Understanding the World of Standards & Practices in TV Advertising

For many advertisers, navigating Standards & Practices in TV Advertising can be one of the more overwhelming challenges. The elusive “S&P” (Standards and Practices) department is a hurdle that many clients will battle with during the creative process for many networks. Not all categories require approval, but if you are in the diet, nutraceutical, finance, gun, ammunition or religious category for example – disclaimers will be a natural part of ongoing creative development process (some more lengthy than others!)

 

What are Standards & Practices in TV Advertising?

Standards and Practices on television refers to the set of guidelines and regulations that govern the content and presentation of TV commercials. These guidelines are put in place to ensure that TV spots adhere to legal requirements, ethical considerations and community standards. While some networks are more lenient in their policies and regulations, most networks abide by strong guidelines and require more robust approvals before airing. Network groups such as NBC Universal, Viacom, Disney and FOX will strive to uphold strict disclaimers before approving certain advertisers. At Modus, we specialize in knowing what networks will provide you with stricter guidelines and need more rigorous approvals for airings.

 

What does the S&P department review when considering approvals?

  1. Content Regulation: Ensures that TV commercials do not include material that is deemed inappropriate or offensive, such as excessive violence, explicit sexual content, or hate speech. This includes adherence to guidelines set forth by the FCC (Federal Communications Commission) in the U.S.

 

  1. Advertising Rules: Governs the type and amount of advertising, particularly to protect vulnerable audiences such as children. This includes rules about the separation of programming and advertisements, and restrictions on the types of products that can be advertised during certain programs or dayparts.

 

  1. Accuracy and Fairness: Ensures that news and informational commercials provides accurate, fair, and unbiased content. This is crucial for maintaining trust in media and preventing the spread of misinformation.

 

What are key categories that typically need approval?

  1. Children’s Programming: Shows aimed at children are subject to specific rules that govern educational content, violence, and advertising to ensure that they are appropriate and beneficial for young viewers.

 

  1. Sexual Content: Scenes involving explicit sexual activity or suggestive content require scrutiny to ensure they meet community standards and regulations. This includes nudity, sexual innuendo, and any content that might be deemed sexually provocative.

 

  1. Violence: Content in commercials featuring graphic violence, including depictions of physical harm, brutality, or dangerous situations that could be recreated by the viewer often needs careful review. Networks and regulatory bodies assess whether the violence is appropriate for the intended audience and whether it is presented in a way that aligns with broadcasting standards.

 

  1. Nutritional Claims: Any claims made about the health benefits of food products must be accurate and substantiated. For example, if a show or advertisement claims that a product can help with weight loss or improve heart health, these claims must be supported by scientific evidence and comply with regulations set by agencies like the Food and Drug Administration (FDA) in the U.S.

 

So, how can my spots get approved by S&P departments?

  1. Provide substantiation: Any health claims made about a nutraceutical must be supported by scientific evidence. For example, if an ad claims that a product can cure a specific condition or improve health in a significant way, there must be solid, peer-reviewed research backing those claims.

 

  1. Disclaimers: Advertisements must include clear disclaimers if the claims are not intended to diagnose, treat, cure, or prevent any disease. For example, ads might need to state that the FDA has not evaluated the claims made about nutraceuticals.

 

  1. Avoid Misleading Claims: Ads must avoid creating false impressions about the effectiveness of an ingestible and cannot claim to treat or cure specific diseases unless the product has been specifically approved for such use as a drug.

 

Final Thoughts

Approval processes can be challenging and often need to be considered when factoring in campaign launch dates, especially for select categories. However, there are methods and guidelines that will allow you to overcome these challenges. Making sure clients are prepared for the S&P process and most importantly – get their creative on air is an area of expertise for Modus Direct.