Product placement in Times editorials?

Your Nov. 16 editorial, “Wordplay vs. adplay,” suggested that a call by the Writers Guild and Screen Actors Guild for a “code of conduct” to govern the use and disclosure of product integration was “a cheap bargaining chip ... easily dropped in exchange for concessions later.”

Ignoring its surprise that a union would be concerned about member compensation, the editorial completely overlooked the larger public issue that should concern your readers -- the need to be told when we are being sold.

Would your editorial writers find it objectionable (or even noteworthy) if The Times forced them to insert the brand name of a dishwasher detergent or flavored coffee or power sander into their writing so that The Times could remain profitable? We would.

PATRIC M. VERRONE

President, Writers Guild

of America, West

Los Angeles