Issues
Advertising helps European citizens make informed decisions on the vast array of products and services available to them across the European market. To that extent, it is a central element in the establishment of an efficient single market and it deserves a lot of attention from European institutions. The business of television and radio advertising sales houses is consequently directly impacted by EU regulations.
Advertising helps European citizens make informed decisions on the vast array of products and services available to them across the European market. |
In regards to television and radio sales houses' core activity - the sale of advertising space - the "television without frontiers directive" sets minimum rules governing all the aspects of the business. For sales houses, this piece of European law, which is currently under review, is central to their operations. It sets:
- advertising time limitations
- rules on the insertion of advertising breaks, and
- it provides legal clarity on emerging forms of advertising.
As for any other EU directive, member states have to adapt their national legislations accordingly, but they are also free to take more restrictive measures than the European ones.
In addition to the European Union legislation, the Council of Europe - inter-governmental institution fully independent of the EU which comprises 46 member countries: all EU countries plus Russia, Switzerland, Turkey, etc - also carries works on these issues with the European Convention on Transfrontier Television.
- The "television without frontiers" directive or the proposal for an "Audiovisual Media Services" directive
- The Council of Europe's Convention on Transfrontier Television
Debates on product-specific advertising are also particularly important for television and radio sales houses. Bans or restrictions on the advertising of certain types of products can have tremendous impacts on advertising investments. In the meantime, debates on potential legislative measures usually try to address legitimate policy goals, such as the protection of public health. European sales houses take these policy objectives very seriously and highlight the importance of placing advertising within the appropriate context.
Advertising qualitative standards are often debated and perceived as a way forward by decision-makers to address specific issues. In the context of the rising prevalence of obesity in Europe, attention is placed over nutritional and health claims made on certain food products and on the way food products are advertised. As well, qualitative standards for advertising towards children are often under scrutiny. On all these issues, egta promotes constructive and pragmatic approaches based on advertising self-regulation.
Because so many issues debated at European level have an impact on advertising, the list of issues presented above is not exhaustive. Should you wish more information, please click on the topical link or contact the egta office.