H.R. 10696 – Ad-Free Means Ad-Free Act

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Updated October 2, 2026 at 8:38 AM UTC

The Ad‑Free Means Ad‑Free Act would require the Federal Trade Commission (FTC) to create rules that stop streaming services from marketing a subscription as ad‑free and then adding ads later. It applies to any video streaming service that offers paid subscriptions directly to consumers. The law gives the FTC authority to treat violations as unfair or deceptive practices and enforce penalties.

Key Provisions

The FTC must issue regulations within one year that ban streaming providers from adding ads to a plan that was sold as ad‑free, for the duration of the original contract or one year, whichever is longer.
If a subscriber cancels and later re‑signs up for the same ad‑free option, the provider cannot add ads for at least one year from the new start date or the contract length, whichever is longer.
Violations are treated as unfair or deceptive acts under the FTC Act, giving the FTC full enforcement powers and penalties.
The rule applies to any entity that delivers video content over the internet directly to end users through a paid subscription.

Legislative Activity

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1 earlier action

HouseIntro Referral Latest Action

Referred to the House Committee on Energy and Commerce.

Energy and Commerce Committee

October 1, 2026

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HouseIntro Referral

Introduced in House

October 1, 2026

HouseIntro Referral

Referred to the House Committee on Energy and Commerce.

Energy and Commerce Committee

October 1, 2026

Bill Text

Latest available legislative text

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Introduced in HouseIssued October 1, 2026

I

119th CONGRESS

2d Session

H. R. 10696

IN THE HOUSE OF REPRESENTATIVES

October 1, 2026

Mr. Riley of New York introduced the following bill; which was referred to the Committee on Energy and Commerce

A BILL

To prohibit providers of streaming services from advertising ad-free services and later adding ads, and for other purposes.

1.

Short title

This Act may be cited as the Ad-Free Means Ad-Free Act.

2.

Prohibition against deceptive practices

(a)

Prohibition

Not later than one year after the date of the enactment of this Act, the Federal Trade Commission shall promulgate regulations under section 553 of title 5, United States Code, that—

(1)

prohibit a provider of a video streaming service from offering or advertising services as not including advertisements and, within one year of the initial subscription date or the total length of the contract (whichever is longer), adding advertisements to the service for any subscriber who enrolled in an option that purported to not include advertisements; and

(2)

if such a subscriber cancels and re-enrolls in such a subscription, prohibit such a provider from adding advertisements to the relevant service within one year of the re-enrollment date or the total length of the contract (whichever is longer).

(b)

Rule of construction

Nothing in this section may be construed as excluding a provider of video streaming services from the prohibition described under subsection (a) because the services are offered to a consumer through a third party.

(c)

Enforcement by Federal Trade Commission

(1)

Unfair or deceptive acts or practices

A violation of subsection (a) or a regulation promulgated under such subsection shall be treated as a violation of a regulation under section 18(a)(1)(B) of the Federal Trade Commission Act (15 U.S.C. 57a(a)(1)(B)) regarding unfair or deceptive acts or practices.

(2)

Powers of Commission

The Federal Trade Commission shall enforce subsection (a) and any regulation promulgated under such subsection in the same manner, by the same means, and with the same jurisdiction, powers, and duties as though all applicable terms and provisions of the Federal Trade Commission Act (15 U.S.C. 41 et seq.) were incorporated into and made a part of this Act. Any person who violates such subsection or a regulation promulgated under such subsection shall be subject to the penalties and entitled to the privileges and immunities provided in the Federal Trade Commission Act.

(d)

Video streaming service defined

In this section, the term video streaming service means an entity that makes available through a paid subscription directly to the end user through a distribution method that uses internet protocol to show media directly to viewers that is—

(1)

video programming; or

(2)

video content the entity makes available for users to view.