The LATimes(reg. req.) reports that Johnathan S. Adelstein, a member of the Federal Communications Commission, has asked the agency to investigate hidden advertising also commonly known as product placements.
Adelstein criticized specific on-air personalities touting products without divulging that they are paid endorsers as well as criticizing the lack of full disclosure in the pay-for-plugs proliferating in scripted and reality TV.
In an effort to raise the individual American's awareness of and interest in advertising, the National Advertising Board launched a $32-million "Advertising: Get The Message!" campaign in major markets across the country Monday.
"From lifesaving drugs to new diet beverages, advertising keeps you informed about the products and services you want to buy," a spokeswoman said in a 30-second spot titled "Keep An Eye Out For Ads." "But advertising can't work for you if you don't pay attention!"
The commercials, in heavy rotation on network and cable television, end with a helpful tip for viewers: "To get messages from advertisers in your area, open up your local newspaper, turn on your radio, or continue to watch this channel."