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3 NEWS 9.6.2022 FROM PAGE 1 60 % of young Europeans said they preferred to access digital content from legal sources, compared to 50 % in 2019. In Malta, this percentage amounts to 44 % of young people. Price and availability remain the main factors for buying counterfeits and for digital piracy, but peer and social influ- ence is also increasingly important. On the other hand, cyberthreats, cy- ber fraud and the environmental impact are among the main deterrents. e survey looks at the two sides of IP infringement: the trends in young people purchasing counterfeit goods and accessing pirated content, assessing trends since 2016. In Malta, the most commonly pirated content are films (63%), followed by TV series and shows (51%), e-books (35%), computer software (32%), video games (28%), live sports events (25%) and mu- sic (22%). Of those Maltese who admitted inten- tionally buying a fake product in the past 12 months, 15% purchased clothes, followed by electronic devices (13%), footwear (9%) and hygiene products (7%). Purchase of fakes Reflecting the post-pandemic context, the survey confirmed that 37 % of young people bought one or several fake prod- ucts intentionally, which is a significant increase compared to the previous re- sults (14 % in 2019). e figure varies notably by country, with the highest percentage being in Greece (62 %) and the lowest in Czechia (24 %). e counterfeit products that young people most commonly buy intention- ally are clothes and accessories (17 %), followed by footwear (14 %) electronic devices (13 %), and hygiene, cosmetics, personal care and perfumes (12 %). But young people are also misled into buying fakes: unintentional purchase of fake products also stands at 37 % (1), and respondents acknowledged diffi- culties to distinguish genuine goods from counterfeits. 48 % had not bought such products or were unsure whether or not they had. Online piracy As regards digital content, access from legal sources is gaining ground among the younger generations. 60 % said that they had not used, played, downloaded or streamed content from illegal sourc- es in the past year compared to 51 % in 2019, and 40 % in 2016, thus confirming the trend. However, intentional piracy remains stable, with 21 % of young consumers (one in five) acknowledging they had knowingly accessed pirated content in the last 12 months. A significant pro- portion of young people were misled into accessing pirated content. 12 % ac- cessed pirated content by accident, and 7 % do not know if they have. e main type of pirated content was films (61 %) and TV series (52 %), followed by music (36 %), using mainly dedicated websites, apps and social media channels. In light of the new results, the Exec- utive Director of the EUIPO, Christian Archambeau, said: "is third edition of the IP and Youth Scoreboard, published during the Euro- pean Year of Youth, confirms the trends identified in previous editions and of- fers richer insights into youngsters' per- ceptions and attitudes. At a time when e-commerce and digital consumption have been significantly growing, the increase in the intentional and uninten- tional purchase of fake goods is a wor- rying trend. As for piracy, it does not go down, even if young consumers increas- ingly prefer content from legal sources. is new analysis provides a valuable tool to help stakeholders, policy makers as well as educators and civil society or- ganisations shape awareness-raising ini- tiatives to support the informed choices of our young citizens and consumers." Key drivers behind buying fakes and accessing pirated content While price and availability continue to be the main reasons for buying fake products and accessing pirated content intentionally, social influences, such as the behaviour of family, friends, or peo- ple they know, are gaining significant ground. Other factors include not caring whether the product was a fake (or whether the content source was illegal), perceiving no difference between orig- inal and fake products, and the ease of finding or ordering fake products on- line. One in 10 respondents mentioned recommendations by influencers or fa- mous people. What makes young people think twice? For both products and digital content, young people mentioned personal risks of cyber fraud and cyberthreats as im- portant factors that would curb their be- haviours. Also, a better understanding of the negative impact on the environment or on society are now more widely men- tioned by the young people surveyed. Films, TV series and ebooks most pirated digital content by Maltese youths What types of content from illegal sources are accessed the most in Malta?* What fake products are intentionally bought the most in Malta? Helping young people make informed choices is key www.euipo.europa.eu Source: EUIPO IP and Youth scoreboard June 2022 *Percentages refer to respondents who intentionally accessed a particular kind of pirated content. Increased purchase of counterfeit goods Films 64% TV series/shows 51% Music 22% Software 32% Live sports events 25% Video games 28% E-books 35% 15% Clothes and accessories 13% Electronic devices 9% Footwear 7% Hygiene, cosmetics, personal care and perfume products 44% in Malta vs 60% in the EU have not accessed pirated content 43% in Malta vs 21% in the EU have accessed pirated content intentionally in the last 12 months Attitudes towards piracy and counterfeiting amongst 15- to 24-year-olds in Malta 41% in Malta vs 37% in the EU intentionally bought at least one fake product in the last 12 months

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