The UK creative industries are rallying against government proposals on AI copyright exemptions with their ‘Make it Fair’ campaign, launched on 25 February 2025.
What is the ‘Make it Fair’ campaign?
The ‘Make it Fair’ campaign challenges government proposals that detail a copyright exception for AI companies on ‘text and data mining’. This would allow artificial intelligence (AI) companies to use copyright-protected work without rights-holders’ permission.
The campaign comes in response to a government consultation, which closed on 24 February 2025.
To raise awareness, regional and national news brands have coordinated a unified campaign, with identical cover wraps and homepage takeovers urging the British public to write to their MPs.
Creatives are responding to the proposals elsewhere, too. Abba’s Björn Ulvaeus joined 48,000 creatives to sign a statement in protest, and more than 1,000 musicians, including Kate Bush, have co-written a silent album.
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Brandnation’s founder, Mary Killingworth, says on the matter, “The UK’s creative industries are built on individuals’ originality, talent, and hard work – none of which should be up for grabs without consent.
“The ‘Make it Fair’ campaign is about safeguarding creatives to ensure they are protected and respected as AI continues to evolve.”
What would happen if the proposal went ahead?
If implemented, rights-holders would have to formally opt out of having their works used by AI firms.
The creative sector is voicing concerns that these changes could fundamentally undermine its ability to thrive.
Generative AI models have previously been accused of scraping creative content from the internet without credit or compensation, and many fear government approval of this practice would legitimise what they describe as ‘content theft’ and set a dangerous precedent.
Who is involved in the campaign?
The ‘Make It Fair’ campaign is backed by industry leaders and associations across music, publishing, and journalism.
The British Phonographic Industry (BPI), UK Music, the News Media Association, and other organisations have all rallied behind the initiative, urging the government to ensure creators retain control over their intellectual property.
Dr Jo Twist OBE, CEO of the BPI, said on the subject, “The UK’s gold-standard copyright framework is central to the global success of our creative industries. We understand AI’s potential to drive change including greater productivity or improvements to public services, but it is entirely possible to realise this without destroying our status as a creative superpower.”
UK Music chief executive Tom Kiehl said, “The UK music industry contributes £7.6 billion a year to our economy and supports 216,000 great jobs. It would be a reckless act of economic self-harm to let tech giants steal the work of our fantastic music creators without permission or payment.”
The publishing sector has also joined the protest. Sajeeda Merali, CEO of the Professional Publishers Association (PPA), said, “The publishing industry stands united with the wider creative sector, in calling for fairness, transparency, and control over how AI firms use our valuable work. Without these safeguards, the UK risks stifling both creative innovation and the long-term potential of AI.”
The outcome of this consultation could set a precedent for how creative content is protected in the age of artificial intelligence. For now, the UK’s creative industries are making their stance clear.
