UK Police Combat Piracy by Replacing Ads With Anti-Piracy Warnings
Operation Creative: A New Approach to Disrupting Piracy Sites
The City of London Police’s Police Intellectual Property Crime Unit (PIPCU) has launched an innovative strategy to combat online piracy. As part of Operation Creative, they are replacing advertisements on copyright-infringing websites with official warnings, alerting users that the site is under surveillance and urging them to exit the page.
How the Initiative Works
- Ad Replacement: PIPCU collaborates with digital advertising networks to swap out ads on piracy sites with police warnings.
- Infringing Websites List (IWL): A dynamic, non-public list of verified piracy sites is maintained and shared with advertising partners.
- Verification Process: Rightsholders submit evidence of infringement, which PIPCU reviews before adding a site to the IWL.
Key Partnerships
PIPCU works closely with industry groups, including:
- BPI (British Phonographic Industry)
- FACT (Federation Against Copyright Theft)
- IFPI (International Federation of the Phonographic Industry)
- Publishers’ Association
These partnerships ensure the IWL remains accurate and up-to-date.
Why Keep the IWL Private?
A PIPCU spokeswoman explained:
“The goal is to encourage infringing sites to reform rather than publicly shame them. We provide time for these platforms to transition to legal operations.”
Currently, around 70 websites are listed on the IWL, with names added or removed as they change their practices.
Preventing Unintended Consequences
An earlier pilot program blocking ads on piracy sites inadvertently led to malware replacing ad space. PIPCU’s new approach avoids this by substituting ads with official warnings instead of leaving gaps that malicious actors could exploit.
Broader Impact on Brands and Advertisers
Detective Chief Inspector Andy Fyfe, Head of PIPCU, emphasized:
“Ads from reputable brands on illegal sites lend them legitimacy and unknowingly fund criminal activity. The IWL protects advertisers from being associated with piracy.”
International Reach
While primarily targeting UK users, PIPCU collaborates with Project Sunblock, an international content verification firm, meaning warnings could appear globally.
Privacy Concerns
When asked if PIPCU logs IP addresses of users accessing infringing sites, the spokeswoman stated:
“As a police operation, we cannot disclose all tactics, but multiple approaches are used under Operation Creative.”
This initiative marks a shift in anti-piracy enforcement—focusing on disruption and reform rather than immediate legal action.
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