Mark Zuckerberg announced that tech giant Meta would “dramatically reduce the amount of censorship” across its family of apps by removing its fact-checkers program and lifting restrictions on divisive mainstream topics, replacing that with a “community notes” feature.

Mediaweek fielded thoughts and opinions from across the industry about what this change means for the people online, advertisers, marketers and brands.

‘Automated systems are not a substitute for real people who can evaluate content contextually’

Julie Inman Grant, eSafety Commissioner, said that in light of the changes to its community standards, as an entity operating within Australia, Meta must comply with Australian law, including the Online Safety Act.

“Under the Act, eSafety is empowered as the national online safety educator and coordinator to protect Australians from online harms, including child sexual abuse, terrorism, cyberbullying, image-based abuse and serious adult cyber abuse directed against individuals.

“We encourage Australians to report such material to the platform where it appears in the first instance. If the company does not respond, is not effectively enforcing its own policies or otherwise failing to tackle material that may constitute online abuse or harassment under the Online Safety Act, report to us at eSafety.gov.au.”

Inman Grant said that eSafety will continue to ensure compliance, noting Meta’s comments in relation to its ongoing focus on this area.

“eSafety will also continue to use its transparency powers to require or request answers from tech companies about what they are and are not doing to tackle a range of online harms and whether they are living up to the Government’s Basic Online Safety Expectations.”

She also noted that eSafety knows the tech giant’s plan to focus its automated systems on removing high-severity violations of its terms and illegal content.

“While we welcome any move by tech companies to make their platforms safer and encourage investment in innovative solutions that reduce risk, it is important to note that automated systems are not a substitute for real people who can evaluate content contextually,” she said.

Inman Grant added: “We would also welcome further information from Meta about the long-term efficacy of this automated approach. eSafety is driven by its core corporate values and takes principled, balanced and fair regulatory actions to protect Australians.

“We will continue holding all technology companies to account for online harms and safety inadequacies. For all the change that is happening in the world, our commitment to these values remains consistent.”

‘It then comes down to who is the loudest over who is correct, which is far from ideal’

Anthony Fargeot, Bench Media’s VP of growth, called Meta’s abandonment of its fact-checker program both a win for free speech and a potential risk for spreading misinformation.

“When you let a community moderate itself, you incur the risk of misinformation roaming more freely on a platform with a massive global reach. However, giving independent fact-checkers a lot of authority to decide what is accurate information and what is not is a huge hit for free speech.

“Ultimately, it then comes down to who is the loudest over who is correct, which is far from ideal.”

On whether there is a “community-driven” approach to fact-checking that is fair and unbiased, Fargeot said that it depends on the definition of “community” and if there is enough diversity present within the community for there to be a healthy mix of “views and scrutiny from different viewpoints.”

But he noted that such a mix doesn’t shelter one from bias and lack of expertise. “Ideally, you’d want a diverse community input mixed with expert oversight to achieve something close to fair and unbiased fact-checking,” he said.

When it comes to who is responsible for ensuring the accuracy of information online, Fargeot said everyone – from platforms, independent fact-checkers, or the users – has a share of responsibility to ensure the accuracy of information online.

“However, it must be acknowledged that it is a huge job to moderate social media content that is fully user-generated by billions of people daily.

“Independent fact-checkers can be helpful in that undertaking while adding a layer of credibility, but they also need some checks and balances to ensure they are not biased themselves.”

In terms of impact, Fargeot highlighted two potential outcomes of this shift. The pessimistic being a “polarised public discourse with misinformation dominating sensitive topics, trust dwindling and public division increasing.”

The other, a more optimistic outcome, could see a “shift encouraging people to seek credible sources of information and engage in meaningful discussions over social media.”

But he noted that the most likely outcome could be land “somewhere on that spectrum, we just don’t know towards which end just yet.”

‘It’s horrifying to see these guardrails being rolled back even further’

Sarah Greenhalgh, Seven’s Spotlight correspondent, said she thought news of Meta’s policy change was “possibly a parody.”

“It’s that farcical that, at a time when tech giants are under so much intense scrutiny for privacy and bad actors on these platforms, they would even consider—let alone implement—measures that roll back guardrails. It’s crazy.”

On accountability, Greenhalgh said: “I’ve spoken to someone who worked in content moderation at Meta. They told me the guidelines are very strict to avoid bias. There’s no real room for bias if the fact-checkers follow the guidelines.”

Greenhalgh said it was difficult to get in touch with anyone from Meta to answer questions and that they denied all requests for interviews during the making of the Spotlight documentary.

“The only time they act to make things better is usually after bad publicity. They’ve shown time and time again that they react only when there’s pressure from the media.”

She also expressed concern about the broader implications of Meta’s decision: “The fact that Mark Zuckerberg openly admits they are ‘going to catch less bad stuff’ but still proceeds is, quite frankly, unforgivable. Sure, it’s inconvenient if a post is flagged for review, but the alternative—where more children are potentially harmed—is unacceptable.”

Greenhalgh recounted her experience working on a documentary about sextortion and said: “It’s horrifying to see these guardrails being rolled back even further, especially when teenagers are so vulnerable to harmful content.”

She also emphasised the risk to young users: “Teenagers are impressionable, and now they’re going to be exposed to information that hasn’t even been fact-checked but could be sold to them as truth. It’s dangerous, particularly for those who rely on social media for their news.”

‘Removing the muzzle will change the algorithm’

Sabri Suby, founder of digital marketing agency, King Kong, and Shark Tank Australia, called Zuckerberg’s move a “reaction to a changing of the guard”.

“We will see a dramatic shift in content over the coming months, giving brands greater freedom in how they communicate and what they can promote – a freedom they haven’t really had for the past six years. Brands have the opportunity to push the boundaries and speak to a broader audience, and if they don’t they will miss out on cut-through while they are lumped in a stagnant sameness. They better move fast – money loves speed.

“Removing the muzzle will change the algorithm. All of us are going to see different content,” he said.

Suby noted there has been since Donald Trump was elected as president and used newer long-form media to not have his speech suppressed.

“Zuck sees the writing on the wall with the alignment between Trump and Elon, meaning that unless he jumps on board and gives the people what they want, there will be major recourse on the performance of his platform.

“This is a move to have the internet more aligned with what it was designed to be, which is to allow for free speech. And yes, there is certainly an ugly underbelly that will no doubt open up a whole lot of negativity, but that is also the world we live in. You can’t put guardrails on the internet,” Suby added.

‘There is nothing to stop tech oligarchs weaponising their platforms’

Emma Briant, associate professor, news and political communication at Monash University, said tech oligarchs such as Zuckerberg and Musk run “their companies to maximise profits and minimise costs, not to be society’s protector or mediate a neutral, democratic town hall.”

“There is nothing to stop tech oligarchs weaponising their platforms to suit political objectives when the moment is right.

“Fact-checking is only one small part of the solution to the problem of contemporary propaganda. Policymakers often put too much faith in labelling false claims, and in so doing they miss an opportunity to take on the larger problems of a manipulative technology infrastructure hiding behind claims of neutrality and free speech.”

Professor Briant added that with at least 13 billionaires involved as part of his administration, Trump has sent a powerful message to America’s wealthy right wing elite that “now is your time, not theirs.”

“Clearly Mark Zuckerberg heard him loud and clear. Ordinary citizens should be very concerned.”

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It’s game on for the 2025 Australian Open, and Nine’s Wide World of Sports is the only place to be when the tennis world converges on Melbourne from Sunday, 12 January. With over 300 hours of live and free coverage on Channel 9HD, 9GemHD, and 9Now, fans are guaranteed comprehensive access to the year’s first Grand Slam tournament.

In addition to the action on the court, Nine has assembled an impressive team of commentators, hosts, and reporters to bring fans every moment of the tournament from Melbourne Park.

Nine’s commentating team includes:

Jim Courier
The former world No. 1 player from the United States won four Grand Slam singles titles, including two Australian Open and two French Open championships. Courier holds the distinction of being the youngest man to reach the singles finals of all four Grand Slams by the age of 22. He is renowned for his insightful analysis and depth of tennis knowledge.

John McEnroe
A legend of the sport, McEnroe is celebrated for his exceptional shot-making and volleying skills. A seven-time Grand Slam singles champion and 10-time doubles champion, he has been a prominent commentator for ESPN, BBC, and other global broadcasters, offering unparalleled expertise and charisma.

Jelena Dokic
The former world No. 4 Australian star made headlines in 1999 when she defeated Martina Hingis as a 16-year-old at Wimbledon, in one of the sport’s greatest upsets. Dokic brings a fresh perspective to the commentary team, informed by her experience on the global tennis stage.

Todd Woodbridge
Among the greatest doubles players in tennis history, Woodbridge boasts 16 Grand Slam men’s doubles titles, including nine at Wimbledon. A former world No. 1 in doubles, he is highly respected for his strategic insights and deep understanding of the game.

Lleyton Hewitt
A two-time Grand Slam singles champion and former world No. 1, Hewitt remains one of Australia’s most iconic tennis players. He won the US Open in 2001 and Wimbledon in 2002, and he continues to be a key figure in Australian tennis as Davis Cup captain.

Sam Stosur
A former world No. 1 in doubles and US Open singles champion in 2011, Stosur is one of Australia’s most accomplished players. Known for her devastating kick serve and tactical prowess, Stosur offers unique insights into both singles and doubles play.

Additional commentators and hosts

Nine’s coverage will also feature:

• Dylan Alcott: Australian wheelchair tennis legend and 15-time Grand Slam singles champion.
• Casey Dellacqua: Former doubles world No. 3 and Australian Open finalist, bringing a wealth of doubles expertise.
• Sam Smith: British former professional player and experienced broadcaster known for her thoughtful analysis.
• John Millman: Recently retired Australian pro with fresh insights from his years on tour.
• Alicia Molik: Former Australian world No. 8 and doubles Grand Slam champion, renowned for her tactical expertise.

Hosts and reporters

On Channel 9, coverage will be hosted by James Bracey, Roz Kelly, and Tony Jones, while Sylvia Jeffreys, Nick McArdle, and Brett Phillips lead on 9Gem. Off-court insights will come from Clint Stanaway and Danika Mason, with Brenton Speed and Peter Psaltis providing match commentary.

With this all-star line-up, Nine’s coverage promises to be as thrilling as the action on the court. From expert commentary to behind-the-scenes insights, the Australian Open 2025 will be unmissable for tennis fans.

Tune in to Nine and 9Now from 12 January for the Australian Open 2025.

With exclusive access, expert commentary, and full HD streaming, Nine’s Wide World of Sports is the ultimate destination for tennis fans this summer.

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With just 12 days left until voting closes, the countdown to triple j’s Hottest 100 of 2024 is heating up! Fans are flocking to cast their votes, and the latest stats reveal a nail-biting competition as artists jockey for positions in Australia’s most anticipated music poll.

The numbers game:

• A Tight Race at the Top: Only 0.05% of votes separate two tracks in the top five, making this one of the closest races in recent memory.
• Daily Surges: The song currently at #7 is gaining momentum, racking up more daily votes than those sitting at #5 and #6. Could we see a last-minute upset?
• Every Vote Counts: At the bottom end of the list, only two votes separate the coveted #100 spot from #101—proving how even a single vote can make a difference.

Challengers on the court:

To rally voters, triple j has dropped an epic Hottest 100 video inspired by sports showdowns. Featuring stellar performances from artists like Kita Alexander, Lime Cordiale, Dom Dolla, Becca Hatch, and The Buoys, the video also includes surprise cameos from Dylan Alcott AO, The Kid LAROI, and Glass Animals. It’s a celebration of the artists vying for your votes, wrapped in triple j’s signature creativity.

Time is running out:

Voting for triple j’s Hottest 100 of 2024 closes at 5pm AEDT on Monday, January 20. Head to the triple j website or triple j app to lock in your picks and show love to the tracks that defined your year.

Key dates to remember:

• Monday, 20 January (5pm AEDT): Voting closes.
• Friday, 24 January (12pm Local Time): Double J relives the Hottest 100 of 2004.
• Saturday, 25 January (12pm AEDT): The big day—triple j’s Hottest 100 of 2024!
• Monday, 27 January (10am Local Time): The countdown continues with triple j’s Hottest 200–101 of 2024.

Tune into triple j on radio, stream online, or connect via the triple j app, Instagram, TikTok, and YouTube to stay in the loop.

Don’t miss your chance to make music history—vote now and be part of the Hottest 100 of 2024!

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Coca-Cola Australia’s Kings Cross billboard is celebrating its 50^th anniversary with a special makeover and a collection of “Meet me at the Coke sign” moments. 

The landmark has been a meeting place in Sydney for 50 years, illuminating the night sky in Kings Cross and serving as a beacon for both locals and tourists. With thousands of people passing by Sydney’s Kings Cross billboard every day, Coca-Cola is proudly sharing the milestone with those who also hold a connection to the sign.

Kate Miller, marketing director at Coca‑Cola Australia, said: “We’re so proud to celebrate five decades of incredible history of our iconic Kings Cross billboard. From first dates to epic nights out, it has truly become the cornerstone of many incredible stories of meaningful connection.

“Coca-Cola extends its gratitude to the people of Kings Cross and the city of Sydney for embracing the sign as a symbol of community and celebration. Here’s to 50 more years of bright memories, and may the sign continue to be an iconic meeting point in Sydney,” she said.

To celebrate the stories of Aussies who have had memorable “Meet me at the Coke sign” moments over the years, Coca-Cola has placed a QR code on the newly updated billboard to allow passers-by to share their personal stories of meeting friends and loved ones at the sign.

Celebrating an icon

The sign has become one of Sydney’s most recognisable landmarks and a symbol of the city’s vibrant energy since it was installed in 1974. The Coca-Cola sign’s enduring presence also highlights the brand’s long-standing commitment to Sydney and Australia, with Coca-Cola being a proud supporter of local communities, the arts and culture, creating unforgettable experiences for generations.

From lighting up Mardi Gras, advocating for marriage equality, cheering on our Matilda’s in the FIFA Women’s World Cup, raising over $100k for the local community and an early signpost for the annual City to Surf run, the King Cross Coca-Cola sign has rightfully earned icon status and will continue to light up the city for years to come.

Created in partnership WPP Open X, Ogilvy Australia, Ogilvy PR, Designworks, Hogarth

From Port Macquarie to Kings Cross: A love story illuminated by the coke sign 

For 50 years, the iconic Coca-Cola sign in Sydney’s Kings Cross has been more than just advertising; for some, like Michael, it’s a lifelong symbol of love and belonging. Growing up in Port Macquarie, the sign was a distant glimmer, but after he moved to Kings Cross in 2007, it became a beacon for a young gay man in his 20’s navigating life in the city’s vibrant heart.

“Meet me at the Coke sign” became his and many others’ shorthand for connection and community. It was there, under its warm glow, that he arranged to meet his future partner, Björn. Their love story unfolded against the backdrop of the Cross, with the Coke sign as their personal landmark. Though Björn’s passing in 2016 cast a shadow, the sign now serves as a poignant reminder of their love. As the sign marks its 50th anniversary, Michael’s story illuminates its enduring power as a symbol of hope and connection in a diverse and ever-evolving Kings.

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oOh!media has named Qantas Frequent Flyer, ANZ and Subway as the principal sponsors of its expanded out-of-home coverage for the Australian Open ahead of next week’s first tennis grand slam of the year.

The outdoor advertising and media company will bring all the key match scores and highlights from the tournament, held from 12 to 26 January, to more Australians than ever before across oOh!’s Office, Airport, Street, Road, and Retail digital environments.

The brands will leverage deeper integration opportunities, new in 2025, blending their creative with Australian Open visuals and live tournament updates, which include fresh creative templates to combine marketing messages alongside Australian Open content seamlessly.

oOh! signed an exclusive multi-year Out of Home partnership with Tennis Australia in 2023 to serve up all the action from the Australian Open.

With full placement exclusivity, providing genuine utility to tennis fans while showcasing commercial messages in brand-safe environments, oOh! will keep fans up-to-date with pre-game fixtures, live score updates and final match scores, as well as highlighting the best action from the tournament.

“The Australian Open is one of the biggest events on the sporting calendar, and it’s exciting to see iconic brands like Qantas Frequent Flyer, ANZ and Subway partner with oOh! to amplify brand messaging,” Chris Freel, oOh!’s group director of sales, said.

“By combining creative with live tournament updates across our digital network, they’re creating meaningful connections with audiences on a massive scale.”

Last year, the Australian Open broke both two-week and three-week attendance records, with 1,020,763 fans coming through the gates during the main draw, compared with the previous record of 839,192 set in 2023.

Tennis fans injected $482 million into Melbourne’s hospitality and tourism sector, with more than 1.5 million passengers moving through Melbourne Airport over its duration.

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We are the generation of instant gratification. From our media, through to our retail habits. Waiting is no longer a necessity.

Aussies spend just shy of two hours every day on social media. Brands understand that it’s about meeting the people where they spend their time, which is why digital ad spend represented almost three quarters of total ad spend in the country last year.

And one area where we’re going to see big changes in 2025 will be the number of items that are purchasable through shoppable ads. Social commerce now accounts for almost 1 in 5 e-commerce sales globally, which is massive, and it’s only going to grow.

Rise of social commerce

It’s already been a decade since the first business profiles launched on Instagram. Since then, we’ve seen Twitter’s ‘Buy Now’ button come and go, Instagram and Pinterest battle with platforms to make purchases in-app and most recently Paramount spruik shoppable TV with a new Survivor pilot.

In 2020’s is when tech, along with demand from brands has taken off. As an SEO agency, we’ve seen evidence of where digital ad spend is delivering the best returns, and often it’s outside of the likes of Meta and Google.

TikTok’s meteoric rise and its success in the live streaming space is starting to deliver new opportunities.

Gamechanger: TikTok

One US study found 40% of 18 to 26 year olds have made at least one purchase on TikTok Shop, compared with 14% of Gen Xers. But check out the trajectory for TikTok heading into next year and beyond. In the US at least, it’s already on course to be the primary platform for social buyer conversions in 2024.

Aussies are clearly favouring the platform in terms of hours spent with platform, with monthly hours spent on TikTok topping 42, twice the length of time than the next social app Facebook.

Where we’re going

Depreciation of cookies [since iOS 14 and beyond] and walled gardens of platforms have been other drivers behind the growth in social commerce according to Sam Chadwick, head of marketing at Muscle Nation.

Getting access and valuable conversations with customers is increasingly starting on social, given the time spent on these platforms.

Indeed tactics are changing. “Brands need to be leaning in harder towards social commerce. The biggest success I’ve seen from brands doing significant volume in the US have been treating it like an affiliate platform, and letting creators have their own tone of voice,” believes Sam.

Success across shoppable ads, have often been for lower ticket items to date. As the market matures I expect the average order value will increase with greater adoption. Chadwick adds that testing and iteration are the key: “Don’t just test one thing, try using employees vs. creators, different angles, and see what sticks for your brand.”

Growth in Aus

Social commerce is a habit adopted by 95% of Chinese online shoppers. In Australia that figure is just 57%. This means there is a lot of room for growth. I also foresee the bigger ticket items to be purchased through social/digital channels.

If you’re hesitating, don’t, act today. If luxury automotive brand Mercedes-Benz is earmarking 25% of its sales coming from online sources in 2025, then I imagine your brand should too.

For those that haven’t started, what are you waiting for?

TikTok Shop has been so successful in the US, now converting almost 44% of US users into buyers in 2024, and it’s already rolling out Shop globally to 13 other territories. Depending on the fallout from any potential ban in the US, the roadmap for further global expansion may be brought forward.

While other social platforms are working on copycat live shopping experiences, the competition in this space will intensify, leading to a greater market adoption from brands. Social streams of packing product live have already proved successful and according to Chadwick, it’s the novelty of seeing your order come in live which draws in a greater volume of purchases. So expect more partnerships with creators heading into 2025, and it’s those brands that lean in when it comes to social, that will win out.

–

Top image: Taylor Fielding

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Zitcha and Marketplacer have partnered to set a new benchmark in digital commerce.

The collaboration creates a transformative ecosystem that seamlessly integrates retail media and marketplace models, offering unparalleled opportunities for retailers, advertisers, and customers.

Marketplacer, founded in 2017, is a marketplace platform and dropshipping solution that allows enterprise companies to scale and grow in the evolving eCommerce environment, with clients including Myer, Woolworths Group, and Tesco.

The unified retail media platforms will enable retailers to unlock the full potential of their digital eCommerce strategies, including leveraging marketplace data to enhance the targeting precision and personalisation of retail media campaigns, maximising return on investment for advertisers, and boosting sales for both owned inventory and third-party sellers.

Marketplace data, including customer purchasing behaviour, search trends, and competitive pricing insights, feeds into Zitcha’s retail media platform, giving advertisers the ability to deliver highly relevant campaigns that better connect with shoppers. Marketplace sellers also benefit with opportunities to invest in sponsored placements and targeted campaigns via retailers websites and apps that increase visibility in a crowded digital landscape.

“Marketplace models and retail media platforms were once seen as separate pillars of commerce, but their integration unlocks a flywheel effect,” Nick Hinsley, chief revenue officer at Zitcha, said. “More sellers and broader product offerings drive traffic, which in turn fuels ad revenue and product visibility. It’s a self-reinforcing cycle of growth that benefits everyone in the ecosystem.”

“At the core of this partnership is a commitment to improving the customer experience. By integrating retail media and marketplaces, we’re not only driving incremental revenue for retailers and advertisers, but also delivering value to shoppers through convenience, relevance, and choice.”

For retailers, the partnership enables third-party sellers to advertise alongside their listings, using retail media revenue to offset customer acquisition costs, and driving higher total transaction value by combining targeted advertising with an expanded product selection. This creates a marketplace with expanded product assortment through third-party sellers; retail media monetises seller competition through ads such as sponsored listings, while data insights improve ad relevance and conversion rates.

Jason Wyatt, CEO at Marketplacer, added: “This partnership with Zitcha sets the stage for a new era of digital commerce, empowering businesses to thrive in an omnichannel world where seamless integration is the key to success. It represents a significant step forward in how retailers can connect their marketplace operations with sophisticated retail media strategies to achieve holistic growth.”

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Tuesday 7 January 2025: VOZ Total TV Ratings Overnight Top 30 – Programs ranked on reach

Total People TV Ratings

Seven’s BBL Cricket match between Perth and Melbourne topped Total People on Tuesday, with a national Total TV reach of 2.13 million and a BVOD audience of 40,000.

Seven News recorded a total TV national reach of 1.90 million a total TV national audience of 1.22 million, and a BVOD audience of 62,000.

Nine’s 9News recorded a total TV national reach of 1.82 million, a total TV national audience of 1.15 million and a BVOD audience of 87,000.

Nine’s A Current Affair recorded a total TV national reach of 1.39 million, a total TV national audience of 936,000, and a BVOD audience of 70,000.

A repeat of Travel Guides on Nine brought in a total TV national reach of 1.31 million, a total TV national audience of 660,000, and a BVOD audience of 48,000.

People 25-54

Seven’s Cricket BBL Perth vs Melbourne:
• Total TV nation reach: 710,000
• National Audience: 216,000
• BVOD Audience: 23,000

Nine’s 9News:
• Total TV nation reach: 183,000
• National Audience: 102,000
• BVOD Audience: 19,000

Seven News:
• Total TV nation reach: 489,000
• National Audience: 288,000
• BVOD Audience: 31,000

Nine’s The Grand Tour:
• Total TV nation reach: 406,000
• National Audience: 112,000
• BVOD Audience: 11,000

People 16-39

Seven’s Cricket BBL Perth vs Melbourne:
• Total TV nation reach: 276,000
• National Audience: 85,000
• BVOD Audience: 13,000

9News:
• Total TV nation reach: 195,000
• National Audience: 120,000
• BVOD Audience: 21,000

Seven News:
• Total TV nation reach: 170,000
• National Audience: 98,000
• BVOD Audience: 15,000

Nine’s A Current Affair:
• Total TV nation reach: 162,000
• National Audience: 99,000
• BVOD Audience: 17,000

Grocery Shoppers 18+ TV Ratings

Nine’s 9News:
• Total TV nation reach: 1,353,000
• National Audience: 849,000
• BVOD Audience: 65,000

Nine’s A Current Affair:
• Total TV nation reach: 1,033,000
• National Audience: 692,000
• BVOD Audience: 50,000

Seven’s BBL – Melbourne v Brisbane:
• Total TV nation reach: 1,485,000
• National Audience: 403,000
• BVOD Audience: 26,000

10’s Jamie Oliver: Christmas:
• Total TV nation reach: 549,000
• National Audience: 198,000
• BVOD Audience: 7,000

Data © OzTAM and Regional TAM 2024. Not to be reproduced, published or communicated (electronically or in hard copy) in whole or in part, without prior written consent of OzTAM and Regional TAM.