Evening star., 1931-12-13

- lLC beIItI BUSINESS bureau
sponsoring a movement that
may soon spread through the entire
broadcasting fraternity The movement
has as its aim self-regulation under
seh-imposed standards, particularly in
the matter Of broadcast advertising.
Holding their preliminary conferences
the week before Congress convened, the
Chicago broadcaSters apparently antici-
pated the outburstS against present ra-
dio methods that have already been
heard in the new Congress. One vigor-
Gus criticism came from the man who
is slated to head the House Committee
on Marine and Fisheries, which has
charge of radio legislation n-ARepresen-
tative Ewin L, Davis (Democrat) of
Tennessee.
Too Much Advertising.
Representative Davis minced no words
in asserting that he believes ra5io ad-
yertising Is occupying altogether too
much time on the air. He is even more
vigorous in condemning the Federal
Radio Commission for failing to take
some action to curb excessive sales
talks He said his committee at this
session will consider action looking to-
ward the curtailment of high-pressure
craftsmanship on the air, action which
the organized broadcasters probably
will oppose as leading to censorship,
but which some broadcasters are quite
willing to impose upon themselves VOL
UNFAIRLY.
On the Radio Commissions part 1t
has studiously avoided going into the
matter of radio advertising, although
some of its members are eager to find
some way to curb the effusive zeal of
stations and advertisers without setting
themselves up as a board OF cenSors.
No suggestion has been made that radio
be supported other than by advertising,
but it is the manner of advertising
against which the criticism Is directed.
Nine Chicago stations and both the
NJ B. c. and c. B. S. networks were
represented at the Chicago meeting De-
cember 2 by Flint Grinnell, manager of
the Better Business Bureau there, for
the purpose of drawing up a plan to
clean up commercial broadcasting
Twenty stations were invited to send
representatives. The meeting drew up
code of standards of practice practi-
cally identical with the code of ethics"
adopted by the National Association Of
Broadcasters in 1929.
In Form of Agreement.
Written in the form Of an agreement,
to be signed by the broadcasters, with
the understanding that Violators are to
be subjected to complaints to be filed
with the Federal Radio Commission,
the proposed code of ethics will either
be adopted or rejected as drawn up or
amended at another meeting to be held
again in Chicago December 20. The
recommended standards of practice
read as follows:
81. Recognizing that the radio audi
ence includes persons of all ages and
all types of political, social and religi-
GUS belief, every broadcaster will en-
deavor to prevent the broadcasting of
any matter that would commonly be
regarded as offensive.
%. When the facilities of broad
caster are used by others than the
owner, the broadcaster shall ascertain
the financial responsibility and char
acter OF such client, so that no dishon-
est, fraudulent or dangerous person,
firm or organization may gain access
to the radio audience.
% Matter which is barred from the
mails as fraudulent, deceptive or OBJ
scene shall not be broadcast
a. Every broadcaster shall exercise
great caution in accepting any adver-
tising matter regarding products or
services which may be injurious to
health.
"5 No broadcaster shall permit the
broadcasting of advertising statements
or claims which he knows or believes to
be false, deceptive or grossly exag-
gerated
"6 Every broadcaster shall strictly
follow the provisions of the radio law
OF 1927 regarding the clear identifica-
ton OF sponsored or paid-for material
7. Care should be taken to prevent
the broadcaSting of statements deroga-
tory to other stations. to individuals or
to competing products or services, ex-
cept where the law specifically provides
that the station has no right of CEN
sorShip."
Fifteen Standards of Guidance.
Appended to this code are IS stand
ards for the guidance of station per-
sonnel in determining the acceptability
of broadcast advertising accounts
These are somewhat in the nature of
definitions For example, superlative
and unproven statements are prescribed,
as are ambiguous statements capable of
misunderstanding. So are diSparaging
statements disparaging or rejecting on
competitors or their products.
The stations are put on their guard !
against plagiarism and statements that |
may be "slanderouS, obscene, profane |
vulgar, repulsive or offensive in either |
theme or treatment" Bait" broad |
casts, wherein low priced merchandise |
Is offered without intention of sale but |
with the idea of using it as come
on" to sell higher-priced goods, is eyed !,
askance. Guarantees shall be strictly |
qualified and without subterfuge.
Though standards like these were pro- |
mulgated nearly three years ago by the |
N. A. B., and have been made available /
to the membership of the broadcasters' |
association and others, it is generally |
agreed that they have been ignored by |
a large portion of the broadcasters. The |
Better Business Bureau campaign is |
regarded by some broadcasters as an |
interference with their own |
field Of activity; by the better class of |
station owners and managers and by !
many persons in official and private |
life 1t Is seen as the only way the radio |
industry-some of its elements running |
riot in the eager grasping after bust I
ness-can avoid form of governmental
censorship that will be much more re-
strictive than self-regulation.