Computer maker Gateway: Rip and Burn, but with Respect

March 29, 2003

C|Net's News.com reports that computer maker Gateway is launching a new ad-campaign. The campaign is partially designed to educate consumers about what rights and responsibilities they have in using digital 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."

The Gateway ads of course do not only focus on educating the consumer since they're also intended to boost sales. The "Rip, Burn, Respect" television ads will be shown in the United States starting this Thursday.

Source: C|Net News.com