The internet is a resource that anyone can access in order to learn, be entertained, and express their creativity. It’s also a place where we, as business owners and entrepreneurs, can introduce our products and services to a worldwide audience using content and other creative means. The problem is, just how long will the internet stay this way?
The United States Federal Communications Commission (FCC) recently approved a strong set of net neutrality rules that essentially ban internet providers like Comcast and Verizon from privatizing the internet for their profit. It forbids internet providers (ISP) from prioritizing certain types of content and traffic. It’s a historic decision that is a huge step forward for creatives and marketers who utilize the internet for expression and work.
But let’s back up a bit. Where did this all come from, and how does it affect online marketing?
The Net Neutrality Backstory
The term “net neutrality” refers to the idea of an open internet free of regulations and barriers to access. Those who support it see the desire of large corporations like cable companies to privatize the internet as a dangerous step toward limiting its power and accessibility.
They say that when an ISP hold the reigns of the internet they have the power to give faster speeds to those who pay up, and anyone else will be left behind with slow and inefficient internet. Supporters of net neutrality foresee that, if these telecom companies are given too much control, they’ll interfere with and possibly block people’s internet service if they don’t join the company.
Is an “open internet” in our future?
Net neutrality would result in what is usually termed an “open internet”. President Obama addressed the issue recently by pledging to “to protect a free and open Internet, extend its reach to every classroom, and every community, and help folks build the fastest networks.” An open internet can be envisioned as a sort of public utility like telephone or electric power.
Most of the opposition to a neutral internet comes from powerful cable lobbyists who spend millions of dollars to fund politicians who vote in favor of internet regulations. They believe that the internet should be in the private sector and feel that they should have the power to determine how the internet is used.
While this most recent landmark decision by the FCC marks a win for net neutrality moving forward, we can fully expect an onslaught of lawsuits and other attempts by broadband networks and cable providers to have it overruled.
How does net neutrality affect online marketing?
As professionals in online marketing, we have a huge stake in net neutrality. If you use the internet in order to share your business, artwork, or lifestyle with the world, you have a stake in the battle as well.
If people’s access to a fast and efficient internet is limited, that means that they may not be introduced to the products and businesses that provide what they need. It would mean that an ISP could regulate what videos a certain customer could watch, what content they could read, and what websites they could visit.
If there is no net neutrality, cable companies may also be able to slow down internet speeds for certain types of content like streaming videos on Youtube and Netflix, or limit peer-to-peer file sharing capabilities. This type of regulation could also limit users’ ability to share and create innovative content like news, independent movies, and blog posts.
If you invest time and money into online marketing efforts for your small business, you could see your efforts be squashed by an ISP who has slowed browsing speeds and regulated certain types of advertising. This could mean that, as a small business owner, you would be forced to enter into a bidding battle with larger competitors for advertising or content approval.
As a business owner who utilizes the power of the internet for e-commerce, advertising, sharing videos and photography, or distributing any other types of content, you should be informed and active on the subject of net neutrality. There is a battle being waged over who will be able to see your website and your content and just what they’ll have to pay for it, and we all have a huge stake in the outcome.
