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On 25 May, the European Commission published plans to amend the Audiovisual Media Services Directive (2010 AVMS Directive), formally TV without frontiers. EU's law regulating TV, TV-like and on-demand services. Its aim is to bring the regulatory framework in line with evolving media landscapes; and simplify the current rules, including advertising. The proposal is part of a package of proposals under the Digital Single Market Strategy.
Key proposals/developments for advertisers:
Quantitative limits liberalisation reflects some broadcaster’s demands, not those of ISBA or WFA. The proposal removes controls on the volume of advertising people will experience in peak viewing periods and affects the effectiveness of TV advertising. However, EU Member States can continue to maintain stricter limits. In opposing this provision we will be supported by consumer groups, and likely, large elements of the European Parliament.
Finally, ISBA and WFA welcome this as an overall positive result, following our input into policy discussions. The strong recognition and endorsement for self/co-regulation systems for advertising, including sensitive sectors, is good news. The lack of disproportionate legislative controls on volume, time, content, is also good news. The recognition of the high level of protection developed in the EU on commercial communications and the credibility with which they are seen by the EU Commission and key Member States.
Amendments in Parliament may well result in significant changes to the proposal. It will be examined by Members of the Committee of Culture and Education (CULT), with likely support from a few other Committees. Exceptionally, two rapporteurs are expected to be appointed, one for each of the largest parliamentary groups. MEPs Petra Kammerevert (S&D, Germany) and Sabine Verheyen (EPP, Germany), are poised to be in charge of the dossier. ISBA, through the WFA will continue to engage with the Commission, Member States and Parliament.
Director of Public Affairs, ISBA
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