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IFTA, MPAA team up with ISPs for ‘Copyright Alerts’ initiative
MUMBAI: The Independent Film & Television Alliance (IFTA) in the US and a coalition of its member companies have joined major broadband companies, the Recording Industry Association, A2IM and the Motion Picture Association of America to announce the launch of a jointly supported voluntary initiative to advise consumers about online content theft and legitimate alternatives.
The system creating a common “Copyright Alerts” framework, which is similar to credit card fraud alerts, is designed to educate and notify Internet subscribers when their accounts have been identified as being misused for online content theft. This landmark collaboration through which ISPs will educate subscribers about content theft on their Internet accounts, protects consumers and copyright holders alike.
Summit Entertainment co-chairman and CEO Rob Friedman commented, “Content theft continues to be a threat to our business both here and abroad. Initiatives such as a common framework for ‘Copyright Alerts‘ are a positive step toward both curbing the efforts of online content theft and educating consumers as to how their online accounts can be used by thieves to further their illegal activities.”
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
