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III. Underwriting Content
Permissible Underwriting Standards
The following video effects are viewed as permissible because they help identify the underwriter
without creating an overly commercial appearance.
1. Corporate animated logos that help identify the underwriter without creating an overly
"commercial" appearance.
2. Corporate logos with non-promotional corporate "slogans."
3. The exterior of an underwriter's business.
4. The telephone number and address of an underwriter.
5. Products shown in a setting that is plausible, appropriate, and value neutral.
6. Plausible, appropriate and value neutral background behind corporate logos.
7. Up to five products or services shown or announced on air.
8. Non-promotional Web addresses and 800 numbers (This information may not include
any form of call-to-action such as 1-800-Call-Now or www.call.now, or any other form of
call to action).
9. Non-promotional job information can be included as an underwriter. There should be no
mention of the amount of money being offered for the position.
Prohibited Underwriter Practices
(Please note that this is not an exhaustive list of prohibited underwriting practices and examples.
Underwriters will be looked at individually and will be judged accordingly)
1. Solicitation of direct viewer response of any kind. (Ex. special contests/giveaways)
2. Spoken or on screen telephone numbers for personal profit or gain. (Ex."Come out and
meet the doctors during our medical open house.")
3. An individual underwriter in excess of :30. An underwriter break in excess of 1:30.
4. Qualitative or Comparative Claims- The FCC has specifically emphasized that underwriting
announcements "may not include qualitative or comparative language." Comparative
descriptions usually include words that draw an explicit or implicit comparison among
products (best, better, or superior). It is prohibited to compare an underwriter's products
or services
Unacceptable examples include:
"...serving more cities than any other airlines."
"...featuring the best pastries in town."
"...Washington's number one car dealer."
"... the area's leading Muslim owned travel agency."
5. Qualitative Language and Video - Acknowledgments that contain qualitative descriptions
of the underwriter's products or services are not permitted. Qualitative descriptions
include words that describe features, benefits, advantages, or special qualities offered
by the underwriter's products or services. Any language or video used to promote rather
than identify is not permissible (i.e. fine, excellent, all-natural, tasty)
Unacceptable examples include:
"Homemade taste in a frozen desert."
"Made with real spices and other all natural ingredients."
