Commentary
Rejecting Political Ads? TV Doesn't Have That Luxury
- by Wayne Friedman , Staff Writer, June 8, 2016
Recently, BuzzFeed killed a $1.3 million advertising agreement with the Republican National Committee over objections to Donald Trump's rhetoric. What specific piece of rhetoric was that? It’s Donald Trump; just pick one.
No matter. Many will talk about freedom of speech, which for many includes freedom to buy advertising time. TV networks and stations have taken Trump deals in the recent past -- and will in the future. Because, unlike other media, they have to. Federal law says a broadcasting station "shall have no power of censorship over the material broadcast by any such candidate." TV stations also say this applies to third-party ads.
You have seen the tone of political advertising change dramatically.
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Some have blamed the Citizens United Supreme Court ruling in 2010, which says “the government may not keep corporations or unions from spending money to support or denounce individual candidates in elections.” So political advertising has had different criteria by which it can be judged.
But consumer advertising? That’s different. TV networks are allowed to decline advertising for a number of reasons including misleading advertising, false advertising, advocacy advertising, and apparently “racy” advertising.
Just recently ABC and NBC rejected a Lane Bryant lingerie ad because it was deemed too racy.
When will political advertising be rejected because of ads that are too racy, misleading or false?
Political marketers can count on freedom of speech; consumer marketers, not so much.
In an email to Buzzfeed employees, Jonah Peretti, chief executive officer of Buzzfeed said: “We don't run cigarette ads because they are hazardous to our health, and we won't accept Trump ads for the exact same reason."
Maybe in the future other media can find a way to stop coughing while counting up all the political money.
Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.
It's not just TV. Radio faces the same problem. And these objectionable ads that we can't refuse also get our lowest rates ... thanks to the government!