Legal Content to Protect Creative Industries

By BKM | Berkemeyer

A coalition of public and private actors in Paraguay has launched “Hecho con talento en Paraguay” (Made with Talent in Paraguay), a nationwide campaign to promote the consumption of original, legal content, products, and services. The initiative, supported by the National Directorate of Intellectual Property (DINAPI), seeks to raise public awareness about the economic and cultural value of intellectual property and strengthen the country's creative economy.

Led by the Paraguayan Football Association (APF) and the Federation of Creative Industries of Paraguay (FIC), the campaign uses football’s mass appeal to deliver a broader message about respecting copyright, trademarks, and other forms of intellectual property. The launch was held at the Defensores del Chaco stadium, a symbolic venue for Paraguayan sports, and attended by public officials, corporate leaders, and prominent athletes.

The campaign’s slogan, “Consumí contenido original. Apoyá lo nuestro” (Consume Original Content. Support What’s Ours), reflects the initiative’s goal of educating the public about the need to support legal distribution of cultural and commercial content. Its message targets not only consumers but also informal market practices that undermine the country’s creative sectors.

Football and Intellectual Property: A Strategic Front

This new campaign builds on previous efforts by the APF and DINAPI, most notably the 2024 campaign “Alentá al fútbol, desalentá la piratería” (Support Football, Discourage Piracy). That initiative focused specifically on digital piracy in sports broadcasting — a growing issue affecting the sustainability of Paraguayan football. 

The 2024 campaign emphasized that illegal streaming and unauthorized redistribution of matches threaten essential revenue streams that fund clubs, infrastructure, and youth development programs. According to its organizers, piracy not only diverts critical financial resources but also reduces the opportunities available to future generations of athletes.

Paraguay’s football sector is particularly vulnerable to IP infringement in areas such as:

• Broadcasting Rights: Piracy of match broadcasts directly affects revenues from official TV rights, weakening club finances.

• Trademarks and Branding: Club emblems, team jerseys, and sponsor logos are frequently reproduced in counterfeit merchandise sold in informal markets.

• Player Image Rights and Sponsorships: Unauthorized use of athletes' images undermines commercial partnerships.

• Copyrighted Materials: Original audiovisual productions and promotional content are often used without authorization on digital platforms.

DINAPI has emphasized that protecting intellectual property in sport and other creative sectors is not only a legal requirement but a strategic tool for economic development. Through public education campaigns, training workshops, and cooperation with law enforcement, the agency continues to position IP enforcement as a key part of its institutional agenda.