View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Indiana University Bloomington Maurer School of Law Indiana Law Journal Volume 51 | Issue 3 Article 14 Spring 1976 The airF ness Doctrine and Access to Reply To Product Commercials Susan T. Edlavitch Indiana University School of Law Follow this and additional works at: http://www.repository.law.indiana.edu/ilj Part of the Communications Law Commons Recommended Citation Edlavitch, Susan T. (1976) "The airF ness Doctrine and Access to Reply To Product Commercials," Indiana Law Journal: Vol. 51 : Iss. 3 , Article 14. Available at: http://www.repository.law.indiana.edu/ilj/vol51/iss3/14 This Note is brought to you for free and open access by the Law School Journals at Digital Repository @ Maurer Law. It has been accepted for inclusion in Indiana Law Journal by an authorized editor of Digital Repository @ Maurer Law. For more information, please contact [email protected]. Notes The Fairness Doctrine and Access to Reply To Product Commercials The relationship of speech to the marketplace of products or of services does not make it valueless in the marketplace of ideas. -Bigelow v. Virginia (1975) The Federal Communications Commission recently announced a major change in fairness doctrine policy.' In its 1974 Fairness Report on the Handling of Public Issues,' the Commission stated that the fair- ness doctrine will no longer apply to advertisements for commercial products or services.' This note examines the Commission's new policy pronouncement against the statutory and constitutional parameters of the fairness doctrine. The note will demonstrate that the FCC is not free to insulate standard product advertising from fairness obligations.4 Rather the Constitution and the first amendment principles embodied in the public interest standard of the Communications Act5 require applica- tion of the fairness doctrine to certain categories of product commercials. 1 In its Notice of Inquiry, In the Matter of the Handling of Public Issues Under the FairnessDoctrine and the Public Interest Standards of the Communications Act, 30 F.C.C.2d 26 (1971), the Commission observed that almost 22 years had passed since the fairness doc- trine last received comprehensive consideration and that the time had come for reassessment and clarification of basic policy. 2 Fairness Doctrine and Public Interest Standards, Fairness Report Regarding Handling of Public Issues, 39 Fed. Reg. 26372 (1974) [hereinafter cited as FAnu;Ess REPoarr]; recon- sidered, 36 P & F RADIO REG. 2d 1021 (1976). 3 See notes 36-42 infra & text accompanying which explore in detail the Commission's treatment of product advertisements. 4 The Commission's Fairness Report is presently being challenged in the District of Columbia Circuit Court. National Citizens Comm. for Broadcasting v. FCC, Civ. No. 74-1700 (D.C. Cir., filed 1976). Shortly after the Fairness Report was issued, the Commission reaffirmed its refusal to apply the fairness doctrine to product advertisements by rejecting a demand that a Maine television station provide reply time to counter snowmobile advertising. Peter C. Herbst, 48 F.C.C.2d 614 (1974), aff'd sub nom. Public Interest Research Group v. FCC, 34 P & F RADIO REGo. 2d 1375 (1st Cir. 1975), cert. denied, 44 U.S.L.W. 3527 (U.S. March 22, 1976). Although the court referred to the 1974 Fairness Report in sustaining the ruling, it did not take into account certain recent developments which affect the application of the fairness doctrine to product advertising. See notes 69-92 infra & text accompanying. 5 The Federal Communications Commission and its predecessor, the Federal Radio Com- mission, were established to allocate frequencies among competing applicants in a manner responsive to the "public interest, convenience, and necessity." Radio Act of 1927, § 4, 44 Stat. 1163. Communications Act of 1934, 47 U.S.C. §§303(f), 307(a), 307(d), 309(a), 316(a) (1970) 310(d) (Supp. 1976). For the legislative history of broadcast regulation, see FCC v. Pottsville Broadcasting Co., 309 U.S. 134, 137 n.1 (1940). 1976] THE FAIRNESS DOCTRINE In light of recent developments pertaining to general access, this attempt by the FCC to limit the scope of the fairness doctrine takes on particular significance. General access refers to the claim that there is implicit in the first amendment a public right to use or purchase broad- cast time to voice opinions on public issues. The fairness doctrine, on the other hand, confers a limited right of access as a result of the two affirmative obligations it imposes upon the broadcast licensee. In order to comply with the fairness requirement, the licensee must devote a reasonable percentage of time to the coverage of issues of public impor- tance; and his coverage of these issues must be fair in the sense that it provides an opportunity for the presentation of contrasting points of view.8 Access under the fairness doctrine to express a viewpoint there- 6 The Commission's first general statement on fairness, announcing the doctrine's two affirmative obligations, was presented in Editorializing by Broadcast Licensees, 13 F.C.C. 1246 (1949). H storically, the fairness doctrine has evolved from FCC policies relating to the broadcaster's social responsibility to the present day statutory mandate under the Communications Act. The concept of fairness was regarded as an implicit element in the public interest stan- dard. Great Lakes Broadcasting Co., 3 F.R.C. Ann. Rep. 32, 33 (1929), rev'd on other grounds, 37 F.2d 993, cert. denied, 281 U.S. 706 (1930). See also Trinity Methodist Church, South v. F.R.C., 62 F.2d 850 (1932), cert. denied, 288 U.S. 599 (1933) and Young People's Assn. for the Propogation of the Gospel, 6 F.C.C. 178 (1938). Initially, the fairness criterion for judging compliance with the public interest standard required that the licensee cover fairly the views of others, but refrain from expressing his own personal views. Mayflower Broadcasting Corp., 8 F.C.C. 333, 339-40 (1940). With the 1949 Report, however, the Commission reversed its stance and decided to permit licensee editorializing; the neutrality criterion was replaced with a standard of fair presentation of issues. In 1959 the fairness doctrine was given statutory recognition when Congress amended § 315(a) of the Communications Act to exempt news programs from the equal time require- ment. 47 U.S.C. § 315(a) (1970) provides as follows: If any licensee shall permit any person who is a legally qualified candidate for any public office to use a broadcasting station, he shall afford equal opportunities to all other such candidates for that office in the use of such broadcasting station: Provided, That such licensee shall have no power of censorship over the material broadcast under the provisions of this section. No obligation is imposed under this subsection upon any licensee to allow the use of its station by any such candidate. Appearance by a legally qualified candidate on any- (1) bona fide newscast, (2) bona fide news interview, (3) bona fide news documentary (if the appearance of the candidate is nci- dental to the presentation of the subject or subjects covered by the news docu- mentary), or (4) on-the-spot coverage of bona fide news events (including but not limited to political conventions and activities incidental thereto), shall not be deemed to be use of a broadcasting station within the meaning of this subsection. Nothing in the foregoing sentence shall be construed as relieving broadcasters, in connection with the presentation of newscasts, news interviews, news documentaries, and on- the-spot coverage of news events, from the obligation imposed upon them under this Act to operate in the public interest and to afford reasonable opportunity for the discussion of conflicting views on issues of public importance. (Emphasis added.) The 1959 amendment has been interpreted as vindicating the Commission's view that the fairness doctrine inhered in the public interest standard. Red Lion Broadcasting Co. v. FCC, 395 U.S. 367, 380 (1969). INDIANA LAW JOURNAL [Vol. 51:7566 fore exists only after a station has presented one side of a controver- sial issue." The fairness doctrine, while in part modeled on the explicit statutory provisions relating to political candidates, should be distinguished from the equal time provision. "Equal time" applies only to personal appearances by candidates for public office and requires the broad- caster, who has provided time for one political candidate, to also provide time for his opponents. Under the equal time provision, the broadcaster's role is passive; unless reply time is requested, the station is not required to furnish it. Nor is the station required to grant equal opportunity to an opponent who is unwilling to pay. 47 U.S.C. § 315 (1970), as amended, 47 U.S.C. § 315(b) (Supp. 1975). In contrast, the fairness doctrine is broader in scope; it imposes an affirmative duty upon the broadcaster to encourage various viewpoints on issues, and it requires only a reasonable balance instead of equal time. It is also important to note that the general fairness requirement does not give a particular individual or group the right to obtain broadcast time. Under the fairness doctrine as it applies generally to controversial issues of public importance, the viewpoint itself, rather than any particular proponent of it, must be given exposure. Cullman Broadcasting Co., 40 F.C.C. 576, 577 (1963). Exceptions to this are the personal attack and political editorializing rules, two aspects of the fairness doctrine which were codified into FCC regulations. See 47 C.F.R. §§ 73.123, 73.300, 73.598, 73.679 (1971) (all identical). (The portion of the Commission's inquiry dealing with the application of the fairness doctrine to political broadcast was released earlier in First Re- port-Handling of Political Broadcast, 36 F.C.C.2d 40 (1972)).