Federal Communications Commission DA 08-2311
Before the
Federal Communications Commission
WASHINGTON, D.C. 20554
In the Matter of
Sponsorship Identification Rules
and Embedded Advertising
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MB Docket No. 08-90
ORDER
Extended Reply Comment Date:  November 21, 2008
Adopted:  October 17, 2008 Released:  October 17, 2008
By the Chief, Media Bureau:
1. On June 26, 2008, the Commission released a Notice of Inquiry and Notice of Proposed Rule 
Making (“Notice”) seeking comment on current trends in embedded advertising and potential changes to 
the current sponsorship identification regulations with regard to embedded advertising.1 Comments were 
due in this proceeding on September 22, 2008, and reply comments are due on October 22, 2008.
2. On October 14, 2008, the Writers Guild of America, West (“WGAW”) requested that the 
reply comment deadline be extended by 30 days due to the volume of the comments and the detail and 
complexity of the arguments contained therein.2  On October 15, 2008, Commercial Alert requested that 
the reply comment deadline be extended by 30 days due to the extent of the comments and the complex 
constitutional arguments contained therein.3 We grant the requests of WGAW and Commercial Alert.
3. As set forth in Section 1.46(a) of the Commission's Rules,4 the Commission's policy is that 
extensions of time shall not be routinely granted. Given the breadth and importance of the issues in this 
proceeding, however, we grant an extension of time to facilitate the development of a full record.  
4. Accordingly, IT IS ORDERED that, pursuant to Sections 4(i), 4(j), and 303(r) of the 
Communications Act of 1934, as amended, 47 U.S.C. §§ 154(i) and (j), and 303(r) and Sections 0.61, 
0.283, and 1.46 of the Commission's rules, 47 C.F.R. § 0.61, 0.283, and 1.46, the Requests for Extension 
  
1 Sponsorship Identification Rules and Embedded Advertising, Notice of Inquiry and Notice of Proposed Rule 
Making, 23 FCC Rcd 10682 (2008); 73 Fed. Reg. 43,194 (July 24, 2008).
2 WGAW Request for Extension of Time to File Reply Comments at 1 (filed October 14, 2008).
3 Commercial Alert Request for Extension of Time to File Reply Comments at 1 (filed October 15, 2008).
4 47 C.F.R. § 1.46.
Federal Communications Commission DA 08-2311
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of Time filed by the Writers Guild of America, West and Commercial Alert ARE GRANTED, and the 
deadline to file reply comments in this proceeding is extended to November 21, 2008.
FEDERAL COMMUNICATIONS COMMISSION
Monica Shah Desai
Chief, Media Bureau