WFA welcomes ‘modernising’ Euro TV rules

The World Federation of Advertisers (WFA) has today welcomed the decision of European governments to adopt the Audiovisual Media Services Directive to replace the existing Television Without Frontiers. The WFA says the new rules will modernise European Union broadcasting laws, particularly concerning technological developments in advertising.

The new directive, which is expected to come into force in the second half of 2009, will introduce new advertising rules for all TV and TV-like services, including interactive TV, video-on-demand, internet protocol TV (IPTV) and mobile television.

The body says changes in the TV landscape have challenged established advertising models. WFA managing director Stephan Loerke says: “WFA has consistently called for better, not more, advertising. We see the new directive as a milestone on the way towards realising this vision.”

He says it is important that the role of self-regulation and co-regulation for the first time in EU legislation. “Self-regulation in the advertising sector has consistently added an additional layer of consumer protection to European rules,” says Loerke. “It is important the value of self-regulation is now formally recognised to ensure the necessary support for further improvements.”

The directive still needs to be formally approved by the European Parliament.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here