Author's Opinion

The views in this column are those of the author and do not necessarily reflect the views of iTWire.

Have your say and comment below.

Friday, 24 September 2021 11:13

Facebook again shows govt who is the boss in news content deals Featured

Facebook again shows govt who is the boss in news content deals Pixabay

Facebook has once again shown the Australian Government that it cares little about any edicts Canberra may have issued, snubbing SBS and The Conversation when they sought deals with the social media giant under the news media content legislation.

A report in the Sydney Morning Herald said Facebook had given no reason for its refusal to sign agreements with these two organisations. Agreements have been signed with bigger companies like News Corporation and Nine Entertainment.

The report said the two organisations had been told a number of weeks back that there would be no talks and no agreements.

Earlier this year, Facebook restricted publishers and people in Australia from sharing or viewing Australian and international news content, adding that this was in response to the News Media and Digital Platforms Mandatory Bargaining Code which had been passed by the House of Representatives.

Amendments were introduced to the law after Facebook went nuclear, with these being:

a decision to designate a platform under the Code must take into account whether a digital platform had made a significant contribution to the sustainability of the Australian news industry through reaching commercial agreements with news media businesses;

a digital platform would be notified of the government’s intention to designate prior to any final decision – noting that a final decision on whether or not to designate a digital platform would be made no sooner than one month from the date of notification;

non-differentiation provisions would not be triggered because commercial agreements resulted in different remuneration amounts or commercial outcomes that arose in the course of usual business practices; and

final offer arbitration would be a last resort where commercial deals could not be reached by requiring mediation, in good faith, to occur prior to arbitration for no longer than two months.

When a platform is "designated", that means the government can enforce a deal between a digital platform and a news publisher through an arbitrator.

It remains to be seen whether the government, in the midst of the pandemic and with an election around the corner, will dare to rouse Facebook's hackles again.

In contrast, Google has signed deals with both SBS and The Conversation. Presumably that is because it already has enough ongoing fights with authorities around the globe and has decided that discretion is the better part of valour.

Just today, Reuters reported that Google had made an offer to settle an anti-trust investigation which the European Union has launched into its digital advertising practices.

Google is also bidding to settle a probe into its advertising practices in the UK.

The government has positioned itself as being able to command the digital giants to do what it wants. That myth was exploded back in February and a further demonstration of Facebook's power seems very likely to be forthcoming.

Subscribe to ITWIRE UPDATE Newsletter here


It's all about Webinars.

Marketing budgets are now focused on Webinars combined with Lead Generation.

If you wish to promote a Webinar we recommend at least a 3 to 4 week campaign prior to your event.

The iTWire campaign will include extensive adverts on our News Site and prominent Newsletter promotion and Promotional News & Editorial. Plus a video interview of the key speaker on iTWire TV which will be used in Promotional Posts on the iTWire Home Page.

Now we are coming out of Lockdown iTWire will be focussed to assisting with your webinatrs and campaigns and assassistance via part payments and extended terms, a Webinar Business Booster Pack and other supportive programs. We can also create your adverts and written content plus coordinate your video interview.

We look forward to discussing your campaign goals with you. Please click the button below.



iTWire TV offers a unique value to the Tech Sector by providing a range of video interviews, news, views and reviews, and also provides the opportunity for vendors to promote your company and your marketing messages.

We work with you to develop the message and conduct the interview or product review in a safe and collaborative way. Unlike other Tech YouTube channels, we create a story around your message and post that on the homepage of ITWire, linking to your message.

In addition, your interview post message can be displayed in up to 7 different post displays on our the site to drive traffic and readers to your video content and downloads. This can be a significant Lead Generation opportunity for your business.

We also provide 3 videos in one recording/sitting if you require so that you have a series of videos to promote to your customers. Your sales team can add your emails to sales collateral and to the footer of their sales and marketing emails.

See the latest in Tech News, Views, Interviews, Reviews, Product Promos and Events. Plus funny videos from our readers and customers.


Sam Varghese

Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.

Share News tips for the iTWire Journalists? Your tip will be anonymous




Guest Opinion

Guest Reviews

Guest Research

Guest Research & Case Studies

Channel News