ADWEEK : “Ad Industry Takes Major Step to Fight Online Piracy”… Again…

Stop me, oh uh, stop me, if you think you’ve heard this one before…

The advertising industry took a major step Thursday in fighting rogue websites that steal copyrighted material and sell counterfeit goods. To cut off the financial support that keeps rogue sites alive, the nation’s two major ad industry associations recommended agencies and marketers take steps to keep brands’ ads off those sites.

While the debate remains contentious, there has been universal agreement that the key to shutting down rogue websites was to cut off the money that keeps them alive.

Recognizing advertising was the first line of attack, GroupM last year became the first ad shop to adopt a comprehensive anti-piracy policy, compiling last summer an updatable black list of some 2,000 websites that are cut off from ads from blue-chip clients like Ford, AT&T, Unilever and Dell.


So the above is from May 3, 2013… and here’s an insightful article below from the advertising trade publication CLICKZ.COM on April 18, 2011… Yes, 2011…

What is the purpose of me bringing this up? To raise awareness and perhaps ask publicly that those involved in this industry become better corporate citizens. If you are running one of those exchanges or networks and feel that it’s only a “transparency” issue, please consider that you are funding not only these websites but organized criminal organizations that run them.

This is not a victimless crime, but instead one that is affecting musicians, programmers, artists, designers – and businesses of all sizes.

As an industry, here are some suggestions of what we can do:

1. Ensure every network that you work with has a no-warez/piracy/torrent policy. Ask around about the networks that do support this. Even if they claim that your ads aren’t going on there, be aware that many of these networks aren’t honest.

2. Put pressure on exchanges that you work with to ensure no network that has this type of inventory is on that exchange. If a few agencies call the exchanges and make it clear they won’t buy media until they are assured these sites are completely off the exchange, then maybe those in charge will consider it a serious issue.

3. Refuse to pay networks that you discover violate this policy and show your advertisements on those sites. Make it clear that you find this behavior not only illegal, but unacceptable for your agency, network, or product.



3 thoughts on “ADWEEK : “Ad Industry Takes Major Step to Fight Online Piracy”… Again…

  1. Better late than never. Steps by the advertising industry are long overdue. But, this is still an initiative lacking steps with formal criminal prosecution with teeth. Piracy is a crime, and consumers and the media must recognize this; not just the ripped off artists.

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