Except that the policy, in the vacuum it is in right now, is very popular in Australia.

It was one of the most agreed with policies at the most recent Federal election.

I hate it as a concept, but at the moment it is all "don't you want children to be protected?", and nothing of substance that people can meaningfully find objectionable (like imgur getting cut off).

I don't think it is particularly a policy of News Corp, although they're happy to run with populist ideas, and more just an issue the Labor party thought they could wedge the Liberals with.