About
As the government’s consultation closed, national and regional news brands united to deliver a powerful message across print and digital platforms, urging the public to support creators by contacting their MPs. With the creative industries contributing over £120 billion annually to the UK economy, the campaign warns that weakening copyright would be devastating for jobs, innovation, and culture. Instead, it calls for the government to strengthen transparency and uphold existing copyright protections to ensure AI development is fair, responsible, and sustainable for all.
Solution
Local, regional and national daily news brands ran the same cover wrap and homepage takeover. The campaign highlights how generative AI models often scrape and repurpose content – whether journalism, music, writing or art – without compensating the individuals and businesses behind it. A group of 1,000 musicians released a “silent album,” protesting the planned changes. The album titled – “Is This What We Want?” – features tracks from Kate Bush, Imogen Heap, and contemporary classical composers Max Richter and Thomas Hewitt Jones, among others. Artists from across the music industry united to protest the government’s AI and copyright proposals at the 2025 Brit Awards.
Results
On its first day, more than a third of those who saw Make It Fair took an action, such as sharing information on social media, contacting their MP or supporting advocacy groups. The campaign continued to see extensive coverage across broadcast, print and digital outlets, and continues to see widespread support from Parliamentarians across both Houses and from high-profile figures from across the creative industries, such as Dua Lipa, Sir Elton John and Kate Mosse.
69%
of Brits supported Make It Fair’s aim to prevent changes to copyright laws that would allow AI firms to use creative works without permission or payment.
Source: OnePoll survey, 2025
This rises to
82%
per among those who saw the campaign.
Source: OnePoll survey, 2025
On its first day,
11.2m
people saw the campaign.
Source: OnePoll survey, 2025