Advocacy & Regulatory Assistance
Our activities
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:
» assisting sales houses in their regulatory concerns both at European and national level
» representing sales houses towards European institutions.
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.
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 media and advertising stakeholders including the European Broadcasting Union (EBU), the association of European Radios (AER), the Association of Commercial Television in Europe (ACT), the World Federation of Advertisers (WFA) and the European Association of Communication Agencies (EACA). egta also holds a seat on the Board of the EDAA (European Interactive Digital Advertising Alliance), as well as the European Advertising Standards Alliance (EASA) and sits on the Consultative Committee of the European Audiovisual Observatory.
POSITION PAPERS
egta issues official position papers on important issues shaping today’s advertising business.
REGULATORY OVERVIEWS
egta overviews & analysis documents on EU and national legislation impacting audiovisual media services