Creative Content Australia (CCA) has launched a new anti-piracy campaign with the backing of Australia's media industry. The campaign aims to educate consumers about the risks associated with watching TV, films, and live sports on unofficial sites. This initiative comes in response to the findings of CCA's 15th Australian Piracy Behaviours and Attitudes survey.

The campaign, supported by in-kind advertising from industry heavyweights such as FOXTEL, Val Morgan, Seven Network, SBS, Network Ten, ARN, Fetch, QMS, oOh, Optus Sport, Flicks, and Just Watch, was created by the HOYTS Group. They produced three television commercials and static campaign assets to drive the message home.

"More than two million Australians who admit to visiting illegal streaming sites or pirate sites say they’ve experienced a form of online crime," says Chris Chard, the Chair of Creative Content Australia. He further warns, "The link between cybercrime and piracy is stark. People who use these sites are three times more likely to experience identity theft, fraud or hacking, compared to people who only access entertainment via legitimate means. The risk is high and it only takes one visit."

The survey, carried out by Screen Audience Research Australia (SARA), part of the House of Brand group, revealed that users of these illegal sites are indeed at a higher risk of falling victim to cybercrime. Stephanie Mills, Director of Sales, Marketing and Content of the HOYTS Group and CCA board member, echoes this sentiment, "The enduring issue of film, TV and sports piracy threatens the industry's stability and growth. Piracy not only results in substantial revenue losses but also imposes cyber risks to consumers."

Mills further emphasises the need for unity in the industry, "It is essential for us to unite in support of the creative community by highlighting the importance of protecting intellectual property and promoting safe and legal content consumption."

The campaign, which commenced on 12 August, will run for three months. It is a significant step in the fight against piracy and cybercrime, aiming to protect both the industry and consumers from the associated risks.