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The new boss at BCE Inc.’s Bell Media division thinks some public shaming can go a long way to combat piracy.

Mary Ann Turcke, who replaced Kevin Crull less than two months ago, has seen how far people will go to find the content they want to watch both in her role as president and as a parent. To her dismay, Turcke’s younger daughter told her she had been using a Virtual Private Network (VPN) to disguise her location and access Netflix Inc.’s richer U.S. video library, which is otherwise off-limits to Canadian subscribers.

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“Mom, did you know that you can hack into U.S. Netflix and get sooo many more shows?” she recalled her 15-year-old daughter saying. A scolding lecture ensued, putting an end to the VPNing at the Turcke house. She says more conversations about what’s right and wrong should be had at dinner tables across Canada.

“It has to become socially unacceptable to admit to another human being that you are VPNing into U.S. Netflix,” Turcke said in a keynote Wednesday at the Canadian Telecom Summit. “Like throwing garbage out of your car window, you just don’t do it. We have to get engaged and tell people they’re stealing.”