Make It Fair campaign launched to stop AI ‘content theft’

It comes as a government consultation seeking views on the copyright issue closes today. 

The ‘Make it Fair’ campaign was developed to raise awareness among the British public about the existential threat posed to the creative industries from generative AI models, many of which campaign organisers say “scrape creative content from the internet without permission, acknowledgement, and critically, without payment.”  

They believe the impact on creative businesses and individuals throughout the country, who collectively generate over £120 billion a year towards the UK economy, will be ‘devastating’ if this continues unchecked, or worse still if the government legitimises ‘content theft’. 

Today, @MCTDCambridge have published a report cautioning against the government’s proposals to degrade copyright law in favour of AI firms. Report linked in comments ⬇️

In response NMA CEO @OwenMeredithNMA said: pic.twitter.com/GlHtcYo6yI

— News Media Association (@newsmediaorg) February 20, 2025

Today is the last day of the government’s consultation and regional and national daily news brands are running a homepage takeover as part of the campaign.

What is the ‘Make it Fair’ campaign?

The campaign states: “MAKE IT FAIR: The government wants to change the UK’s laws to favour big tech platforms so they can use British creative content to power their AI models without our permission or payment.

“Let’s protect the creative industries – it’s only fair.”

Titles will run the campaign throughout the next week, with the aim of appealing to the British public to write to their MPs and back the creative industries. 

Launching the campaign today, Owen Meredith, CEO of News Media Association, commented: “We already have gold-standard copyright laws in the UK. They have underpinned growth and job creation in the creative economy across the UK – supporting some of the world’s greatest creators – artists, authors, journalists, scriptwriters, singers and songwriters to name but a few. 

The Chancellor @RachelReevesMP says her “number one mission” is getting “more pounds in pockets” – yet the Government seems determined to weaken the reward framework for millions of people in the creative industries and beyond who depend on copyright for their income.

— Owen Meredith (@OwenMeredithNMA) February 19, 2025

“And for a healthy democratic society, copyright is fundamental to publishers’ ability to invest in trusted quality journalism. The only thing which needs affirming is that these laws also apply to AI, and transparency requirements should be introduced to allow creators to understand when their content is being used. Instead, the government proposes to weaken the law and essentially make it legal to steal content. 

“There will be no AI innovation without the high-quality content that is the essential fuel for AI models. We’re appealing to the great British public to get behind our ‘Make it Fair’ campaign and call on the government to guarantee creatives are able to secure proper financial reward from AI firms to ensure a sustainable future for both AI and the creative industries.” 

Launching a music industry campaign to coincide with the ‘Make it Fair’ campaign, Ed Newton Rex added: “1,000 UK musicians released a joint album today, recordings of empty studios, calling on the government to change course or risk empty studios becoming the norm. 

On December 17, the UK government launched a consultation process on copyright and AI (Image: Getty Images)

“The government’s proposals would hand the life’s work of the UK’s talented creators – its musicians, its writers, its artists – to AI companies, for free. The government must change course and make it fair.” 

The copyright consultation in short

On December 17, 2024, the UK government launched a consultation process on copyright and AI. 

The government is trying to decide whether to let tech companies use content without permission unless the creators specifically say “no”. 

Creators argue this puts the burden on them to police their work – which would be both costly and time-consuming – and that tech companies should pay for using their content and work. 

The UK creative industries, which includes artists, authors, journalists, illustrators, photographers, filmmakers, scriptwriters, singers and songwriters, generates around £120 billion a year towards the UK economy. 

Recommended reading:

As the government progresses towards an AI Bill, the government must take the consultation responses on board before making a final decision on proposed legislation.

The Department of Science, Innovation and Technology (DSIT) is responsible for the bill. 

MPs are currently debating provisions added to the Data Bill which – in contrast to the government’s plans – would make existing copyright law enforceable in the age of AI.