News anchors' monster truck TV ad puts Channel 10 in ethical jam

For the first few seconds, it's easy to think you're watching a promotion for a news story on gender and driving, or a public service announcement. "Welcome back everyone," says WTSP-Ch. 10 morning anchor Ginger Gadsden, sitting on the set where she co-hosts the 10 News Morning Show. "A new study says men are … better drivers?" Then she drops the first clue you're not in TV news land anymore: "That story's bull!" Gadsden announces, before extolling the skills of monster truck driver Dawn Creten. Co-anchor Keith Jones counters with an argument for another monster truck driver, Creten's husband Jimmy. And just like that, a battle of the sexes is on. But what's really going on is Gadsden and Jones are promoting the Advance Auto Parts Monster Jam, a motor sports event expected to draw more than 100,000 fans over two days Jan. 21 and Feb. 4 at Raymond James Stadium.

The appearance of two news anchors who are journalists in a commercial for an advertiser — pretending to discuss a study that may not exist — crosses a significant ethical line, according to several experts.