Working together to fight against piracy (Photo credit: Aidan Jones)

The fight against piracy is changing every year, as the creative industries continue to search for the sweet spot between litigation and innovation.

While taking down sites that blatantly steal the content of others must always be an option, creators are equally pursuing education and voluntary partnerships as promising routes to protect copyright.

A prominent advocate of these more subtle anti-piracy initiatives is CreativeFuture, whose Executive Director Ruth Vitale is featured in the New York Times this week.

Ms. Vitale’s background is in independent film, so she knows the challenges (and frustrations) that creators feel when their work is exploited by sites that offer no compensation but still profit themselves. Citing the need for increased co-operation between legitimate stakeholders to fight back against piracy, she neatly sums up the problem in a recent blog post on voluntary industry agreements:

We first have to understand the nature of the problem: that piracy is driven by massive, for-profit pirate websites.

An effective, common sense way to address this problem is by establishing voluntary, cooperative agreements with legitimate businesses whose ads and payment networks are being exploited by pirate sites.

With the current focus on updating copyright law for the broadband world, having both technology and creative players on the same side will be a crucial evolution of fight against piracy. Pirates are adapting to maintain their illegal advantage, but rightsholders are hot on their heels and pressuring lawmakers to keep up.

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