Amazon has begun enforcing a major crackdown on illegal and unauthorised apps on its Fire TV Stick devices in the UK, making it far harder for sideloaded software used to access pirated TV shows, films and sports to run on its hardware.
The changes mean that apps downloaded from outside the official Amazon Appstore that offer unlicensed content are now being blocked from launching when users try to open them. Instead of playing content, users are greeted with a message saying the app has been disabled because it provides access to unlicensed material.
Earlier warnings that simply told users they were attempting to launch dodgy apps have now escalated into full blocks, and the enforcement programme that began in other markets last year is rolling out across the UK. Official services such as Netflix, Disney+, Prime Video and YouTube continue to work unaffected.
Amazon says the crackdown is part of its efforts to protect content creators and legal streaming services by stopping devices from being used to access pirated material without permission. It has partnered with more than 50 entertainment companies through the Alliance for Creativity and Entertainment to identify which apps to block.
The new enforcement does not stop users from installing third-party apps entirely, but once an app is flagged as offering unauthorised content, it simply will not function on the device.
Tech-savvy users have already been sharing tips for workarounds online, and some modified versions or different devices remain unaffected by the blocks. But for regular Fire TV owners who rely on these devices for legal streaming, the move highlights a significant shift in how Amazon responds to IP theft and unauthorised content distribution.
This updated approach follows sustained pressure from broadcasters and rights holders, particularly around piracy of premium sports and entertainment content.
Author: Kieran Seymour