FCC Considering an Anti-Alcohol 'V-Chip' to Block Television Ads

By Nora FitzGerald





WASHINGTON, D.C.–The Federal Communications Commission is considering using the ‘V-chip’ in its fight against alcohol advertising on television.





The proposed measure marks the first instance a regulatory body has suggested using a blocking system for advertising, according to industry trade association lobbyists.





‘There are lots of reasons people want to turn off advertising,’ said one lobbyist. ‘This is the beginning of a slippery slope. Can you imagine if everyone is able to turn off those pesky little ads?’





The FCC’s notice of inquiry states that V-chip technology ‘suggests the possibility of a similar mechanism to restrict the display of distilled spirits advertising.’