"As the Goliath moved closer, David ran quickly to meet him. Reaching into his bag and taking out a stone, he slung it and struck the Philistine on his forehead. Mortally wounded, Goliath fell facedown on the ground." - I Samuel 17:48-49

John Stauber, founder and executive director of the Media and PR Industry watchdog group, the Center for Media & Democracy (CMD), just might be a modern-day David. And with one stone, he just may have delivered a fatal blow against an industry. In response to a joint complaint by the CMD and the Free Press, the FCC has levied the first ever fine for "fake news." All things considered... in PR?!, THAT'S HUGE!

Specifically, the FCC is fining Comcast for the use of a video news release (VNR) without disclosure. A video news release is a popular PR tactic. A sponsored video sets out to mimic actual news reports and is offered to broadcasting stations for free. In this instance, the cable company had aired a pitch for a sleep aid without telling viewers that the spot was financed by the maker of the product.

According to the FCC filing on Sept. 21, 2006, the Comcast-affiliated network CN8, aired portions of a VNR on behalf of "Nelson's Rescue Sleep," a natural sleep-aid product, without saying who paid for the spot.

In a statement release yesterday by the CMD: "To meet the FCC's own benchmark -- that "viewers are entitled to know who seeks to persuade them," as it stated in its April 2005 Public Notice on VNRs -- all VNRs should be disclosed, whether they promote policies or products, and regardless of the level of overt promotion."

The Center for Media and Democracy said it hopes the FCC "will soon address the nearly 140 other undisclosed VNR broadcasts" that the group has documented.

David ran and stood over him. He took hold of the Philistine's sword and drew it from the scabbard. After he killed him, he cut off his head. - I Samuel 17:51