How much counterfeiting? How much piracy?

No one really knows how much counterfeiting or piracy actually occurs.

The U.S. General Accountability Office, the serious and non-partisan investigative arm of the Congress, released a report this month, Observations on Efforts to Quantify the Economic Effects of Counterfeit and Pirated Goods. Among the report’s findings:

  • the economy-wide impact of counterfeiting and piracy is unknown;
  • despite significant efforts, it is difficult, if not impossible, to quantify the net effect of counterfeiting and piracy on the economy as a whole;
  • three commonly cited estimates of U.S. industry losses due to counterfeiting cannot be substantiated, in other words are based on nothing;
  • there is no evidence to support a “rule of thumb” that measures counterfeit trade as  a proportion of world trade, such as a widely cited 5 to 7% of world trade, attributed to the International Chamber of Commerce.

The U.S. GAO report is clearly drafted and offers readers a multiple-page bibliography.

It isn’t the first report to point out that data on the impact of counterfeiting and piracy don’t exist.

In 2008, the OECD published a report, The Economic Impact of Counterfeiting and Piracy, which found that impact assessments “rely exclusively on fragmentary and anecdotal information; where data are lacking, unsubstantiated opinions are often treated as facts.”

I’ve written and taught about intellectual property. I wouldn’t want to understate its importance. But I’m wary of empirical arguments used to justify public policies, such as the misguided “Hadopi” law in France, where I live. Where counterfeiting –goods that bear an unauthorized mark– or piracy –copies made without a right holder’s consent– are concerned, the data simply do not exist that would show a net economic effect.

The odd advert for the Citroën DS3

Advertisements for the Citroën DS3 are all over France, especially over the airwaves in the evening.

Citroën has two spots. Both show a talking celebrity before the “anti-retro” tagline and visuals of the automobile. One spot features John Lennon, the other shows Marilyn Monroe.

There’s been lots of press coverage on the use of the celebrities’ likeness, but three other points caught my attention:

  • The audio track doesn’t match the visuals. I first wondered whether this was just a dubbing problem. (In France, the spots are in English, with French subtitles.) But I couldn’t imagine Monroe saying “you should create your own icons” –people didn’t talk like that 50 years ago– and the footage of Lennon, talking about “nostalgia for the ’60s and ’70s”, looks as though it predates 1970. The spoken words turn out to be a pure fiction, paired with real visuals. I’m not comfortable with putting words in people’s mouths.
  • If the anti-retro tagline has a meaning, it’s lost on me. Monroe and Lennon are figures from the past. The Citroën DS3 looks, to my eyes, much like the Mini, a classic car.
  • Monroe and Lennon both died unfortunate deaths, at a young(ish) age. I know this and can’t help but think of it whenever I see Monroe or Lennon. It’s a sad and serious thought. It does not make me want to go out and buy or look at a new car.