Why do TV stations run political ads, and do they have to be factual?
TV stations are regulated by the Federal Communications Commission (FCC).
KANSAS CITY, Mo. (KCTV) - It’s a question KCTV5 gets often as a television station. Why do we run so many political ads?
They’re hard to miss. Political ads flood the airwaves at every click of the remote. While some find them annoying, broadcast stations, like KCTV5, have little to no control over political ads.
“These rules date back to the very early days, decades, the very early days of broadcast television,” said Greg Vonnahme, a political science professor University of Missouri-Kansas City (UMKC). TV stations are regulated by the Federal Communications Commission (FCC). The agency mandates stations give all legally qualified candidates comparable time and placement of ads within 45 days of a primary election and 60- days out of a general or special election.
“It’s designed to ensure candidates have equal access to airtime,” said Vonnahme.
While TV stations make money off political ads, they’re not allowed to overcharge candidates. Vonnahme said stations are also prohibited from rejecting a candidate’s ad. “The stations have no control, no editorial discretion over the political advertisements,” he added.
“That has been upheld in the courts,” said Genelle Belmas, a professor at the University of Kansas.
Belmas, who specializes in media law, said broadcast stations, in exchange for using public airwaves, must operate in the “public interest, convenience and necessity.” Political ads are considered “public interest” and a TV stations can lose its license for refusing to run them
“You might get frustrated by them,” Belmas said. “I mean, sometimes you just want to turn off the TV, but that’s not the broadcaster’s fault, particularly for federal ads.”
Do political ads have to be factual?
The FCC forbids stations from censoring or altering political ads paid for by legally qualified candidates. Vonnahme said while candidates can lie in their ads - there are limits.
[Candidates] can’t knowingly lie in a way that damages the opinion of another person,” Vonnahme explained. “You can be sued for that. That’s not protected by the First Amendment.”
For the most part, the FCC does not review the content of political ads before they air, nor does it ensure the accuracy of statements made by or require broadcast stations to provide all sides of controversial issues.
“The rationale is you need to let the candidates speak for themselves,” Belmas said.
Belmas said those running for political office are required to stand by their ad. It’s why viewers hear candidates say, “I approve this message.”
“The idea is that if the candidates name is associated with a mudslinging commercial then maybe there might be some accountability,” Belmas added. “I’m not convinced that it ever really worked that way.”
So, the next time you see a political ad, Belmas and Vonnahme agree: Do your own research.
“Voters should take any information, any claims in advertisement with a grain of salt,” Vonnahme said.
“Don’t blame the messenger in a sense,” Belmas added. “Do your due diligence.”
While TV stations are required to run ads for federal candidates, stations are allowed to limit or refuse PAC or issue ads. TV stations, including KCTV5, will also often fact-check candidates to try and hold candidates accountable.
Fact Sheet: FCC Political Programming Rules
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