The document summarizes anti-piracy advertising campaigns from 1990 to 2013 in the United Kingdom. It describes ads that warned of counterfeit videos reducing viewing pleasure in the 1990s. Later ads in the 2000s used scare tactics showing how piracy funds criminal activities like drugs, guns, and trafficking. One ad claimed piracy could destroy society, which regulators said exaggerated the claims. Another famous Australian ad listed things people wouldn't steal and compared it to intellectual property. Later ads directly addressed illegal downloading and showed the gritty criminal reality behind pirated DVDs. Softer campaigns thanked movie fans for paying tickets to support the film industry.

1. 1990’
s
Beware of illegal video
cassettes: the federation
against copyright theft
(FACT) warns consumers
that fake counterfeit
videos could “could
reduce viewing pleasure
and jeopardise future film
production”, in an ad that
was tacked on to the
start of rented and
bought tapes.
2004
1996
2004
2005
The Market: more
hard-hitting scare-
mongering from
FACT, In an ad
that uses a market
scene to show hoe
piracy funds drugs,
guns and people
trafficking.
Don’t touch the hot stuff
this guy bears more than a
passing resemblance to the
Devil.
The advertising Standards
Authority got a compliment that
this sizzling commercial’s claim
‘piracy funds terrorism’ and
‘piracy. Will destroy our society’
were exaggerated ‘and causes
undue fear and distress.
“yes” the voice over really does
say “cool is copyright”
“Never
Know
What”
“You wouldn’t steal
a…”
This classic and much
parodied Australian
announcement lists
things most people
wouldn’t nick (Mobile
phones, handbag, car
e.t.c.), drawing a
parallel with
intellectual property.
Knock-Off Nigel
when the lifting the veil
on a criminal underworld
doesn’t work, just make
the viewer’s feel cheap
and embarrassed.
In the original “Nigel”
advert, here a grizzled
folk singer gets his point
across to Nigel tries to
enjoy a nice quiet pint.
Just a DVD? Think
again.
Here the federation
Against Copyright
Theft (FACT) shows
the gritty reality of the
illegal DVD trade and
it’s linked to organised
crime.
2006
2007
2008
The Last Cinema
Ghostly campaign in
cinemas and on the
TV to demonstrate
the murderous
effect on the film
industry and
cinemas caused by
illegally
downloading.
You make the movies.
Softer campaigns includes 3
ads, each referencing
famous movie dialogue
voiced by ordinary folk.:
Jaws, The life of Brian and,
seen here, Lord Of The
Rings. There’s no mention of
piracy at all- instead it’s a
gentle reminder to movie
fans that “your ticket helps
support the film Industry in
the UK; Thankyou”
2009
2011
Knock off Nigel mkll.
In Nigel’s last outing- one of
the first ads to specifically
warn against illegal
downloads- the chap
berating poor Nige looks not
unlike a flute- wielding Will
Ferrell from Anchoran.
Moral of the story- only
suave guys who download
legitimately (and a sport
moustache) get he girl.
Moments worth
paying for.
Campaigns run by
Industrytrust.co.uk
– posters and
adverts suggesting
the film is worth
the money.
2012/13