Why local TV and radio stations must air political ads

It’s exhausting. All these attack ads are everywhere and it’s real hype. I have been working in media for 20 years, and that means I have witnessed many elections. One thing that has remained the same is negative political advertising, especially in presidential election years.

This is also because we receive complaints about advertising. Often, upset people blame the TV or radio station for airing the ads, saying, “I can’t believe you would air such nonsense?!”

Here’s the thing: we actually have to.

The FCC regulates political programming and advertising on television and radio

The Federal Communications Commission (FCC) has regulations regarding advertising and political programming.

There are laws like equal time, ad rates, and what we’re talking about: the content of political ads. We’ll get to that in a moment.

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You can read all the recipes in their information leaflet. The basic gist of all this is that television and radio stations must give candidates “equal time.” They cannot unfairly give one candidate more time.

When it comes to paying for advertising, stations cannot charge more than their lowest rate. Yes, stations cannot price candidates for political ads.

Content of political advertisements

Broadcast stations cannot censor or reject political ads paid for and sponsored by legally qualified candidates. This provision does not apply to political advertising sponsored by third parties who are not candidates.

The FCC does not review political ads

Whether this is incorrect or not, the FCC typically does not review or pre-approve political ads before they air:

The FCC generally does not: • Review or pre-approve the content of political ads before they air • Ensure the accuracy of statements made by candidates and advertisers • Require broadcasters and other regulators to present all sides of controversial issues • Oversight the nature and extent of coverage of individual candidates they receive as part of their news release.

Trust me, I’m as tired of political ads and negativity as anyone else.