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.