The Federal Communications Commission yesterday announced four more fines for video news releases (VNRs) aired without disclosure. The fines totaling $16,000 have been levied against the Comcast cable company.

The FCC faults the VNRs for their promotional content, saying it goes far beyond the acceptable "fleeting or transient references to products or brand names." The VNRs named in the fine include: General Mills "Don't Be a Couch Potato" VNR promoting Wheaties brand cereal; an Allstate VNR promoting life insurance; General Mills "Bisquick 75th Anniversary" VNR; and a VNR by Trend Micro Software promoting their computer security software.

Just last week the commission proposed a $4,000 fine for the use of footage from a sleep-aid VNR on a Comcast news channel. It was the Commission's first-ever fine for violating the sponsorship-identification rules.

Complaints had been brought by the Center for Media and Democracy and Free Press against more than 100 VNRs.

According to John Stauber, Executive Director, Center for Media and Democracy, "Last week was the first in scores of fines to be levied. This is going to be HUGE."

EDITOR'S NOTE

Stauber is scheduled to speak at the national convention of the Society for Professional Journalists this Friday. He will be on a panel "Paid and Played: The Ethics of Using Video News Releases." Moderated by Rick Rockwell from American University, speakers include Kathleen Kirby, counsel, Radio Television News Directors Association and Jerry Dunklee, professor, Southern Connecticut State. The panel will examine the fake TV news scandal, the widespread and undisclosed broadcasting of corporate propaganda disguised as news stories in the United States.