London Daily

Focus on the big picture.
Friday, Oct 02, 2026

Facebook v Australia: Who blinked first?

Facebook v Australia: Who blinked first?

The war between Facebook and the Australian government is over.

Australian news will return to the social media giant's platform, and it will reach deals to pay news groups for their stories.

So, who won this titanic battle and how will that play out around the world?

The former boss of Facebook in Australia is pretty clear.

"I'd say Facebook may have blinked a bit here," Stephen Scheeler told BBC Radio 4's Today programme.

"I think there's no question that global backlash against this was pretty stern.

"And I think Facebook probably observed that governments around the world were taking a harder line maybe than they had anticipated."

Microsoft's intervention


Australia had support not only from other governments, which wanted to see Mark Zuckerberg's company taken down a peg, but even from another tech firm that has previously been in regulators' sights itself.

Earlier this month, Microsoft came out in strong support of the new media law.

Its President Brad Smith wrote: "The legislation will redress the economic imbalance between technology and journalism by mandating negotiations between these tech gatekeepers and independent news organisations."

Cynics might point out it's not surprising Microsoft backed a law framed specifically to affect two of its biggest rivals.

Microsoft's Brad Smith had backed Australia over Google and Facebook
After all, at a time when Google was threatening to leave Australia altogether, Microsoft was telling the Australian prime minister that its search engine Bing would be happy to fill the gap and contribute to the news industry.

But a spokesman for the company told me that its stance had always been based on principle.

For its part, Facebook says it's happy with the amendments to the law.

It believes they will put an end to the idea that the government should set the terms of a deal between private companies.

"It gives us the ability to strike commercial deals on terms that make sense which is what we wanted," says one insider.

With both Facebook and Google now striking deals with newspaper groups, the Australian government may not feel the need to go ahead with the legislation.

So should other governments take inspiration from what looks to have been a successful approach to forcing the tech giants to fund news?

'Screwed it up'


Not according to Benedict Evans. The tech consultant and former Silicon Valley venture capitalist has been a ferocious critic of the Australian law.

He says it was poorly framed with unrealistic elements, including the demand that Google give 14 days notice of any change in a search algorithm which is constantly tweaked.

"Google caved to extortion early," he says.

"Facebook stood on principle but screwed up by blocking everything instead of just actual news.

"Australia wrote a law that was physically impossible to comply with, and has now said: 'Oh well it's been a success because we're not applying it to anybody.'"

But he adds the principle of taxing tech companies to subsidise newspapers is set to spread.

"The challenge in this case is that you're sort of pretending it's not a tax and not a subsidy. You're pretending it's a commercial arrangement, which it isn't."

Radical action


The end result seems likely to be that Facebook and Google will strike more deals around the world to pay money for news.

The problem is that this will probably benefit the major newspaper businesses, including Rupert Murdoch's News Corp, rather than struggling regional titles. And it will do nothing to chip away at the dominance of Facebook and Google in online advertising.

Rupert Murdoch's News Corp is now set to receive payments from both Google and Facebook
So what's the answer?

According to ex-Facebook Australia boss Mr Scheeler, it's time for radical action: breaking up the tech giants.

"I've come around to the view that the scale, size and influence of these platforms, particularly on our minds, our brains, and all the things that we do as citizens, as consumers, are just so powerful that leaving them in the hands of a few, very closely controlled companies like Facebook is the recipe for disaster," he said.

While Facebook certainly lost the PR war in Australia, it has suffered very little damage to its bottom line.

But in flexing its muscles so unwisely, it may have made the breakup of Mr Zuckerberg's empire a little more likely.

Newsletter

Related Articles

0:00
0:00
Close
Scottish Court to Rule on Bid to Force No-Confidence Vote Against Aberdeen Council Co-Leader
UK Bans Extra Charges for Seating Children Under 12 Beside Accompanying Adults
UK Introduces Vaping Duty and New Licensing Requirements
Greggs to Close Four UK Factories and Cut 740 Jobs
Hundreds of Prisoners Released Early as England and Wales Prisons Reach 98% Capacity
UK Unveils New Russia Sanctions Targeting War Funding and Shadow Fleet
Burnham Says There Are Strong Indications of Iranian Involvement in RAF Fairford Security Breach
Prime Minister Andy Burnham Raises Prospect of Reviewing Britain's Post-Brexit EU Relationship
Markets Price in Bank of England Rate Increases as Inflation Rises to 3.1%
UK Borrowing Costs Climb Toward 5.5% as Global Bond Sell-Off Intensifies
UK-France One-In-One-Out Migration Agreement Expires as London Seeks Alternative Measures
Southwest England Faces Flood Alerts After Heavy Autumn Storms
UK Expands Funding for Rapid Electric Vehicle Charging Infrastructure
Welsh Government Approves Funding to Upgrade South Wales Transport
Northern Ireland Tensions Rise as Orange Order Rejects Drumcree Compromise
NHS Leaders Back Early Design of Proposed National Care Service
More Than One-Third of Regional UK Universities Face Financial Deficits
UK Current Account Deficit Narrows as Cross-Border Financial Flows Remain Strong
Bank of England and FCA Issue New Rules for Stablecoins and Digital Assets
MI5 Warns UK Universities Over Research Links With Chinese Institutions
UK Energy Price Cap Rises 4% as Electricity VAT Is Temporarily Suspended
Equity Calls for UK Personality Rights to Protect Performers From AI Replication
OpenAI Pauses Advanced Model Training Following Safety Concerns
Scottish Government Proposes Replacing 32 Councils With Larger Regional Authorities
Ofgem Raises UK Household Energy Price Cap by 4% From October
UK Counter-Terrorism Police Continue Investigation After Five Arrests Near RAF Fairford
OECD Cuts UK 2027 Growth Forecast to 1%
Labour Says State Pension Triple Lock Remains Protected Through Current Parliament
Andy Burnham Pledges National Care Service With Free Social Care in England
Six Flags Permanently Shuts Landmark X2 Roller Coaster Following Safety Scandals
Metropolitan Police Rule Out Terrorism in Golders Green Stabbing Investigation
Lithium-Ion Battery Identified as Cause of Fatal Merseyside House Fire
UK Department Rejects New Sea Use Framework Due to Stakeholder Fatigue
Major Thames Water Pipe Burst Causes School Closures in London
Aldi Commits £900 Million to Expand UK Supermarket Network
Scottish Affairs Committee Warns Skills Shortages Threaten Defence Sector Expansion
Parliamentary Committee Warns Northern Ireland Budget Deadlock is Stalling Economic Growth
NHS Hospitals in England Face Severe Shortages of Essential Medications
Home Secretary Signals Major Overhaul of UK Immigration and Leave to Remain Policies
Chancellor Promises New Job Schemes Alongside Strict Fiscal Discipline
Energy Secretary Proposes Taxpayer-Funded Green Transition and National Electricity Grid
UK Government to Renationalise Avanti West Coast Railway Franchise in March
Prime Minister Andy Burnham Pledges Major Social Care and Infrastructure Reforms
Five Suspects Released on Bail Following Alleged Bomb Plot Near RAF Fairford
UK Diesel Prices Hit Record High of 199p Per Litre
Transport for Wales and Network Rail Complete Electrification of South Wales Metro
Defra Expands Incentives for Sustainable Farming and Biodiversity in England
Northern Ireland Executive Approves Funding Package to Resolve Public Sector Pay Disputes
Universities UK Warns of Financial Insolvency Risks for Higher Education Institutions
UK Prisons Activate Emergency Protocols to Manage Capacity Pressures
×