The last time Chinese authorities cracked down on Internet users within their country, the story did make it to the headlines. But it didn’t cause quiet the furore it has now. Why? This time around Internet-giant Google is in the thick of things, and has decided to speak out.

Reason enough for the global media to watch the developments attentively and for the US Secretary of State to take a firm stance on the attack.

The point we are trying to make: a big name has made all the difference.

Yes, think about it for a moment. If a start-up or even lesser-known name had made noises about Internet censorship, what are the chances it would have triggered similar reactions among global tech experts and corporations? The world is really taking notice now because it’s ‘Google’ making a point.

Global brands can throw their weight behind issues, and because of their popularity and success, bring them to the fore. (Whether voluntarily or in the face of a threat is another issue altogether.) Just as Google-s’ statements have done now.

This opens up new avenues to fight Internet repression. If the tech-biggies and best-known brands commit to counter online censorship, it could really make an impact. No, we are not talking about merely issuing statements and nodding heads in sympathy. We mean take more concrete action: speak up against violations, list counter-measures and adopt them when needed.

In early 2007, some tech companies and non-governmental groups came together to develop a voluntary code of conduct to curtail Internet censorship and protect users. But it didn’t gather much momentum. With the recent developments, the need for such a code has been revived.

The big companies have the power to ensure a free and fair flow of information across the world. Will they rise up to the challenge and protect users? We’ll watch the Google-China stand-off for some clues.