Entertainment Guilds Grow Wary of Stealth Marketing
Product placement in TV and movies is not new. As product placement has morphed into the subtle, stealth-like "product integration", the lines of advertising and content have blurred. The Writers Guild of America, Screen Actors Guild, and USC Annenberg School for Communication are calling for a new code of conduct to set guidelines and limits on how products are integrated into storylines.
Like WOMMA's own efforts to halt the spread of stealth marketing in word of mouth marketing, the proposed code identifies "full and clear disclosure" as the main solution.
