Apr 12 2010
I know I am not the only person that watched the television show Modern Family last week. However, I could be one of the few viewers that paid close attention to the show’s credits to see if/how ABC disclosed its arrangement with Apple.
What am I talking about?
Last week ABC prominently featured the Apple Ipad on the television show Modern Family. In fact the show played like a commercial for the Apple Ipad (a great commercial I should add). However, I am not sure that ABC properly disclosed its relationship with Apple in the credits.
Here is a screenshot of the disclosure:
Is that disclosure sufficient? I do not know if Apple paid ABC to be featured on the show; however, I assume that there was sort of payment.
Assume that Apple did pay to be featured on the show, I do not believe that ABC properly disclosed its arrangement. At the very least ABC could have included the old and tired adage- promotional consideration provided by Apple.
We all know that brand integration, product placement and surreptitious advertisements are on the rise in all forms of media. In response the FTC has re-written the rules on endorsements and testimonials. See my post below. The FTC has reformed and expanded the scope of an endorsement such that nearly all paid comments are deemed to be an endorsement. Whether the most recent Modern Family episode rises to the level of an endorsement of the Apple Ipad- I am not sure. Nevertheless, ABC’s disclosure could have been a bit more detailed in my opinion.