In 1990, the GVU launched a prevention program on the topic of holography, a technology making it easier for retailers and consumers to identify unauthorized copied media. In addition, the association was known to a wider audience through the campaign "Pirates are criminals". This was produced by a subsidiary of the Central Association of German Film Theatres, where the GVU sits on the advisory board. During the World Cup 2006 an action of the umbrella organization MPAA was supported by Pelé.