Fox Nation Plans to Place Promos for Chris Harrison’s ‘The Vow’ on ABC Stations
Fox Nation plans to run adverts for Chris Harrison’s new dating series, *The Vow*, in local advertising slots on ABC stations in about a dozen markets. The campaign could place the show’s promotion alongside ABC programmes, including *Grey’s Anatomy*, despite a legal dispute over whether its adverts borrow from *The Bachelor*.
Warner Bros. Television, which produces *The Bachelor*, sent Fox Nation a cease-and-desist letter on 18 September, alleging the promotions used the franchise’s recognisable imagery and goodwill; Fox rejected the claim on 24 September. Harrison hosted *The Bachelor* for 25 seasons, and *The Vow* is due to debut on Fox Nation on 11 November. The article describes local ad slots as a way for advertisers to reach viewers when rival networks might otherwise decline to carry their promotions.
In short
- Fox Nation plans to advertise *The Vow* on ABC stations.
- Warner Bros. disputes the show’s promotional references to *The Bachelor*.
- The series is scheduled to debut on 11 November.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Fox Nation can argue that The Vow is a distinct programme and that its adverts may use familiar dating-show imagery without unlawfully copying The Bachelor. Buying local slots on ABC stations is ordinary competition for viewers, and broadcasters and advertisers should be able to make their own decisions unless a genuine legal restriction applies.
The case against
Warner Bros. Television can argue that The Vow’s promotions draw on The Bachelor’s recognisable imagery and the goodwill built around a long-running franchise, potentially confusing viewers or unfairly benefiting from its investment. If the alleged borrowing is substantial, challenging it could protect the value of creative work and help ensure that competition does not depend on implying an association that does not exist.
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