Beautiful Virgin Islands

Thursday, Mar 19, 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

Beautiful Virgin Islands
0:00
0:00
Close
UK Sets New Aid Priorities Following Significant Budget Reductions
Cyprus President Urges Open Dialogue Over Future of British Sovereign Base Areas
Cyprus President Urges Open Dialogue Over Future of British Sovereign Base Areas
UK Plans 50% Steel Tariffs in Bold Move to Protect Domestic Industry
Iran Conflict Sends Shockwaves Through UK Economy as Energy Costs and Trade Risks Surge
UK Health Officials Warn Kent Meningitis Outbreak Still Active as Cases Continue to Rise
UK Climate Progress Faces Scrutiny Over Reliance on Carbon Accounting Methods
UK Deploys Advisers to United States to Shape Plan for Reopening Strait of Hormuz
Amazon Bets on AI-Driven Alexa Upgrade to Revive UK Smart Speaker Market
UK Abortion Law Changes Spark Strong Response from Church Leaders and Pro-Life Advocates
UK Abortion Law Changes Spark Strong Response from Church Leaders and Pro-Life Advocates
GB News Faces Regulatory Complaints Over On-Air Remarks on ‘Genocide’ Claims
UK Signals Expanded Support for Gulf Allies as Iranian Attacks Intensify Regional Threats
UK VAT Decision Opens Path for Potential Refunds to U.S. Biopharma Firms
UK and Canada Advance ‘Middle Power’ Strategy to Shape Global Influence Beyond Superpowers
Google Explores AI Opt-Out Features in Search to Address UK Regulatory Concerns
Google Explores AI Opt-Out Features in Search to Address UK Regulatory Concerns
UK Fuel Prices Poised to Surge as Global Tensions Drive Oil Market Volatility
UK Fuel Prices Poised to Surge as Global Tensions Drive Oil Market Volatility
UK Holds Back on Hormuz Escort Mission While Continuing Talks with Allies
TrumpRx Pricing Platform Faces Scrutiny as Some Medicines Remain Costlier Than in the UK
UK, Netherlands and Finland Explore Joint Defence Investment Bank to Boost Military Capability
Deadly Meningitis Outbreak in Kent Raises Alarm as Cases Surge and Emergency Response Expands
UK Security Adviser Viewed US-Iran Nuclear Deal as Within Reach Before Sudden Escalation
UK Prime Minister Urges Continued Focus on Ukraine Amid Escalating Iran Conflict
UK Introduces New Safeguards to Shield Lenders from Bank Run Risks
UK Promotional Products Market Surpasses £1.3 Billion as Demand Strengthens in 2025
Reeves Pushes for Deeper UK-EU Economic Ties to Revive Growth
UK Security Adviser Saw No Imminent Iranian Nuclear Threat Days Before War Erupted
France Signals Warm Welcome for UK Return to EU Single Market Amid Renewed Cooperation Talks
UK Defence Official Criticises Boeing Over Delays to E-7 Wedgetail Programme
UK Urged to Secure Quantum Talent as Minister Warns Against Repeating AI Setbacks
UK Mayors Set to Gain New Spending Powers Under Reeves’ Fiscal Devolution Plan
Western Allies Urge Restraint as Israel Weighs Expanded Ground Operation in Lebanon
Trump Warns NATO Faces ‘Very Bad’ Future Without Stronger Allied Support in Iran Conflict
UK Minister Says Britain Not Bound to Support Every Demand From U.S. President
Starmer Tells Trump Britain Will Not Be Drawn Into Wider Iran War
Starmer Tells Trump Britain Will Not Be Drawn Into Wider Iran War
UK Set to Introduce Steel Tariffs of Up to 50 Percent in New Industrial Strategy
European Governments Decline Trump’s Call to Send Warships to Reopen Strait of Hormuz
Fears Over Iran Conflict Weigh on UK Consumer Confidence
Starmer Says UK Working With Allies on Hormuz Shipping Plan After Trump Raises Pressure
Iran War and Energy Shock Shake Britain’s Economy and Political Debate
Deadly Meningitis Outbreak at UK University Leaves Two Dead and Several Seriously Ill
Deadly Meningitis Outbreak at UK University Leaves Two Dead and Several Seriously Ill
King Charles and Queen Camilla Share Personal Tributes to Their Mothers on UK Mother’s Day
Prince William Honors Princess Diana with Mother’s Day Tribute
UK Economy Stalls in January as Households Cut Back on Eating Out
AI-Generated Singer Becomes Viral Voice for Iranians With New Anthem
London Private Club Founder Plans Exclusive Palm Beach Venue Near Trump’s Mar-a-Lago
×