Advertising Rules and Their Effects under the ... - European Parliament

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DIRECTORATE GENERAL FOR INTERNAL POLICIES POLICY DEPARTMENT B: STRUCTURAL AND COHESION POLICIES

CULTURE AND EDUCATION

Advertising Rules and Their Effects under the New Audiovisual Media Services Directive

STUDY

This document was requested by the European Parliament's Committee on Culture and Education.

AUTHOR Kern European Affairs (KEA)

RESPONSIBLE ADMINISTRATOR Mr Gonçalo Macedo European Parliament B-1047 Brussels E-mail: [email protected]

LINGUISTIC VERSIONS Original: EN. Translations: DE, FR.

ABOUT THE EDITOR To contact the Policy Department or to subscribe to its monthly newsletter please write to: [email protected] Manuscript completed in April 2009 Brussels, © European Parliament, 2009. This document is available on the Internet at: http://www.europarl.europa.eu/studies

DISCLAIMER The opinions expressed in this document are the sole responsibility of the author and do not necessarily represent the official position of the European Parliament. Reproduction and translation for non-commercial purposes are authorized, provided the source is acknowledged and the publisher is given prior notice and sent a copy.

DIRECTORATE GENERAL FOR INTERNAL POLICIES POLICY DEPARTMENT B: STRUCTURAL AND COHESION POLICIES

CULTURE AND EDUCATION

Advertising Rules and Their Effects under the New Audiovisual Media Services Directive

STUDY

Abstract This short study conducted by KEA European Affairs for the European Parliament provides an overview of several issues linked to new regulations on advertising and particularly product placement. It assesses the current transposition status of the AVMS Directive in Member States in relation to rules concerning product placement, and provides insight about the possible evolution of the European product placement market. The study also looks into the effects of advertising on children and assesses the probable effectiveness of self-regulation measures (codes of conduct) regarding advertising aimed at children.

IP/B/CULT/FWC/2006_169/Lot3-C1-SC3 PE 419.093

04/2009 EN

Advertising Rules and Their Effects under the New Audiovisual Media Services Directive ______________________________________________________________________________________________

CONTENTS

CONTENTS

5

LIST OF ABBREVIATIONS

7

LIST OF TABLES

9

LIST OF FIGURES

11

EXECUTIVE SUMMARY

13

1. INTRODUCTION

19

2. PRODUCT PLACEMENT

23

3. COMMERCIAL COMMUNICATIONS AND CHILDREN

35

4. CONCLUSIONS AND RECOMMENDATIONS

49

REFERENCES

53

ANNEX

55

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Policy Department B: Structural and Cohesion Policies ______________________________________________________________________________________________

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Advertising Rules and Their Effects under the New Audiovisual Media Services Directive ______________________________________________________________________________________________

LIST OF ABBREVIATIONS AVMSD Audiovisual Media Services Directive ACT Association of Commercial Televisions in Europe BEUC Europan Consumer’s Association EAO European Audiovisual Observatory EBU European Broadcasting Union EGTA Association of television and radio saleshouses OFCOM Office for Communications UK

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Policy Department B: Structural and Cohesion Policies ______________________________________________________________________________________________

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Advertising Rules and Their Effects under the New Audiovisual Media Services Directive ______________________________________________________________________________________