The Danish Rights Alliance and Meta jointly launch an awareness campaign with the aim of informing users on Facebook and Instagram about the risks associated with the purchase of illegal counterfeit goods and piracy of content products such as music and movies. The campaign aims to help protect the rights of creative producers and companies in Denmark.
Press release
Counterfeit goods and pirated content are an increasing challenge for creative producers, who either have their designs copied or have their content illegally distributed. The advent of social media has given users countless opportunities to spread illegal content or advertisements for illegal products on social platforms with a single click. That’s why Meta, the company behind Facebook and Instagram, along with the Danish Rights Alliance are launching a large-scale campaign against illegal products on their platforms.
The campaign consists of a series of graphics that focus on the risks for the buyers of counterfeit goods, risks that can both be harmful to health and the environment, just as the individual user can experience fraud and identity theft when they buy counterfeit goods. In addition to physical counterfeit goods, the campaign focuses on the risks of sharing illegal content such as films, series, and music.
The aim of the campaign is to encourage users to be more vigilant against online fraudsters by providing users with some basic rules about illegal counterfeit goods and piracy. The campaign’s targeted content elements help remind users to always ensure that accounts are verified before purchasing and that users check that content is shared by trusted sources – and to always use common sense when shopping for products and consuming content on Meta’s platforms.
The Internet offers lots of good content and good offers – but unfortunately many of the tempting offers are not always legal. Illegal consumption can affect both you and those who created the content or product. The Danish Rights Alliance is behind the campaign’s landing page, which is the page to which the campaign’s graphics refer. A number of good tips are given here on how to recognize websites that offer illegal content and illegal copy products.
The Director of the Danish Rights Alliance, Maria Fredenslund, is very happy that the collaboration has come to fruition: “There is a lot of illegal content on the social platforms, and it is therefore a milestone that we have reached the point where the platforms themselves are beginning to inform their users about the risks of buying counterfeit goods and consuming content illegally. Counterfeit products and content that are offered in a big way on those platforms. We are very happy with the collaboration with Meta, which is not only behind this awareness campaign, but which also provides effective dismantling tools for the Danish Rights Alliance, so that we can both prevent illegal uploads and quickly get illegal products and content taken down as soon as it hits the platform. These tools clearly have a positive effect for the Danish rights holders.”
Meta’s content policy prohibits the sharing of content that infringes IP rights. The company has built a program to combat IP infringements, including a global team that follows IP infringements and intervenes e.g., by taking down illegal content. Meta offers specialized reporting tools and a policy to act against repeat infringers.
Nicole Schulze who is Public Policy Manager, IP & Media, at Meta, says: “Millions of content creators and companies across our platforms depend on their own intellectual property rights as a source of income. We have invested significantly in technology that finds and removes infringing content. Partnering with the Danish Rights Alliance in this awareness campaign is an important next step to help protect both our users and intellectual property.”
The campaign will run on Facebook and Instagram from March 1 and for 5 weeks.
The campaign’s graphics can be seen here and here (in Danish)
The campaign’s landing page can be seen here (in Danish)
Read the press release in PDF format (in Danish)
Press contact:
The Danish Rights Alliance:
Head of Communications Ditte Rie Agerskov / ditte.agerskov@rettighedsalliancen.dk / 22 73 68 68
Meta:
Political head of Meta in the Nordics Martin Ruby / martinruby@meta.com