#MAKEITFAIR Say NO To AI Copyright Theft

by Kieran White | Feb 25, 2025

Artificial Intelligence presents a significant challenge to society, particularly within the creative industries, which form a vital pillar of Britain’s economic and cultural vitality. As underscored by the #MakeItFair campaign, Britain is home to a vast and unique asset: our creative talent. Nurtured over generations by individuals, communities, and industries, it drives our economy—contributing £120 billion annually—and bolsters our global standing, fostering national pride. Yet, AI threatens this value by undermining the fundamental rights of creators, who deserve to reap the rewards of their labour.

While many view AI as an innovative tool or entertaining novelty, it fundamentally encroaches upon the integrity of creative work. Regrettably, most users remain unaware of its mechanisms, allowing it to exploit the very individuals whose efforts fuel its capabilities. As the #MakeItFair campaign highlights, tech companies utilise creative content—such as news articles, books, music, film, photography, visual art, and diverse other works—to train their generative AI models, often without proper consent, transparency, or fair compensation, jeopardising creators’ economic stability and the market principles that sustain their livelihoods.

To clarify, the AI generating content such as images, videos, audio, and written material relies on Large Language Models (LLMs)—extensive databases predominantly compiled through the unauthorised appropriation of data from the internet. This includes personal images on platforms like Facebook, music and videos on YouTube, and other creative outputs, taken without permission or payment. When an individual inputs a prompt into an AI model, it searches this database and replicates elements it deems suitable to meet the user’s needs. While technically intricate, the core issue is clear: the economic value of creators’ private works has been claimed without their consent or due reward.

We recognise the potential of AI as a technology; however, we firmly oppose the notion, advanced by major technology companies, that broader societal benefits justify such encroachments. It is our position that, just as creators have long established licensing agreements and tracking systems to safeguard their intellectual assets—ensuring they retain control and benefit from their investments—similar market-based mechanisms must be applied to AI. This would enable creators to maintain oversight of how their works are used, refuse unauthorised access, and secure fair compensation, preserving the economic incentives that drive innovation and productivity.

Currently, the UK Government is considering legislation that would allow technology companies to access any content they desire, presuming consent unless individuals explicitly opt out. We advocate for the opposite: an opt-in framework, ensuring explicit agreement is obtained, aligning with the principles of private ownership and market fairness. As the #MakeItFair campaign argues, this proposed change unfairly shifts the burden onto creators to protect their own assets, rather than holding tech companies accountable for compensating for the value they extract. A fair arrangement for artists and writers is not only just—it is critical to sustaining the economic vitality of creativity and ensuring a balanced technological marketplace.

There is widespread misunderstanding regarding copyright and intellectual property law, but the principle is straightforward: you are automatically the sole owner of any original creation the moment it is produced.* It is then your right to determine who may use it and under what terms, safeguarding your economic interest. In the UK, there is no requirement to register copyright to enforce your rights; however, in the United States, registration with the US Copyright Office is necessary to pursue legal action for infringement and seek statutory damages. This must occur within the first three months of publication or before the infringement begins. Registration after this period limits recovery to actual damages only.

Moreover, it is essential to note that courts have recognised the illicit origins of AI-generated outputs, rendering such works ineligible for copyright protection. Yet the government’s proposed changes risk further eroding the property rights that underpin Britain’s creative industries—the very sectors that drive our economic success and national prestige.

We call upon you to join us in this critical effort. The reluctance to address this issue stems, in part, from an unwillingness to confront inefficiencies within our own systems. Let us overcome this hesitation. Stand with us now to demand that the UK Government #MakeItFair, uphold the principles of ownership and fair exchange, and protect the economic foundation of our creative industries in the age of AI.

*This may vary depending on whether the work was created as part of a commission, during contracted hours, or under specific agreements with a client or employer.

**US law restricts remedies for late registration to actual damages.

To read more and show your support, you can visit the News Media Association campaign page here