How to increase user awareness and the ability to distinguish between legal and illegal content online?
The Ministry of Culture of Lithuania aims to improve the identification of illegal audiovisual content distributed online together with incresasing the choice for legal content.
Context
- It is widely acknowledged that theft of intellectual property reduces the income of creators and the creative potential of society as a whole.
- In practice (not only in Lithuania), illegal content websites often try to present themselves as distributors of legal content, and fraudulently collect contributions from users, thus further increasing consumer confidence that the content distributed is legal.
- Some consumers, especially young people, deliberately choose pirated content for a variety of reasons (low cost, insufficient supply of legal sources, access), while others mistakenly believe that content is legal.
- A study conducted in 2022 on the use of intellectual property and the use of illegal content revealed that 77% of respondents had chosen illegal sources of digital content in the lest 12 months and that 68% of these users had done so deliberately, knowing that the content is being obtained illegally.
- A situation arises where, due to a lack of knowledge, pirated content is also used by those users who would agree to pay for legitimate content if they had the necessary information.
- At the moment, there are over 150 websites with illegal content in Lithuania, due to which Lithuanian content creators face about 15 million EUR loss. The real damage may be even greater, as it is difficult to accurately calculate the losses, the unfavorable business climate for the creative industries and the investment environment.
Solution
- The aim is to reduce the use of pirated content, which in turn will increase the revenue of legal content producers, increase budget revenues and increase the development of legal audiovisual content.
- The technological solution should allow or help the user to identify illegal content. It could not only raise consumer awareness, but also introduces a clearer distinction between legal and illegal content. At the same time, it would contribute to fostering a culture of legal content use.
- Clear identification of the source of legal content is expected to improve communication between content creators, online intermediaries and the users.
Market consultation
Deadline for invitation to participate in the market consultation: TBA
A detailed description of the challenge and a notice of the market consultation can be found in the Central Procurement System (CVP IS): TBA