“It’s easy to be tempted, but it’s illegal,” said Danish actor Alex Høgh Andersen, in a new campaign that aims to draw young people away from illegal TV services; where many Danes regularly watch movies, series, sports and other TV content, for a modest fee that the rights holders never see.
Together with the actor, the Danish Rights Alliance shows the backside of illegal TV services in the campaign’s explainer video which presents a series of scenarios that resonate with young people’s lives with streaming and explains why they should steer clear of illegal TV services.
Regular inquiries
The Danish Rights Alliance regularly receives inquiries from those who are in doubt about whether the services they subscribe to are legal. They are not. However, the services’ professional appearance and payment setup easily lead to the belief that they are legitimate.
The awareness campaign is aimed at young content consumers and delivers the message that you are serving your private information on a silver platter to criminals when you use illegal TV services. A new study from Dansk Erhverv, released by the Danish Chamber of Commerce shows that in 2025, 32% of Danes aged 15–29 reported having watched movies or series illegally in the past year, up from 21% in 2022. For sports events, it was 17%, up from 12% in 2022.
On the other hand, Danes aged 15–29 refrain from consuming content illegally. 41% report fear of viruses and ransomware, 31% fear being penalized, and another 31% fear the misuse of their personal information – all rates are up, compared with 2022.
Social components
The campaign will come to life on social media and will also be included in future awareness-raising efforts within the film and television area.
Find the campaign on Instagram and TikTok . The campaign has been launched by the Rights Alliance with support from Producer Rights Denmark. The campaign was developed in collaboration with the production company Pandang Studio.
Why it matters
Illegal TV services can best be combated by efforts that target both supply and demand. That is why the Rights Alliance combines behavioral regulation and campaigns with blocking that disrupts users’ access to illegal services.
In early summer, the Danish Rights Alliance filed a blocking case on behalf of the Divisionsforeningen and Superligaen A/S with the aim of having the 10 most popular illegal services declared illegal in Denmark.
Now, the Court in Frederiksberg has ruled in favor of the case, meaning that Danish telecommunications companies must block access to the services in future. The Danish blocking system is based on the Share with Care collaboration under the Ministry of Culture, and is therefore part of a larger effort to combat illegal TV services and to prevent users from accessing them.
Further reading
“But I paid”: New campaign warns against illegal TV services. Press release. October 9, 2025. Danish Rights Alliance (Rettighedsalliancen)
Denmark: Piracy is up. Consumers worry about the consequences but do it anyway. Article. October 7, 2025. by Steven Hawley. Piracy Monitor
