Sunday

22nd May 2022

EU adopts new TV advertising rules

The European Union has rubberstamped new EU-wide rules on media services, relaxing TV advertising restrictions and allowing 'product placement' in television shows.

"Today the dawn of Europe's convergent audiovisual services industry is breaking," media commissioner Viviane Reding said at a press conference following the adoption by the European Parliament of the commission's proposal on Thursday (29 November).

Read and decide

Join EUobserver today

Become an expert on Europe

Get instant access to all articles — and 20 years of archives. 14-day free trial.

... or subscribe as a group

The new directive, which revises the legislation put in place in 1997 and covers all audiovisual media services, ranging from traditional TV broadcasts to emerging on-demand TV-like services, should be implemented by EU member states by the end of 2009.

"With these modernised rules that improve legal certainty and reaffirm the country of establishment principle, Europe's audiovisual policies will better meet the demands of a fast-moving and dynamic industry while maintaining high consumer protection standards," she added.

The new rules relax restrictions on TV advertising, with one novelty being 'product placement' - the placement of a specific product in TV-programmes for commercial purposes.

At the moment, product placement is banned in most EU member states. However, it has been common in the US since the 1970s, creating an unfair competitive advantage for US productions, say supporters of the new rules.

Under the new EU rules, product placement will be permitted, but not in informative programmes - like news and documentaries - or children's programmes. National authorities also retain the right to ban it completely.

An additional safeguard is that signals need to appear every time a programme containing product placement starts, when it ends and after commercial breaks.

A controversial part of the reform is the "country of origin" principle. Under this principle, broadcasters must follow the national rules of the home country when making programmes, even if shows are then transmitted in other states with different regulations.

For example, if a member state decided to ban product placement, programmes from other member states containing hidden advertisements cannot be blocked.

Concerning the amount of advertising allowed, the new rules keep the 12 minutes per hour cap on advertising, but abolish the upper limit of three hours' advertising a day.

Furthermore, commercial breaks will only be permitted every 30 minutes.

Some MEPs have criticised the new legislation as opening the door to more advertising in everyday life.

"American-style advertising and product placement are set to become the norm in

Europe under the legislation adopted by the European Parliament today," said German green MEP Helga Truepel.

2The Greens voted against the legislation, which will extend the creeping commercial incursion into private life," she added.

EU reaches deal on flagship cybersecurity law

The European Parliament and EU member states have reached an agreement over new rules intended to protect Europe's public and private critical entities from cyberattacks.

EU Commission won't probe 'Pegasus' spyware abuse

The European Commission says people should file their complaints with national authorities in countries whose governments are suspected of using an Israeli-made Pegasus spyware against them.

Stakeholder

The CPDP conference wants multidisciplinary digital future

During the Computers, Privacy and Data Protection (CPDP) conference, many high-level discussions will touch upon the dynamics of decision-making in the design of new technologies, including the importance of inclusion, diversity, and ethics perspectives within these processes.

EU Commission won't probe 'Pegasus' spyware abuse

The European Commission says people should file their complaints with national authorities in countries whose governments are suspected of using an Israeli-made Pegasus spyware against them.

News in Brief

  1. UK to send 'hundreds' of migrants to Rwanda each year
  2. Norwegian knife attacks were domestic dispute
  3. Sweden hits back at Turkey's 'disinformation' in Nato bid
  4. Germany's Schröder gives up one of two Russia jobs
  5. G7 countries pledge €18bn in financial aid for Ukraine
  6. Italian unions strike in protest over military aid for Ukraine
  7. Russia cuts gas supply to Finland
  8. Half of Gazprom's clients have opened rouble accounts

Stakeholders' Highlights

  1. Nordic Council of MinistersNordic delegation visits Nordic Bridges in Canada
  2. Nordic Council of MinistersClear to proceed - green shipping corridors in the Nordic Region
  3. Nordic Council of MinistersNordic ministers agree on international climate commitments
  4. UNESDA - SOFT DRINKS EUROPEEfficient waste collection schemes, closed-loop recycling and access to recycled content are crucial to transition to a circular economy in Europe
  5. UiPathNo digital future for the EU without Intelligent Automation? Online briefing Link

Latest News

  1. What Europe still needs to do to save its bees
  2. Remembering Falcone: How Italy almost became a narco-state
  3. Economic worries and Hungary on the spot Next WEEK
  4. MEPs urge sanctioning the likes of ex-chancellor Schröder
  5. MEPs call for a more forceful EU response to Kremlin gas cut
  6. Catalan leader slams Pegasus use: 'Perhaps I'm still spied on'
  7. More EU teams needed to prosecute Ukraine war crimes
  8. French EU presidency struggling on asylum reforms

Join EUobserver

Support quality EU news

Join us