Revised EU AVMSD reinforces support for self and co-regulation

Brussels, 25 May 2016 - The European Commission’s proposal for a revision of the EU directive for Audiovisual Media Services (AVMSD) and the associated studies released today reinforce among other things the support for effective self- and co-regulation as well as the country of origin principle. The proposal is an important response to the Digital Single Market and has taken account of the proliferation of new platforms and technologies and the need for flexible rules.

The Commission’s proposal clearly refers to the use of effective self- and co-regulation which is transparent, independently monitored and evaluated and has effective enforcement measures in place, including -  when appropriate – the use of graduated and proportionate sanctions in case of breaches. The proposal also encourages Member States with regard to the role and use of self-regulatory means.

 Member States are specifically encouraged to ensure that self- and co-regulatory codes are used to effectively reduce the exposure of children and minors to audio-visual marketing communications for alcoholic beverages but also regarding foods and beverages that are high in salt, sugars or fat.

 “We are pleased to see that following extensive consultation in which EASA and its European and Industry members were fully involved, the proposal of the European Commission has in line with better regulation policy continued to confirm its view that effective self- and co-regulation for advertising and marketing communications are valuable instruments and should be used to complement the legislative framework. We will continue to ensure that our self-regulatory systems across Europe deliver responsible marketing communications across all media and that children receive adequate protection, while enabling the necessary flexibility for industry in this area.” said Stéphane Martin, the new Chairman of the European Advertising Standards Alliance.

Mr Martin underlined that EASA was glad to see the country of origin principle reaffirmed in the proposal which has been the basis of the cross-border complaints system managed by EASA between its self-regulatory bodies.

Notes to editors:

Stephane Martin is Chairman of EASA since 2016 and Director General of the French Advertising Self-Regulatory body (ARPP –Autorité de Régulation Professionnelle de la Publicité) since 2010. The European Advertising Standards Alliance (EASA) is the single authoritative voice of advertising self-regulation. EASA promotes high ethical standards in commercial communications by means of effective self-regulation, for the benefit of consumers and business in Europe and beyond. EASA brings together 37 SROs (27 European SRO members and 10 International SRO members) and 16 Industry members (from advertisers, agencies and the media). EASA’s Cross-Border Complaints system (CBC) has been in operation since 1992 and was set up in response to the forthcoming Single Market and the need to address problems arising from advertising circulating in one EU Member State but carried in media originating in another. To-date, EASA has coordinated more than 3,000 cross-border complaints.

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