Be careful what you wish for – the ACCC’s digital platforms proposals could bite Australian advertisers and publishers
Australian ad industry and media outlets have praised the ACCC’s criticism of Facebook and Google in the interim digital platforms review, but Mumbrella’s Paul Wallbank says a careful reading of the reports shows there could be more to the story.
Despite the ACCC’s interim report into digital platforms being met with almost universal acclaim from Australia’s marketing and media industries, a closer reading shows the local industry may not be completely delighted if the regulator gets its way.
ACCC chair, Rod Sims, speaking at a Sydney media conference after releasing the interim report
The ACCC’s proposals would see a new super-regulator for the ad industry along with changes which would affect big and small publishers.
In the regulator recommendation, the ACCC is proposing wide-ranging powers to monitor the behaviour of digital platforms, not just for Facebook and Google, but for any business generating $100m per annum from digital advertising.
Whilst everyone has been very quick to jump on all this news of the ACCC investigation the industry as a whole should be weary. Right now everyone is pointing the heat at Google and Facebook who will no doubt be key features of this report but in accordance to the highlight points to be covered in the investigation many other businesses in this market could be in trouble.
To think the problems only occur in Facebook and Google is a reflection of the naive mindsets of many in this industry. The first businesses to respond publicly to the ACCC work will be the ones who also need careful attention.
Maybe legislation should be written to abolish some of the boys club deals and BS in the way people do business and seek to protect those is the 56% who have suffered symptoms of depression as a result of the mediocrity in leadership we have these days. That mediocrity driven by egotistical talkers who squeeze individuals in their businesses to deliver the vapour ware created through keeping up appearances.
Got anything you want to get off your chest not so Quiet Observer?
Maybe the TV channels will have to make viewers aware that the paid content masquerading as news is actually paid advertising!