Last month, we reported on the Notice of Inquiry and Notice of Proposed Rule Making (NOI/NPRM) launched by the Commission to examine "embedded advertising" in light of the dramatic increase in the use of "product placement" and "product integration." Advertisers have become increasingly reliant on such techniques as technology has enabled viewers to circumvent traditional commercial breaks with ease.

Through the NOI/NPRM, the Commission is attempting to determine whether changes to the current sponsorship rules are necessary in today’s environment, while proposing new sponsorship identification announcement requirements designed to make embedded advertising more obvious to the consumer.

Comment deadlines for the proceeding have been announced for those wishing to participate.  Comments must be received by the Commission by September 22, and Reply Comments are due October 22, 2008.