How the End of Net Neutrality could Affect Online Marketing?

The US authorities have weakened the state regulation of the Internet and abolished the principle of net neutrality


In the United States Voted for the Abolition of Net Neutrality

The Federal Communications Commission (FCC) decided to abolish the so-called net neutrality. According to the principle of net neutrality, Internet providers do not grant privileges to individual sites or brands. On Thursday, December 14, the principle that does not allow large American providers like AT & T, Comcast and Verizon to give preference to companies that can pay extra for quick access to their sites is officially canceled.


Republicans Saw the “Restoration of Freedom of Speech” in the Repeal of the Law

The current chairman of the commission, Ajit Pai, who was appointed by Donald Trump, lobbied for the abolition of the principle of net neutrality personally, because he believes that because of it the Internet providers cannot fully ensure their incomes and, as a result, do not develop the network. Obama’s law suggested that owners of telecommunications networks are not entitled to take money for improving access to resources, or, on the contrary, for its deterioration in relation to competing companies. At the same time, lobbyists call the abolition of neutrality “restoration of the Internet freedom”, which the public perceives as a mockery of the government.


Internet Companies and Users were Against the Repeal of the Law

In July 2017, both online and offline American activists, the Internet users and companies conducted a large-scale campaign called “Battle for the Internet.” More than a hundred large US companies, including PornHub, Amazon, Facebook, Google, Mozilla, Twitter, Netflix and Reddit, were great opponents of the cancellation. All of them organized actions that demonstrated the Internet model after the abolition of the neutrality. Symbolic icons with a download symbol, signaling that the network can “slow down” and change forever were placed on most sites.



Trump’s Protégé is blamed in Everything

Activists are outraged by the fact that FCC chairman Ajit Pai was in the past one of the leading lawyers of Verizon Communications. They call his lobbyism “an offering to his former employer”. In early December, in several US states, thousands of people masked as emoji went to Verizon offices to demand that Pai to be refused in his desire to please the providers.



Trump is accused of “Destroying Obama’s Legacy”

In 2015, US President Barack Obama appealed to the Federal Communications Commission with a requirement to develop the most stringent rules for providers so that they could not influence the preferences of the Internet users. The head of the state asked to make more transparent methods for regulating telecommunications, because they directly affect the speed of the Internet connection and access to all network resources. The current administration saw restrictions in the law, which met with a negative response from the Americans. In his program, a popular TV presenter John Oliver suggested that Trump is simply trying to “cancel everything that was adopted in the era of Obama.” The previous leader promoted net neutrality under the slogan “any information is equally important“, but the current government sees this as only the lost profits of the giant providers.


Providers will benefit with the End of Net Neutrality

After canceling the principle of network neutrality, providers plan to “push” new traffic regulation rules. This may mean that different resources will receive priority in the distribution channels, the work of some protocols may be deliberately slowed down, and some sites may charge a separate fee for correct work. In addition, opponents of the repeal of Obama’s law are afraid that owners of telecommunications will simply promote their services, and destroy competitors. Representatives of the telecommunications industry do not show any particular protest against the FCC initiative. Activists are sure that they also take an active part in lobbying and prepare the “Internet tax”.


A number of outstanding scientists, as well as representatives of IT companies opposed this law, because abolishing of net neutrality will contribute to the degradation of the Network, will force the user to pay more money, and also restrict access to favorite resources. Now, providers has the right to give some sites priority, and also set different rates for access to various sites.


The absence of such neutrality means the sale of different packages depending on the speed, as well as the division of the Internet into paid packages: “social networks”, “video”, “mail”, “games”, each of which will be sold separately. It’s very similar to the model that cable TV works on.


At the same time, providers can demand payment from services, like Facebook and Google (which are open supporters of neutrality), for priority display or removal of restrictions. For example, if they refuse to pay, the provider can force the site to be loaded more slowly or increase the fee for accessing it. Or vice versa: offer users a discount on access to their competitors.


At the same time, the providers are required to notify users about changes in access speeds to certain sites in advance. Also, they can continue to observe the principle of neutrality on their own initiative and do not abuse the prospects that have been discovered. And the US Congress still has a chance to cancel the decision of the FCC.



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