Anti-piracy efforts, too confronting: IPAF

The Intellectual Property Awareness Foundation has changed its approach to copyright infringement, after identifying previous efforts as ‘confronting’.

“The tone for all anti-piracy advertisements has been very confronting. We need to find a tone of engagement, to use humour to portray the way people see themselves in regards to piracy,” IPAF CEO Gail Grant told Encore.

“That’s the beauty of our new research – 34 percent of the Australian public pirate regularly, and they don’t’ agree with it morally, but they don’t make the connection between their actions and their consequences.

“People don’t see themselves as being pirates or participating in piracy; they don’t respond to an aggressive or accusatory tone,” she added.