AUT University's Greg Treadwell believes a decision by Australian news organisations to boycott the RWC has significant implications for new media.

"In the face of declining advertising in print media, media companies are desperate to build a successful online business model and the IRB restrictions strike at that.

"Publishers will be particularly sensitive to being told how much rugby footage they can offer readers at a time when the rugby-playing world will be even more rugby-mad than normal. They have rights under the law for 'fair use' of footage, so they are being asked to contract themselves out of their legal rights.

He went on to say, "having advertising opportunities, associated with footage, snuffed out worsens things further. However, a blanket boycott of accreditation doesn't really serve the interests of readers and viewers, or the game.

"I think the IRB is going to have to reconsider its demands. The media sound serious. To them every gain is important in the struggle to translate a healthy online readership into a healthy online income."