The European Commission has unveiled its new audiovisual directive, updating the rules to create a fairer environment for all players.

This means that “On demand” only services such as Netflix and Amazon Prime Video will be required to play by the same rules as linear channels, the European Commission has confirmed.

The updated Directive, AVMS, has also changed the advertising rules, which may mean longer ad breaks at peak times.

The overall limit of 20% of broadcasting time is maintained between 07.00 and 23.00, but instead of the current 12 minutes per hour, broadcasters can choose more freely when to show ads throughout the day.

About the Audiovisual Media Services Directive (AVMSD)

The Television Without Frontiers Directive, established in 1989, was an EU regulation designed to harmonize the audiovisual media landscape across member states. It aimed to create a single market for television services by removing barriers to cross-border broadcasting.

The directive set standards for content, including advertising rules, protection for minors, and requirements for promoting European works. Its goal was to facilitate free movement of television services and ensure consistent consumer protection.

In 2007, it was succeeded by the Audiovisual Media Services Directive (AVMSD), which expanded its scope to include on-demand services and updated regulations to address new media challenges.

The Audiovisual Media Services Directive (AVMSD) is a significant piece of European Union legislation that regulates audiovisual media services across member states. Originally enacted in 1989 and extensively revised, the AVMSD aims to harmonize the regulatory framework for television and on-demand video services within the EU, ensuring a consistent approach to media services and consumer protection.

The directive covers both traditional broadcast TV and on-demand services, such as streaming platforms. It sets out rules regarding advertising, including limits on commercial content and regulations to protect children from harmful content. Additionally, it mandates that member states support and promote European content, ensuring that local productions receive adequate exposure alongside international programming.

One of the key updates in the 2018 revision of the AVMSD includes extending regulations to online video-sharing platforms, imposing rules on harmful content and ensuring platforms take responsibility for moderating user-generated content. The AVMSD also emphasizes the importance of promoting diversity and accessibility in media services.

Overall, the AVMSD seeks to create a level playing field for audiovisual services across the EU, fostering competition and innovation while safeguarding viewers’ interests and supporting cultural diversity.