Are there special rules for underwriting children’s programming?
PBS is more restrictive when it comes to messages around our children’s programs. Please see the PBS Underwriting Guidelines for full details here.
In addition, the FCC has articulated several policies intended to protect young children, presumed to be more gullible and less able to distinguish program content from sponsor messages. Therefore, “host selling,” broadly defined as using characters from the program within the sponsor message, is prohibited. Also prohibited is the interweaving of program elements into a sponsorship message.
Additional Guidelines were adopted by the PBS Board in 2013 that require a higher standard of review of funding from food and beverage companies/brands in keeping with nutritional standards regarding fats, sugar, and sodium. Please contact PBS Program Underwriting Policy for additional guidance.