BBC NEWS | UK | Magazine |

Now, the film and TV industry’s anti-piracy drive has gone off down different avenues in different countries. In the UK, the emphasis is on achieving an “attitudinal change” using more subtle means.

The PR agency Blue Rubicon specialises in this field, typically advising on health campaigns such as the clown smokefree message pictured right.

Now it is helping the UK film and television industry in “attaching social stigma” to illegal downloading.