“Computer maker Gateway is launching a high-profile ad campaign designed to advertise its digital-music services and educate consumers about what ‘rights and responsibilities’ they have in using digital music.”
“Dubbed ‘Rip, Burn, Respect’–a not-so-oblique reference to Apple’s ‘Rip, Mix, Burn’ campaign of 2002–the television ads that will saturate the United States beginning Thursday night aim mostly at showing how Gateway’s digital-music packages simplify online music.”
“While the ads themselves don’t go into detail, they do contain a pointer to a Web site that goes into more detail about what consumers should and shouldn’t do, including admonitions that engaging in online file-trading and taking copied CDs from other people hurts artists. With this site, and with a more direct education campaign, aimed at teens, planned for later in the spring, Gateway says it is trying to clear up confusion over what consumers actually can do with their music and their computers.”
“‘Our concern is that some in the recording industry have created a real sense of ambiguity and confusion among consumers as a consequence of (the industry’s) antipiracy efforts,” Gateway spokesman Brad Williams said. “We agree that piracy is a major problem. But we’re very concerned that consumers’ fair use rights can be swept up and lost in the antipiracy debates,” reports John Borland for CNET News.com. Full article here.