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Copyright & copy; 2008
FEDMA 
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Advertising and Media Overview
New Audiovisual Media Services Directive 2007 Current Status Political agreement on new Audiovisual Media Services without frontiers Directive for Europe's audiovisual media was reached on 24 May 2007, after an 18-month legislative process. The Directive is expected to be adopted before the end of 2007. Member States will then be given 24 months to transpose the new provisions into national law, so that the modernized legal framework for audiovisual business will enter into force by 2009. Both the European Parliament and Council have agreed on the main objectives of the Commission’s proposal in terms of modernizing the rules governing the audiovisual services industry. It is expected to offer a comprehensive legal framework that covers all audiovisual media services, less detailed and more flexible regulation and modernized rules on TV advertising to better finance audiovisual content. FEDMA supports the idea of less detailed and more flexible advertising rules. The new Directive also explicitly encourages industry self-regulation and co-regulation. FEDMA Position FEDMA has been emphasizing the importance of the country of origin principle. We are glad that the modernized Directive remains fully based on the country of origin principle. It contains a procedure, based on European Court of Justice Law, which allows Member States to take binding measures against broadcasters from other Member States that circumvent the target country's national rules. FEDMA also supports the idea of less detailed and more flexible advertising rules and that the Directive explicitly encourages industry self-regulation and co-regulation. Legislation, self regulation and non-legislative initiatives related to Object or Target Protection of Minors
Legislation, self-regulation and non-legislative initiatives related to Products Background Chris Davies’s (UK liberal MEP) own-initiative report on reducing CO2 emissions from cars published in July 2007, is pushing for legislation that prescribes an obligatory 20% of marketing and advertising space to be devoted to CO2 emissions and fuel economy. This would mean that, for instance, 20% of a website or two pages from a 10-page brochure would have to contain information on these issues, which would have serious implications for marketers and advertisers. FEDMA Position It is questionable whether it is in the consumers’ interest to have so much advertising space devoted only to CO2 emissions, as there is not that much one can say about it. It is felt that high quality information would serve the purpose better. FEDMA is going to take initiatives towards alerting the car industry and the marketing and advertising sector as a starting point to continue the dialogue on the European level. The alcohol strategy The alcohol strategy is an initiative aimed at reducing health and social harm due to alcohol consumption as well as contributing towards higher productivity. Background The European Commission adopted a Communication setting out an EU strategy to support Member States in reducing alcohol related harm on 24 October 2006. Current Status In July 2007, the Environment, Public Health and Food Safety Committee of the European Parliament agreed on a compromise which “stresses that alcohol advertising and marketing practices should not be directed at the under-aged.” It also urged the Commission and MemberStates to draw up guidelines for the advertising of alcoholic beverages on television. FEDMA Position FEDMA is currently following up the development of the alcohol strategy in order to ensure that a balance is maintained between health protection offered to the consumers and the necessary room for development in the marketing and advertising sectors. |
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