FCC's rules on product placement disclosure, in case you're wondering

The March 31 episode of ABC's "Modern Family" with its plot about Apple's new iPad might have you wondering if there are rules regarding product placement and whether networks are required to disclose placement deals to viewers.

The answer to both those questions is "yes". The Federal Communication Commission's sponsorship identification rules say, "when money or other consideration for the airing of program material has been received by or promised to a station, its employees or others, the station must broadcast full disclosure of that fact at the time of the airing of the material, and identify who provided or promised to provide the consideration." The rule goes on to say that the public should know "who is trying to persuade them with the programming being aired."