{"id":16631,"date":"2025-05-06T17:23:03","date_gmt":"2025-05-06T16:23:03","guid":{"rendered":"https:\/\/nma.isready.co.uk\/?post_type=campaign&#038;p=16631"},"modified":"2025-07-16T12:51:26","modified_gmt":"2025-07-16T11:51:26","slug":"make-it-fair","status":"publish","type":"campaign","link":"https:\/\/newsmediauk.org\/blog\/campaign\/make-it-fair\/","title":{"rendered":"Make It Fair"},"content":{"rendered":"\n<div id=\"trust-local-header\" class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-not-stacked-on-mobile is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:140px\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/newsmediauk.org\/local-media-works\/trust-local\/\"><img decoding=\"async\" src=\"https:\/\/nma.isready.co.uk\/wp-content\/uploads\/2025\/05\/local-media-works-white.png\" alt=\"\" class=\"wp-image-16655\" style=\"width:140px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><nav class=\"is-responsive items-justified-right no-wrap visible-links wp-block-navigation is-content-justification-right is-nowrap is-layout-flex wp-container-core-navigation-is-layout-fd526d70 wp-block-navigation-is-layout-flex\" aria-label=\"Menu\" \n\t\t data-wp-interactive=\"core\/navigation\" data-wp-context='{\"overlayOpenedBy\":{\"click\":false,\"hover\":false,\"focus\":false},\"type\":\"overlay\",\"roleAttribute\":\"\",\"ariaLabel\":\"Menu\"}'><button aria-haspopup=\"dialog\"  class=\"wp-block-navigation__responsive-container-open always-shown\" \n\t\t\t\tdata-wp-on-async--click=\"actions.openMenuOnClick\"\n\t\t\t\tdata-wp-on--keydown=\"actions.handleMenuKeydown\"\n\t\t\t>Menu<\/button>\n\t\t\t\t<div class=\"wp-block-navigation__responsive-container hidden-by-default\"  id=\"modal-1\" \n\t\t\t\tdata-wp-class--has-modal-open=\"state.isMenuOpen\"\n\t\t\t\tdata-wp-class--is-menu-open=\"state.isMenuOpen\"\n\t\t\t\tdata-wp-watch=\"callbacks.initMenu\"\n\t\t\t\tdata-wp-on--keydown=\"actions.handleMenuKeydown\"\n\t\t\t\tdata-wp-on-async--focusout=\"actions.handleMenuFocusout\"\n\t\t\t\ttabindex=\"-1\"\n\t\t\t>\n\t\t\t\t\t<div class=\"wp-block-navigation__responsive-close\" tabindex=\"-1\">\n\t\t\t\t\t\t<div class=\"wp-block-navigation__responsive-dialog\" \n\t\t\t\tdata-wp-bind--aria-modal=\"state.ariaModal\"\n\t\t\t\tdata-wp-bind--aria-label=\"state.ariaLabel\"\n\t\t\t\tdata-wp-bind--role=\"state.roleAttribute\"\n\t\t\t>\n\t\t\t\t\t\t\t<button  class=\"wp-block-navigation__responsive-container-close\" \n\t\t\t\tdata-wp-on-async--click=\"actions.closeMenuOnClick\"\n\t\t\t>Close<\/button>\n\t\t\t\t\t\t\t<div class=\"wp-block-navigation__responsive-container-content\" \n\t\t\t\tdata-wp-watch=\"callbacks.focusFirstElement\"\n\t\t\t id=\"modal-1-content\">\n\t\t\t\t\t\t\t\t<ul class=\"wp-block-navigation__container is-responsive items-justified-right no-wrap visible-links wp-block-navigation\"><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/trust-local\/\"><span class=\"wp-block-navigation-item__label\">Home<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/news\/\"><span class=\"wp-block-navigation-item__label\">Local News<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/innovations\/\"><span class=\"wp-block-navigation-item__label\">Innovation Starts Here<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/key-stats\/\"><span class=\"wp-block-navigation-item__label\">Key Stats<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/testimonials\/\"><span class=\"wp-block-navigation-item__label\">Testimonials<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/case-studies\/\"><span class=\"wp-block-navigation-item__label\">Local Ads in Action<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/\"><span class=\"wp-block-navigation-item__label\">LMW Database<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/public-notice-portal\/\"><span class=\"wp-block-navigation-item__label\">Public Notice Portal<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/industry-challenges\/\"><span class=\"wp-block-navigation-item__label\">Local News Uncovered<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/local-media-works\/why-advertise-with-local\/\"><span class=\"wp-block-navigation-item__label\">Why Advertise with Local?<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/newsmediauk.org\/blog\/region\/regional-and-local-campaigns\/\"><span class=\"wp-block-navigation-item__label\">Campaigning<\/span><\/a><\/li><\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/nav><\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-cover\" style=\"min-height:100vh;aspect-ratio:unset;\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1236\" class=\"wp-block-cover__image-background wp-image-16294 size-large\" alt=\"\" src=\"https:\/\/newsmediauk.org\/wp-content\/uploads\/2025\/02\/side-image-make-it-fair-x2.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/newsmediauk.org\/wp-content\/uploads\/2025\/02\/side-image-make-it-fair-x2.jpg 1920w, https:\/\/newsmediauk.org\/wp-content\/smush-webp\/2025\/02\/side-image-make-it-fair-x2-300x193.jpg.webp 300w, https:\/\/newsmediauk.org\/wp-content\/smush-webp\/2025\/02\/side-image-make-it-fair-x2-1024x659.jpg.webp 1024w, https:\/\/newsmediauk.org\/wp-content\/smush-webp\/2025\/02\/side-image-make-it-fair-x2-768x494.jpg.webp 768w, https:\/\/newsmediauk.org\/wp-content\/smush-webp\/2025\/02\/side-image-make-it-fair-x2-1536x989.jpg.webp 1536w, https:\/\/newsmediauk.org\/wp-content\/smush-webp\/2025\/02\/side-image-make-it-fair-x2-1568x1009.jpg.webp 1568w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-dark-grey-background-color has-background-dim-70 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\">\n<div class=\"wp-block-group slideUp is-layout-constrained wp-container-core-group-is-layout-13d41742 wp-block-group-is-layout-constrained\"><h1 class=\"has-text-align-center wp-block-post-title has-x-large-font-size\">Make It Fair<\/h1>\n\n\n<p class=\"has-text-align-center has-medium-font-size\"><strong>The UK\u2019s creative industries launched a bold campaign in February 2025 to highlight to the public and parliamentarians how their content is at risk of being given away for free to AI firms as the government proposes weakening copyright law.<\/strong><\/p>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group has-grey-light-background-color has-background is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-white-background-color has-background is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-color\" style=\"color:#00b9bf\">About<\/h2>\n\n\n\n<p>As the government\u2019s consultation closed, national and regional news brands united to deliver a powerful message across print and digital platforms, urging the public to support creators by contacting their MPs. With the creative industries contributing over \u00a3120 billion annually to the UK economy, the campaign warns that weakening copyright would be devastating for jobs, innovation, and culture. Instead, it calls for the government to strengthen transparency and uphold existing copyright protections to ensure AI development is fair, responsible, and sustainable for all.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-background is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-color\" style=\"color:#00b9bf\">Solution<\/h2>\n\n\n\n<p>Local, regional and national daily news brands ran the same cover wrap and homepage takeover. The campaign highlights how generative AI models often scrape and repurpose content \u2013 whether journalism, music, writing or art \u2013 without compensating the individuals and businesses behind it. A group of 1,000 musicians released a \u201csilent album,\u201d protesting the planned changes. The album titled &#8211; \u201cIs This What We Want?\u201d &#8211; features tracks from Kate Bush, Imogen Heap, and contemporary classical composers Max Richter and Thomas Hewitt Jones, among others. Artists from across the music industry united to protest the government&#8217;s AI and copyright proposals at the 2025 Brit Awards.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-background is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-color\" style=\"color:#00b9bf\">Results<\/h2>\n\n\n\n<p>On its first day, more than a third of those who saw Make It Fair took an action, such as sharing information on social media, contacting their MP or supporting advocacy groups. The campaign continued to see extensive coverage across broadcast, print and digital outlets, and continues to see widespread support from Parliamentarians across both Houses and from high-profile figures from across the creative industries, such as Dua Lipa, Sir Elton John and Kate Mosse. <\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-white-color has-text-color has-background is-layout-constrained wp-block-group-is-layout-constrained\" style=\"background-color:#002121\">\n<div class=\"wp-block-columns no-margin is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p class=\"has-text-align-center has-text-color has-x-large-font-size\" style=\"color:#00b9bf\"><strong><strong>69%<\/strong><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">of Brits supported Make It Fair&#8217;s aim to prevent changes to copyright laws that would allow AI firms to use creative works without permission or payment. <\/p>\n\n\n\n<p class=\"has-text-align-center has-text-color has-small-font-size\" style=\"color:#c3c3c3\">Source: OnePoll survey, 2025<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\">This rises to<\/p>\n\n\n\n<p class=\"has-text-align-center has-text-color has-x-large-font-size\" style=\"color:#00b9bf\"><strong>82%<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"> per among those who saw the campaign.<\/p>\n\n\n\n<p class=\"has-text-align-center has-text-color has-small-font-size\" style=\"color:#c3c3c3\">Source: OnePoll survey, 2025<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\">On its first day,<\/p>\n\n\n\n<p class=\"has-text-align-center has-text-color has-x-large-font-size\" style=\"color:#00b9bf\"><strong>11.2m<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">people saw the campaign.<\/p>\n\n\n\n<p class=\"has-text-align-center has-grey-color has-text-color has-link-color has-small-font-size wp-elements-e92753d580b02225d02f83a27f77cecc\">Source: OnePoll survey, 2025<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-grey-light-background-color has-background is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n<\/div>\n","protected":false},"featured_media":16294,"template":"","class_list":["post-16631","campaign","type-campaign","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Make It Fair - News Media Association<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newsmediauk.org\/blog\/campaign\/make-it-fair\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Make It Fair - News Media Association\" \/>\n<meta property=\"og:description\" content=\"About As the government\u2019s consultation closed, national and regional news brands united to deliver a powerful message across print and digital platforms, urging the public to support creators by contacting their MPs. 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