Search Engines, Rightsholders Agree Plan To Stop UK Consumers From Reaching Infringing Websites

Search engines Google and Bing have signed a voluntary code of conduct with the British Phonographic Industry (BPI) and the Motion Picture Association to prevent consumers from being directed to copyright-infringing websites, the UK Intellectual Property Office said on 20 February. The deal, brokered by the IPO, comes into effect immediately and is intended to reduce the visibility of infringing content in searches by 1 June, the office said.

The IPO statement is here.

Given the vital role search engines play in leading consumers to online content, “their relationship with our world leading creative industries needs to be collaborative,” said Minister of State for Universities, Science, Research and Innovation Jo Johnson, who will oversee implementation of the code.

The pact will “accelerate the demotion of illegal sites following notices from rights holders, and establishes ongoing technical consultation, increased co-operation and information sharing to develop and improve on the process,” said the BPI.  “This initiative is a world-first,” said BPI Chief Executive Geoff Taylor.

The agreement will run in parallel with existing anti-piracy measures, including court-ordered blocking, working with brands to reduce advertising on infringing sites and the “Get it Right from a Genuine Site” consumer education campaign which encourages people to value the creative process and directs them to legal sources of content, the BPI said.