Under a new law that takes effect in 2029, the powerful and highly profitable utility will be barred from charging customers for its own advertising. The Alabama Public Service Commission wants the company to voluntarily end the practice—immediately.

A state law passed earlier this year will prohibit Alabama Power from including the costs of those commercials in customers’ electric bills, meaning the powerful utility will have to find all of the dollars in corporate profits. But the new law won’t take effect until 2029.

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According to the company filings with the Federal Energy Regulatory Commission, Alabama Power spent more than $6 million in general advertising last year, roughly $4 per customer. It’s unclear from the federal filing how much of that total was passed on to customers or how much might be impacted by the new prohibition.