Unlock the Power of Online Signature Licitness for Memorandum of Understanding

How to eSign a document: online signature licitness for Memorandum of Understanding

[Music] Emma use our key pillar in the work on the enforcement of intellectual property rights and we see that our approach works we want to minimize the placement of ads on sites that infringe intellectual property rights this is in line with the follow the money approach I have supported since I started in the Commission it's run about 30 organizations and enterprises that are committed to the MOU from ad form Giacobbe back after CTO Natalia comercio estado Marissa M&E the European gaming and betting Association Daniela purana Google we believe that it's extremely important to protect content online and copyright the main approach we follow is for demonic meaning avoiding advertising to be placed on any side that commits para ver si counter fate or any illegal activity on the web but the most important thing for me to say is actually that it is a collaborative initiative we cannot be effective without the help of the full echo system Chris heart chakra it's not just a signature it is a commitment to a strategy to a policy your view signature of the MOU as the first step and we'll continue working with the European Commission rights older and industry partner in the future on this important initiative 2017 was also the year which became evident that the number of things in the digital ecosystem don't work right one of those is brand safety brand safety in our mind is anything which relates to the assurances brands get in terms of whether ads land online that includes making sure it doesn't end up on inappropriate sites where there are terrorist sites pedophilic sites or others but also SADS which support news all sides which breach IP and so we are a signatory of the MOU because we believe deeply that we getting rid of IP infringement online is in the interests of people of brands and of society it's really important that we can consumer trust back and for agencies it's more than important to place their ads in an ad safe environment so we are here and we signed this MOU and we have fully support from our members to sign it trustworthy accountability group tag is an industry self regulatory body that looks at tackling criminal activity in digital advertising establish a lot of the companies who are involved in this initiative are already involved in tags certified against piracy program which ing to research last year by Ernst & Young is making a significant impact on their on the revenue the ad revenues from Pirates are up to 40 60 % so we welcome the initiative and look forward to working with the Commission and others as we move forward we're signing because we've been involved to help recognize the problem the first part for any kind of initiative is making the brands the advertisers and the whole advertising ecosystem aware that there is a problem and I think that is really what the mou is has been incredibly successful and achieving so far the next step will be to see how brands can stay off high-risk sites and actually we're launching today a global piracy index which actually will help brands to access for free adjudicated sites so that they will know which sites have got judicial enforcement against them and they should definitely avoid echoing what commissioner and vice-president answer was saying I think the tough part is coming up now and we need concrete results so we look forward to working with all the other stakeholders but we do hope we're gonna get results in 6 or 12 months time thank you very much and well done again [Applause]