Telling the young folk not to pirate is always a risky business for the creative industries: there’s a big danger of seeming patronising, for starters, or simply ridiculous.

Early indications for the UK government-backed Get it Right from a Genuine Site campaign suggests it’s trying hard to avoid both those fates. It’s a joint effort between the music, film, TV and other industries backed by £3.5m of government funding, launched on Saturday with a TV ad during The X Factor.

As the title makes clear, the campaign’s focus will be on persuading people to get their digital content from legitimate services: a carrot rather than a stick approach to preventing infringement. Besides TV and online aspects, there are street-art murals in five cities.

“We want people to understand the vital importance of supporting the films, TV, music, games, books, magazines and sports they love,” said BPI boss Geoff Taylor. “Our goal is to encourage everyone to access content from genuine services rather than dodgy sites.”

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