Whither the fight against fake news?
In April, the Federal Communications Commission (FCC) published a Public Notice on video news releases (VNRs), video segments designed to be indistinguishable from actual TV news reports. According to the FCC, current regulations mandate that viewers be told the source of a VNR only when stations are paid to air it, or when the VNR deals with a political matter or controversial issue. The Public Notice also asked for further information on the use of VNRs.
In response, nine comments were filed by the FCC's June 22 deadline. Two were filed by individuals supporting additional measures to ensure disclosure. Six were filed by VNR companies and associations of broadcasters and public relations practitioners. Not surprisingly, these argued against strengthening disclosure rules.