As we have discussed before, the answer to the fake news issue, which includes not only government propaganda disguised as 1 news, but marketing press releases presented in VNRs (Video News Releases) that also are disguised as 1 news items, is to disclose the source of the item.

Wall Street Journal.

In November, Child magazine's Technology Editor James Oppenheim appeared on a local television show in Austin, Texas, and reviewed educational gadgets and toys. He praised "My ABC's Picture Book," a personalized photo album from Eastman Kodak Co.

"Considering what you showed me, kids' games really don't have to be violent," said the anchor for KVUE, an ABC affiliate and the No. 1-rated television station in its market.

"If...you're not careful, they will be," Mr. Oppenheim replied. "That's why I've shown you some of the best."

There was one detail the audience didn't know: Kodak paid Mr. Oppenheim to mention the photo album, according to the company and Mr. Oppenheim. Neither Mr. Oppenheim nor KVUE disclosed the relationship to viewers. During the segment, Mr. Oppenheim praised products from other companies, including: Atari Inc., Microsoft Corp., Mattel Inc., Leapfrog Enterprises Inc. and RadioShack Corp. All paid for the privilege, Mr. Oppenheim says.

One month later, Mr. Oppenheim went on NBC's "Today" show, the U.S.'s biggest national morning news program, which is part of NBC's news division. "Kodak came out with a great idea," he said to host Ann Curry, before proceeding to talk about the same product he'd been paid to discuss on KVUE. Ms. Curry called it a "nice gift for a little child." Kodak says it didn't pay for the "Today" show mention. But neither Mr. Oppenheim nor NBC disclosed the prior arrangement to tout the product on local TV.

When we watch a person touting a product or point of view on the air, if he or she is being paid by a company to do so, individually, or as part of a tour, that financial relationship ought to be disclosed by the television station presenting the item. Otherwise, on a "news" show, the information is not impartial discussion of a current event, but a marketing opportunity covertly disguised to sell a product to the viewing consumer.

The FCC has recently ruled that broadcast and cable news channels must disclose the origins of VNRs to viewers. Is it any wonder that television news is losing credibility, when we discover that so much of it is attempts to market products covertly to captive audiences?