RULE 3: How-To Programs
As noted in Section I (G), public television must always exercise care to ensure that the editorial integrity and the noncommercial nature of its programs are vigorously maintained. Because how-to programs frequently contain references to consumer products (such as food items, gardening and building products and implements, etc.), the underwriting credits on how-to programs must not contain any product identification that would create the perception of a commercial connection between the program content and the underwriter's products or services.
As noted in the section on Commercialism (Section II[C]), producers are also cautioned to scrupulously avoid "product placement" arrangements, or the appearance thereof, i.e., the deliberate or gratuitous appearance in the program of an underwriter's product or service in a way that draws attention to or features that product or service in any way whatsoever. Producers need not substitute a competitor's products for those of an underwriter, but must use care to ensure that any appearance of an underwriter's product is purely incidental and could not be misconstrued as a product placement.