Pro or con, marketers are keeping a close eye on Washington today if they have any economic stake in the Internet at all. The FCC is expected to roll back “Net Neutrality” regulation in a move that many believe will favor cable companies, their equipment suppliers, and big brands with deep pockets.
The Net may soon have gate keepers, a price tag or a throttle — and that’s something we should all be concerned about. Marketers, in particular, should be paying attention and throwing their support behind Net Neutrality as both a concept and as a set of regulations because without those safeguards the critical connection points to consumers may be threatened.
In a major victory for marketers everywhere, a split panel of the U.S. Court of Appeals for the District of Columbia Circuit invalidated the FCC’s Solicited Fax Rule. The FCC created the Solicited Fax Rule in a 2006 order, requiring that fax advertisements sent with a recipient’s prior express invitation or permission contain an opt-out notice requiring specific information.
On Jan. 20, the tide shifted in their favor, marketers are now seeing. Data-backed ads are no longer in danger of going away.
The FCC voted 3-2, along party lines, to proceed with establishing new net neutrality rules. Wednesday's vote opens a lengthy comment period (through July 15) on a number of proposals for final rules, including enhancing transparency rules for broadband providers, the adoption of a no-blocking rule for legal content and a requirement that broadband providers conform to "reasonable commercial practices." It also proposes to create an ombudsman who would act as a watchdog for consumers and startups. As part of the rulemaking, the FCC asks for comment on whether it should prohibit “paid prioritization” and whether it should reclassify the