Who controls commercials on TV?

Multiple entities and regulatory bodies collectively control commercials on TV, ensuring they adhere to specific standards and regulations.

The primary oversight comes from governmental agencies and self-regulatory organizations, alongside the networks and advertisers themselves.

Key Players in TV Commercial Control

Controlling commercials on TV is a multi-layered process involving government oversight, industry self-regulation, and the internal policies of broadcasters. Each player contributes to ensuring advertisements are truthful, appropriate, and meet established guidelines.

Government Regulation: The Federal Trade Commission (FTC)

In the United States, a significant controlling body is the Federal Trade Commission (FTC). The FTC sets comprehensive guidelines that dictate what is and isn't permitted in TV advertising. All TV ads must meet these stringent screening guidelines before airing, requiring advertisers to build time for this confirmation process into their production schedules. The FTC's primary role is to protect consumers by preventing unfair, deceptive, or fraudulent business practices, including misleading advertising.

The FTC's responsibilities include:

• Truth in Advertising: Ensuring advertisements are truthful and not misleading.
• Substantiation: Requiring advertisers to have evidence to back up claims made in their ads.
• Fairness: Preventing advertising that is unfair or causes consumer harm.

For more details on their regulations, you can visit the Official FTC Website.

Broadcasting Networks and Stations

Television networks and individual broadcasting stations also exert considerable control over the commercials they air. While they must comply with federal regulations, they often establish their own, stricter internal standards and practices departments. These departments review ads for:

• Taste and Decency: Ensuring content aligns with their audience demographics and brand image.
• Length and Format: Adhering to specific time slots and technical specifications.
• Competitor Exclusivity: Avoiding conflicts with other advertisers on their network.

A network can refuse to air a commercial even if it meets FTC guidelines if it doesn't align with their editorial or moral standards.

Self-Regulatory Organizations

Beyond government and network oversight, several industry self-regulatory bodies play a role in maintaining advertising standards. These organizations aim to foster consumer trust and ensure fair competition within the advertising industry.

One prominent example is the National Advertising Division (NAD) of the Better Business Bureau (BBB) National Programs. The NAD independently reviews advertising claims, often in response to challenges from competitors or consumer complaints. While they don't have the legal enforcement power of the FTC, their findings can lead advertisers to modify or withdraw ads.

The Advertisers Themselves

Ultimately, the advertisers are responsible for creating their commercials. They must ensure their advertisements comply with all applicable laws, regulations, and industry standards from the outset. This includes:

• Legal Compliance: Adhering to FTC guidelines and other relevant laws (e.g., related to children's advertising, specific product claims).
• Brand Reputation: Creating ads that reflect positively on their brand and resonate with their target audience.
• Ethical Considerations: Ensuring their messaging is responsible and does not exploit vulnerable groups.

Summary of Control Mechanisms

Here's a concise overview of the different entities and their roles in controlling TV commercials:

In conclusion, the control over TV commercials is a shared responsibility, primarily orchestrated by the Federal Trade Commission, complemented by the internal policies of broadcasting networks, the self-regulatory efforts of the advertising industry, and the advertisers' own compliance efforts.