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(Image: Unsplash/Con Karampelas)

There’s an industry secret buried in the Australian Competition and Consumer Commission's (ACCC) concepts paper on the proposed mandatory code between big media and big tech platforms released yesterday: big media wants the proposed code to give them access to the deep data that the big tech platforms have on news users.

Given media’s continued reliance on advertising, this ask is potentially more significant than their more-publicised request for a pay off from big tech platforms for using news snippets in search results and feeds.

The concepts paper seems to agree with big media, stating “as digital platforms obtain a benefit from the data they collect due to users’ interactions with news content published or distributed on their services, it may be reasonable for digital platforms to share this data with relevant news media businesses”.