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Alex Høgh Andersen reveals the dark side of illegal TV services – and why they should be avoided – in a new campaign aimed at young people.
“It is easy to be tempted, but it is still illegal,” says Alex Høgh Andersen in a new campaign aimed at steering young people away from illegal TV services, also known as IPTV. This is where many Danes regularly watch films, series, sports, and other TV content for a small fee – money that the rightful creators and rights holders never see a penny of. We want to change that.
Together with actor Alex Høgh Andersen, we reveal the dark side of illegal TV services in the campaign’s explainer video. In the video, the star actor drops onto the couch next to a guy who is streaming from an illegal TV service. Balancing humor and seriousness, he presents a series of scenarios that resonate with young people’s streaming habits and highlights why they should stay away from illegal TV services — not least for their own sake.
“This young man is ready to hand over his payment details on a silver platter to criminals,” exclaims Alex Høgh Andersen in the explainer video to the astonished young user of an illegal TV service.
Payment information served on a silver platter
The Rights Alliance regularly receives inquiries from Danes who are unsure whether the IPTV services they subscribe to are legal. They are not. However, the professional appearance and payment setup of these services easily lead people to believe that they are legitimate TV providers.
The campaign targets young content consumers and delivers the message that using illegal TV services is like serving your private information on a silver platter to criminals. A new study from Dansk Erhverv shows that young people are the biggest offenders when it comes to the illegal consumption of films, series, TV, and sports, and that their usage is increasing. At the same time, young people are also the group most concerned about facing personal consequences – a fear that has grown since 2022.
It can be difficult to tell whether a TV service is illegal. In the explainer video, Alex Høgh Andersen therefore lists four guidelines to help young people recognize – and avoid – illegal TV services. Photo: Still from the explainer.
Information and blocking change behavior
Illegal TV services can best be tackled through measures that address both supply and demand. That is why The Rights Alliance combines behavior regulation and campaigns with blocking measures that disrupt users’ access to illegal services.
In early summer, we filed a blocking case on behalf of Divisionsforeningen and Superligaen A/S, aiming to have the 10 most popular illegal IPTV services declared illegal in Denmark. The Frederiksberg Court has now ruled in our favor, meaning that Danish telecom companies will from now on have to block access to these services. The Danish blocking system is based on the Share with Care collaboration under the Ministry of Culture, through which The Rights Alliance’s Code of Conduct agreement with the telecom industry ensures that services declared illegal are blocked. The campaign is therefore an important part of a broader effort to combat illegal TV services and prevent users from accessing them.
Support and share
The campaign will be promoted on social media and will also be part of future awareness efforts in the film and TV sector.
Find the campaign on Instagram and TikTok.
The campaign has been launched by The Rights Alliance with support from Producent Rettigheder Danmark.
The campaign was developed in collaboration with the production company Pandang Studio.