egta answers the AVMS consultation
30 September 2015
- Liberalisation of advertising rules: the current rules should allow more flexibility for industry players to develop their activities and compete internationally.
- Clarification and simplification: new rules should be focused on a core set of principles: editorial responsibility, signal integrity, protection of minors and consumers, country of origin principle. They should avoid any vague or unnecessary provisions that could create legal uncertainty and hinder economic growth.
- Level playing field: the new set of rules should apply to all audiovisual content in the EU regardless of the device through which it is accessed. In an era of media convergence, it is no longer relevant to make a legal distinction between linear and non-linear content, nor is it to differentiate “TV-like” programmes and other kinds of audiovisual content.