Streaming ads could get muzzled, too
As you may have noticed—either through the text of this article or your own ears—The Calm Act doesn’t apply to streaming services. And because The Calm Act doesn’t affect commercials viewed on the Internet, online services providing access to broadcast channels, like YouTube TV and Sling, don’t have to follow the rules. This is despite such services distributing the same content as linear TV providers.
For years, this made sense. The majority of TV viewing occurred through broadcast, cable, or satellite access. Further, services like Netflix and Amazon Prime Video used to be considered safe havens from constant advertisements. But today, streaming services are more popular than ever and have grown to love ads, which have become critical to most platforms’ business models. Further, many streaming services are airing more live events. These events, like sports games, show commercials to all subscribers, even those with a so-called “ad-free” subscription.
Separate from the Calm Act violation complaints, the FCC noted this month that other recent complaints it has seen illustrate “growing concern with the loudness of commercials on streaming services and other online platforms.” If the FCC decides to apply Calm Act rules to the web, it would need to create new methods for ensuring compliance, it said.
Credit:
Nielsen
The FCC didn’t specify what’s behind the spike in consumers’ commercial complaints. Perhaps with declining audiences, traditional TV providers thought it would be less likely for anyone to notice and formally complain about Ozempic ads shouting at them. Twelve years have passed since the rules took effect, so it’s also possible that organizations are getting lackadaisical about ensuring compliance or have dwindling resources.
With Americans spending similar amounts of time—if not longer—watching TV online versus via broadcast, cable, and satellite, The Calm Act would have to take on the web in order to maximize effectiveness. The streaming industry is young, though, and operates differently than linear TV distribution, presenting new regulation challenges.
