Digital Markets, Competition and Consumers Bill

Lord Black of Brentwood Excerpts

2nd reading
Tuesday 5th December 2023 Lords Chamber

[Lord Black of Brentwood (Con)]

My Lords, it is a pleasure to follow the noble and learned Lord, and, indeed, so many speakers who have made such powerful points, with which I am overwhelmingly in agreement. There is a danger that I might sound like Little Sir Echo. I declare my interest as deputy chairman of Telegraph Media Group and director of the Advertising Standards Board of Finance, and I note my other interests in the register.

Like other noble Lords, I wholeheartedly support this legislation. As we have heard, it has been the subject of countless studies and consultations over many years, dating back to Dame Frances Cairncross’s admirable review—even before Furman—of the sustainability of the press, which concluded that

“the unbalanced relationship between publishers and online platforms”

threatened the future of journalism, and recommended that

“these platforms should be required to set out codes of conduct to govern their commercial relationships with news publishers”.

That review reported in early 2019—nearly five years ago—since when the commercial position of the press, and in particular the local and regional press, has deteriorated significantly. So, as we have heard many times, this has been a long time coming—but it will have been worth the wait, as long as we now get on with it without delay.

This legislation is hugely important because it delivers on so many different policy fronts. It is a policy for economic growth because, with the creative economy at its heart, it will open up digital markets, allowing UK businesses to innovate and grow. It is a policy for fairness, ensuring that the giant, unaccountable tech platforms deal with publishers on a level playing field. It corrects a dreadful imbalance in market power, which springs from the fact that, essentially, two foreign companies now take 80% of UK digital advertising but do not agree fair and reasonable terms for the content that powers their operations.

It will be good for consumers, as each UK household now pays over £200 more each year than it should for its online purchases as a result of the stranglehold on the ad market exercised by Google and Meta. It is also an investment in the future of trusted, authoritative journalism at a national and local level, which will be in deep jeopardy if there is no correction to a deeply distorted market, which means that publishers do not receive anything like a fair share of digital advertising revenues.

Finally, it delivers on perhaps one of the most important areas with which we, as parliamentarians, will have to grapple in the future: artificial intelligence. It is not quite “oven ready” but it is certainly “AI ready”, because it could also provide a route for publishers to negotiate the fair use of their content by AI systems. Without adequate compensation in this way, the commercial sustainability of content providers will progressively erode and, in the long term, fail.

Before coming on to some of the detail of the Bill, I want to explain why I think it is so essential. First, it is now crystal clear that the anti-competitive practices of the global monopolies are harming the UK economy. The CMA estimated back in 2018—the position will be much worse now—that Google and Facebook made excess UK profits of £2.4 billion in digital advertising. Those excess profits did not come from a free market but from the unashamed leveraging of market power. It is a closed market.

Secondly, it is equally clear that the big tech platforms benefit hugely from the content produced by publishers, both with advertising shown around the news, and the data obtained by platforms that interact with that content without paying for it. Again, the CMA has found that adtech intermediaries, in a market dominated by Google, capture over a third of the value of the ad space on publishers’ websites. The fact that people can find trusted news there makes them return more frequently, further expanding the market of the duopoly—a point made by the noble Lord, Lord Fox. It is a virtuous cycle generating cash for the platforms, but a vicious cycle for those investing in regulated news and investigative journalism.

Thirdly, the Google and Meta duopoly have become “must have” services for publishers because that is where people go for news. Google’s search engine is second only to the BBC as the most used online news website for people seeking news. This has produced a profound fault line in the operation of the market: publishers are at the mercy of big tech and have no choice but to accept their terms, leading to a position of clear market abuse.

The establishment of the Digital Markets Unit will correct these and many other faults. Publishers will be able to negotiate fair terms for the value that news content brings to platforms, and, as we have heard, if they refuse to comply then a final offer mechanism will be deployed, with each party submitting bids and the fairest offer selected. The DMU will ensure that publishers receive a fair share of revenues for advertising shown around their content and receive user data when consumers interact with their content. Unfair app-store terms will be prevented, allowing publishers to build sustainable subscription businesses.

As with all Bills that come here, we need to scrutinise it properly to ensure that it delivers what it says on the tin. There are a number of issues that we need to look at very closely. One area that we must guard against is importing anything into the DMU’s procedures that would allow the platforms, as we have heard, to deploy delaying tactics. They have the money and the legal clout to slow dispute resolution down to such an extent that the terms of the Bill could, if allowed to do so, become worthless.

A good example is the countervailing benefits exemption in Clause 29, as many noble Lords have mentioned, which would allow the DMU to close an investigation into a breach of conduct requirement if a big tech firm could demonstrate that its anti-competitive conduct produced benefits that outweighed the harms. The Government’s original policy intention was to ensure that this should be used only in the most rare and exceptional of circumstances, but, as the noble Lord, Lord Bassam of Brighton, said, amendments in the Commons have watered that down by introducing an untested and uncertain standard. It is not at all clear why that change—moving away from the recognised competition law standard of “indispensability”—was necessary. We need to return Clause 29 to its original wording, or indeed get rid of it altogether, otherwise the big tech firms will simply be presented with a “get out of jail free” card.

Also concerning are the powers given to the Secretary of State to approve CMA guidance, a point made by the noble Viscount, Lord Colville of Culross. That guidance will be crucial in setting out how specific digital services should comply with the Bill’s conduct requirements, allowing the pro-competition regime to be proportionate and targeted. In a system designed to regulate rapidly moving digital markets, any delay could seriously undermine the CMA’s ability to target consumer harm. As several noble Lords have said, there must be a time limit for the Secretary of State’s decision.

We have heard a lot about the maintenance of the judicial review standards, but again those have been watered down for appeals on penalty decisions. There needs to be absolute clarity in the Bill on the very limited area covered by the so-called full-merits appeals, so that it does not bleed into other parts of the system.

We should also consider in Committee the way in which the final offer mechanism will work. At the moment it is a last resort, quite rightly, but it is one that could become such a distant prospect that publishers were forced to accept sub-optimal terms simply because of the pressing commercial imperative to do so quickly.

The part of the Bill that concerns me most is Part 4, relating to subscriptions. Like everyone else, I applaud the aim of tackling the nuisance of subscription traps, but we need to make sure that the day-to-day operations of reputable traders are not adversely impacted by the measures designed to achieve this—particularly publishers, such as the one I work for, which are building sustainable business models through subscriptions. Subscriptions provide many different types of businesses with a degree of certainty in order to invest in their operations, but I fear that we risk undermining some of that certainty with the measures in the Bill at a challenging economic time for many traders.

The severity of the measures in the Bill treats all subscriptions as though they were an endemic problem and unwanted by consumers, when that is not the case. By the Government’s own analysis, four in five adults in the UK have at least one subscription—and often many more—yet only 5% of subscriptions are unwanted. There is a danger that we are creating a sledgehammer here to crack a nut. As an example, under the terms of Clause 258, traders will be required to establish procedures that enable consumers to terminate subscription contracts in a “single communication”. That could have many unintended consequences which, ironically, disadvantage the customer, not least because many are often happy to take advantage of discounts and price offers that arise during their exit journey.

There are also potential problems with the cooling-off period. Clause 262 largely retains the 14-day cooling-off period under EU law, which starts the day after the day on which a contract is entered into. However, the Bill introduces a so-called renewal cooling-off period which, for instance, occurs when an annual subscription renews. That is an unnecessary expansion of the existing regulation without any evidence that it is needed, and it is hardly a Brexit dividend to impose even harsher regulations on British business than the EU does.

In a Bill intended in part to ensure the sustainability of journalism, with business models often based on subscription income, some of the measures introduced in the Bill, ironically and dangerously, point in the opposite direction. We must correct that. These are issues that we will scrutinise in Committee with our usual vigour. None of them is insuperable and I hope that, as with the Online Safety Bill, my noble friend the Minister will engage in constructive debate. As I said at the start, I wholeheartedly support the Bill. It has been a long time in gestation, it is supported by all the parties in Parliament and it has been endlessly consulted on. Let us now get on with it without delay and in that spirit of consensus on these issues that binds us together.