Publicism under pressure — a united defence of freedom is needed

Almost four years ago, the Danish media set up a collective management organisation called DPCMO to administer the new rights granted to them by the Danish Parliament in their battle against tech giants. These rights would allow media publishers to decide who can use their content, how, and for what payment.

At the time, we believed that these rules could usher in a new era in which we would be able to strengthen public dialogue. An era where technology would take responsibility. And where our content would not be censored by the values and opinions of others.

A lot has happened since then. Unfortunately, things have not improved. Our public content is blocked, deprioritised and censored by tech companies. AI models are trained using our content without our consent. AI solutions are launched with the aim of keeping users/citizens within the tech sphere. These AI solutions unfortunately also hallucinate and are biased, and they can directly manipulate and misinform Danish children and adults.

As professional media companies, we must, of course, use technology wisely for the benefit of the Danish public. We must be innovative and create new, high-quality content and formats that are relevant to them. This lies at the heart of what we do. We create and tell stories. To enlighten and challenge. We're not perfect, but we take our job seriously. We take the Danes seriously.

At DPCMO, we stand together because, despite our differences, we are united by one crucial thing: our commitment to supporting democracy and cohesion throughout Denmark.

This is why we have entered into temporary agreements with Google and Microsoft and why we collaborate with the Danish Language Model Consortium and foreign AI companies that recognise the value of copyright and news. However, not all tech companies recognise Danish rules. We have attempted to mediate with Meta (Facebook, Instagram and WhatsApp), TikTok, OpenAI (ChatGPT) and Google Gemini, but without success. We have also tried arbitration with Meta and TikTok, but again, to no avail. We have reported Apple to the police because they have created a news service based solely on our content without our agreement. We have asked the European Commission to help us access data from Meta and TikTok. We have also asked the Danish Copyright Licence Board to help LinkedIn comply with Danish law. We have also involved the Danish Radio and TV Board in the case of Facebook's scam adverts. We have also involved the DSA in supervising Meta.

We try to engage in dialogue and seek cooperation, but we realise that, in a global context, Denmark is a small country. For some global companies, meeting with Danish actors like us or Danish authorities is not even a priority — they would rather conduct business through a forest of lawyers. This can have major consequences for the Danish media, which cannot access new technology or knowledge, nor can it effectively enforce our rights, because the only alternative is years of litigation. This is not something we should accept, either as the media or as politicians, because the stakes are high!

Fundamentally, it's about ensuring Danes have access to credible and diverse news content. A shared public sphere in which we can distinguish truth from falsehood is essential to our democracy. This sphere must engage Danes at local, regional and national levels, supporting cohesion and communities, and ensuring that those in power are held accountable.

Denmark will take over the EU Presidency on 1 July. The Prime Minister says we need people who dare to take responsibility. People who dare to take responsibility, because Europe is at a crossroads. This is why we must increase our resilience and rearm democratically.

Aller Media, CEO Michael Aller 

Altinget/Mandag Morgen, CEO Anne Marie Kindberg

Baggrund Medier, Managing Director Anne Sofie Christensen-Dalsgaard

Berlingske Media, CEO and Publisher Anders Krab-Johansen

Bonnier Publications, EVP and Content Chief Officer Elisabeth Halmø

Bornholms Tidende, CEO Kristoffer Gravgaard

Computerworld, CEO John Kristensen

Dagbladet Børsen, CEO Jesper Buchvald

Dagbladet Information, CEO Stine Carsten Kendal

Der Nordschleswiger, Editor in-chief Gwyn Nissen

Det Nordjyske Mediehus, CEO Morten Vinther Jensen

DJ-Medier og Kommunikation, Chairman of the Board Allan Boye Thulstrup

DR, Director General Maria Rørbye Rønn

Egmont, CEO and President Steffen Kragh

Fagbladet FOA, Editor in-chief Klaus Lange

Folkeskolen, CEO Andreas Marckmann Andreassen

Føljeton, CEO Søren Ipland

Herlev Bladet, CEO Steffen Glaas

JFM, CEO Jesper Rosener

Kristeligt Dagblad, CEO Hans-Christian Kock

LandbrugsMedierne, CEO Christian Friis Hansen

Lolland-Falsters Folketidende, CEO Ole Sloth

Mediehusene Midtjylland, CEO Alex Nielsen

Ritzaus Bureau, CEO Jacob Kwon

SEIN, Editor in-chief Camilla Angaard Nielsen

Sjællandske Medier, CEO Jens Nicolaisen

TV 2, CEO Anne Engdal Stig Christensen

TV 2 Bornholm, Managing Director Camilla Kjems

TV 2 Fyn, Managing Director Thomas Funding Therkildsen

TV 2 Kosmopol, Managing Director Morten Kjær Petersen

TV MidtVest, Managing Director Lone Sunesen