Sponsor (Oct-Dec 1959)

NAB's Tv Code for commercials ^ Because of heightened agency-advertiser interest in what can be written about and pictured in a tv commercial, SPONSOR prints here the entire commercials section of the Code adopted for stations, networks by Nat'l Assn. of Broadcasters M he fifth edition of the seven-year-old Tv Code of the NAB was published last March and is currently being revised to encompass more areas of pictorialization and to nail down more specifics. The Code serves as a guide for stations and networks. [For discussion of self -regulation and agency-client suggestions, see Commercial Commentary, page 12), The code is administered by the Tv Code Review Board, comprised of five leading broadcasters (see pictures and caption on opposite page) ivhose job is to define and interpret words and phrases in the Code, maintain liaison with various organizations, institutions and the public; screen and clear correspondence relating to tv programing. New functions are being studied. Presentation of advertising 1. Ever mindful of the role of television as a guest in the home, a television broadcaster should exercise unceasing care to supervise the form in which advertising material is presented over his facilities. Since television is a developing medium, involving methods and techniques distinct from those of radio, it may be desirable from time to time to review and revise the presently suggested practices: a) Advertising messages should be presented with courtesy and good taste; disturbing or annoying material should be avoided; every effort should be made to keep the advertising message in harmony with the content and general tone of the program in which it appears. b) A sponsor's advertising messages should be confined within the framework of the sponsor's program structure. A television broadcaster should avoid the use of commercial announcements which are divorced from the program either by preceding the introduction of the program (as in the case of so-called "cow-catcher" announcements) or by following the apparent sign-off of the program (as in the case of so-called "trailer" announcements). To this end, the program itself should be announced and clearly identified, both audio and video, before the sponsor's advertising material is first used, and should be signed off, both audio and video, after the sponsor's advertising material is last used. c) Advertising copy should contain no claims intended to disparage competitors, competing products, or other industries, professions or institutions. d) Since advertising by television is a dynamic technique, a television broadcaster should keep under surveillance new advertising devices so that the spirit and purpose of these standards are fulfilled. e) Television broadcasters should exercise the utmost care and discrimination with regard to advertising material, including content, placement and presentation, near or adjacent to programs designed for children. No considerations of expediency should be permitted to impinge upon the vital responsibility towards children and adolescents, which is inherent in television, and which must be recognized and accepted by all advertisers employing television. f ) Television advertisers should be encouraged to devote portions of their allotted advertising messages and program time to the support of worthy causes in the public interest in keeping with the highest ideals of the free competitive system. g) A charge for television time to churches and religious bodies is not recommended. Acceptability of advertisers and products — general 1. A commercial television broadcaster makes his facilities available for the advertising of products and services and accepts commercial presentations for 40 SPONSOR 5 DECEMBER 1959