Peer to Peer (P2P) file sharing technology, allowing users to exchange music, videos and other files, has become incredibly popular. Recently, a number of legal solutions, such as the BBC's iPlayer and Channel 4's 4OD, combined with a high profile legal campaign against illegal P2P use, have somewhat reduced illegal P2P file sharing. However, it is still the far dominant use of P2P technology.
It is difficult to estimate the copyright loss incurred by such widespread illegal file sharing, given the sheer scale and the spread of different file sharing networks. P2P marketing brings a new angle to this widespread abuse, taking advantage of the large scale viral nature of P2P networks, combined with minimal cost, to promote your brand or product.
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