LAKE COUNTY >> On Thursday, the Federal Communications Commission voted to repeal the 2015 net neutrality rules, which required broadband providers to offer equal access to all online content without charging for quicker content delivery or giving special treatment to specific sites. Consumer advocates have argued small businesses could be the most affected, including those in rural areas like Lake County.
Though businesses that depend on e-commerce is limited in the county, there are a few that do, and more are joining the practice than straying from it.
Take The Soap Shack in Lakeport, which sells bath and body products. Even with a high in-store demand, owner James Meek said a large amount of their sales come from online orders.
“We depend a lot on our website, and our successful marketing comes from using social media sites like Facebook and Twitter,” he said.
After learning about the FCC’s kill on net neutrality, Meek said he’s worried for his and other small businesses as they don’t have “millions of dollars to invest in advertising. There’s no competition.”
He added, “The loss of it will be a lot like turning business on the internet the way the super bowl is advertised on television. That scares me.”
They aren’t the only ones, however. Ever visited the Lake County website? It’s modern, inviting, and filled with plenty of marketing techniques sure to bring any tourist to any local winery or a dip in Clear Lake. The Lake County Marketing and Economic Development Program, who created the site, also heavily relies on the internet to promote the region in a digital-first environment.
Deputy CAO of Economic Development Michelle Scully said she and County Administrative Officer Carol Huchingson, who are following the topic, are “anxiously waiting to see how Congress, and the various lawsuits being generated, address net neutrality.”
So, how does it all connect to Thursday’s repeal? U.S. Representative Ro Khana shared a preview of how the internet could look like soon, sure to change the way customers buy from The Soap Shop and how Lake County markets itself.
In October, Khanna shared a photo of a Portuguese mobile carrier subscription that listed bundle options like Social, Video, Music, and Messaging via Twitter.
He tweeted, “In Portugal, with no net neutrality, internet providers are starting to split the net into packages.”
Consumer advocates say internet service providers could begin selling bundles alike.
Want to keep up with The Soap Shack’s Facebook posts and tweets? Customers and The Soap Shack itself would have to purchase a premium social media package to access those sites.
Additionally, without the prohibition of paid prioritization, small businesses might fall in a digital slow lane because they can’t afford to pay premiums, allowing company giants like Amazon, which can afford to pay, to stay on an internet fast lane. This means websites could load slower or not show up on some searches.
But several broadband providers like Comcast, Verizon, and AT&T have publicly pledged not to block or throttle sites without net neutrality rules.
AT&T Senior Executive Vice President of External and Legislative Affairs Bob Quinn said in a prepared statement on Thursday: “We do not block websites, nor censor online content, nor throttle or degrade traffic based on the content, nor unfairly discriminate in our treatment of internet traffic…the internet will continue to work tomorrow just as it always has…We continue to support a legislative solution and will work with any interested members of Congress to achieve that solution.”
Now, activists and members of the government are calling on Congress to overturn the FCC’s rescindment from going into effect. Under the Congressional Review Act, Congress could overrule the decision — presidential backing or a two-thirds vote from the House and Senate within a 60-day window is needed, however.
Congressman Mike Thompson announced on Thursday, “This move will allow internet providers to control what content on the internet you can access. This is wrong and Congress must take action to reinstate net neutrality.”
