Federal Communications Commission Policy Concerning the Noncommercial Nature of Educational Broadcasting
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Announcements Promoting Goods and Services
Section 399B of the Communication’s Act of 1934, as amended, and Sections 73.503(d) and 73.621(e) of our rules specifically proscribe the broadcast of announcements by public broadcast stations which promote the sale of goods and services of for-profit entities in return for consideration paid to the station. These rules, however, permit contributors of funds to the station to receive on-air acknowledgements. The Commission has articulated specific guidelines which emphasize the difference between permissible donor and underwriter announcements and commercial advertising. See Commission Policy Concerning the Noncommercial Educational Nature of Educational Broadcasting Stations, 97 FCC 2d 255 (1984) (hereafter referred to as “1984 Order“); Commission Policy Concerning the Noncommercial Educational Nature of Educational Broadcasting Stations, 90 FCC 2d 895 (1982) (hereafter referred to as “1982 Order “; Second Report and Order, 86 FCC 2d 141 (1981); First Report and Order and Notice of Proposed Rulemaking, 69 FCC 2d 200 (1978).
Recent cases before the Commission indicate that some noncommercial broadcasters have aired outright commercial messages on behalf of profit making entities in violation of our rules and the statute (footnote omitted). As our action in those cases attest, we will enforce our prohibition on the broadcast of commercial messages on behalf of profit making enterprises for which consideration is paid to the station. Information brought to the attention of the Commission regarding such practices will be scrutinized and licensees found to have engaged in them will be sanctioned.
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Enhanced Underwriting and Donor Acknowledgements
Beyond the airing of paid promotional announcements, our recent review of underwriting activities indicates that some public broadcasters may be airing donor and underwriter announcements which exceed the Commission’s guidelines. In light of these instances and an ongoing debate in the public broadcasting community on these issues, we believe that a brief statement concerning the obligations of public broadcasters with respect to donor and underwriting acknowledgements is appropriate. In March 1984, we relaxed our noncommercial policy to allow public broadcasters to expand or “enhance” the scope of donor and underwriter acknowledgements to include (1) logograms or slogans which identify and do not promote, (2) location information, (3) value neutral descriptions of a product line or service, and (4) brand and trade names and product or service listings. 1984 Order at 263. That action was taken as another step in our ongoing effort to strike a reasonable balance between the financial needs of public broadcast stations and their obligation to provide an essentially noncommercial service. It was our view that “enhanced underwriting” would offer significant potential benefits to public broadcasting in terms of attracting additional business support and would thereby improve the financial self-sufficiency of the service without threatening its underlying noncommercial nature. In this regard, we emphasized that such announcements could not include qualitative or comparative language and that the Order should not be construed as allowing advertisements as defined in Section 399B of the Communications Act. Id. (Footnote 1)
We recognized in our 1982 Order that it may be difficult at times to distinguish between announcements that promote and those that identify. For that reason, we expressly stated that we expect public broadcast licensees to review their donor or underwriter acknowledgements and make reasonable good faith judgements as to whether they identify, rather than promote. 1982 Order at 911. We saw no purpose at the time, or at the time we adopted our 1984 Order, in fashioning rigid regulations or guidelines to ensure the noncommercial nature of public broadcasting, and we were concerned that such guidelines would inhibit public broadcasters’ ability to seek and obtain the funds needed to present quality programming and to remain financially viable. It continues to be our view that the public broadcaster’s good faith judgement must be the key element in meeting Congress’ determination that the service should remain free of commercial and commercial-like matter. In response to requests for guidance, however, we will attempt to further clarify the guidelines applicable to public broadcasters’ exercise of their discretion.
We reiterate that acknowledgements should be made for identification purposes only and should not promote the contributor’s products, services, or company. For example,logos or logograms used by corporations or businesses are permitted so long as they do not contain comparative or qualitative descriptions of the donor’s products or services. Similarly, company slogans which contain general product-line descriptions are acceptable if not designed to be promotional in nature. Visual depictions of specific products are permissible. We also believe that the inclusion of a telephone number in an acknowledgement is within these general guidelines and, therefore permissible.
Several examples of announcements that would clearly violate the rule may be helpful:
- A. Announcements containing price information are not permissible. This would include any announcement of interest rate information or other indication of savings or value associated with the product. An example of such an announcement is:
- — “7.7% interest rate available now.”
- B. Announcements containing a call to action are not permissible. Examples of such announcements are:
- — “Stop by our showroom to see a model”;
- — “Try product X next time you buy oil.”
- C. Announcements containing an inducement to buy, sell, rent, or lease are not permissible. Examples of such announcements are:
- — “Six months’ free service”;
- — “A bonus available this week”;
- — “Special gift for the first 50 visitors.”
Additionally, examples of proscribed product messages can be seen in the instances where the Commission has assessed forfeitures or issued letters of warning for rule violations. Footnote 2 .
We repeat that the Commission will continue to rely on the good faith determinations of public broadcasters in interpreting our noncommercialization guidelines. We emphasize, however, that we will review complaints and, in the event of clear abuses of discretion, will implement appropriate sanctions, including monetary forfeitures.
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Program Related Materials
We have reviewed the Commission’s policies regarding the offering of program-related materials. We have looked carefully at this area because it has come to our attention that such offerings have been used by noncommercial educational licensees to raise funds for program acquisition purposes, a novel fund raising device.
Our 1982 Order dealt with the sale of program-related materials. It concluded that because Congress has approved direct promotional fundraising announcements by nonprofit organizations, public broadcasters could air announcements promoting program-related materials sold by nonprofit organizations, including the station itself. 1982 Order at 907. It is our belief that in order for the audience to be informed about the sponsor of these offerings, the nonprofit organization sponsoring the offering should be clearly identified in the announcement, a requirement in keeping with the mandate of Section 317 of the Communications Act and Section 73.1212 of our rules.
Guidelines covering announcements for the sale of program-related materials by for-profit entities were not changed by our 1982 Order. Thus, such announcements are permitted so long as the licensee (1) receives no consideration for the announcement; and (2) the materials are offered on the basis of public interest considerations and not the private economic interests of the offeror; or (3) the price of the materials offered is only nominal. Second Report and Order, 86 FCC 2d at 152. As noted above, the nominal price requirement does not apply to offerings sponsored by nonprofit entities.
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Action by the Commission April 10, 1986 (corrected April 24, 1986). Commissioners Fowler (Chairman), Quello, Dawson and Patrick
FEDERAL COMMUNICATIONS COMMISSION
Recent Orders Pertaining to These Topics
- MO&O denying petition for reconsideration, but deleting Paragraph 9 of the 12/6/2001 MO&O, DA 02-3083, released November 12, 2002. [ PDF | Word | Text ].
- American Heritage Media, Inc. [KFLO-LP (FM), Jonesboro, AR], Letter, DA 05-2897, released November 3, 2005. [ PDF | Word ].
- Christian Voice of Central Ohio [WCVZ (FM), Zanesville, OH], Notice of Apparent Liability for Forfeiture, DA 04-3838, released December 7, 2004. [ PDF | Word ].
- Technology Information Foundation [WLFK-LP, Eau Claire, WI], Memorandum Opinion and Order, DA 04-3555, released November 9, 2004. [ PDF | Word ].
- Enid Public Radio Association [KUAL-LP, Enid, OK], Memorandum Opinion and Order, DA 04-2609, released August 24, 2004. [ PDF | Word ].
- Great Lakes Community Broadcasting, Inc. [WAAQ, Onsted, MI; W214BH, Mount Pleasant, MI], Memorandum Opinion and Order, DA 03-3864, released December 4, 2003. [ PDF | Word ].
- Minority Television Project, Inc. [KMTP-TV, San Francisco, CA], Notice of Apparent Liability for Forfeiture, DA 02-1945, 17 FCC Rcd 15646, released August 9, 2002. [ PDF | Word ].
- Isothermal Community College [WNCW (FM), Spindale, NC], Memorandum Opinion and Order, DA 01-2831, released December 6, 2001. [ PDF | Word | Text ].
- Hispanic Broadcasting System, Inc. WWKQ (FM), Kissimmee, FL and WLAY (FM), Clermont, FL), Memorandum Opinion and Order, FCC 01-105, released April 2, 2001. [ PDF | Word | Text ].
- Southern Rhode Island Public Radio Broadcasting, Inc. (WBLQ (FM)), Notice of Apparent Liability for Forfeiture, DA 00-1011, released May 9, 2000. [ PDF | Word | Text ].
- Letter to American Family Association, licensee of Educational Translator W204AV, Sanford, NC, released August 12, 1999. [ HTML | Word Perfect 5.1 ].
- Russellville Educational Broadcast Foundation, Licensee of KMTC (FM), Letter. released July 1, 1999. [ Word Perfect 5.1 | ]. Request for reduction of forfeiture denied, Augist 19, 1999 [ Word Perfect 5.1 | Text ].
- Know When to Say No: Underwriting Controversies, Remarks delivered by Kenneth M. Scheibel, Jr., Senior Attorney Advisor in the Mass Media Bureau’s Enforcement Division to the 1999 National Public Radio Conference in Washington, D.C. on May 15, 1999.
- Evansville-Vanderburgh School Corporation, Licensee of WPSR (FM), Letter, DA 98-2407, released March 23, 1999. [ Word ].
- Penfield Communications, Inc., Licensee of KRTM(FM), Memorandum Opinion and Order and Forfeiture Order, DA 98-2407, released November 25, 1998. [ Word Perfect 5.1 | Text ].
- Agape Broadcasting Foundation (KNON-FM), DA 98-825, 13 FCC Rcd 13154, released May 1, 1998. [ PDF ].
- Window to the World Communications, Inc. (WTTW(TV)), 12 FCC Rcd 20239, released December 3, 1997 [ Word Perfect 5.1 | Text ]. See also Forfeiture Order, DA 00-511, released March 6, 2000, which reversed several initial conclusions and reduced the forfeiture. [ Word | Text ].
- Ana G. Mendez Foundation, Noncommercial Station WMTJ-TV, 12 FCC Rcd 19443, released November 17, 1997. [ Word Perfect 5.1 | Text ].
- Agape Broadcasting Foundation (KNON-FM), DA 92-223, 7 FCC Rcd 1709, released February 28, 1992. [ PDF ].
- Letter to Robert Hardy, KAWC (FM), November 13, 1989. [ Scanned Document ]. Noncommercial educational broadcast of old radio shows that include old commercials.
- Commission Policy Concerning the Noncommercial Educational Nature of Educational Broadcasting Stations, 97 FCC 2d 255 (1984) (referred to above as “1984 Order”). Scanned document.
- Commission Policy Concerning the Noncommercial Educational Nature of Educational Broadcasting Stations, 90 FCC 2d 895 (1982) (referred to above as “1982 Order”). Scanned document.
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This Section contains the Footnote Links from the main document above.
Footnote 1
Section 399B [of the Communications Act] provides, in pertinent part:
(a) For purposes of this section, the term “advertisement” means any message or other programming material which is broadcast or otherwise transmitted in exchange for any remuneration, and which is intended —
(1) to promote any service, facility, or product offered by any person who is engaged in such offering for profit;
(2) to express the views of any person with respect to any matter of public importance or interest;
(3) to support or oppose any candidate for public office.
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Footnote 2
The following are representative of and illustrative of the types of announcements found objectionable by the Commission:
[Music] . . . Genessee Beer . . . the great outdoors in a glass, talks with wildlife cameraman Scott Ransom: Working outdoors all the time sounds like a perfect life but it does have its disadvantages, like sitting with your camera and the mosquitoes for six hours to get one good shot at a beaver swimming. That’s when I start dreaming about a nice campfire, dry clothes and a Genesee beer. Our one brewery makes it best . . . Genesee, the great outdoors in a glass. Genesee Brewing, Rochester.
What’s the difference between a fine fur and an exquisite fur? You can always find the difference at Knowle’s Fur Shop at 595 Highway 18 in Brunswick. For if you don’t know furs you should always know your furrier. At Knowles Fur Shop they manufacture furs, specializing in custom made furs with one of the largest selection of exquisite furs in stock. They also handle expert remodeling and repair work on their own premises as well as cleaning and glazing. So for that fur that stands above the rest it’s Knowles Fur Shop at 595 Highway 18 in Brunswick.
Production [of the program] has been made possible by grants from: A&J Luxury Limo Service. For a fabulous night on the town, spoil yourself or a client with a relaxing and comfortable evening in one of A&J’s luxurious limosines featuring a retractable moon roof, color television, stereo, cellular telephone, intercom and wet bar. For the perfect way to enjoy a perfect and safe evening, call us at 360-8444.
