Is Advertising a Violation of Network Neutrality?

Is advertising a violation of network neutrality? It's a rhetorical question, since advertising is not, as such, a network neutrality issue. 

But there are applications of advertising, in an Internet access context, that can appear to be such violations. 

Some object, for example, to ISPs making deals with advertisers or content companies regarding use of bandwidth to show movie trailers or other content. 

In other words, some service provider executives think it is reasonable to allow third party advertisers to "sponsor" use of bandwidth, as advertisers now sponsor and help defray the cost of content consumption by end users.


Service providers use the analogy of "toll free" calling, where the cost of network use or a session is paid for by a third party, not the end user. In principle, two-sided business models, where a service or application provider earns revenue both from subscribers and business partners is an essential part of many content and media business models. 

And advertising is why most users do not pay direct fees to use Google search, Facebook, Twitter or other popular Internet apps and sites.  

That is not to say any such retail charging mechanisms would be easy to implement, or easy for users to understand or embrace. It might be easier to create plans that provide clear incentives to use video only on Wi-Fi networks, such as offering "no-video" plans that are cheaper than other plans that are unrestricted.

Where such proposals are tricky is when they raise the issue of predatory activity on the part of access providers. But it is tricky. On any IP network, it is possible to provide both "Internet access" and "managed services" such as carrier voice or entertainment video and messaging. 

Those tricky issues aside, advertising, sponsorship or other forms of third party revenue are not  violations of network neutrality, which has to do with issues such as blocking of applications or other potential gate keeping functions. 

Advertising, sponsorship and other third party revenue sources are just that, revenue sources. Over time, ISPs contending with ever-higher bandwidth consumption related specifically to video might be compelled to turn to third party sources of revenue, as there are limits to how much consumers will pay for some apps and services.