Bodies representing the music and film industries in India are launching a new anti-piracy initiative, working with the local advertising industry. They will publish a voluntary code that aims to squeeze the flow of income for piracy sites, with advertisers promising not to advertise on “infringing” sites.

The initiative is also being backed by the Indian commerce ministry. “This idea needs to be implemented in India as soon as possible. It has been in the works for a while. The next step would be to populate an Infringing Website List for India,” Blaise Fernandes of music-industry body IMI told the Economic Times. “We should see a list soon, maybe in one month.”

It’s not all sweetness and light though: advertising industry body the AAAI has warned that while the initiative is “a good step… it has to be fairly done and implemented properly”. Its president Ashish Bhasin suggested that there should be an accompanying whitelist to show which sites are free of piracy.

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