The Australian news media bargaining code is trying to solve the wrong problem. It's a Band-aid on an ulcer. We need digital advertising regulations to hold the mega ad platforms accountable for the scams they treat as customers, and to not use the excuse that they're too big to avoid being held responsible. Scale drove down ad values. The lack of regulation allows cheats, scams and liars to flourish. And fixing both would give the premium, trusted media industry a fighting chance at a real future instead of offering table scraps.

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