What is Underwriting?
The Federal Communications Commission (FCC) allows companies to "underwrite" programs on noncommercial stations like WVUD,
but it does not allow "advertising." Underwriting is similar
to advertising, but differs in a few very important areas.
The FCC forbids announcements that issue a call to action. This
means that statements like stop in, shop here, call, call now, limited
time only, etc. are not allowed. Underwriter announcements also
may not contain qualitative words. Qualitative words such as largest
selection, newest model, best in town, finest selection, and state
of the art are prohibited. Finally, announcements may not mention
or give reference to prices. References such as free, sale, discount,
clearance, reduced, going out of business sale, and liquidation,
are also not permitted.
Underwriting announcements on WVUD are required to follow these
Enhanced Underwriting Announcements:
• identify but do not promote.
• do not call to action.
• use value neutral language.
• do not mention prices.
• are not sold in prearranged 30 or 60-second spots.
We Can Do
Enhanced Underwriting Announcements on WVUD are generally recorded by WVUD's
production staff. Prerecorded underwriter announcements are not usually
accepted. Announcements may include information which identifies
but does not promote the underwriter including:
• the name of the underwriter.
• the underwriter's products and/or services
• the underwriter's corporate slogan (as long as it is not
a promotional statement).
• the location of the underwriter's business.
• the underwriter's telephone number.
• the underwriter's web address.
We Cannot Do
Enhanced Underwriting Announcements on WVUD may not:
• be commercials.
• call to action.
• use qualitative language.
• mention prices.
• endorse a product or service.