Today, many people get their news from social media, short-video apps, search engines and other digital platforms. However, these platforms usually do not produce the news themselves. Most of the content is created by mainstream media, which must pay journalists, editors, photographers and other professionals.

Digital platforms also play an important role. They help media organizations reach larger audiences and bring more visitors to their websites. At the same time, platforms earn money from advertising and user activity connected to news content. The question is therefore simple: How should these benefits be fairly shared?

Several countries have already tried to answer this question. Australia created a system in which large platforms and news organizations negotiate payment for news content. If they cannot reach an agreement, an independent arbitrator may decide.

The European Union has strengthened the rights of news publishers over the online use of their content. However, ordinary links and very short parts of articles are generally excluded.

Canada also introduced a law requiring large platforms to negotiate with news organizations. Google agreed to contribute money to Canadian journalism, but Meta responded by removing news from Facebook and Instagram in Canada. This shows that legislation must be carefully designed. If the rules are too rigid, platforms may simply stop carrying news.

A good benefit-distribution mechanism should begin with direct negotiation. Mainstream media and digital platforms should be free to agree on licensing fees or revenue sharing. Payment could be calculated according to how much content is used, how many people view it and how much engagement or advertising income it generates.

Platforms should provide basic information about the performance of media content, such as views, clicks and advertising results. This would make negotiations more transparent. However, they should not be forced to reveal unrelated business information.

Smaller media organizations should also be allowed to negotiate together. Individually, they may have little power when dealing with a major international platform. Collective negotiation could give them a stronger position.

If the two sides cannot reach an agreement, they should first enter mediation. Arbitration should be used only as a final step. An independent body could then examine the offers from both sides and decide what is reasonable.

The law should also protect both parties. Platforms should not reduce the visibility of media organizations simply because they ask for payment. At the same time, media organizations should not demand payment for every link or brief reference to their content.

The distribution of money must also be transparent. Large media companies should not receive all the benefits. Local and smaller media should receive a fair share. The money should mainly be used to support journalism and content production.

In conclusion, the best solution is not simply to force platforms to pay. It is to create fair rules for cooperation. Mainstream media produce reliable news, while digital platforms help distribute it. A balanced mechanism should recognize the value created by both sides through negotiation, transparency and independent arbitration when necessary.

Editor's note: Leonardo Russo is a Brazilian journalist，Financial Analyst and international relations specialist, focusing on geopolitics, BRICS and the Global South. The article reflects the author's opinions and not necessarily the views of Global People.