Federal Communications Commission FCC 08-155
STATEMENT OF
CHAIRMAN KEVIN J. MARTIN
Re:  Sponsorship Identification Rules and Embedded Advertising, MB Docket No. 08-90.
At our first media ownership hearing in June of 2006, several witnesses raised concerns about the issue of 
product integration. TiVos and Digital Video Recorders now allow viewers to more easily skip 
commercials. Due, in part, to these technological developments, networks may be turning to more subtle 
and sophisticated means of incorporating commercial messages into traditional programming. As these 
techniques become increasingly prevalent, there is a growing concern that our sponsorship identification 
rules might fall short of their ultimate goal: to ensure that the public is able to identify both the 
commercial nature of any programming, as well as its source.
I believe it is important for consumers to know when someone is trying to sell them something. That is 
why, at our media ownership hearing in September of 2007, I called on my colleagues to adopt this 
Notice, which seeks comment on the relationship between the Commission’s sponsorship identification 
rules and increasing industry reliance on embedded advertising techniques. Specifically, we examine 
whether it is necessary to amend the Commission’s sponsorship identification rules to ensure adequate 
disclosure to the public.
I am pleased that the Commission has finally and unanimously voted to approve this item.