Creative industries have long been the beating heart of the UK’s cultural and economic identity.
From world-renowned musicians and filmmakers to acclaimed journalists and authors, British creativity not only generates over £120 billion annually for the economy, but also shapes how the world perceives the UK.
With the rise of artificial intelligence technologies, this vibrant sector is facing an unprecedented threat, resulting in Make It Fair, a bold campaign with a takeover of UK front pages, highlighting the risk of weakening copyright law.
What’s the Make It Fair campaign?
The rapid development of generative AI models has revolutionised many sectors, offering new possibilities in automation, content creation, and innovation. But, this progress has not come without cost. Many AI companies, both big and small, use copyrighted content to train their models, often without transparency or remuneration for the original creators.
As the influence of AI continues to grow, the UK government initiated a consultation on whether tech companies should be allowed to scrape creative content from the internet without permission or payment, enabling them to use copyrighted material unless creators specifically opt out.
Besides shifting the burden onto creators to police their work – a task that could be both costly and time-consuming – this approach undermines the livelihoods of creators and threatens the future of the creative sector: if content creators are not fairly compensated, the very industries that contribute so much to the UK economy could face devastation.
Launched on 25 February 2025 by the News Media Association (NMA) and backed by a coalition of creative industries, the Make It Fair campaign aims to combat proposed changes to UK copyright law, underlining the need for robust copyright laws that apply equally to AI technologies, ensuring that powerful tech firms do not exploit creators.
Why this matters for PR agencies?
As intermediaries between brands, the media, and the public, PR agencies in the UK have a unique opportunity to influence the narrative around Make It Fair by:
- Advocating for ethical practices: PR agencies should align with the campaign’s principles by promoting fairness, transparency, and respect for intellectual property. This involves not only supporting creative clients but also guiding tech clients towards ethical AI practices that compensate creators appropriately.
- Crisis management: The debate surrounding AI and copyright is complex and polarising. PR agencies need to prepare for potential crises, whether from clients on either side of the debate or public sentiment swayed by the media’s portrayal of the issue. Having robust crisis management strategies will be crucial.
- Educating and engaging the public: The campaign presents a significant opportunity to educate audiences and facilitate conversations that highlight the importance of fair compensation for creators.
Should PR agencies support the Make It Fair campaign?
AI is increasingly becoming a valuable tool for PR agencies, offering innovative solutions for tasks like media monitoring, sentiment analysis, content generation, and audience targeting. By automating repetitive tasks and providing deep insights through data analytics, AI empowers PR professionals to work more efficiently and strategically.
However, as AI continues to evolve, PR agencies face a delicate balancing act between embracing technological advancements and advocating for fair practices within the creative ecosystem.
Supporting the Make It Fair campaign allows PR agencies to champion creators’ rights while maintaining a pragmatic approach to leveraging AI responsibly, ensuring that innovation and ethical standards go hand in hand.
This balanced stance is crucial for maintaining credibility and trust with diverse stakeholders, from creative talents to tech innovators. For creative clients, PR agencies can take a strong stance in supporting the campaign, emphasising the need for fair compensation and ethical use of content. Simultaneously, for tech clients, the focus should shift towards promoting transparency and ethical AI practices, positioning these brands as fair players.
By acting as thought leaders and offering strategic council, PR agencies can contribute meaningfully to the dialogue on ethical AI use, championing the rights of creators while advocating for responsible innovation.
How could Make It Fair shape a fair and innovative future?
The Make It Fair campaign is not just a fight for the creative industries. It’s a call to uphold fairness and integrity in a fast-changing world shaped by ever-evolving technological innovation.
For PR agencies, the campaign represents both a challenge and an opportunity to demonstrate leadership, advocate for ethical standards, and build narratives that protect the interests of creators while promoting responsible innovation.
As the UK government considers the responses to its copyright consultation, PR agencies should encourage clients on both sides of the debate to engage constructively. Whether through thought leadership, advocacy, or crisis management, PR professionals have a critical role to play in helping shape the future of the creative and tech industries.
