European Parliament Backs New TV, Web Legislation

BRUSSELS, December 13: The European Parliament has backed a
proposed update to the Television without Frontiers directive, which includes
lifting the ban on product placement.

The Parliament said today that product placement should soon
be legal across the EU, subject to some conditions. Product placement would be
banned in news and current affairs programs, kids’ content, documentaries and
advice shows. When product placement is used, Parliament said, it should not
affect "the responsibility and editorial independence" of the
broadcaster; nor should it "directly encourage the purchase or rental of
goods or services" or give "undue prominence to the product in
question." Further, viewers must be told that product placement is being
used at the beginning and end of a program, and every 20 minutes during the
show. Product placement for tobacco products will not be allowed.

Parliament also agreed to allow breaks for commercials in
movies and some other TV programs every 30 minutes, and not, as the Commission
had proposed, every 35 minutes, or the Culture Committee, with 45 minutes. On
this amendment, 324 members of the European Parliament voted in favor and 323
against.

The new legislation would update the 1997 Television without
Frontiers directive, which will be renamed the Audiovisual Media Services
Directive, to take other platforms into consideration.

The Parliament did not wholly endorse the Commission's
suggested definition of “audiovisual media services”, opting instead to modify
the concepts of "linear services" and "on demand services"
in the draft legislation. The former refers to traditional television broadcasting,
while the latter comprises VOD and broadband platforms.