KANSAS CITY, Mo. (KCTV) – As a television station, KCTV5 is often asked this question. Why do we run so many political ads?
It’s hard to miss. Every time you click your remote control, a political ad hits the airwaves. Although some find it intrusive, stations like KCTV5 have little or no control over political advertising.
“These rules go back to the very early days of broadcast television, decades ago,” said Greg Bonham, a political science professor at the University of Missouri-Kansas City (UMKC).
Television stations are regulated by the Federal Communications Commission (FCC). The agency requires stations to provide equal advertising time and advertising to all legally eligible candidates within 45 days of a primary election and 60 days of a general or special election. are.
“It’s designed to give candidates equal access to airtime,” Vonnahm said.
Television stations make money from political advertising, but they are not allowed to overcharge candidates. Vonham said stations are also prohibited from rejecting candidates’ advertisements.
“The stations have no control or editorial discretion over political advertising,” he added.
“This has been upheld in court,” said Jenelle Vermas, a professor at the University of Kansas.
Vermas, who specializes in media law, said broadcasters must operate with “public interest, convenience and necessity” in mind instead of using public airwaves. Political advertising is considered a “public interest” and TV stations can lose their licenses if they refuse to air political ads.
“They can be frustrating,” Vermas said. “I mean, sometimes you want to turn off the TV, but it’s not the station’s fault, especially when it comes to federal advertising.”
Do political ads need to be factual?
The FCC prohibits broadcast stations from censoring or altering political ads paid for by legally eligible candidates. Vonham said candidates can lie in ads, but there are limits.
(Candidates) cannot intentionally lie in a way that hurts the opinion of others,” Vonnahm explained. “You could get sued for that. That’s not protected by the First Amendment.”
In most cases, the FCC does not review the content of political ads before they air, requiring broadcasters to vouch for the accuracy of what they say or to provide all sides of a controversial issue. There is nothing to do.
“The rationale is that we need to let the candidates speak for themselves,” Vermas said.
Vermas said those running for political office should support advertising. That’s why viewers hear candidates say, “I approve this message.”
“The idea is that if a candidate’s name is associated with a provocative commercial, there might be some accountability,” Vermas added. “I’m not sure it actually worked that way.”
So the next time you see a political ad, do your own research, Vermas and Vonnahm agree.
“Voters should take any information or claims in the ad with a grain of salt,” Vonnahm said.
“In a way, don’t blame the messenger,” Vermas added. “Please use extreme caution.”
Television stations are required to run ads for federal candidates, but they are allowed to limit or deny PACs or publish ads. Television stations, including KCTV5, also often fact-check candidates to hold them accountable.
Fact Sheet: FCC Political Programming Rules
Copyright 2024 KCTV. Unauthorized reproduction is prohibited.
