Australia's Condescending “Price of Piracy” Campaign Showcases Pure Fear Tactics

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Cinemas throughout Australia are airing an anti-piracy video which follows the Creative Content Australia (CCA) campaign “The Cost of Piracy” which last month saw the further blocking of 100+ piracy-related websites from being accessed in Australia. Of course, a simple workaround hasn’t stopped most users from being able to torrent from their favourite sites.

The video (or, fear campaign, rather), which features Australian actor Bryan Brown, boasts the blocking of these websites and claims that downloading pirated content leads to identity theft, malware and credit card details being stolen. The website also features these claims prominently throughout its website.You can view the video here.

The video is also sponsored on Twitter and Facebook, with one Facebook advertisement saying that the opposition displayed by tech websites are “excuses, excuses, excuses”

The actor then goes on to say that it’s not worth the risk, and that you’re better spending “a couple of dollars”. This is where the real issue begins. In Australia, the price of an adult movie ticket is $20 and $15 for a child. That’s more than just a few dollars.

A family with two children can expect to pay $70 to see a film. Ironically you’ll be bombarded with this advertisement for doing the right thing. The average price of a DVD is $20 from Australian retailers and $30 for a Blu-Ray. In a country where everything is going up in price, for a wealthy renowned actor to say it’s not worth the risk and to spend a couple of dollars on seeing a movie is insulting.

Australia was one of the highest illegal downloaders of TV show Game of Thrones. With the cost of premium TV outlet Foxtel costing a minimum of several hundred dollars a year, it’s no wonder people turn to illegal downloads. Often it’s not about being tight and downloading instead of paying with many movies and television programs making it to Australia long after the rest of the world. Many British series’ on Foxtel are played several YEARS after being shown in the UK and have become so outdated they’re irrelevant. For example, a panel show discussing weekly events and mentioning the electing of Gordon Brown as UK Prime Minister. Foxtel are naturally behind the campaign and support it on their website.

Research has shown with the rise of streaming services such as Netflix, Stan and even Foxtel’s own service Foxtel Now, Australia’s piracy is decreasing, so why the scare tactics?