SHL hires the company Rättighetsalliansen, whose lawyers and IT investigators are specialists in online infringement. They help remove ads, accounts and profiles that market and sell illegal products on major platforms such as Facebook and Instagram. For example, Brynäströjor or Röglehalsdukar.
It is a constant effort. The illegal actors do what they can to be out there all the time and reach consumers, says Sara Lindbäck at the Rights Alliance.
She says that illegal operators are looking for new ways to reach consumers when one route is closed, but that they are seeing a clear decrease.
"What happens when you continuously remove and unsubscribe is that the new marketing profiles get much fewer users. If you have five likes instead of 70,000 likes, consumers will also react and see that something is not right here," says Lindbäck.
Does great damage
SHL CEO Jenny Silfverstrand says that there is a big problem with pirated copies of the clubs' products.
I think last year we got rid of 45,000 products connected to our clubs, so it's a big and strong phenomenon, says Silfverstrand.
The Rights Alliance works with several major sports leagues. However, Lindbäck cannot say how much illegal sports gear is sold online.
But at a societal level, this does a lot of damage, she says, referring to an annual report on intellectual property infringements that Dr. Nima Sanandaji has commissioned from the Network for a Modern Intellectual Property Law.
“Takes from his team’s revenue”
The latest report shows that piracy and counterfeiting in Sweden leads to the displacement of 77,000 jobs, SEK 24 billion in tax revenue and SEK 93 billion in value creation.
"It is important for consumers to understand that this is organized crime. It is very important that as a sports fan you are informed that you are taking from your team's revenue when you support this type of activity," says Lindbäck.
Silfverstrand's message to the supporters:
If you want to buy because you care about your team and at the same time support your team, do it via the official website, she says.
The very best advice for avoiding pirated copies and counterfeits of your favorite team's jersey, scarf, shoes or other products with the club's emblem is to always buy from the clubs' websites or authorized retailers.
The illegal actors market themselves and sell pirated copies via major platforms such as Facebook and Instagram but also via their own online shops. Be vigilant on pages where you order goods. They may have AI-generated images of products and products that are not produced until the order comes in. The goods are produced almost exclusively in China.
Questions to ask yourself before ordering an item online: what is the quality of the item, is the price reasonable, can you get a receipt, and is there contact information and a clear sender.
If a profile or account has very few likes, it may indicate that previous profiles or accounts have been removed because they are illegal, which should also be seen as a warning sign.
If you are unsure, contact your favorite team and ask.
Sources: Rights Alliance and the Swedish Patent and Registration Office.
