egta represents the interests of television and radio advertising sales houses based on our expertise as the reference centre on advertising regulatory issues. As a trade association, egta’s regulatory and public affairs mission is two-fold:
The fostering of a business-friendly regulatory environment for the maximisation of commercial revenues by egta member sales houses is the ultimate objective of all activities in the field of European and regulatory affairs.
For this reason, egta not only closely monitors EU level debates around advertising issues but also engages in pro-active influence strategies regarding EU initiatives that can impact the business of TV and radio sales houses.
Special focus is given to regulatory developments directly linked with the sale of advertising space such as the Audiovisual Media Services directive which has replaced the Television Without Frontiers directive.
Recurrent debates on product-specific issues - e.g. foods that are high in fat, salt and sugar, alcoholic beverages and pharmaceutical products – are also given a complete scrutiny so that overly restrictive advertising requirements can be avoided.
To ensure members are heard by decision-makers, egta issues press releases and position papers. With the same purpose in mind, egta works closely with other advertising and media stakeholders including the World Federation of Advertisers (WFA), the European Association of Communication Agencies (EACA), the European Broadcasting Union (EBU) and the Association of Commercial Televisions (ACT).
“Joining egta is a very efficient way of knowing the status of our industry, getting answers, and being active at defending the development of our business.”
Marketing and Communication Director