Question from a reader:
Recently, I’ve been using Amazon Prime Video, and when I became a Prime member, it was stated that there would be no ads at all. However, ads have suddenly started appearing recently. I didn’t receive any notification about the addition of ads, so why have they started showing up without warning? When I joined, it was clearly
stated that there would be no ads, but now it seems like an additional fee is required. Doesn’t this violate the law?

Amazon Prime Video’s Advertising Issue: A Legal Perspective

Recently, dissatisfaction has been spreading among users of Amazon Prime Video regarding the appearance of ads. Particularly concerning is the fact that it was explicitly stated there would be no ads when becoming a Prime member, yet ads have suddenly started appearing. I also found myself thinking, “Wait, what’s going on?” I would like to explore this issue from a legal perspective.

Contract Terms as a Prime Member

First, let’s consider the terms of the contract you agree to when becoming a Prime member. Typically, Amazon operates based on the terms outlined in its user agreement. Therefore, the contract terms at the time you became a member—such as the condition of “no ads”—should have been in place. However, companies have the right to change their terms of service. This is legally permissible, especially when there are improvements to the service or the introduction of a new business model. What is crucial, though, is whether there is an obligation to notify customers of such changes in advance. Without this, the likelihood of causing disadvantage to customers increases.

Obligation to Notify About Added Ads

What is concerning here is the lack of notification regarding the addition of ads. This point may violate laws related to contract fairness and consumer protection. In many countries, companies are required to inform customers in advance when there are significant changes to the service. This is important information for customers to decide whether to continue using the service based on those changes. For instance, with other streaming services I have used in the past, there was always prior notification when ads were added. They would inform users, “Ads will start appearing from [month]. Please use the service with this understanding.” Having such notifications makes it easier to accept the changes emotionally.

Legal Discussion on the Issue

Now, how does this issue stand from a legal perspective? Legally, deceptive practices or misleading advertising may violate consumer contract laws. If you contracted a plan that explicitly stated “no ads,” and that contract was suddenly changed to include ads, it is, of course, a disadvantageous change for consumers. It may fall under “unfair terms” within consumer contract law. This law is designed to prevent terms that impose disadvantages on consumers from being applied unilaterally. If you entered into a contract that stated “no ads,” Amazon unilaterally changing that condition could be legally problematic.

Taking Action

If this issue continues unresolved, I recommend taking some form of action. First, it is important to contact Amazon and seek an explanation for why ads have started appearing and why there was no notification. This may help your voice reach the company. Additionally, collaborating with other users facing similar issues can also be effective. Sharing information with others who have had similar experiences on social media, and considering collective action if necessary, can be worthwhile. Consumer unity can be powerful when opposing large corporations.

Conclusion

In conclusion, the advertising issue you are experiencing is indeed a very important topic from a legal standpoint. If the terms of your contract as a Prime member have changed, there should be an obligation to communicate that information appropriately to consumers. The lack of notification regarding the addition of ads may also infringe on consumer rights. As someone interested in the entertainment industry and business, I am sensitive to such issues. When a service I was looking forward to suddenly changes, it certainly leads to significant dissatisfaction. I encourage you to assert your rights and take action if necessary. Your voice might be the catalyst for guiding the entire industry in a better direction.