Can we show people?
PBS guidelines allow underwriting announcements to show people, but they cannot be shown enjoying the benefits of the underwriter’s product or service. (Some call this the “no smiling” rule.) Formerly, PBS did prohibit on-camera speaking in underwriting spots. That prohibition has been eliminated for some time now; rather than focusing on whether the speech is delivered off camera or on camera, we place more importance on what is being said, and what is being done. This is also true for a celebrity or spokesperson appearance on behalf the underwriter, in which case the usual concern for us is whether the person is making a direct product/service endorsement.
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Regulations Overview
- Who governs underwriting credits on public television?
- What is the FCC?
- How does the FCC affect public television?
- What are FCC guidelines regarding underwriting credits on public television?
- What underwriting copy is acceptable to the FCC?
- What underwriting copy is unacceptable to the FCC?
- What are some other factors to consider concerning underwriting credits?
- What are the PBS National Underwriting Guidelines?
- What are the distinctions between national & local underwriting guidelines?
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PBS On-Air Guidelines
- Can we use a TV commercial as an underwriting announcement on public television?
- Are there clear language categories or techniques that PBS cannot accept as part of an underwriting message?
- Can we use a company slogan or tagline?
- How long can an underwriting message be?
- How short can an underwriting announcement be?
- Can we show products? What about products in use?
- Can we show people?
- Can phone numbers or Web addresses be included?
- Must an underwriting spot include language specifically relating to its sponsorship?
- Are there special rules for underwriting children’s programming?
- What about nonprofit underwriters? Do all the same rules apply?
- Can we accept underwriting from beer, wine and tobacco companies?
- Is underwriting considered tax-deductible?
- What about on-air promos or interstitial content? Can I feature an underwriter on these or other on-air assets?
- Where can I get more details and information about PBS National Guidelines?
- What are the relevant federal statutes?
- What is the approval process for national underwriters?
- What are considerations for a local underwriting approval process?
- Print Guidelines
- Online Sponsorship Toolkit
- Contact Us