More generally, you can want a change for everyone even if you are not currently doing what you’re preaching. You can play a game according to the rules and want to change the rules at the same time. While I agree this is a lower level of belief you can still want it, and argue for it, in good faith. Deviating from laws and even industry norms can be disproportionately costly, relative to your competitors, especially if you’re already struggling, which is true for most of legacy media.

Also, journalists are typically not the owners of media companies, and they sometimes cover issues with conflicts of interest with their owners. That’s a healthy thing.

How German newspaper get away with that I have no idea. But you can't expect the Norwegian government to handle German language newspapers. If spiegel.de had a Norwegian presence though. Then it would be reasonable for Norway to have a look at it.