EU vows to get tough on opening TV advertising markets

Regulators on Monday ordered a host of European Union countries that missed a deadline to implement new continent-wide digital advertising rules to shape up or face legal action. New EU rules that were to be incorporated into individual countries’ national laws by December 19 cover a huge range of broadcasting issues but also allow for split-screen advertising and product placement – commonly used, for example, in film financing – in all shows “except news, documentaries and children’s programmes,” according to the European Commission. The new Audiovisual Media Services Directive applies to all audiovisual services, including on-demand, over fixed, mobile or satellite networks. Two years after the directive was agreed, the commission said, only Belgium, Romania and Slovakia are fully compliant with EU law, having notified the bloc’s executive of their implementation. Austria, Britain, Denmark, France, Germany, Ireland, Luxembourg, Malta and the Netherlands have implemented “some measures,” but Hungary’s parliament blocked a bill’s passage there entirely and the remaining 14 EU states have yet to get past preliminary preparations

http://www.eubusiness.com/news-eu/media-advertising.21p

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One thought on “EU vows to get tough on opening TV advertising markets

  1. Pingback: Tweets that mention EU vows to get tough on opening TV advertising markets « Stevevirgin's Blog -- Topsy.com

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