It really was a long journey.
I was the first witness to give evidence to the draft bill committee in September 2021. It took two years to promulgate that legislation.
The one thing I will say is that there is elegance in the British solution that says, “You set your own rules, but we want to see whether or not you enforce them in the right way.” You don't need to make it more complicated than saying, “If you act in a negligent way with respect to enforcing the rules that you tell others they have to abide by, and if that creates harm for our society, then we will impose significant economic consequences on you.”
I think it was the comprehensive nature, working within the platform's own community standards—because they need advertising and advertisers wouldn't advertise on there otherwise—that made that legislation so elegant.