The City of London Police force has today announced that it will be launched a new initiative that will allow the force to show legitimate advertising on websites which have been accused of infringing copyright.

The new initiative is one that comes from a recent team up with the Police Intellectual Property Crime Unit and Project Sunblock, who uses technology to replace advertising on these sites.

“This new initiative is another step forward for the unit in tackling IP crime and disrupting criminal profits,” said head of PIPCU, DCI Andy Fyfe.

“Copyright infringing websites are making huge sums of money though advert placement, therefore disrupting advertising on these sites is crucial.”

“This work also helps us to protect consumers. When adverts from well known brands appear on illegal websites, they lend them a look of legitimacy and inadvertently fool consumers into thinking the site is authentic.”

The replacements ads are already launching on accused sites, and will show pop-ups that inform the user that the website is under investigation by the City of London Police unit for copyright infringement, advising users to exit the website instead of showing the usual brand adverts.

The police unit has already been informed by rights holders of which sites to target, and given evidence as to their involvement.

Once a website has been accused officers will evaluate the site to verify the claims, at which point the owners of the accused website will be contacted by the unit and offered an opportunity to engage with the police and then correct their infringing behaviour.

If the owner does not comply they will then be hit with Project Sunblock and added to the Infringing Website List.

Source: Project Sunblock

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