The legality of something is subjective. What is legal today can be illegal tomorrow, and what is illegal today can be legal tomorrow. Legality is subject to the whims of people in positions of strength or power.
What really matters is the base morality of something - such as stealing - i.e. "Thou shalt not steal".
Stealing is taking something unique that cannot be replaced from someone without their permission and thereby depriving that person of that thing.
If I take your PC you no longer have the use of that PC and you have to replace it by buying another one - that IS stealing
If I take a photo of your PC I would have a digital copy of your PC but you would still have possession and use of your PC - that is NOT stealing
If I take your money which you have worked for you no longer have that money and you have to work to replace that money - that IS stealing
If I make perfect digital copies of your money but do not take the original money you would not be deprived of the money you worked for - that is NOT stealing
If you (retailer or consumer) purchase a movie on DVD and you possess no additional copies and I take it you are deprived of it and have to buy another to replace it - that IS stealing
If I borrow or hire your DVD movie and make a copy of it for myself you are not deprived of the original DVD or of the opportunity of lending or renting it to someone else - that is NOT stealing
If it were possible to take the one-and-only original recording of a song and there were no other copies available I would be depriving the artist and the studio of that song and they would have to record that song again - that IS stealing
If I downloaded a copy of a song off the internet the artist and the studio are not deprived of the song or of making money from that song except that I have not paid them for that song (and I most probably wouldn't have anyway) - that is NOT stealing
If I somehow took the original print of a blockbuster movie or TV show and the studio or TV network was totally deprived of that movie or TV show and the possibility of making money from it - that IS stealing
If I download a copy of a movie or TV show the studio or TV network is not deprived of it or the possibility of making money from it - that is NOT stealing
The "advert" that equates taking a DVD off the shelf of a shop and not paying for it (stealing) with downloading a movie off the internet (NOT stealing) is wrong and should be banned
Also, it is not possible to deprive someone of something they do not already have and possibly may never get - I cannot steal a PC from you that you have not yet bought and may never buy.
So-called "potential future income" is pie-in-the-sky and cannot be stolen.
Most if not all people that download music, movies, TV shows, etc. from the Internet would most probably never have bought the item anyway as they either would not have been able to afford it or would not have felt it was worth paying for - so the "copyright holder" has not even been deprived of earning money they would not have earned anyway!
The legality of so-called "piracy" is open to debate - but it is NOT stealing!
What really matters is the base morality of something - such as stealing - i.e. "Thou shalt not steal".
Stealing is taking something unique that cannot be replaced from someone without their permission and thereby depriving that person of that thing.
If I take your PC you no longer have the use of that PC and you have to replace it by buying another one - that IS stealing
If I take a photo of your PC I would have a digital copy of your PC but you would still have possession and use of your PC - that is NOT stealing
If I take your money which you have worked for you no longer have that money and you have to work to replace that money - that IS stealing
If I make perfect digital copies of your money but do not take the original money you would not be deprived of the money you worked for - that is NOT stealing
If you (retailer or consumer) purchase a movie on DVD and you possess no additional copies and I take it you are deprived of it and have to buy another to replace it - that IS stealing
If I borrow or hire your DVD movie and make a copy of it for myself you are not deprived of the original DVD or of the opportunity of lending or renting it to someone else - that is NOT stealing
If it were possible to take the one-and-only original recording of a song and there were no other copies available I would be depriving the artist and the studio of that song and they would have to record that song again - that IS stealing
If I downloaded a copy of a song off the internet the artist and the studio are not deprived of the song or of making money from that song except that I have not paid them for that song (and I most probably wouldn't have anyway) - that is NOT stealing
If I somehow took the original print of a blockbuster movie or TV show and the studio or TV network was totally deprived of that movie or TV show and the possibility of making money from it - that IS stealing
If I download a copy of a movie or TV show the studio or TV network is not deprived of it or the possibility of making money from it - that is NOT stealing
The "advert" that equates taking a DVD off the shelf of a shop and not paying for it (stealing) with downloading a movie off the internet (NOT stealing) is wrong and should be banned
Also, it is not possible to deprive someone of something they do not already have and possibly may never get - I cannot steal a PC from you that you have not yet bought and may never buy.
So-called "potential future income" is pie-in-the-sky and cannot be stolen.
Most if not all people that download music, movies, TV shows, etc. from the Internet would most probably never have bought the item anyway as they either would not have been able to afford it or would not have felt it was worth paying for - so the "copyright holder" has not even been deprived of earning money they would not have earned anyway!
The legality of so-called "piracy" is open to debate - but it is NOT stealing!