Why do political ads have to say who paid for and/or approved this message? If an ad were so offensive to you, couldn’t you call up your local station and find out, anyhow? And, when did this practice begin? 1980s, I WAG? Was there some landmark ad that really torqued someone’s engine? What’s the history?
The practice became law in 2002 with the passage of the Campaign Reform Act. Here is the wikipedia link: Stand by Your Ad provision - Wikipedia.
Wow! I thought it went further back than 2002! Maybe prior to 2002, many knew it was coming and at least began saying “paid for by SMACK, SMiles Across the Country Kommittee”…
The “paid for” by tag line is older and often named an organization rather than an individual. The purpose of the “I approve of this message” was to hopefully discourage nasty attack ads if the candidate has to say "I approve of this message (accompanied by an image of the candidate on television). It was a way of forcing the candidate to put his/her fingerprints on the murder weapon.
Of course, attack ads still exist; largely by organizations such as the Swift Boat Veterans for Truth which attacked Kerry in 2004. These kinds of groups are not officially connected to a candidate and do not require the “I approve of this message” tag at the end of the commercial.
Here is just your side of the resulting conversation:
“Hello, is that WXPJ? I’d like to find out something about an ad you just ran.”
“Hello, is that WXPJ Advertising? I’d like to find out something about an ad you just ran. No, I don’t want to place an ad. I want to find out something about an ad you just ran.”
“You’re the Advertising Manager? No, I don’t want to place an ad. I want to find out something about an ad you just ran.
Well I want to know who was responsible for the ad. Yes, I realise that commercial information is confidential. This was a political ad. Well it was an ad about a political candidate.
No, I don’t know the exact time it ran. It was just a few minutes ago.
Well I realise that you are running lots of political ads because there’s an election on.
OK, so revealing this information may breach station guidelines.”
“Hello, is that the Legal Department? Yes, I’ve been referred by your Advertising Manager. I have a question about you releasing information. No, I haven’t spoken to the Station Manager.”
“Hello, is that the Station Manager? Yes, I’m calling about an ad you just ran. I want to know who was responsible for the ad.
Yes, I realise that commercial information is confidential. This was a political ad. Well it was an ad about a political candidate.
Well your Legal Department said they needed your authorisation before they could instruct the Advertising Department to release the information.
Well I appreciate that you have to consider the ramifications. You’ll call me back? Thank you.”
(I do have several pages of further conversation in my mind, but I’m sure you get the idea!)
Before this was enacted there were instances where a candidate’s organization would come up with really nasty ads against the opponent, and the candidate could say “I knew nothing about this.” The new legislation makes this harder to get away with.
Tacos rule.