Film studios and record labels should not rely on the threat of legal action to force consumers into buying their products, but instead work to help people understand the impact of filesharing, according to intellectual property minister David Lammy.
Lammy is adding his voice to the debate on how to tackle online piracy following revelations that Lord Mandelson, the business secretary, is mulling new laws to cut off the broadband connections of filesharers. While Lammy confirms that the government will continue to put new policies in place, he also argues that the industry needs to play its part by providing attractive alternatives to illegal films and music.
"Tackling supply isn't enough. We need to tackle demand as well," Lammy is due to say in a speech to the Motion Picture Association of America in Washington today.
"Many otherwise law-abiding people believe they are causing no harm when they buy or download illegal copyright goods. They think that creators and business have already been well paid for their work. I want us to reach out to those people. To take to them the message that what they're doing is wrong."
Referring to proposals by Mandelson to cut off the broadband connections of internet users who illegally download music, he adds: "We're not standing still. New work against illicit P2P filesharing, including possible suspension of internet access for persistent infringers, and increased penalties for IP infringement, online and offline. We are sending a clear message: when it comes to piracy and infringement, 'digital is not different'.
"But, as I've already said, enforcement is not enough. It is only one part of the story. Consumers, and that means anyone with access to a computer or a cellphone, have taken a look at copyright and don't like what they see. That creates challenges for you in the film industry and for government."
Lammy cites apparent inconsistencies in copyright law, citing the example of a CD owner who wants a copy on his MP3 player. "Is he breaking the rules or just refusing to be ripped off?"
"Something isn't right with copyright. Not just in the UK but as a whole. And I want to do something about that," he says.
Lammy says consultations with various industry players such as Google, Universal and telecoms companies has shown "the mechanisms by which copyright operates are too complex."
His comments that the British government "will continue to put policies in place that make IP infringement easier to detect and sanctions harder to avoid" follow fierce criticism from a broad alliance of musicians, songwriters and producers of Mandelson's crackdown plans.
In a statement seen by the Guardian, a coalition of bodies representing a range of stars including Sir Paul McCartney, Sir Elton John and Damon Albarn attacked proposals to cut off broadband connections as expensive, illogical and "extraordinarily negative".
Digital rights groups have attacked the government move as a kneejerk reaction. The Open Rights Group says suspension of internet access would restrict people's fundamental right to freedom of expression.
