How to win a local news campaign
- Beckie Shuker
- Jul 31
- 5 min read
Updated: Aug 6
Breaking down the timeline of PINF's successful News for All campaign. This page is best viewed on desktop!
In July 2022, PINF’s News for All campaign was launched to ensure that independent news providers in the UK are fairly compensated for their news content by tech giants.
Exactly two years later, the campaign succeeded in its goal to influence the UK Government to make provisions for indie local news publishers, as the Digital Markets, Competition and Consumer bill finally passed into law.
So what does it take to change a law? We certainly couldn't have done it without the dedicated 200 indie publishers in PINF's network and beyond that directly contacted their MPs and made their voices heard!
The timeline below sets out the key moments in the campaign - alongside hundreds of meetings, letters, emails and calls (not to mention the masses of coffee, tonnes of biscuits and countless issues of Politico consumed).
The Campaign Timeline
February 2019
Publication of Dame Frances Cairncross’s Review of Public Interest Journalism
Concludes that there is a fundamental market failure in the provision of public interest news in the digital economy.
January 2020
Government supports Cairncross’s recommendation to establish new codes of conduct to rebalance the relationship between big tech and public interest journalism
And agrees to work with stakeholders as part of a wider programme of work to assess ‘the government’s approach to competition policy in digital platform markets’.
November 2020
Government responds to CMA digital advertising market study
Confirms that new codes would govern relationships between online platforms and news publishers, directly addressing Cairncross’s recommendation.
July 2021
The Government publishes a four-month consultation: A new pro-competition regime for digital markets
Looking for views on the design of new legislation to regulate digital markets.
May 2022
The Government sets out its response to the consultation on the pro-competition regime
Reiterating that ‘interventions will help rebalance the relationship between firms with Strategic Market Status (SMS) and those who rely on them’.
And asking the CMA to establish a new body, the Digital Markets Unit, to introduce a new code of conduct.
October 2022
PINF Executive Director Jonathan Heawood takes part in a panel at the Saving Journalism Conference at Columbia University
The panel also features representatives from the Canadian and Australian Governments – countries already moving on bargaining codes at this time.
April 2023
The Digital Markets, Competition and Consumers Bill (DMCCB) is introduced
And has its first reading in Parliament, empowering the CMA to designate SMS, impose conduct requirements, and apply a final offer mechanism where firms are unable to agree terms.
May 2023
PINF convenes a private roundtable to discuss a UK bargaining code
Bringing together a broad group of regulators, media policy experts and others, with support from our funder Reset.
And commission a paper on Bargaining for Digital Compensation from Professor Robert Picard at the Reuters Institute.
July 2023
PINF takes part in second roundtable at the DCMS
Lending support to the draft bill and stressing the need for measures that will allow indie news publishers to benefit from the new rules.
July 2023
PINF co-authors ‘Big Tech and Journalism: Principles for Fair Compensation’
With input from over 100 journalists, economists, free speech advocates and trade bodies gathered in Johannesburg, the principles set out a guide for the successful design and implementation of the policy mechanisms introduced in the Bill.
September - October 2023
200 independent news publishers put pressure on their MPs
Indie news providers meet with their MPs, and write letters and emails demanding support for a fair digital marketplace in the UK.
October 2023
PINF's amendment is accepted
Including clauses affirming the ability of multiple news publishers to act jointly while negotiating for fair trading with tech giants.
Going beyond what was previously allowed in UK competition law and making the process much more accessible for indies.
March 2024
PINF recommends more than a dozen amendments to the DMCCB
Streamlining the process of choosing which tech firms can be designated with SMS, the conduct requirements imposed on their commercial dealings with indie publishers, the exemptions to these decisions that they may claim, the stage at which payment for content terms can be imposed and the terms on which they can appeal regulatory decisions.
November 2024
PINF publishes research into the true value of UK news to tech platforms in the UK
Our work doesn’t end with the passing of the Act. We continue to work closely with DCMS, DSIT and the CMA to ensure the new regime works well for indies.
November 2019
Launch of Public Interest News Foundation
Having rejected Cairncross’s recommendation to establish a Government Institute for Public Interest News, the Government welcomes the development of PINF to support independent news providers.
July 2020
Publication of CMA digital advertising market study
Finds that competition is not working well in digital markets leading to substantial harm for customers and society, and recommends legislation to establish a new pro-competition regime.
November 2020
The House of Lords publishes its Future of UK Journalism inquiry
With evidence from the newly formed PINF calling for social media platforms to share their profits from news with news publishers.
September 2021
PINF takes part in first roundtable at the Department for Culture, Media and Sport (DCMS)
Discussing the future of digital markets.
July 2022
PINF launches the News for All campaign supported by independent publishers and other stakeholders
With the aim of influencing the UK government to ensure that independent news providers are fairly compensated for their news content by tech giants.
And recruits our first dedicated Campaign Manager.
February 2023
PINF publishes its first briefing paper in relation to the new bill
Urging the Government to learn from the shortcomings of the Australian News Media Bargaining Code and use the bill to help independent publishers.
Using our research gathered over the previous three years showing the importance of and challenges facing local news providers.
May 2023
PINF gives evidence to the Digital Regulation and Responsibility APPG
Along with other advocates, discussing how this legislation can support as many publishers as possible.
June 2023
PINF hires regional Campaign Organisers
To support independent publishers to get involved in the News for All campaign.
July 2023
PINF takes part in a Media APPG panel discussion
‘Breaking the internet or supporting trusted news?’ - Jonathan Heawood speaks alongside leading figures from law, media and politics.
August 2023
PINF publishes briefing paper setting out a critical amendment to the Bill
To ensure that independent and local news outlets can benefit from the new regime, we seek confirmation that collective bargaining is permitted in the new regulatory framework.
October 2023
PINF takes part in a third roundtable Department for Culture, Media and Sport (DCMS)
With Lucy Frazer, Secretary of State at the DCMS.
December 2023
PINF takes part in a roundtable at the Department for Science, Innovation & Technology (DSIT)
With Saqib Bhatti, Parliamentary Under Secretary of State.
May 2024
The Bill passes!
And becomes enshrined in law as the Digital Markets, Competition and Consumers Act.
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