The Change for Net Neutrality and How it Can Harm Your Business


digital marketing and advertising

The battle for Net Neutrality is waging and has been repealed. This change can be detrimental to the internet as we know it. If you aren’t up to speed on what this change means for your brand’s website we urge you to continue reading.

Federal Communications Commission Chairman Ajit Pai previously supported “light-touch” regulations that would require Internet Service Providers (ISPs) to disclose any blocking or prioritizing of their own content or from their partners. The Chairman has now put in motion a repeal of the key network neutrality protections which would prevent providers from blocking content, websites and applications, changing the speed, as well as charging online services for access.

There is a group, the Pioneers for Net Neutrality, that consist of more than 20 Internet experts, including Steve Wozniak and Tim Berners-Lee, who penned an open letter to the FCC and members of Congress urging them to turn down the proposed changes. The letter states that they as creators and operators of the internet depend on the internet for their very livelihood, much like we do. The letter goes on to state that “It is important to understand that the FCC’s proposed Order is based on a flawed and factually inaccurate understanding of Internet technology.”

What does the Net Neutrality repeal mean for you?

This is two-fold for business owners. It can potentially hinder you on a personal level trying to access the internet and it has the capability to hinder consumers from accessing your website or app.

Now that the repeal has passed, ISPs will be able to block or hinder access to certain websites or apps. ISPs will also be able to slow down the speed of a website or app while increasing the speed of potential competitor websites/apps. Additionally, they will have the potential to completely block access to websites/apps, or charge more if consumers wish to access either option. The websites or apps this can take hold of are seemingly of the choosing of your ISP.

For business owners, this means consumers may have restricted access to your digital brand, whether it’s through a website or an app. Consumers are accustomed to being able to access the internet and receive information almost instantly, and if they can’t they move on to another company who can give them what they’re looking for quicker. It may not happen all at once, it may happen piecemeal – normal speed one week, slow speed the next. Furthermore, this will also allow ISPs to charge companies for faster speeds so that consumers can continue accessing their digital presence with minimal disruption.

The repeal will inevitably cause a lose-lose scenario for business owners and consumers alike. While our team of experts is unable to fully combat this repeal, we can help keep your brand in front of consumers through Pay-per-Click (PPC) campaigns, traditional advertising, email marketing, and multiple other avenues. To learn more about us and how we can help your brand succeed, contact us today!

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