A collective stand for media fairness and accountability

In March 2022, #WaitingOnZuck was launched as a bold, coordinated campaign to demand fair treatment for small and mid-sized public interest journalism publishers under Australia’s News Media Bargaining Code.

While major media outlets—including News Corp, Nine, and the ABC—had successfully secured deals with Google and Meta for the use of their journalism, many smaller and independent publishers were excluded from negotiations and left uncompensated for their content appearing on the platforms.

Campaign Origins & Leadership

The campaign was initiated by Karen Mahlab AM, who recognised both the injustice and the opportunity for strategic collective action. Drawing on her extensive network, Karen mobilised key collaborators and secured pro bono creative support from Decade of Action, with campaign execution supported by Pro Bono Australia and Broadsheet.

Karen also played a pivotal role in convening more than 50 smaller publishers under a shared cause—uniting them in a powerful group action that combined moral clarity with tactical precision.

Day of Action & Impact

On March 22, 2022, more than 50 independent publishers across Australia collectively paused their publications for 24 hours, a rare and powerful moment of solidarity in the media landscape. Their message was simple but urgent: Google and Meta must return to the negotiating table and engage fairly with all news organisations—not just the biggest players.

The campaign generated:

  • Extensive media coverage in Australia and internationally

  • Over 7,000 unique visits to the campaign website waitingonzuck.com (no longer available)

  • More than 600 emails sent to the Treasurer, urging formal action to designate Meta and Google under the code.

Policy Outcomes & Broader Influence

As a direct result of the campaign, Google re-engaged with a coalition of 23 independent publishers—known as the Public Interest Publishers Alliance (PIPA) Group. 

Specific approval was sought and granted by the Australian Communications and Media Authority to collectively negotiate. PIPA then entered into negotiations for content compensation deals and was successful with Google bringing an estimated $13 million to the coalition of small publishers involved. 

While Meta declined to respond, the campaign helped bring wider attention to the shortcomings of the code and the power imbalances in media funding. It also contributed to:

  • Increased scrutiny of platform behaviour in global policy discussions

  • Legislative considerations in countries including Canada, the UK, and the United States

Input into the 2022 Australian Government review of the News Media Bargaining Code

A Structural Challenge Exposed

As The Conversation noted in March 2022:

“A perverse outcome of the law is that it helps the biggest media players while shutting out smaller and not-for-profit companies… The tech giants are betting no one will care enough about the little guys to kick up a fuss. But under the new laws, the Government can force Facebook and Google to come to the table through a process called ‘designation’—and that’s what the publishers are lobbying for.”

#WaitingOnZuck made it clear: equitable media policy cannot stop at the major players. A healthy, democratic media ecosystem must support diversity, transparency, and access to funding across the full spectrum of public interest journalism.

This campaign was a powerful example of what’s possible when collective action, strategic design, and principled leadership come together

Letter sent out to subscribers of the 50 participating publishers 22 March

Good morning,

You might notice today's edition – and our website – look a little different.

Today, publishers across Australia – including Pro Bono News – are joining forces to shine a light on the obscene power imbalance between independent journalism and digital platforms in a news freeze. Many of us will not be publishing our usual stories covering Australian culture and communities.

Because we are all waiting on Mark Zuckerberg.

This is an important issue for Pro Bono News and something we wanted to share with you, our readers.

As independent publishers, we not only deliver important news and information, but in many ways form part of the backbone of communities by celebrating diversity, shining a light on local heroes, nurturing our unique interests and sharing the stories that help us to feel seen, heard and represented in Australia.

Almost one year ago the Australian federal government, Department of Treasury (courtesy of Josh Frydenberg) introduced the News Media Bargaining Code. This code aims to reduce the obscene power imbalance between Australian news media businesses and digital platforms, specifically Meta and Google.

It’s true that this world-leading code has been a significant step in the right direction… it even caused a bit of a global ruckus, ruffling the feathers of many big tech leaders. The issue is that the digital platforms have made a bunch of commercial-in-confidence (AKA "secret deals") that have exacerbated the massive competitive disadvantage, significantly impacting the "little guys" of this vital industry – our small and medium news businesses.

Australians have taken this issue seriously. Showing their support for small and medium publishers in droves and enraged when Meta tried to yet again control the media landscape by disabling the sharing of any Australian news links.

But the Australian public can only take this David and Goliath battle so far and the launch of the code was only the tip of the iceberg for creating the change needed.

We know that Josh Frydenberg (treasurer of Australia) is prepared to go the extra mile – heck he even reached out for a chat directly with Mr Zuck, letting him know that we won’t be backing down, because the sustainability of independent news matters to Australians, all of us.

It has been a year since the code was launched and Meta has had more than enough time to demonstrate that they believe in paying for the quality independent journalism that their business model continues to benefit from enormously. Instead they’ve made a series of convenient deals. Deals that benefit big-tech and big-media, putting the future of small and medium publishers at risk.

Right now, small and medium publishers, along with their 4 million plus readers are #WaitingOnZuck to come to the table and make real deals. Agreements with small and medium publishers that are transparent, fair and actually pay for the journalism that his businesses are built upon.

Josh Frydenberg (and the Department of Treasury) is currently reviewing the impact of the code. Which means that Josh has an opportunity to ensure that the code holds Meta to account and helps to build a sustainable news industry that is independent, diverse and representative of all Australians.

Today news media businesses across Australia are joining forces through a collective news freeze – letting the world know that small and medium publishers are still #WaitingOnZuck to pay up for the journalism that he has been benefiting from for free.

Find out more at www.waitingonzuck.com 

We'll be back in your inboxes with our regular news service on Thursday.

Best wishes,