicuous way, are brazenly violating the public’s right to know who is seeking to persuade them." The FTC's response includes an item describing how some product placement is the result of paid sponsorship, while some is caused by decisions made by the writers. To outlaw one is to hinder the other.

The problem with trying to avoid a commercialized society is that it is already established. Our society was commercialized early in the 20th century, and the newest forms of advertising are just a part of that. Consumers today should be aware that they are being advertised to in almost every facet of their lives, and that is just a result of being part of this commercialized society. Product placement isn't the only type of advertising being targeted by Commercial Alert. Other "problems" include: buzz marketing, arenas, and advertising in public spaces. As much as these consumers want to be free of advertisments in their everyday life, it's impossible to do. Arenas need sponsors to be built and to stay open. Thousands are employed by agenceis designing outdoor advertisements and selecting media for product placement. Society is structured around immersion in advertising, and to ignore that aspect of society would be to move us back to the 19th century. It's time to move forward, not backward.

For more info:
Commercial Alert's Website