European Commission Seeks States’ Compliance with Audiovisual Directive

BRUSSELS: The European Commission is asking 12 member states, including Portugal, Poland and Greece, to update their broadcasting rules to comply with the Audiovisual Media Service (AVMS) Directive, which was to have been implemented by the end of 2009.

The directive updates broadcasting rules for the digital age and includes consumer protections for Internet TV, VOD and mobile TV services. It also allows member states to authorize new ad models such as split-screen advertising or product placement, and removes the mandated 20 minute break between ads. Austria, Cyprus, Estonia, Greece, Finland, Hungary, Lithuania, Luxemburg, Latvia, Poland, Portugal and Slovenia have been contacted by the Commission about updating their broadcasting laws. If they fail to comply within two months, they can be referred to the EU’s Court of Justice.