LA CROSSE (WKBT) — According to the Federal Communication Commission, there are only four rules when it comes to political ads. Stations including News 8 Now have to keep a record of the ads that are aired, all candidates get equal air time, and are charged the lowest rate. Most importantly, ads aired can not be censored – even if they’re inaccurate.
When you turn on the television, it’s likely you’ve seen a political ad, or two, or twenty. According to the Wesleyan Media Project, Wisconsin has the highest number of political ads on air during this midterm election.
“Politicians have to be responsible for their own ads,” said political analyst Joe Heim.
Under the Federal Communication Commission’s rules – responsibility is a loose term.
“They get away with it because they know they’re going to get away with it,” said Heim.
Under the FCC’s Political Programming Rules and the Communications Act of 1934, “broadcast stations are prohibited from censoring or rejecting political ads that are paid for and sponsored by legally qualified candidates.” This means political ads can go unchecked.
“People believe them, unfortunately,” said Heim.
Heim says even if an ad is false, candidates have a difficult time pulling them off the air. Stations all across the state, including News 8 Now, receive cease and desist letters from more than one campaign. Because of FCC rulings, no political ads at News 8 Now have been removed.
“The problem is it takes them weeks if not months, to investigate those kinds of charges. It’s going to go unchecked. There’s just not enough resources to follow up on this sort of stuff,” said Heim.
There are ways viewers can separate fact from fiction. Heim says the first step is watching out for keywords. Throughout the midterms, both Republican and Democrat candidates in multiple races have referred to the other as “radicals or extremists.”
“Talking about somebody being a radical or an extremist is usually an exaggeration,” said Heim.
Heim says voters should also watch out for candidates who make large promises. In one ad, Republican candidate for the 3rd congressional district race Derrick Van Orden states he will “pass term limits and ban congressmen from ever becoming lobbyists.”
Heim says that’s just not true.
“If I’m elected, I’m going to change the world, oh come on. You’re one of 100 senators, you’re one of 435 congressmen. You cannot change the world, you’re not a dictator,” said Heim.
Although unactual political ads can and will air, Heim says there has been some improvement.
“Tony Evers is letting these murders out, 233 murderers have been released – you’ve seen these ads. If you listen carefully, the latest ones will say Tony Ever’s parole commission has released so and so. That’s an indication that they don’t want to get caught in a direct lie saying Tony Evers does something,” said Heim.
Heim says while political ads may always have some falsehoods and extremes, most voters do their homework.
“If it’s pretty outrageous, you better check to see if it’s true,” said Heim.
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