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Advertising Creative Infringement

The Hong Kong Creative Industries Association cuts revenue of copyright infringing websites by 14%


By Taruka Srivastav | Reporter

October 3, 2017 | 3 min read

The Hong Kong Creative Industries Association (HKCIA) announced that it was able to reduce ad revenues of 14 infringing websites by 14% through its pilot scheme Infringing Website List (IWL).

The Hong Kong Creative Industries Association cuts revenue by 14% of infringing websites

The Hong Kong Creative Industries Association cuts revenue by 14% of infringing websites

According to HKCIA, the total traffic to the 14 pirate websites amounted to 2.3m visits per month. Also, 169 brands were identified to have advertised on these sites which included academic institutions, supermarkets, financial organisations, travel agents, law firms, fashion and electronic products.

The introduction of the IWL follows a scheme named 'Operation Creative' led by the Police Intellectual Property Crime Unit (PIPCU). The scheme has listed about 1,500 pirate websites, and involves over 130 advertising associations and companies. Hong Kong, Taiwan and Vietnam are among the first in Asia to adopt the scheme.

According to HKCIA, a recent reports showed a 73% fall in mainstream advertisements appearing on pirate websites.

Robert Lee, chairman of the HKCIA, said: “Disrupting the advertising revenue to these infringing sites by sharing our Infringing Website List with advertisers is an important step towards eradicating online infringement. We hope more advertisers will join our ranks. The HKCIA will continue to update and expand the List, which is aiming at a target of 150 infringing sites by the first quarter of 2018.”

Ralph Szeto, chairman of Hong Kong Association of Interactive Marketing, added: “The online advertising spending in Hong Kong in 2017 is estimated to be HK$5.72bn, and approximately 30% has gone or will go to these infringing websites. We fully support the IWL Scheme because it protects not only the rights of copyright holders but also our clients’ brand reputation and image."

HKCIA has also created a taskforce in the form of the Customs and Excise Department and online intermediaries to regularly exchange intelligence on online infringement.

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