“You Wouldn’t Steal…”


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Research Shows Why Many Anti-Piracy Messages Fail

These types of messages may work well for the top Hollywood executives but they fail to make an impact on most casual pirates. According to a new paper published by the ESSCA School of Management, there are some key behavioral insights that explain common mistakes in anti-piracy campaigns.

The paper titled; “Doing more with less: Behavioral insights for antipiracy messages”, lists three common errors. This includes the tendency of campaign creators to stack a combination of stronger and weaker arguments in a single campaign.


It’s worth noting that not all personal messaging is effective either. The paper mentions an Indian anti-piracy campaign where famous Bollywood actors urged people not to download films illegally, equating piracy to theft.

However, the Indian public probably has little sympathy for the potential “losses” incurred by these multi-millionaire actors. In fact, the anti-piracy campaign may be seen as an extra motivation to pirate.

“All videos starred well-known actors, whose net worth is estimated to be $22–$400 million dollars, in a country where the annual per capita income is a bit less than $2,000.