Piracy fight moves online

Recently launched site invites channel to join fight against online counterfeit product sales

The channel is being urged to throw its weight behind a new anti-piracy web portal aimed at helping end users source non-counterfeit products from online traders.

The web site, Brand-i, allows end users to search for UK firms selling genuine products online.

To be listed on the site, which was set up in conjunction with Trading Standards, vendors must submit a list of partners authorised to sell their products.

Since the site's launch in June, it has won the backing of a number of fashion and beauty brands, but not the IT industry.

Speaking to Channelweb, the site's director, Jenny Dalton, said: "We have discovered that the products consumers are most unsure of buying online are electronics and computer-related."

Despite this, few software and hardware manufacturers have listings on the site, which has prompted Dalton to call on VARs to get their vendor partners to sign up.

"We can only sign up brand holders, as this is the only way we can confirm they are genuine stockists," she added. "However, interested resellers and distributors should contact their vendors and flag up the directory."

Her plans have won the backing of anti-piracy body the Federation Against Software Theft (FAST).

"This is the start of our push to persuade IT firms that they need to do their bit to help consumers if they want people to buy genuine products," added Dalton.

Julian Heathcote Hobbins, general counsel at FAST, said: "We are delighted to highlight the importance of purchasing legitimate products online."

Meanwhile, Andy Trish, managing director of Microsoft Gold partner NCI Technologies, is unconvinced the site will work.

"As an example, Microsoft and Apple would need to promote all their partners, of which there are thousands, but they cannot definitely say if the partners are legal or not," said Trish. "Being a partner does not necessarily mean you sell legal software."