Bryant insists UK won't sacrifice copyright for AI boom

Government minister Sir Chris Bryant has insisted the UK will maintain a robust copyright system which supports the creative industries following fears that the “AI Opportunities Action Plan” – revealed in January – will ride roughshod over copyright laws to “turbocharge growth and living standards”.

The minister of state for media, tourism and creative industries made his assurances in a wide-ranging speech at the Advertising Association’s LEAD conference.

Bryant also praised the industry’s key role, both domestically and through exports, and its influence on creative education, while giving an update on the Apprenticeship Levy and the “junk food” ad restrictions.

On AI copyright, Bryant said: “I am absolutely clear that as a country, selling IP is one of the key things that we sell. So by making sure that we have a strong copyright system in the UK, we maintain the ability of people to be remunerated and to control their rights is a vital part of anything we do in this field.”

His remarks follow serious concerns raised by the newly formed Creative Rights in AI Coalition (CRAIC), made up of over 50 organisations including Getty Images, the Motion Picture Association, the Associated Press, the British Copyright Council, the Creators’ Rights Alliance and the Association of Photographers.

CRAIC has claimed the proposal glosses over what should be a basic requirement to protect intellectual property rights, charging ahead with a skeleton plan that could well see the industry cannibalising itself.

Meanwhile, the Advertising Association’s AI Taskforce, established in 2023, has been working to ensure the UK remains the world’s leading hub for AI-powered advertising and marketing.

The Government’s consultation on Copyright & Artificial Intelligence seeks views on how ministers can ensure the UK’s legal framework for AI and copyright supports the UK creative industries and AI sector together. It closes on February 25.

Meanwhile, addressing concerns about the Apprenticeship Levy, Bryant said the Government had already reduced the length of time businesses had to provide apprenticeships from 12 months to six months, after claiming – when he was in Opposition – that it did not work for the creative industries.

Bryant also offered a further update on regulations covering advertising for “junk food”, products high in fat, salt, or sugar (HFSS), following criticism over a fresh delay in guidance.

He said: “Our priority is proportionate regulation and clear guidance for businesses operating in the sector, and as you would expect from us, we want to reduce the NHS backlog, and we want to support people to lead healthy lives.

“We want there to be incentives for brands to offer more healthy products. That only happens if we have a clear set of guidance that is proportionate and sensible.”

In response to the speech, Advertising Association director of policy and government affairs Lisa Hayley-Jones said: “The Advertising Association was pleased to hear the Minister acknowledge the important role of our industry both domestically and through exports, with its rich offering of imagination and craft. This is further supported by our emerging Ad Pays report, which will show advertising sits at the heart of the creative ecosystem, supporting over 4 million jobs across the UK economy.

“The DCMS minister shared his views that advertising’s success is fundamentally built on trust. We agree and our latest work shows that trust in advertising is on the rise, with more work being done to ensure the public has the very best advertising experience.

“We welcomed the minister’s recognition of the importance of a creative education. There is a wealth of work being done by our advertising literacy programme, Media Smart, to help young people in schools up and down the country consider creative careers and create a steady stream of talent into our future industry.

“Finally, we welcomed the minister’s commitment to working with the ASA to find a sensible solution around less healthy food. Businesses urgently need clear guidance that reflects the policy on brand advertising that governments have stated for the last 4 years. We will continue to work closely with the Government and regulator to find a workable set of regulations.”