New Yorkers have reacted with horror and infuriation to news that the city's famous subway stations may begin regularly blasting audio ads at passengers.
For months, the Metropolitan Transportation Authority (MTA) has been testing 30-second commercials at select stops as as part of a new pilot program.
The test is currently set to end on June 1, 2026, after which the MTA will reportedly decide whether or not to expand it citywide.
But many riders were not aware of the pilot until a New York Post report last week — and the response was understandably sour.
"This is violence," said one user on Reddit's r/NYC board. "Absolutely the f*** not," said another. "NO," was a third, even more succinct response.
On Instagram, commenters complained that the subway's discordant chorus of clattering wheels, squealing brakes, and crowd noise — as well as its "flashing commercials" and "pungent odor" — are already "overstimulating" enough without adding promotional messages to the mix.
"No!!! The subway is chaotic enough!!! Let people get where they’re going in peace!" wrote one user.
"If we are forced to listen to ads on our commute then our commute should be free," said another.
A local named Aiki Orcar reportedly spoke at an MTA board meeting last Thursday brandishing a copy of Ray Bradbury's dystopian science fiction novel Fahrenheit 451, likening the MTA's ad program to the 24/7 propaganda that bombards citizens in the book.
"[Ads will] degrade the passenger’s experience to raise revenue a small fraction of a percent," he said. "I’m asking for someone to step in and say audio advertising is a step too far."
According to an MTA memo published online, the ads are currently limited to 30 seconds or less and play no more than every 10 minutes. For now, only media, entertainment, and sporting events — such as ads for plays, TV shows, concerts, or basketball games — are allowed.
"The MTA's assessment of the future viability of a station audio advertisements program will be affected by the reaction of its ridership to... this pilot project," the document says.
Officials have also insisted that the ads will be limited to 75 decibels — about as loud as a vacuum cleaner, a loud conversation, or chamber music from the back of a small auditorium, according to Yale University [PDF].
But the memo gives no details of how many stations are affected, or how quickly the program may be expanded if the MTA decides to do so.
Asked for more details by The Independent, an MTA spokesperson refused answer those questions, referring all inquiries to the memo.
At a press conference on Wednesday, MTA chair Janno Lieber said he was not aware of the pilot when asked about it by the Post, then hesitated for some time before claiming the agency would add a question about the commercials to its regular customer satisfaction surveys.
That cut little mustard with passengers interviewed by the Post.
"There’s already noise pollution. Most of the time the announcements aren’t even audible," said Lana Bluestine, a 55-year-old resident of Brooklyn's Park Slope neighborhood.
"Is it just going to be another noise where we can’t discern what they’re saying? It’s really frustrating. There’s so many sensory inputs already."
Another rider, Sha Cobb, said: "Everyone is just taking their shot at taking advantage of New Yorkers. Why have ads if you can’t fix the subway? Homeless people are on the trains, but they’re focused on ads?"
Dominick Piervinanzi, 17, lamented that "everything is so commercialized" and called the ads "unnecessary" and "repetitive".
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