Yes. I think Press Council membership that is voluntary -- I mean, one of the leading incentives is that you have access to a very easy and swift complaints mechanism, whoever you take complaints from, whether it's public or purely the individuals concerned, and that's hopefully a way in which you avoid expensive legal proceedings. So that's one of the central planks.
But I think now in the online world, it's also becoming an issue about differentiating yourself. So the Swedish Press Council -- and you might argue there's a very different cultural context there. But the Swedish Press Ombudsman pointed me to a recent example, where a Swedish paper that had got something very wrong had been censured by the Press Council and ordered to publish the Press Council decision, off its own bat published it on the front page, and the reason it did that was to say, "This is our compact with you, the reader. We are different. We aspire to very high standards. When we get it wrong, we will tell you that we've got it wrong, very visibly so". And so I think increasingly it's becoming a way of differentiating your content.
Certainly in Ireland and Australia, they are seeking now to link it with a standards mark that is readily recognisable by the public.