Audiovisual Media Services Directive
The Audiovisual Media Services Directive impacts agencies’ possibilities to place advertising next to certain audiovisual media by stipulating quantitative and qualitative advertising rules.
The Directive was revised in 2016 – 2018. Now it not only covers traditional TV broadcasts but also on-demand (online) services, such as YouTube, Netflix and BBC. The deadline for implementation was 19 December 2020.
Yet, some Member States have still not transposed the directive into national law. , has not been During the revision process, EACA highlighted the value of self-regulation, and the responsibility of platforms to protect minors, among other things.