In a bid to point users towards convenient, readily accessible digital content resources, a host of the UK’s largest Internet providers, content creators and the government itself are banding together to form Creative Content UK.
Aping CD Projekt RED’s philosophy regarding piracy, the aim is to focus less on people who are unwilling to pay and more on those who are happy to shell out for goods and services but struggle to find them. GOG has operated on this policy successfully since its inception and it seems the UK is finally taking notice.
Now, in place of militant hounding and prosecution, up to four informative letters a year will be sent to any unlawful downloader. These letters, supposedly neutral in tone, will highlight alternative, legal and, crucially, more convenient methods of acquiring digital media. If ignored, they will carry no penalty.
Essentially, as a citizen, your government is trusting to act as such i.e. responsibly.
According to Virgin Media Business Secretary Vince Cable,
"It's about persuading the persuadable, such as parents who do not know what is going on with their net connection. [The voluntary copyright alert programme] is not about denying access to the internet. It's about changing attitudes and raising awareness so people can make the right choice."
"Any alert will clearly recognise the account holder may not have engaged in copyright infringement themselves and we will be informative in tone, offering advice on where to find legitimate sources of entertainment content… At no point will we share any customer information as part of this campaign.
"By embracing digital, the creative industries can realise significant benefits, reaching millions of people with new and innovative services."
To date, Creative Content UK consists of BT, Sky Broadband, TalkTalk, Virgin Media, The Motion Picture Association, the British Record Music Industry and the UK government itself.