Today, the Danish Rights Alliance, an association representing more than 100 000 Danish rights holders in the film, music, literature, image, design, and media industries, joined the advertising industry cooperation to fight counterfeiting and piracy. They have officially signed the Memorandum of understanding (MoU) on online advertising and intellectual property rights, thereby becoming part of a collaborative effort that already includes 30 signatories.
Facilitated by the European Commission, the MoU is a voluntary agreement aimed at limiting advertising on websites and mobile applications that infringe copyright or promote counterfeit goods.
According to the 2020 evaluation report on the functioning of the MoU, it has effectively raised awareness among brands about the risk of their adverts appearing on websites that infringe intellectual property rights (IPR).
Signatories of the MoU continue to share and promote best practices, and are called to actively develop new initiatives, including technological advancements and tools, and enhanced cooperation at national, EU and global levels, as well as strategies under the ‘follow the money’ approach to strengthen IPR enforcement.
The MoU remains open for new signatories, as broad engagement across industries is crucial for its success. The European Commission encourages other companies and trade associations involved in the digital advertising supply chain to consider joining the MoU.
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Details
- Publication date
- 23 May 2024
- Author
- Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs