The initial reaction by the media is supportive of the ACC's recommended actions against the market power of Google and Facebook.
Hugh Marks, CEO of Nine, congratulated the ACCC and the government for the initiative they’ve taken and for the comprehensive nature of the response.
“The ACCC has successfully identified the steps that need to be taken to bring about change for the benefit of Australian consumers and Australian businesses, in what is a complex area," he says.
“We’re enthused by the strength of the Government’s clear commitment to implement that change - to protect the personal rights of Australians using digital platforms, to ensure the accuracy and reliability of information provided to Australians and to provide a framework that will assist content creators and owners to fairly monetise the results of their work.
“We look forward to being involved constructively with the ACCC and the government as we move through to outcomes. We stress the importance of taking action within the timeframes recommended by the ACCC.”
Michael Miller, executive chairman, News Corp Australasia: "We welcome the strength of the language and the identification of the problems created by the dominance and immense market power of the digital platforms. Equally, we are encouraged by the stated determination of the government to address these problems. The recommended regulatory and legislative measures must be powerful enough to correct the adverse effects associated with digital platforms and their impact on Australian consumers and businesses, including news content creators. We will work with the government to ensure their commitment is matched by real change."
Peter Miller, CEO, NewsMediaWorks, the industry body: “We believe in the power and importance of premium, professionally-generated news content. Therefore, we welcome all initiatives that create a more level playing field, allowing our members to better monetise their content and ensure that all Australians continue to have access to high-quality news and journalism.”
Radio
Joan Warner, chief executive officer of Commercial Radio Australia, says the industry is pleased the report recognises action is needed to address issues of market power and regulatory imbalances between the digital platforms and Australian media businesses.
“The recommendations are comprehensive and will take time to work through, but overall it’s a positive outcome for consumers and the local media industry," she says.
“Greater transparency into how digital platforms operate in the advertising market will only be good for the wider industry and all Australian businesses making investment decisions on advertising expenditure.
“We support the development of a code of conduct to govern relationships between digital platforms and media businesses.
“The radio industry looks forward to actively engaging in the 12-week consultation process.”\
TV
Network 10’s chief operating officer Annabelle Herd says the world-first report recognises that while these companies have changed the world in so many ways, not all of those changes are good.
“It has taken a long time to get to this point and there is still a way to go to implement most of the recommendations. These are complex issues and, no doubt, there will be heavy push back," she says
“However, it does feel like the glamour of the global digital players has worn off in Canberra and for the first time there seems to be a strong political will to address big issues like inadequate regulation, lack of transparency, and the impact on Australian media companies, consumers and local content producers.”
Advertisers
The Australian Association of National Advertisers (AANA) welcomed the final report.
“We will carefully consider the report and consult with our members before making detailed comment on the report’s recommendations but it is clear to us already that much of the Commissioners’ report will be warmly welcomed by our members," said John Broome, the AANA’s CEO.
"We particularly support the recommendations strengthening consumer protection and consent in relation to the use of their data and the recognition that media regulation must change to reflect the new reality.
“We will engage fully with the government during the forthcoming consultation process and participate in the proposed inquiry into the operation of ad tech services and advertising and media agencies."
Among the actions wanted by the ACCC is an inquiry into adtech and advertising agencies over programmatic pricing transparency concerns, an update to merger laws, better protections for the privacy of consumers, stricter rules on unfair trading and a code of conduct when the platforms interact with the media.
Treasurer Josh Frydenberg said: "Make no mistake, these companies are among the most powerful and valuable in the world and they need to be held to account and their activities need to be more transparent."
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