Blocking – how effective are different types at fighting piracy?

Blocking is a proven, highly effective enforcement technique that restricts access to pirate video content, encouraging viewers to turn to legitimate alternatives. Combined with large-scale automated content monitoring, blocking is one of the most effective methods to mitigate the threat of illegal live content redistribution today. 

However, the term “blocking” covers a myriad of implementations and technologies which sometimes overlap. This blog will clarify some of the terms and principles and examine how the different types of blocking work.

At the heart of any blocking implementation is the order or legislation obliging those subject to the order (usually ISPs) to comply. This is where the specific details of the blocking order are defined, and where the type of blocking (or, more accurately, the level of identification of the sites and services to be blocked) to be undertaken is set out. These include static and dynamic domain blocking as well as dynamic real-time delivery server blocking. 

Many blocking implementations combine several techniques so, if you’re looking at applying for a blocking order and/or implementing a solution, it is essential to understand which approach is best suited to address the specific requirements of your unique piracy challenges. 

Static Domain Blocking

Static domain blocking works by deleting certain records in the Domain Name System (DNS) (essentially the phonebook of the internet). Addresses of infringing domains are submitted to a legislative body, along with evidence of their infringement. If a domain is found to be in breach of copyright of the content outlined in the order, it is submitted to the relevant organisation(s) (usually one or more ISPs), and they are obliged to remove that domain from the DNS register that they use when resolving web addresses for their users. And so, when an ISP user attempts to access the URL via their browser, they get no results. 

Domain blocking is one of the most powerful forms of content protection actions because injunctions require ISPs to block access to pirate websites where the appropriate legislation is in place. It is especially effective in changing consumer behaviour, as potential workarounds can involve a high level of inconvenience for consumers.

This type of blocking, also known as site blocking, is approved by governing bodies in over 60 countries, including Argentina, Canada, Denmark, France, Germany, Japan, Spain, and the UK. These regions have either adopted and implemented or are legally obligated to adopt measures helping to ensure that ISPs can block access to copyright-infringing websites. One of the more prominent outliers at this point is the US, however earlier this year, The Motion Picture Association (MPA) revealed that it is planning to work with US Congress to establish site-blocking legislation. 

Dynamic Website Blocking

Dynamic website blocking – or dynamic domain blocking – allows ISPs to block access not only to the primary pirate website, as with static domain blocking, but also any subsequent mirror sites that pirates create without the need for a new judicial procedure to obtain a new injunction. 

This dynamic approach allows for a quick response to address attempts by pirate sites to circumvent blocking. So far, dynamic website blocking has been implemented in Australia, Denmark, India, Ireland, Mexico, Spain, Singapore, Sweden, and the UK. 

Dynamic Delivery Server blocking

Even though Dynamic website blocking is proven to be effective, pirates can sometimes bypass websites using smart device apps, Kodi add-ins, Plex plugins and other software frameworks, streaming set-top boxes (such as MAG), and other illicit streaming devices. 

To address this wider challenge, in 2017, Friend MTS pioneered Dynamic Delivery Server Blocking for network-level enforcement to focus on the ‘back-end’ video delivery servers – not just front-end websites. At its heart is the real-time monitoring and reporting of any infringing server IP addresses to ISPs for blackholing/null routing. 

This type of server blocking is an effective way of restricting access to pirated content, and it is proven to drive viewers to turn to legitimate alternatives, helping to maintain the value of licensed content and offering huge potential for broadcasters and rights holders. 

By focusing on video delivery servers, rather than front-end pirate services, access to illicit servers can be restricted in real time providing there is a legal order for the local jurisdiction in place. 

When every second counts

One of the main advantages of Dynamic Delivery Server Blocking is facilitating a rapid response which is particularly essential for live and sports piracy where time is of the essence. Our server blocking for sports leagues and service providers results in illegal streams being removed less than four minutes after notification. And it’s not just for live streaming – organisations are increasingly turning to dynamic server blocking for linear channels.

Steps to successful blocking

• Agree a methodology for blocking based on legal/regulatory frameworks in your territory and the type of content to which access should be restricted
• Set out an evidence collection and expert report strategy
• Conduct monitoring for evidence collection and traffic analysis in collaboration with ISPs
• Prepare expert witness reports and other evidence for the court/regulator
• Blocking order issued by jurisdictional court 
• Integration with ISPs for operational readiness
• Go live and blocking orders implemented
• Ongoing progress reporting, monitoring of circumvention and re-application

Just as critical is establishing which targets should not be blocked. That means ensuring that any blocking target won’t cause collateral damage on unrelated and legitimate services. To prevent over-blocking and ensure proportionality, we update the IP block list every five minutes and any IP addresses are subjected to a battery of customisable tests.  

Which blocking is best for you?

The right combination of blocking types will vary depending on several factors, including the nature of the content to be blocked, the location of licensed legitimate transmission, and local legislation. 

Not every solution is appropriate for every challenge or it may not be available in different countries. What works for some service providers or content owners will not work for others, so it is important to recognise that one approach isn’t better than the other – it all comes down to individual requirements and the legal frameworks in your operating territory. 

The greatest effectiveness can be achieved by implementing a combination of server blocking and dynamic domain blocking. This comprehensive approach can target the greatest number of infringing services and sites and rapidly block access to them for the greatest number of viewers. Disabling access to these illicit sites has been shown to drive take-up in legitimate services, and provide consequent revenue increase. 

If you want to find out more, contact us or check out the latest on blocking.