Ah, the good ol’ internet, with its vast sea of information. Those who claim to dislike it are often misleading, and those unable to navigate it are viewed as illiterate in today’s world.

What kind of big data flows through the “interwebs”? And who decides what you, I, and the average internet user can see and experience?

This question encapsulates the net neutrality debate. The principles of free speech, uncensored content (within reason), and unrestricted access to information are fundamental to the internet as we know it today.

Now, imagine a future where you must purchase a “deluxe package” just to access the information you crave or where specific software is required merely to check your email.

In such a scenario, digital marketing businesses could face extinction, email marketing software might become obsolete, and Internet Service Providers (ISPs) would control what content users can access. That doesn't sound promising, does it?

Main Contents

  • What is Net Neutrality?
  • 5 Pros of Net Neutrality
    • Freedom in various forms
    • Equal advertising opportunities
    • Email marketing continues to drive revenue
    • The ability to pick and choose
    • ISPs cannot go rampant
  • 6 Cons of Net Neutrality
    • Are prices fixed after all?
    • What happens to data?
    • On free speech
    • On free websites
    • Internet traffic can’t see a great benefit with net neutrality
    • Lack of rules can mean a lack of growth
  • Takeaway

What is Net Neutrality?

Let me start by explaining what net neutrality really is. Net neutrality, by principle, is the original idea for the use of the internet; it means that no Internet Service Provider (ISP) has the right to prioritize one website or source over another.

Under this principle, ISPs are obligated to treat all internet traffic equally. While this was the original idea, the laws and regulations that protect net neutrality were established in 2014.

Sounds nice and fair, doesn’t it? Why would anyone want to annul a regulation as fair as that one?

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5 Pros of Net Neutrality

There is no coin with just one side, and nothing is more catastrophic than speculation in place of solid, logical thinking grounded in cold, hard facts.

Therefore, we can't examine net neutrality by only considering one side of the coin.

Freedom in various forms

What kind of content, service, or product are you looking for? What type of video would you like to watch? A blog? A series? Do you prefer YouTube or Vimeo?

You can access virtually any kind of content as long as it’s legal. As long as you have the money and time, you're good to go.

Illegal content is monitored, and websites that host illegal activities on what we refer to as the "surface web" are quickly shut down.

Now, imagine a platform like Amazon or eBay, but for something illegal, like firearms. Suggesting that such items would be easier to find in a world without net neutrality isn’t far-fetched.

This is primarily because ISPs would have the power to dictate what is accessible for purchase, making it more complicated to trace illegal activities in a “closed” environment created by non-neutral net regulations.

Equal advertising opportunities

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Google didn’t emerge from a common idea, nor did Facebook or any of the other massive billion-dollar companies we see today.

With these companies came significant innovation across various sectors. Consider advertising and marketing from two decades ago. Without net neutrality, small and medium enterprises (SMEs) that can't afford the "exclusive" or "premium" services—essentially those unable to pay their ISPs substantial sums—will likely see their profits decline.

While large corporations like Alibaba or Qantas Airlines can easily invest in digital advertising and are willing to pay whatever necessary, the same cannot be said for SMEs.

Net neutrality ensures that both small and large businesses can compete fairly in digital marketing and social media promotion. Without it, that level playing field disappears.

Email marketing continues to drive revenue

We had to create a dedicated section for this topic, as it's one of the most crucial actions a marketer can take to enhance performance and boost revenue and sales.

With net neutrality, individuals can send and receive emails seamlessly, allowing companies to confidently invest their budgets in email marketing initiatives using automation software like Moosend, a fantastic alternative to MailChimp. This helps elevate their overall marketing strategy.

Read our review: Mailchimp Reviews: Is This Email Giant Your Best Choice?

However, without net neutrality, consumers will be forced to choose pricing plans that suit their needs. While many will prioritize checking their email, how many will opt for accessing a landing page or a microsite, for instance?

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The ability to pick and choose

How many subscriptions do you have for music or movie streaming services? Do you use Netflix, Hulu, or both?

Do you prefer YouTube or Vimeo? Perhaps you enjoy platforms with more features, like 9Gag.

Net neutrality is what allows these choices to exist, giving you more than just one or two options.

Without net neutrality, the highest bidder would dominate the spotlight, as consumers would prioritize the money they spend over the quality of service provided.

This is understandable; for example, while Netflix might be the superior choice, if an ISP favors Hulu, users might experience constant buffering with Netflix, leading to a frustrating experience.

ISPs cannot go rampant

While this may not be the certain future without net neutrality, it’s not an unfounded concern either.

An ISP (Internet Service Provider) is essentially the company that provides customers with internet access, meaning they control what you can see online. Without proper rules and regulations, they could easily restrict access to specific sites unless you purchase certain data packages.

Fortunately, there are regulations in place to prevent ISPs from abusing their power or overcharging customers.

Furthermore, in some regions, only one ISP is available due to technical limitations. Imagine the consequences of this scenario without net neutrality: lack of competition, monopolized services, and increased costs.

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6 Cons of Net Neutrality

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As I mentioned earlier, there are no single-sided coins, and net neutrality comes with its own set of drawbacks, just like any other topic. Let’s take a closer look:

Are prices fixed after all?

Net neutrality transformed the internet into a public utility, much like water or electricity. But does this mean that such neutrality effectively shields consumers from rising costs?

The answer is no. While ISPs toggling prices could lead to worse scenarios, companies already impose the "cost" of slower conversions and unmet KPIs on their current customers by increasing their fees.

What happens to data?

With net neutrality, everyone pays the same amount for a specific bandwidth and speed. However, this doesn't mean that data usage is uniform.

For example, streaming services consume significantly more data than simply browsing social media. As a result, some users end up paying for services that don't match their actual internet usage.

In a non-neutral environment, allowing consumers to choose the type of data they need based on their usage could address this issue. Internet security specialists from CoolTechZone argue that this approach would benefit customers, as they wouldn't pay for more than they require.

On free speech

Free speech is undoubtedly a highly valued principle that should be respected. However, what occurs when this freedom is misused?

In the absence of net neutrality, ISPs might have greater authority and willingness to protect free speech while also addressing issues like cyberbullying and online abuse.

Moreover, if ISPs operate effectively, they could take action against websites hosting questionable content, potentially removing them for good.

On free websites

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Removing net neutrality would mean that data-heavy services could incur higher costs. While this might seem unfair to consumers, it could be advantageous if implemented correctly.

By paying for services like Netflix or Spotify directly through your ISP, the ISP could address costs that they currently cannot manage because everyone pays the same flat rate, regardless of their usage.

In theory, this means that ISPs wouldn't charge for less demanding services, such as browsing Wikipedia pages, which consume significantly less data and resources.

Internet Traffic Can’t See a Great Benefit with Net Neutrality

As it stands, all things on the internet are treated equally, with no prioritization. While this works for now, given our current technological capabilities, it may need to change as the internet evolves beyond mere browsing, information-seeking, and entertainment.

With rapid advancements in technology, prioritizing certain types of internet traffic could become essential. For instance, automated communications in health care or law enforcement might require prioritized data to function effectively.

Imagine relying on a drone to locate lost hikers, only to discover that unregulated internet traffic prevents a connection. A lack of strict prioritization policies could be detrimental to the future of the internet in critical areas like law enforcement and medicine.

Lack of Rules Can Mean a Lack of Growth

If rules and regulations are designed to promote progress rather than just revenue, growth will follow. Currently, there isn’t a comprehensive policy that encompasses everything from meme sharing to the Internet of Things (IoT) and Virtual Reality (VR).

As new technologies emerge daily, the need for regulation, prioritization, and management will become increasingly important. Both ISPs and companies will need to be ready for this shift.

Takeaway

The internet is a vast space where things are not prioritized by revenue but rather by consumer demand, built to satisfy user intent.

However, while net neutrality appears to be the fairest solution, it poses practical challenges. The truth likely lies somewhere in the middle.

What do you think about this perspective? Feel free to share your thoughts in the comments, and don’t forget to spread the knowledge!