PR allows the spokesperson to take a position on industry issues or announce news. The mixing of editorial with advertising may damage the reputation of firms that promote themselves or their position with "fake news." Ultimately, undermining the value of news sources – making readers or viewers question the validity of news – is bad for advertisers, spokespersons, and the media outlets that use fake news. So far, these questions have arisen only over video news releases.
Direct risks to the stations are: (1) The rules were prompted by payola scandals of the past, in which broadcasters accepted money from companies to hype their products without labeling the effort as advertising." and "If the FCC decides they have violated the rules, punishment could include fines or license revocation."