News in brief: US Rollout of Netflix Ad Stack Set for April; UK Introduces New Online Safety Regulations for Tech Firms; UK Creatives Seek Copyright Protections from AI

US Rollout of Netflix Ad Stack Set for April

Netflix’s in-house ad tech stack will start rolling out in the US in April, revealed Damien Bernet – the company’s vice-president, EMEA advertising – at The Future of TV Advertising Global last week. The technology allows advertisers to cut out third-party involvement when buying their ad placements, with ad buying transactions going directly through the Netflix platform. Netflix first started testing its ad stack in Canada, after which the country saw an official launch in November. Bernet stated that Netflix is using a “test-iterate-learn” approach to continue the development of the technology.  

UK Introduces New Online Safety Regulations for Tech Firms

In the UK, new rules have been introduced which will force tech firms to take action against illegal activity on their platforms. On Monday, media regulator Ofcom published its first-edition codes of practice and guidance for tackling illegal harms including terror, hate and fraud. The new regulations – which target social media companies, search engines, messaging, gaming and dating apps among others – fall under the Online Safety Act. Tech companies will have to complete an assessment to understand the risks illegal content poses to both children and adults on their platforms; measures must then be implemented with the legislation coming into force on 17th March 2025. If found in breach of the regulations following this date, companies could be fined up to  £18m or 10% of their qualifying worldwide revenue (whichever is greater) – with the most serious cases risking a court order blocking the app in the UK. 

UK Creatives Seek Copyright Protections from AI

Elsewhere in the UK, creative groups including publishers, authors and photographers are urging the government to protect their rights through copyright rules, reports the FT. A newly formed group, named the Creative Rights in AI Coalition, insists that a licensing market with copyright protections for the use of creative content in building generative AI is needed. The group also asserts that content creators should have control of their work and the ability to monitor how it is used. Organisations which have joined the coalition include the FT, Pan Macmillan, and Daily mail owner DMG, among others. Today (17th December), the government is set to launch a consultation into AI and the creative industries.