FCC: VNRs Must Be Disclosed

In bad news for the Karen Ryans of the world, the FCC has ruled that “video news releases” must be sourced when they run on television.

Meeting yesterday, the FCC “unanimously” approved a rules clarification saying broadcasters must disclose to the viewer the origins of video news releases–although in their always-helpful manner, they didn’t say how that disclosure should happen.

Sounding almost reasonable, the FCC wrote “These rules are grounded in the principle that listeners and viewers are entitled to know who seeks to persuade them with the programming offered over broadcast stations and cable systems.”

“Viewers are hoodwinked into thinking it’s really a news story when it might be from the government or a big corporation trying to influence the way they think,” FCC Commissioner Jonathan Adelstein said. “Today, we are putting broadcasters and others subject to our rules on notice that we intend to enforce our rules vigorously.”

Given the tough language, can you just imagine what would happen if a broadcaster ran a VNR showing a bare breast? It’d be the end of humanity as we know it.

For all you wonks, you can read the full ten-page FCC notice here (PDF).

Create a social media strategy, launch your campaign, and track the results in our Social Media Marketing Boot Camp starting February 16. The online event and workshop will feature speakers including The Onion‘s Baratunde Thurston (left), Facebook’s Morin Oluwole, and bitly’s Tim Devane. Register now.