News Corp Australia Executive Chairman Michael Miller has urged the federal government to expand the News Media Bargaining Code to include popular social media platforms. This move would require these platforms to pay for Australian news content, addressing the power imbalances between digital platforms and Australian news businesses.
The News Media Bargaining Code, implemented in March 2021, allows Australian news businesses to negotiate payments with digital platforms for sharing news content. While the treasurer has the authority to subject digital platforms to the Code, no platforms have been designated yet.
However, the introduction of the Code prompted Google and Meta to enter into commercial agreements with numerous news media organizations. As a result, Australian media companies have received up to $200 million from these deals so far.
In March 2024, Meta announced its decision not to renew contracts, drawing criticism from the Labor government and media outlets. Meanwhile, Google is currently renegotiating deals with news businesses.
News Corp Chairman Advocates for Social Media Platform Inclusion
During a parliamentary hearing on June 21, Mr. Miller emphasized the need to lift the exemption for YouTube and other social media platforms under the Code. He noted the significant growth of these platforms since the Code’s inception.
Mr. Miller highlighted the growth of platforms like Instagram and TikTok, particularly among younger audiences, and emphasized the importance of including major digital platforms in the Code to address the changing social media landscape.
While YouTube’s revenue contribution to News Corp Australia is minimal, a study by the University of Canberra revealed that it is the second-largest source of news for Australians. Mr. Miller cited this data to underscore the platform’s impact on news consumption.
According to Mr. Miller, the evolving social media landscape necessitates the inclusion of major digital platforms such as Facebook, YouTube, Instagram, TikTok, WhatsApp, and LinkedIn in the Code.
News Corp Chairman Suggests Banning Meta
During the hearing, concerns were raised about Meta’s ability to continue operating in Australia even if it withdraws from the Code. In response, Mr. Miller proposed the creation of additional laws to ensure Meta complies with Australian regulations while operating in the country.
Mr. Miller suggested that if Meta refuses to adhere to Australian laws, the government should consider banning the company from operating in the country, similar to other industries that must comply with local regulations.
He emphasized the importance of upholding Australian laws and values, stating that social media platforms should not be allowed to operate in the country while disregarding regulatory frameworks.
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