Legal Definitions - Sponsorship disclosure

Sponsorship disclosure refers to the legal requirement for radio and television broadcasters in the United States to clearly identify the individuals or organizations that have paid for, or provided, content aired on their stations. This rule ensures transparency by requiring stations to reveal when a program segment, advertisement, or other broadcast material is not independently produced by the station but is instead funded or supplied by an outside party.

The requirement applies not only when money, services, or other valuable consideration is exchanged but also extends to political content or discussions of controversial issues, even if the material is provided to the station free of charge. This is particularly important to prevent groups from masking their identity to increase the apparent credibility of their messages, especially when advocating for ideas or promoting candidates. Broadcasters must take reasonable steps to obtain this information from their employees and fully and fairly disclose the true identity of the sponsor to the public.

Here are some examples of how sponsorship disclosure applies:

• Commercial Product Placement: A local morning news program airs a segment titled "Healthy Living Tips," which features a nutritionist demonstrating various breakfast options. During the segment, the nutritionist prominently uses and praises a specific brand of organic yogurt and a particular model of high-speed blender. To comply with sponsorship disclosure rules, the television station must clearly state, either visually on screen or through an announcer, that the segment was sponsored by the organic yogurt company and the blender manufacturer, or that these companies provided the products in exchange for their inclusion in the broadcast.

  This example illustrates sponsorship disclosure because the segment, while appearing to be independent editorial content, was influenced by commercial entities providing products or potentially paying for their prominent display. The disclosure ensures viewers understand the commercial relationship behind the content.

• Advocacy for a Local Initiative: A community radio station broadcasts a series of short interviews with local residents discussing the benefits of a proposed ballot measure to fund a new public park. While presented as "voices from the community," these interviews were actually pre-recorded and provided to the station free of charge by a local environmental advocacy group that strongly supports the park initiative. Under sponsorship disclosure rules, even though no money was exchanged, the radio station must clearly announce that the interview segments were provided by the "Friends of Green Spaces" advocacy group, as they concern a controversial public issue and aim to influence public opinion.

  This demonstrates the rule's application to material provided free of charge, especially when it involves controversial issues or advocacy. It prevents a group from anonymously promoting its agenda under the guise of neutral community input.

• Political Campaign Advertising: During a gubernatorial election, a regional television network airs a 60-second advertisement that criticizes one candidate's stance on education funding and praises another's. The advertisement was produced and paid for by an independent political action committee (PAC) not directly affiliated with either candidate's official campaign. The television station is legally required to ensure that the advertisement clearly states who paid for it (e.g., "Paid for by Citizens for Educational Excellence") and whether it was authorized by any specific candidate or candidate's committee (e.g., "Not authorized by Governor Smith's Campaign").

  This example highlights the specific and stringent disclosure requirements for political advertising, ensuring that voters know the financial source behind messages about candidates and whether those messages are officially endorsed by a campaign.