The European Commission today released its proposal for a revised Audiovisual Media Services Directive.

The proposal attempts to liberalise some of the current advertising rules on quantitative limits, sponsorship and product placement, while maintaining the high level of qualitative protection for European audiences. egta members – TV and radio sales houses across Europe – broadly welcome the proposal as a positive move towards a more balanced set of rules for all audiovisual stakeholders.

egta president Jan Isenbart commented: “the new proposal delivers some much needed flexibility to the rules on commercial communications, and the Commission should be applauded for doing so. However, there are still too many specific rules that only apply to linear broadcasters. We believe that more ambition could still ensure a more level playing field, enabling the sustainable production and financing of original, premium European content.”

Katty Roberfroid, egta Director General, added: “since the beginning of the consultation process we have called for greater flexibility and simplification regarding the advertising rules for European broadcasters. We are pleased to see that the Commission has heard industry’s calls on a number of issues; nonetheless there is still room for improvement and we look forward to continuing our dialogue with the European institutions moving forward.”

Please find the link to the new AVMS proposal here . The official press release is available here.