The Publican’s Morning Advertiser reported in November 2010 that Sky Italia also employed G4S to identify those pubs which were using its cards illegally.
But this latest push is to focus on licensees showing Sky with a domestic card as well as foreign.
The security firm’s utility meter-reading staff are being instructed to enter pubs on behalf of Sky, so that the broadcaster can track down those licensees who are unlawfully showing its content.
G4S employees are told to remove their uniforms and leave their meter-reading equipment in their vehicle before entering the pub to carry out the checks.
A G4S spokesman said: “We have a number of utility and non-utility data-collection contracts and can confirm that some of our employees who are carrying out those services will do so without wearing G4S uniforms, although they will always carry identification, which will be shown when they are asked.”
A Sky spokesperson said: “Tens of thousands of pubs and clubs invest in live sport because it’s good for business.
“It’s only right that Sky protects those legitimate customers by taking action against those who seek to benefit from content exclusive to Sky Sports without paying the appropriate subscription.
“That is why Sky employs a number of investigative and research companies, including G4S, to visit public houses throughout the UK so that appropriate action can be taken against those pubs that are showing content unlawfully.”
Graeme Cushion, from the legal firm Poppleston Allen, warned licensees against using domestic cards to show sport in their pubs and suggested that Sky is doing all it can to prevent this from happening.
“Sky is obviously upping its game in terms of trying to catch out those publicans who are relying on domestic agreements to boost sales and attendance numbers in their pubs for football matches,” said Cushion.
“The company is just being particularly clever about it.”