White Bullet is proud to have worked with the EU Commission to produce the 2019 Study on the Impact of the Memorandum of Understanding on Online Advertising and Intellectual Property Rights on the Online Advertising Market.


The MOU (signed in 2018) seeks to build cooperation between advertising intermediaries, advertisers, technology providers and industry associations to prevent ads being placed on IP infringing websites and apps.


Digital advertising:



• Gives undue credibility to such websites and apps - this confuses consumers, who may mistakenly believe that such websites or apps provide access to legal content, goods or services, and erodes their confidence.
• Damages the reputation of legitimate brands, which are often unaware of where their ads end up.
• Damages the reputation, and undermines the value of, the advertising industry.


The first year of this ongoing programme has already seen traction, with engagement from a range of stakeholders. As this program evolves and expands, we expect to see the impact of the MOU develop.

Due to our leading AI driven IP infringement focused technology, our work with advertisers, brands and intermediaries and our partnerships with industry and government bodies, we are gaining ground in producing transparency and shedding light on the complexity of the piracy landscape. Thus allowing regulation and compliance efforts around IP infringement to become more effective.

For more information about the study and the MOU, please visit the study page on the Publication Office website or download the study below.