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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 much attention from European institutions. The business of television and radio advertising sales houses is consequently directly impacted by EU regulations.

The Audiovisual Media Services Directive

Media convergence

Broadcasters continue to innovate by providing audiences with creative ways to enjoy content in a fashion that appeals to how consumer habits are changing in this new, converged era. While broadcasters are embracing this new reality, there are challenges that are presented by a converged audiovisual landscape. As a consequence, broadcasters are competing for users’ attention with a whole variety of services. The use of other devices at the same time as television, and the potential temporary abandonment of television services, can reduce television’s unique appeal for the advertising industry and thereby result in funding problems for premium content.
egta has been at the forefront of both discussions with the institutions, through workshops (Media Connect 1&2), attending industry forums such as the Media Talks along with speaking at institutional events on topics such as Connected TV and commercial communications.
Sales houses and broadcasters are embracing new techniques, which have greatly changed since the introduction of the AVMSD and while the cornerstones of that Directive, such as the protection of minors and the core qualitative values, remain appropriate, certain areas need to be looked at to ensure a truly competition-based regulatory framework. We believe that the Commission should assess whether the quantitative rules and the scope of the Directive are still fit for purpose in this new media environment.

Data protection and online behavioural advertising

Advertising for alcoholic beverages

Advertising for HFSS food products

Advertising for pharmaceutical products

Ban on advertising for tobacco products and rules on electronic cigarettes

Compulsory information and warning messages in advertising

Online gambling advertising

Must carry and retransmission fees

CO2 labelling for cars

17 slides that every marketer should know about TV


About us

The reference centre for audiovisual advertising sales houses


egta is the Brussels-based trade association of television and radio sales houses that market the advertising space of both public and private broadcasters across Europe and beyond.

Contact us


Rue Washington 34 / boîte 2
1050 Brussels (Belgium)
Tel.: + 32 2 290 31 31