In response to a request from SHUEISHA INC., CODA has demanded that an online ad-serving company located in Spain (hereinafter referred to as “the Ad Company”) stop distributing ads on pirate sites that infringe on Japanese content, and has now confirmed that these ads have been taken down.
Since many pirate sites rely on advertising revenue as a source of income, countermeasures against them have been critical. However, this is the first time the Japanese right holder specifically demanded that an overseas advertising company stop placing ads on pirate sites.
We have confirmed that the ads from the Ad Company were placed on 27 of the Japanese manga pirate sites. Therefore, Hiroyuki Nakajima, attorney at law and legal director of CODA’s Cross-Border Enforcement Project (CBEP), through a local Spanish law firm, made a written request on October 17, 2022, to stop these ads from being placed on these sites.
We received a response dated October 30 from the Ad Company. They first stated that it was impossible for them to know the contents of all the websites they provide services. They then promised that they had terminated contracts and stopped providing services to all 27 websites pointed out in the request and that they would ensure that they would not provide services to or not conclude contracts with those who infringe on intellectual property rights in the future as well.
In response to this answer, since October 30, CODA has continued investigating the 27 sites indicated. Except for one site still under investigation, we have confirmed that all other sites have ceased all ads from the Ad Company at this time.
In Japan, copyright-related and advertising-related organizations are cooperating to share malicious pirate sites in an effort to eliminate pirate sites from the media where to advertise. The list is updated about every two months, and the opportunities for healthy Japanese advertising on malicious pirate sites have now been drastically reduced. CODA and three advertising-related organizations have established the Joint Conference on Curbing the Placement of Advertisements on Pirate Sites , which conducts various activities. Its activities include requesting cooperation not to place ads on pirate sites, even to advertising business operators, not members of the organizations.。
In addition, CODA provides this list to WIPO Alert, developed and maintained by the World Intellectual Property Organization (WIPO). Therefore, it is expected placing ads will be stopped in countries and regions that utilize this list. On the other hand, some advertising companies in the world actively encourage the placement of ads on malicious pirate sites that attract traffic. It is not uncommon for ads to be placed on multiple pirate sites through a common advertising provider. Further actions are required across borders.
CODA will continue to take action against ads on pirate sites in Japan and abroad.