Brazil screen industry launches anti-piracy push
Brazil's film and television business is buying attention to tell viewers to stop stealing its work.
The Audiovisual Industry and Commerce Federation, known as FICA, announced at RioMarket that an anti-piracy awareness campaign will launch at the end of October, according to Variety. RioMarket, which hosted an event titled Anti-Piracy Campaign Launch, ran from October 1 to October 10, according to RioMarket.
The spots will run across free-to-air television, meaning channels anyone can watch without a subscription, as well as pay television, radio, movie theatres and out-of-home advertising, meaning billboards and posters in public spaces. Local media, telecom and exhibition groups are donating the airtime and display space. That free inventory is the distribution plan.
Brazilian agency 11:21 created the campaign pro bono, meaning it worked for free. Its CEO is Gustavo Bastos. Telecoms operator Claro is among the corporations backing the effort.
The rollout starts in three states. São Paulo, Minas Gerais and Rio de Janeiro get the campaign first. It will then expand countrywide.
FICA president Walkiria Barbosa announced the initiative. Partners include Disque Denuncia, Brazil's anonymous hotline for reporting crime, and the Brazilian Pay-TV Association, whose president is Jonas Antunes Couto. Pay television means subscription channels delivered by cable, satellite or internet providers.
The push responds to large reported losses. A 2022 study by Brazil's Institute of Geography and Statistics, IBGE, put annual losses from piracy at 12 billion reais ($2.4 billion). The same study counted piracy practices in about 4.5 million households.
FICA itself is young. It was founded on October 6, 2025, according to FICA. It was created to unite the different links of Brazil's audiovisual chain in a single voice. Its stated objective is to drive development of the industry, promoting competitiveness, legal certainty, investment and qualified jobs.
What makes this stand out is the plumbing. Crews and writers only get paid when legal viewing pays first. Here the messengers are donating the slots to say so.
