Act Now: Secure a Fair Deal for Independent Media

The Independent Media Association issues a rallying call for independent news providers: independent media in the UK is at a turning point, but must act before 10th October

Big tech has completely changed news. Google alone owes news providers in the UK £2.2 billion. That's why PINF fought hard to ensure that local news providers can bargain collectively for fair compensation from tech platforms. Now, it's over to publishers to get involved in the next, critical stage of the negotiations. A key organiser of the collective bargaining movement, the Independent Media Association, talks us through the next steps in this week's blog.

If you're a UK publisher—whether you're running a local newsletter, a hyperlocal blog, or a mid-sized digital outlet—now is your moment to make a real difference. The Digital Markets, Consumers and Competition Act (DMCCA) has opened the door for us to bargain collectively with Google, and that could reshape how independent media thrives online. But the window for action is closing fast. 

What’s happening now? The DMCCA in plain English 

The DMCCA is a game-changer. In short, it enables independent news publishers to negotiate as a group with Google, which could be designated as holding “strategic market status”—essentially, monopoly-like control over how your content reaches readers. 

For too long, Google has determined when, where, and if our work gets seen - without our input, without fair compensation and without any transparency. Now, we can demand better. Not just financial remuneration, but also: 

• Fair access to decision-making — whether that’s advance notice of algorithm tweaks or being consulted on platform developments;  

• A responsive complaints channel — that actually hears our concerns;  

• A platform that values quality journalism — preserving a diverse and trustworthy media environment, which benefits us, readers, and the broader public discourse.  

This is about more than money. It’s about shaping the future of independent media in the UK. But time’s tight: 10 October is the key date - when Google’s strategic status should be confirmed. That's when collective bargaining can begin if Google is designated as having SMS.  

So please, don’t wait. 

Why do associations matter? Where can you join?

You don’t need to do any of this alone—united, we’re stronger. That’s exactly why we have trade associations stepping in to coordinate, support and amplify our voices: 

• Independent Media Association - membership page  

• Independent Community News Network - membership page  

• Independent Publishers Alliance - membership page  

• Association of Online Publishers - membership page  

Each of these organisations welcomes a broad range of publishers: from blogs, hyperlocals, community newsletters, and solo journalists, to established mid-size outlets with paid staff. 

By joining, you’ll gain: 

• Collective bargaining power, without spending months lobbying alone.  

• Advocacy and representation, lobbying government, regulators, and corporate actors on your behalf.  

• Valuable networking and peer support, because running independent media can be lonely. These associations connect you with others who get it.  

• Practical resources and guidance, on navigating tech changes, revenue strategies, legal advice, and more.  

It really is about access and solidarity. Whether you’re a one-person operation or a team of ten, being in an association means you won’t be negotiating or adapting in isolation anymore. 

How can you get involved - before it’s too late?

Let’s break this down - here’s what you need to do: 

1. Choose the association that fits your needs. Explore the membership pages above and pick the organisation that aligns with your values, size or scope.

2. Sign up before 10 October. That's when Google’s strategic market status should be confirmed and collective bargaining officially kicks off. If you miss that cut-off, you risk being sidelined entirely.

3. Shape the conversation. Associations are planning research to inform our negotiating positions. Expected in early to mid-September, this research will benefit whoever’s signed up - so joining promptly means your voice counts.

4. Plug in, even if you’re time-poor. The beauty of joining an association is that you don’t need to lead every initiative. Let the collective do the heavy lifting, while you reap the benefits: fairer terms, greater visibility and stronger networks.

5. Follow the bigger picture. Check out our coalition’s submissions to the Competition and Markets Authority to get a deeper sense of our advocacy approach. These are powerful resources to understand what’s at stake and what’s possible when we come together.

   • February 2025: Joint submission on strategic market status investigation.

   • July 2025: Joint submission on Google's strategic market status: A call for fairness in digital journalism.

   • Follow the latest news: https://www.ima.press/news.

Let’s seize this moment, together 

It’s rare to be handed a chance to reshape the media ecosystem in your favour. This is ours - but only if we act swiftly. Join an association today, make your voice count, and help secure a fairer, more sustainable future for UK independent media. 

Sign up to our newsletter for more updates from PINF.