"Anti-piracy" amendments to advertising legislation came into force

Since the beginning of 2025, the so-called "Anti-piracy" amendments to the advertising legislationaimed at protecting copyright and related rights in the media space. The legislator increased the responsibility of businesses for advertising on illegal resources that distribute pirated content.

What is the essence of the innovations?

The new rules are aimed at termination of financial support for pirate sites through advertising budgets. From now on:

• 📌 Advertisers and intermediaries are obliged to check more carefully which platforms their advertising is placed on.

• 📌 It is forbidden to cooperate with websites that illegally distribute movies, music, books, software, or TV products.

• 📌 Advertising agencies and networks are responsible for placing ads on "infringing sites" even if the client did not explicitly request it.

Thus, the legislator is trying to deprive pirated resources of their main source of income - advertising.

How will pirated resources be identified?

It is planned to create a special list of websitesthat infringe copyright. It will be formed and updated by the relevant body (with the participation of right holders and industry associations).

Advertisers and agencies are advised to rely on this list when choosing platforms. Otherwise, there is a risk of financial sanctions.

Business responsibility

Violation of the new requirements can be costly:

• 💰 fines for advertising on pirated websites;

• ⚖️ possible lawsuits from copyright holders;

• 📉 reputational risks for brands associated with illegal content.

At the same time, a "protective mechanism" has been created for businesses - if advertising platforms are properly checked, liability can be minimized.

What should advertisers and agencies do?

To avoid problems, companies should start now:

1. Introduce internal policies for checking websites, where advertisements are placed.

2. Use official "white lists" of authorized resources.

3. Include in agreements with partners a clause prohibiting advertising on pirated sites.

4. Involve lawyers and media experts to audit advertising campaigns.

Why is this important for the market?

The introduction of "anti-piracy" changes has several positive consequences:

• ✅ support for rights holders and legal media services;

• ✅ Increased transparency of the advertising market;

• ✅ creating fair competition conditions;

• ✅ Approximation of Ukrainian legislation to European standards.

In the long run, this will reduce piracy in Ukraine and attract more investment in the creative industries.

Conclusion.

The "anti-piracy" changes to advertising legislation are an important step in the fight against illegal content. Businesses should take the new requirements as responsibly as possible: check advertising platforms, adapt internal procedures and take into account legal risks. This will not only minimize possible fines, but will also contribute to the development of a legal media market in Ukraine.