UK ISPs back anti-piracy campaign

BT, Sky, Talk Talk and Virgin Media are backing a new ad campaign aimed at dissuading young people from using “dodgy sites” to access film, TV, music and other media content.

The Get it Right from a Genuine Site scheme is partially-funded by the UK government and is part of the Creative Content UK initiative, which the four major British ISPs launched last year to help reduce online copyright infringement.

The campaign will be spearheaded by a primetime TV spot during Sunday night’s X Factor broadcast on ITV, with the ads to highlight the benefits of using legitimate sites in terms of supporting the creative industries.

“Get it right from a Genuine Site, supported by BT, aims to encourage respect for the value of creativity in the UK and to boost consumer awareness and use of the wide range of legal sources of content available to them,” said BT.

“The education initiative represents a completely fresh approach to the issue of copyright infringement, and seeks to engage with younger consumers in particular in ways that are far more relevant to them.”