Big win in Malaysia for Premier League’s ‘Boot Out Piracy’ campaign

Premier League general counsel Kevin Plumb has praised the effectiveness of the ‘Boot Out Piracy’ campaign in Malaysia.

Launched last year, 70 per cent of those made aware of the campaign said they were unlikely to use pirate broadcasts again.

“The messaging worked and the fans were receptive to it,” said Plumb at the launch of the campaign’s second season on Wednesday.

“For instance, 70 per cent of the people who saw the campaigns said they would be less likely to pirate again.

“That’s pretty astounding for a campaign like this. So many people who previously thought it was safe to pirate, have been made aware that it isn’t anymore.

“They have done the cost-benefit analysis, and they realise that there is no benefit.”

The ‘Boot Out Piracy’ campaign explains the risks fans face by watching Premier League football on unauthorised websites or streaming devices, which could expose the user to malicious malware or ransomware. That, in turn, increases their risk of data theft and fraud.

External research has shown a clear link between watching pirated content – including pirated Premier League content – and cybersecurity issues.

White Bullet Solutions, an intellectual property (IP) and data analytics company, found that 44 per cent of the most popular pirate websites in Malaysia for illegally watching Premier League content, carried advertisements considered risky, containing either fraud, malware, adult or gambling content.

Since establishing its Asia-Pacific office more than two years ago, the Premier League has initiated blocking action against illegal websites in Singapore, Malaysia, Indonesia, Vietnam and Thailand.

It has worked closely with authorities in Singapore, Malaysia, Thailand and Vietnam to bring criminal action against website operators and suppliers of illicit streaming devices.

Outside of Malaysia, ‘Boot Out Piracy’ will also run in Hong Kong, Indonesia, and Singapore for the first time.

Separately, Lee Choong Khay, Head of Sports of Astro, said the company has innovative ways to ‘win’ back fans, including producing a high-quality viewing experience.

“We’re here to champion ‘live’ sports and viewing on the legal platform. We want to protect the value of the rights, together with the Premier League,” said Lee.

“If it all goes on a free pirated stream, everyone loses. The customers will lose in terms of the bad viewing experience, and the clubs will lose monetising opportunities.

“On our part, we have invited good pundits on our shows and have had good engagement with fans via meet-and-greet events.

“These are the kinds of experiences that pirated platforms can’t offer their viewers.”

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