The UK film and television industry launches a campaign this week to "win hearts and minds" on copyright infringement.

The £5 million Moments Worth Paying For campaign plays on audiences' passion for film and TV content and asks them to show greater respect for copyright and creativity.

It also directs viewers to findanyfilm.com, a guide to official film and TV services across a range of on and offline formats.

Previous campaigns are estimated to have stemmed the growth of copyright infringement by 5% between 2007 and 2009.

Surveys have found the number of people who think digital copyright infringement is wrong has increased from 34% in 2007 to 54% in 2010.

Liz Bales, director general of the Industry Trust for IP Awareness, said: "Our previous campaigns have helped to make the public more likely to want to do the right thing. This campaign goes one step further by also showing where they can do this.

"As an industry we are working hard to meet consumers' changing needs, bringing innovative new services to market, on and offline. We hope that by spotlighting the wide choice on offer we can help persuade the one in three people currently using unauthorised sources that there are a wealth of value-for-money, official alternatives."

Daniel Frigo, executive vice president and general manager of Walt Disney Studios, said: "Consumer education is incredibly important. At Disney we have worked extremely closely on that front. We've done several anti-piracy clips with Pixar, whether that is for Wall-E, Ratatouille or Toy Story, which highlight the art and importance of this format.

"The creative value and the significance to the film-makers of how much effort, energy and talent goes into making a film is immeasurable and we of course want to protect that. That's why consumer education, through powerful campaigns like Moments Worth Paying For, is so critical."

Television channels will broadcast a logo for three seconds at the start and end of programmes which have been paid to feature products.

Ofcom launched the logo, which will also appear after advertisement breaks, today ahead of the introduction of product placement on February 28.

Channels will also run information films explaining the introduction of product placement and what the logo means.

Product placement will be allowed in films, dramas and documentaries, TV series, soaps, entertainment and sports shows.

It will be banned in all children's and news programmes and in UK-produced current affairs, consumer affairs and religious programmes.

UK legislation bans tobacco, alcohol, gambling, foods or drinks that are high in fat, salt or sugar, medicines and baby milk being used in product placement.

Ofcom has also prohibited the paid-for placement of products and services that cannot be advertised on TV, such as weapons or escort agencies.