According to new NOP research more people in the North East of England and Scotland (35%) have knowingly bought a pirate DVD than anywhere else in the UK. The organisation set up to highlight the problem of DVD crime, the Industry Trust for IP Awareness, is now urging consumers in these areas not to be tempted.

The new campaign will remind consumers that DVD piracy is not a victimless crime. The sale of pirate copies is known to support local crime as DVD pirates are often involved in other forms of criminality, including, drugs, pornography, benefit fraud and people smuggling and they often defend their territory through the use of offensive weapons. Behind many innocent-looking sellers, who sometimes use children to front their stalls, are organised criminal networks.

A mobile DVD shredding lorry will be touring Scotland and the North East and members of the public will be encouraged to bring along their pirate discs to be shredded, with genuine DVD giveaways each day. The amnesty will target cities including Newcastle, Middlesbrough, Glasgow and Edinburgh. Trading Standards groups from each area will be on hand to remind consumers that DVD piracy is not a victimless crime.

The PR drive is being supported with a targeted advertising campaign, featuring the line “DVD piracy costs too much” with examples of the different types of crime it is linked to. It will appear on bus sides, outdoor 6-sheet posters and the press.

According to IPSOS, sales of pirate DVDs is up 2% on 2005, with almost 78 million fakes sold last year. The latest figures show the total loss to the whole audio-visual industry through copyright theft is more than £719 million. Research from NOP has revealed that more than one in four consumers in the North East and Scotland (26%) would be willing to buy a pirate DVD if it was cheaper than the legitimate version and more than a third (35%) have knowingly bought one.

Commenting on the campaign, Lavinia Carey, Director General of the British Video Association, and a director of the Industry Trust says:

“This campaign aims to make consumers in the North East and Scotland aware that DVD piracy is not a victimless crime and your money may well be going directly into the pockets of criminals. That’s why we are asking people to bring their pirate DVDs along to be publicly destroyed, and there’s even the chance to get some real ones in return. There’s no question of anyone getting into trouble by returning pirate DVDs.

" FACT, the industry's anti-piracy operation, are pro-actively targeting all types of piracy and especially the criminal networks who are involved in manufacturing and distribution. These people are making substantial criminal gain and are leading affluent lifestyles from their illegal activities. If any members of the public do have any information that might assist us, we'll be pleased to take details in complete confidence."

Story filed 28.5.06