EU: Rules for television advertising to be relaxed
On Monday in Brussels, EU education ministers reached a basic agreement on rules governing advertising and product placement on European television. A decision on whether the rules can take effect will be made next spring.
The EU culture ministers reached an agreement in principle on Monday in Brussels regarding rules for advertising and product placement on European television. Whether the rules can come into force will be decided next spring when the European Parliament has expressed its opinion on this issue. Product placement on television is to be banned in principle - exceptions are possible for feature films, series, sports and entertainment programs. A total ban would also have been difficult to implement. For example, Bond films could no longer be shown. In "Another Day" alone, 20 companies paid 70 million dollars for the placement of their products. Product placement should also be permitted if the companies do not pay a fee but provide goods or services. However, this form of advertising is to be expressly prohibited for children's programs.
Twelve minutes of TV advertising per hour In future, there will no longer be a daily upper limit for advertising on television. However, a maximum of twelve minutes of advertising per hour will still be permitted. Children's programs may only be interrupted for advertising purposes every 30 minutes. Television films, feature films and news of more than 30 minutes in length may also be interrupted no more than once every half hour.
Twelve minutes of TV advertising per hour In future, there will no longer be a daily upper limit for advertising on television. However, a maximum of twelve minutes of advertising per hour will still be permitted. Children's programs may only be interrupted for advertising purposes every 30 minutes. Television films, feature films and news of more than 30 minutes in length may also be interrupted no more than once every half hour.
