UK creative industries call on government to ‘make it fair’ in AI era
The UK creative industries have jointly launched a campaign to raise awareness in how AI companies could scrape their content without permission, acknowledgement and, crucially, payment.
If the practice continues, the campaign highlights, the future of the creative industries — which contribute more than £120bn a year to the UK economy — could be severely damaged.
Tuesday (25 February) is the last day of the government’s consultation for copyright and AI. The process, which began on 17 December 2024, seeks to help the government decide whether AI companies can use content without permission unless specified by creators.
Regional and national daily news brands will today run the same coverwrap and homepage takeovers. Weekly titles will run the activity next week.
The campaign copy 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.”
It also encourages readers to write to their MPs and support the creative industries.
“For a healthy democratic society, copyright is fundamental to publishers’ ability to invest in trusted quality journalism,” commented Owen Meredith, CEO of the News Media Association. “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.”
The government will assess responses from the consultation as it drafts the AI Bill, which is led by the Department of Science, Innovation and Technology.
Separately, MPs are currently debating provisions to the existing Data Bill that would make existing copyright laws enforceable amid the rise of AI.
Meredith added: “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.”
Addressing media and advertising leaders at LEAD 2025 this month, media and creative industries minister Sir Chris Bryant expressed a desire to make sure “we have a strong copyright system in the UK” and that it is “vital” the country maintains an “ability for people to be remunerated and control their rights”.
However, he said Labour “think[s] there’s a possibility that there’s a win-win for this” in which AI can be leveraged to help stimulate broader economic growth while intellectual property is protected.
Sajeeda Merali, CEO of the Professional Publishers Association, earlier warned the House of Commons that it is “vital that fair competition remains at the centre of AI development, where both the spirit and letter of copyright law apply”.
She added: “This currently isn’t happening. AI platforms are failing to respect existing copyright law and opt-out agreements, jeopardising the funding that makes quality content possible.”
Merali cautioned that the publishing industry faces an “existential crisis” if the government “fails to get this right”.