The pin is touching the primer, but not just enough. I can clearly see the mark of the pin in the primer and if I reload again with the same then it goes off.
You’ve missed the point I made.
Your original post mentioned you thought that you were possibly oversizing your cases to give too much ‘headspace’ (hence the problem with the primers).
A sizing die set to make firm contact with the shellholder will resize the case to the minimum industry dimensions (this may be more than is necessary or ideal) but it can’t oversize & push the shoulder back so much to result in headspace so great that you only get minimal indentation from the firing pin.
Re-check what you are doing with sizing if only to give yourself confidence that this part of your process is correct.
All that being said - your photo is visible now. Looking at the gap to the shellholder I’d be surprised if your cases are being sized to anywhere near minimum - this is absolutely ok - all you need to do is size enough to allow easy chambering in your rifle.
One cause of misfires can be incorrectly seated primers.
Compare your primer pocket depth to the height (thickness) of the primers. Using the two dimensions, seat the primers so that the feet of the anvil touches the bottom of the primer pocket. The primers will need to be a certain distance below the case head to achieve correct seating (the pocket/primer dimensions will tell you how much below the case head is needed).
If you still have some misfires then you need to look elsewhere. As mentioned in other posts, it could be the case that your firing pin spring is either on the weak side or there’s hard grease (or whatever) reducing the strength of its impact. The scenario here would have to be that the factory loads (which work ok) have more sensitive primers / thinner cups than the White City & CCI primers hence the firing pin can’t always fire the harder primer. Too short a protrusion of the firing pin could also have the same effect i.e. it works with sensitive primers but isn’t quite enough for harder ones. Both scenarios require an unusual chain of circumstances but they can occur.
As your ‘misfired’ primers fire at the second attempt I’d look to incorrect primer seating as the most likely culprit. Second would be checking everything is ok with the rifle.
Some months ago I had a few misfires with a previously reliable rifle. I’d started using a different brand of primer; it turned out that the height (thickness) of the primers were on average noticeably below the minimum allowed so when I seated the primers my normal distance below the case head the shorter primers weren’t touching the bottom of the pocket. Part of the force of the firing pin was being used to fully seat the primer hence the occasional misfires. To add to the problem the primer cups on the new brand of primers were 25/30% thicker than my normal brand - further reducing the impact on the primer compound.