Federal regulators are beginning an effort to crack down on stealth advertising in television shows, a move aimed at letting consumers know when companies have paid to use their products as props. The FCC is expected to open a formal proceeding about new rules requiring more disclosure of product placement.

Regulators say they’ve become more concerned about the issue as TV executives seem to be using more product placements to reach viewers, who are using digital video recorders to skip commercials. Regulators are mostly interested in improving the amount of disclosure advertisers and producers will have to provide for consumers during the TV programmes.

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