Glenn Beck prominently featured a “fledgling” financial company and its CEO on his Fox News program -- just weeks after the company became a sponsor on his radio program and Beck recorded an endorsement ad. At no point did Beck disclose the financial relationship to viewers.

In a September 28 press release, People Helping People -- which sells insurance, annuities, and IRAs -- announced that “Beck Endorses 'People Helping People' in Radio Spot; Conservative Talk Show Host Supports Mission and Values of New Business Venture.” The release quoted Beck stating, “People Helping People empowers those who still believe in the American dream” and saying founder Patrick Bet-David's “message is saving America through the principles of free enterprise and financial independence.” PHP features audio of Beck's endorsement on the front page of its website.

Beck hosted Bet-David on his October 22 Fox News program. Beck introduced him by stating, “We're talking about the American dream and the entrepreneurial spirit. And this room full of small business owners -- yes, the rich people that won't even miss their money. And what it took for them to, and what it takes for them to still be a small business owner today. Patrick has an interesting story.” After Bet-David explained how he came to found PHP, Beck replied, “Which is what?” Bet-David then explained his “financial marketing organization.”

Days later, PHP issued a press release noting that Bet-David was a guest and that the appearance followed Beck's recording of a radio “endorsement of the fledgling company and its founder.”

Media Matters contacted PHP for clarification on whether Beck recorded the endorsement as a paid spokesman, or as part of a radio sponsorship. A PHP spokesman replied that “we are a privately held company and we have a policy not to disclose financial matters.”

In a December 2009 article discussing controversy over Beck's endorsement of Goldline International, The New York Times reported that Fox News has a policy that “prohibits any on-air talent from endorsing products or serving as a product spokesperson.” Joel Cheatwood, the senior vice president of development for Fox News, reportedly said it would be “problematic without question” if Mr. Beck did have a position as a paid spokesman for a product.

The PHP spokesman said that Beck's Fox News appearance “came as a result of a brief meeting between Patrick and Glenn Beck in Los Angeles. Beck was impressed with Patrick's passion as an entrepreneur and his personal story, and as a result, Patrick was invited to appear on the show as one of the small business owners in the audience panel.”

PHP features the interview on the top of its website, accompanied by Fox News' logo. Reporting on questions about the endorsements of Fox News personalities, Politico's Ken Vogel wrote that Fox News “indicated it would ask Rosland Capital, another gold retailer, to remove from its website the logo for Bill O'Reilly's Fox show, the O'Reilly Factor, which Rosland features along with an audio clip of O'Reilly urging listeners to buy gold.”

Media Matters has documented Beck's trend of providing publicity on his Fox News program for radio sponsors such as UPillar.com and FreedomWorks.

[H/T: Stop Beck]