ENG-2011 — Page 159

Commerce and Industry | 119

disc and stamper factories; and takes actions against the manufacture, distribution, sale, import and export of pirated and counterfeit goods and possession for business use. It also combats copyright piracy and illicit activities that take place on the Internet involving the sales of counterfeit goods.

In 2011, the department acted on 322 piracy cases, arrested 435 people and seized goods worth $32 million. The goods seized were largely pirated optical discs. In 2011, the department adopted a preventive strategy to tackle on-street sale of pirate and counterfeit goods. In addition to targeted raids, officers are deployed to carry out intensive and high profile patrol in high risk areas to deter the peddling of pirated and counterfeit goods. The new strategy has resulted in a significant reduction in such activities. In 2011, the department acted on 458 false trade mark cases. Counterfeit goods worth $146 million were seized and 430 people were arrested.

To tackle the rising trend of Internet infringement, the department joined hands with the University of Hong Kong and developed the Lineament Monitoring System II which operates automatically in monitoring suspected infringing activities at Internet auction sites, thereby enhancing the effectiveness of law enforcement.

To support the further development of wine trading and distribution businesses in Hong Kong, the department has set up a dedicated enforcement team since 2008 to combat possible wine-related counterfeiting activities, and formed an alliance with the industry to enhance collaboration and keep market activities under close monitoring. In May 2011, the alliance set up an expert group to help strengthen Customs' capacity in combating counterfeit wine.

Customs-Business Partnership

For effective enforcement against piracy and counterfeiting activities, the department fosters industry support and co-operation through the Intellectual Property Rights Protection Alliance and various associations representing copyright and trade mark owners.

Public Education

The Intellectual Property Department continued its territory-wide campaigns. such as the 'No Fakes Pledge' Scheme and 'I Pledge' Campaign. In 2011, nine trade associations with 708 retail merchants, covering over 5 650 outlets in Hong Kong, took part in the scheme.

The department conducted programmes in schools to promote respect for intellectual property rights. In 2011, the school visit programme covered 67 schools and 20 285 students. The department also launched Interactive Drama

Programme on 'Anti-Internet Piracy' in primary and secondary schools. A new IP Teen City website ('Kids Zone' and 'Youth Zone') was launched in July 2011 with an aim of promoting awareness and respect of intellectual property among the younger generation.

The department launched the second phase of the Intellectual Capital Management (ICM) Consultancy Programme starting from March 2010 which