> ## Content Index > Fetch the complete content index at: https://www.promptthemarket.com/llms.txt > Use this file to discover other available public pages before exploring further. # Deloitte finds 84% of Australians want AI content labelled by law - URL: https://www.promptthemarket.com/deloitte-australians-want-ai-content-labelled-by-law/ - Published: 2026-11-03T19:30:00.000Z - Updated: 2026-11-03T19:29:59.000Z - Description: National Australian news publishers keep a wide trust lead over AI-generated news, and 71% say they would stop using a platform that hides its AI use. - Author: Editor News - Tags: Research, Australia, Deloitte Australia, #author-james-dore ![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg) By **James Dore** ยท 2026-10-22 TLDR Deloitte's survey of more than 2,000 Australians finds 84% want AI-generated content labelled by law and 71% would stop using a platform that failed to disclose its AI use. National news publishers keep a clear trust lead over AI-generated news, and Australians are spending more time with news. KEY TAKEAWAYS 0184% of Australians want platforms and publishers legally required to label AI-generated content. 0271% say they would stop using a platform that failed to clearly disclose its use of AI. 0379% find national Australian news publishers at least moderately trustworthy, against 38% for news generated on AI platforms. 04Around one in ten say they no longer click through to sources after reading an AI search summary. 05Weekly news and magazine time rose to 2 hours 30 minutes, while household subscription spend fell 6% to $73 a month. ## The trust gap Deloitte's 15th Media & Entertainment Consumer Insights report, based on a survey of more than 2,000 Australians aged 16 to 91 in July and August 2026, finds that 79% consider national Australian news publishers at least moderately trustworthy. For news generated on AI platforms the figure is 38%.[\[2\]](https://www.deloitte.com/content/dam/assets-zone1/au/en/docs/industries/AU-MECI-2026.pdf?ref=promptthemarket.com) The split runs along generational lines, though only for the newer sources. Gen Z is far more willing to trust AI-generated news than Boomers (49% against 21%), yet the two generations give national publishers almost identical marks, 79% and 80%.[\[2\]](https://www.deloitte.com/content/dam/assets-zone1/au/en/docs/industries/AU-MECI-2026.pdf?ref=promptthemarket.com) "Traditional news publishers have a clear trust premium over AI-generated news," said Peter Corbett, lead partner for telecommunications, media and technology at Deloitte Australia. "Australians are more willing to trust AI content when a human has reviewed and edited it."[\[3\]](https://www.bandt.com.au/majority-of-aussies-say-platforms-publishers-should-legally-disclose-use-of-ai/?ref=promptthemarket.com) ## Labels, by law Three in four respondents (75%) say AI content makes it harder to know what is real online. Some 84% want platforms and publishers legally required to label AI-generated content, and 71% say they would stop using a platform that failed to clearly disclose its AI use.[\[1\]](https://www.deloitte.com/au/en/Industries/tmt/research/media-and-entertainment-consumer-insights.html?ref=promptthemarket.com)[\[3\]](https://www.bandt.com.au/majority-of-aussies-say-platforms-publishers-should-legally-disclose-use-of-ai/?ref=promptthemarket.com) Deloitte cautions that its figures are self-reported, so the 71% is a statement of intent rather than a measure of churn.[\[4\]](https://www.mediaweek.com.au/australians-reading-more-news-paying-less-deloitte?ref=promptthemarket.com) The direction is still consistent with other recent surveys: Australians told Auros that [AI ads had misled them](https://www.promptthemarket.com/australians-misled-by-ai-ads-auros-survey/), and TikTok has [labelled 3 billion videos as AI](https://www.promptthemarket.com/tiktok-3-billion-ai-videos-brand-safety/) as it courts advertisers. ## What it means for publishers AI search is changing how readers reach the news. Some 57% say AI search summaries make searching easier and lead them to search more often, but around one in ten say they no longer click through to the source after reading a summary.[\[3\]](https://www.bandt.com.au/majority-of-aussies-say-platforms-publishers-should-legally-disclose-use-of-ai/?ref=promptthemarket.com) Australians are spending more time with news, not less. Weekly news and magazine time rose to 2 hours 30 minutes from 2 hours 5 minutes in 2025, while total media and entertainment time held at 45 hours 20 minutes. Too much advertising (25%) and paywalls (22%) were the biggest barriers to accessing news.[\[4\]](https://www.mediaweek.com.au/australians-reading-more-news-paying-less-deloitte?ref=promptthemarket.com) Spending is moving the other way. Average monthly household subscription spend fell 6% to $73 from $78, even though households now hold 3.8 subscriptions on average. "Households are not constrained by what they think is reasonable to spend. They are actively choosing to spend less," the report says.[\[2\]](https://www.deloitte.com/content/dam/assets-zone1/au/en/docs/industries/AU-MECI-2026.pdf?ref=promptthemarket.com) SOURCES & CITATIONS 1. [Media & Entertainment Consumer Insights 2026, Deloitte Australia](https://www.deloitte.com/au/en/Industries/tmt/research/media-and-entertainment-consumer-insights.html?ref=promptthemarket.com) 2. [Media & Entertainment Consumer Insights 2026 report (PDF), Deloitte Australia](https://www.deloitte.com/content/dam/assets-zone1/au/en/docs/industries/AU-MECI-2026.pdf?ref=promptthemarket.com) 3. [Majority of Aussies say platforms and publishers should legally disclose use of AI, B&T](https://www.bandt.com.au/majority-of-aussies-say-platforms-publishers-should-legally-disclose-use-of-ai/?ref=promptthemarket.com) 4. [Australians read more news but pay for less: Deloitte, Mediaweek](https://www.mediaweek.com.au/australians-reading-more-news-paying-less-deloitte?ref=promptthemarket.com) FREQUENTLY ASKED QUESTIONS What did Deloitte find about AI labelling? 84% of Australians want platforms and publishers legally required to label AI-generated content, and 71% say they would stop using a platform that failed to disclose its AI use. Do Australians trust AI-generated news? 38% find news generated on AI platforms at least moderately trustworthy, against 79% for national Australian news publishers. Gen Z is more trusting of AI news (49%) than Boomers (21%). How much do households spend on subscriptions? Average monthly household subscription spend fell 6% to $73 in 2026, from $78 in 2025, across 3.8 subscriptions on average. ![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg) [James Dore](https://www.promptthemarket.com/james-dore/) James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.