As part of efforts to mark World Intellectual Property Day, a unit of U.S. Immigration and Customs Enforcement recently launched a new public service announcement intended to discourage intellectual property theft.

The public service announcement consists of a short video depicting a merchant offering DVDs to passers by at a street stall. As potential customers approach, the merchant tells them the videos are available for free. The only catch, he tells them, is that by taking his movies, they will also be taking away the job of a studio worker who happens to be standing next to the merchant.

John Morton, director of ICE, said the clip is intended to spread awareness that "American businesses and American jobs are threatened by those who pirate copyrighted material and produce counterfeit trademarked goods."

According to Morton, intellectual property rights and their enforcement encourage U.S. businesses to "continue the tradition of American innovation" and invent new ideas and products. "That is why we will continue to educate the general public about the real consequences of IP theft," he said.

The public service announcement can be viewed at the website of the National Intellectual Property Rights Coordination Center.