The FTC’s “Click-to-Cancel” Rule

Transparency, accountability, and consumer consent take center stage.

Consumers want simplicity, and why shouldn’t they? If I can sign up for a service with one click, then canceling it should be as easy. This is about authenticity, which the ad industry loves to shout about—until it cuts into their bottom line.

Funny how that works, huh?

Now, let’s get into the industry’s “we’re scared of change” stance:

• The IAB and NCTA are crying foul, saying this rule is going to wreck the subscription model and somehow turn all content into clickbait garbage. A little dramatic, no?

• They argue that compliance costs will force companies to scale back on content production, ultimately causing consumers to suffer through shoddy, ad-filled nonsense.

Here’s the reality check: If your business model hinges on customers forgetting they subscribed, maybe it’s time to rethink the strategy. You know, one that doesn’t depend on sneakiness? Consumers are already fed up with shady practices, and continuing down this path just erodes trust. Accountability should be the priority here, not protecting an outdated, manipulative system.

And then there’s the ad-supported model excuse:

Yeah, sure, some companies might lean heavier on ads to recoup lost subscription revenue, but that’s hardly the FTC’s fault. They’re just setting up basic rules of engagement. If these media companies have to shift gears, maybe they should try innovating in ways that don’t involve locking customers into subscriptions they can’t escape.

The MAC take?

Side with the consumers. Why? Because putting consumers first leads to long-term trust and loyalty—both of which are priceless in today’s market. If companies want to play the “we need more time to adapt” card, fine. But adapting shouldn't mean finding sneakier ways to keep people locked in. It should mean becoming transparent and accountable.

So, while the IAB may want to paint this lawsuit as “defending content quality,” they're buying time to keep pulling the same old tricks. Consumers can see right through that. The FTC is just doing what the ad industry refuses to—making companies actually stand by their authentic values.

At the end of the day, it’s pretty simple: adapt or get left behind.