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As regulation and consolidation continue to play an important role in the Audio-Visual market, ISBA continues to influence a number of reports, decisions and consultations, with significant advertiser input.

Audiovisual Media Services Directive
As the uptake of web-enabled TV devices proliferates, advertisers attempt to identify the associated creative and commercial opportunities available. Viewers, and particularly minors, are moving from traditional TV to the online world, while the regulatory burden is much higher on TV. The Directive, therefore, introduces flexibility when restrictions only applicable to TV are no longer justified. At the same time, it ensures that consumers will be sufficiently protected in the on-demand and Internet world. This is done while making sure that innovation will not be stifled.

The main areas of the Council’s position which advertisers should be aware of include rules relating to sponsorship, quantitative limitations, the country of origin principle and rules relating to the advertising of HFSS products and product placement in children’s programmes.

ISBA will work with the WFA to carry out an in-depth analysis and assess the implication of the position once the consolidated text is available. Working with the WFA we will continue to engage with key players involved in the ‘trilogues’ and will keep members updated on important developments.

Framework Media Services Contract
The rise of online advertising has continued unabated and automated media buying will increasingly become the norm. Many media agencies are also now offering a wider suite of services to their clients like social media and creative services. The Framework has been designed to help you review, refresh and update your terms and vitally, bring added protection on a growing list of issues, including brand safety, ad viewability, fraud and auditing rights and data ownership and be more flexible for ‘other’ services the media agency may be providing e.g. social media monitoring, app and simple software development, creative services, branded content etc. 

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Stephen Chester stephenc@isba.org.uk

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