Should there be government oversight in the podcasting industry?
In the burgeoning UK podcasting landscape, the lack of regulatory oversight persists, leading to a debate on whether the medium warrants regulation. This discussion gained momentum in December, when the BBC accused Steven Bartlett of allowing guests to disseminate unsubstantiated health claims on his popular show, "Diary of a CEO."
The BBC World Service scrutinized 15 health-focused episodes of Bartlett's podcast and identified an average of 14 claims per episode contradicting "extensive scientific evidence," including the misleading notion that autism can be reversed through diet. Remarkably, "Diary of a CEO" surpassed a significant milestone – one billion streams – just a month before the BBC published this report.
With questions mounting about the need for the United Kingdom's media regulator, Ofcom, to expand its jurisdiction to podcasts, it is essential to consider the influence and potential consequences of this medium.
Podcasts' popularity stems from their user-friendly accessibility and intimate nature. Over three in ten listeners consume them while engaging in daily activities like cooking, commuting, or walking. The private setting of headphone listening creates a sense of parasocial intimacy with hosts, fostering a strong sense of trust. Acast reports that 75% of listeners follow through on product endorsements heard in podcasts, underscoring the growing influence of advertisers in the podcasting space.
In 2023, the UK podcast advertising market experienced a 23% growth, reaching £83 million, nearing the £92 million spent on streaming ads, according to IAB UK. Moreover, podcasts emerged as a prominent political tool during the 2024 US elections, with both candidates leveraging high-profile shows to engage voters.
However, the impact of podcasts in UK politics remains difficult to quantify. During the 2024 General Election, podcasts played more of an observational role compared to their counterparts in the US due to the predictable electoral outcome.
Despite their influence, podcasts operate in a regulatory grey area. While platforms like Apple Podcasts and Spotify prohibit hate speech and violence, there is little transparency regarding their effectiveness or enforcement. Unlike social media platforms, they are not scrutinized for accuracy, fairness, or impartiality.
This absence of oversight has resulted in podcasts serving as a breeding ground for misinformation, as exemplified by Donald Trump's 32 false claims during his appearance on "The Joe Rogan Experience" in October. Meanwhile, controversial figures like Andrew Tate have succeeded in promoting extreme ideologies, reaching billions of viewers and even influencing children in UK schools.
As podcasts fall under the category of online-only content, they fall outside of the UK's existing broadcast legislation. The Media Act 2024, passed in May, represents the first major reform of UK media legislation in two decades, addressing the disparity between global streaming platforms and domestic services. However, podcasts remain excluded from the Act's provisions.
In contrast, Canada passed its Online Streaming Act in April 2023, empowering the Canadian Radio-television and Telecommunications Commission (CRTC) to regulate both domestic and foreign podcasts. The CRTC's first policy, issued in October, defined paid, advertising-based, and social media-hosted podcasts as "programs," granting regulatory authority over platforms like Apple Podcasts and Spotify.
Reactions to this regulation have been mixed, with some expressing concerns about potential overreach and the impact on smaller creators. Nonetheless, the CRTC has clarified that individual podcasters and platforms acting as program guides will be exempt from these conditions.
When considering the regulation of podcasts, the focus should not solely revolve around curbing misinformation. The unique essence of podcasts lies in their ability to foster open discussions, allowing ideas to be exchanged, but also risking the spread of unverified claims. If regulation becomes necessary, it should target the platforms controlling content distribution, tackling the issue of algorithms prioritizing engagement over accuracy to prevent the amplification of harmful narratives.
As more major players, such as the BBC, venture into the podcasting market, maintaining a level playing field becomes increasingly crucial. Any regulatory measures must ensure that they do not undermine the very essence of podcasting while addressing its most harmful consequences.
- Inevitably, the BBC's accusation against Steven Bartlett about unsubstantiated health claims on his podcast sparked debates about the need for the UK's media regulator, Ofcom, to regulate podcasts.
- The popular podcast "Diary of a CEO" is reported to have an average of 14 health claims per episode that contradict extensive scientific evidence, such as the notion that autism can be reversed through diet.
- In light of the influence of podcasts on both politics and advertising, it's essential to discuss the potential consequences and implications of this medium, particularly regarding regulation.
- Acast reported that 75% of podcast listeners follow through on product endorsements, underscoring the growing influence of advertisers in the podcasting space.
- The Canadian Radio-television and Telecommunications Commission (CRTC) has sought to regulate podcasts, defining them as "programs" and granting regulatory authority over platforms like Apple Podcasts and Spotify, aiming to address the disparity between global streaming platforms and domestic services.
