The Cost Of Clicks – Who Should Pay For News And Journalism?

Australia is no stranger to taking on Big Tech.

And now, the country is doubling down.
This week, the Australian government announced a “News Bargaining Initiative” aimed squarely at global giants like Meta and Google.

The goal?

Force these companies to pay Australian media outlets for news content shared on their platforms – or risk massive fines.

But here’s the bigger question:

Is this about fairness, or just a Band-Aid on a broken system?
Australia’s new initiative builds on its 2021 law that required tech platforms to compensate news publishers.
That earlier legislation resulted in deals between platforms and major Australian outlets like News Corp and ABC.

But there’s a catch:

Meta has already said it won’t renew those agreements beyond 2024.
Under the new rules, platforms with over AU$250 million (around $160 million USD) in annual Australian revenue will either need to strike voluntary deals with publishers – or face steep fines.
In other words, the government is telling Big Tech: pay up, or get out.

News publishers argue these rules level the playing field.

For years, tech platforms have profited from news content – without sharing the wealth (or have they?).
The links drive traffic (and ad dollars) to Google and Meta, but at the same time they drive readers to the news outlets site where more ads, subscriptions and other monetization happens.
Meta also claims news isn’t a major draw for its platforms and insists that publishers voluntarily post content because they see value in the exposure.

So, who’s right?

And more importantly, who gets to decide the value of news in a digital ecosystem?
Australia’s fight with Big Tech isn’t happening in a vacuum.
Countries like Canada and the EU are watching closely – and some are already implementing similar policies.

But here’s the twist:

Every time a government demands that platforms pay for news, the platforms threaten to pull the plug.
In Canada, Meta blocked news content entirely after the country passed its own “Online News Act.”
The question now is whether Australia’s tougher approach will force compliance – or spark another news blackout.

There’s a bigger issue lurking beneath this battle:

How much responsibility should Big Tech have for the industries it disrupts?
Critics of Australia’s new rules say forcing tech companies to subsidize news sets a dangerous precedent.
Why should one industry be responsible for propping up another?
Meta has argued that its platforms don’t rely on news content to thrive.
And frankly, they’re not wrong.

Social media has moved far beyond news.

It’s about memes, reels, podcasts, and even viral dances – not so much investigative journalism.
So, is this really about saving the news – or is it about governments trying to claw back control from tech giants?
This fight seems to be about more than money.

It’s about power.

Who gets to decide what we see, share, and value online?
As platforms like Meta and Google reshape how we consume information, the rules of engagement are still being written.
Australia’s bold stance is a step toward accountability.
But will it be enough to rebuild trust between Big Tech and the news industry?

Or are we just playing whack-a-mole with a problem that’s far from solved?

This is what Robyn Flynn and I discussed on CJAD 800 AM. Listen in right here.

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