The European Parliament Committee on Culture and Education announced its decision today to accept a political text compromise reached with the Council Presidency on the Audiovisual Media Service Directive. This new legislation will update the 1997 Television without Frontiers Directive to include new media in its scope and take into account the developments in audiovisual technology and advertising. The current agreement is the result of negotiations between the Parliament rapporteur, Ruth Hieronymi (EPP-ED Germany) and the German Presidency of the Council.

 

- Children’s advertising will now face stricter rules on the insertion of advertising than those contained in the current Directive, and must now be of a duration greater than 30 minutes. However, “films made for television (excluding series, serials and documentaries), cinematographic works and news programmes” may be interrupted every 30 minutes by advertising.

- Product placement will now be admissible in “cinematographic works, films and series made for audiovisual media services, sports programmes and light entertainment programmes”. A identification signal will inform viewers that a programme contains product placement at the beginning and end of a programme, and following an ad break. For purchased programmes, where broadcasters have no influence on the content, a departure from this requirement to inform will be allowed.

- A Code of Conduct on advertising of unhealthy food to children will be incorporated into the legislative body of the text.

- Broadcasters will continue to be subject to the rules of the Member State in which they are established. So as to avoid abuse of the country of origin principle, there will be a list of controls to ensure that circumvention of stricter national rules does not occur.

 

With the backing of Committee Members, should the 27 ministers responsible for Media adopt this deal as their Common Position on May 24th, the Culture Committee will recommend to the Parliament that they adopt the Proposal without amendments. Whilst the Committee recommendation is not binding in itself, an absolute majority (at least 393 votes) in Parliament will be required on any amendments put forth. The predicted timetable is a vote in Parliament following the summer recess.

 

Source: Advertising Education Forum

 

WFA will continue its work in ensuring that global advertisers' interests are represented vis-a-vis the European Institutions and will communicate all relevant developments to members via the European Action Group. For more information on this please contact m.lohan@wfanet.org