Good things come to those who wait.

Back in 2006, Free Press and the Center for Media and Democracy filed a complaint with the Federal Communications Commission regarding a video news release (VNR) for “Nelson’s Rescue Sleep” that Comcast was airing on its CN8 news channel without identifying the sponsor. The FCC finally responded to the complaint, announcing this week that it would fine Comcast for airing the fake news.

“We’re pleased to see the FCC is finally waking up to the issue of fake news,” said Craig Aaron, communications director of Free Press. “But the fine levied against Comcast is just the tip of the tip of the iceberg. Video news releases dressed up as real news were uncovered at more than 100 stations. We hope the FCC will soon fine those stations and issue clear guidelines to end the epidemic of fake news once and for all.”

One down, many more to go.

This was not the first time Comcast tried to pass off propaganda as real news. The Center for Media and Democracy caught Comcast airing at least four more VNRs without disclosure. This is no small matter. Comcast's in-house news channel has an enormous reach, airing in some of the country’s biggest TV markets.

“The Commission’s action against CN8 is precedent setting. It rejects the PR industry’s argument that no disclosure is needed if the television station has not received direct payment to air a VNR,” said Diane Farsetta of the Center for Media and Democracy, who conducted the group’s extensive investigation of fake news.

“The Nelson’s Rescue Sleep VNR was remarkable for its shameless product promotion. But the FCC must require disclosure in all cases when a VNR is used, whether it’s for a new product or a government policy. Viewers have a right to know who’s trying to persuade them.”

See the FCC’s announcement here.

Read the FCC complaint filed by Free Press and the Center for Media and Democracy here.

See the Nelson’s Rescue Sleep VNR here.

Read the report Still Not the News.