• Variety, Thursday, June 26, 2008 10:45 AM

The Writers Guild of America West wants the FCC to make rules that mandate disclosure of product integration in TV shows.

In a letter, guild president Patric Verrone urges the agency "to require on-screen, real-time disclosure on TV programming where product integration occurs, in order to make viewers aware of the range of products they are overtly--and more often covertly--being sold."

FCC officials heard testimony about product integration last year and are expected to release proposed rules this year. Verrone wrote that embedding products "exploits the emotional connection viewers have with shows to sell a product and runs the risk of alienating an audience that expects compelling television, not commercials."

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