Government’s proposed media code, Facebook’s news ban and your social media advertising campaigns

Facebook | 18/02/2021

Government’s proposed media code, Facebook’s news ban and your social media advertising campaigns

Foodbank Facebook media code

As of this morning, Australians are blocked from viewing or sharing news content from news publishers’ pages. The move is in response to proposed laws that would force tech companies to pay for news content.

The code is designed to ensure media companies are paid fairly for the use of their content on search engines and social media platforms.

The legislation implementing the proposed new media code passed the House of Representatives last night. The Senate is likely to pass it next week.

Facebook’s decision

While conversations are still ongoing between the government and Facebook, the tech giant said the proposed Australian law fundamentally misunderstands the relationship between the platform and publishers who use it to share news content.

“We understand many will ask why the platforms may respond differently,” the Facebook statement said. “The answer is because our platforms have fundamentally different relationships with news. Google Search is inextricably intertwined with news and publishers do not voluntarily provide their content.”

The move came a day after Nine and Seven West Media reportedly made multi-million-dollar deals with Google for use of content. News Corp and Google will develop a subscription platform, share advertising revenue through Google’s ad technology services, build out audio journalism and develop video journalism by YouTube.

What does this mean for your Facebook Ads campaigns?

At the time of writing, Facebook Ads is not affected by the media code or Facebook’s subsequent decision, however we are monitoring the situation closely. There are reports of other informative pages such as government, health services and charities also being affected. If you have any questions, please get in touch.

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