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🎬 #Media: updated audiovisual Directive adopted by EU

🎬 New EU AudioVisual rules are coming 📺

In June 2018, European institution negotiators confirmed to have reached an agreement on an updated EU Audiovisual Media Services Directive. On 2 October the final text was finally adopted by the EU Parliament by 452 votes against 132, with 65 abstentions and on 6 November the Council adopted the new Directive. This is the final step in the legislative process.

The new directive modifies an existing directive on the provision of audiovisual media services from 2010. Since then, the market for audiovisual media services has evolved significantly. Rapid technical developments have sparked new types of services, viewing habits have changed, and user-generated content has gained in importance. The legal framework is now being updated to take account of these developments.

The revised legislation changes the media landscape for broadcasters and video-on-demand platforms, redefining advertising limits and enhancing the promotion of European works, but also strengthening the protection of minors against harmful content and limiting profiling and behaviourally targeted advertising.

Notably, the text extends the European audiovisual rules to video-sharing platforms, which will now be responsible for reacting quickly when content is reported or flagged by users as harmful. Although no automatic filtering of uploaded content is introduced, platforms may be asked to create a transparent, easy-to-use and effective mechanism to allow users to report or flag content.

Furthermore, under the new rules, advertising can take up a maximum of 20% of the daily broadcasting period between 6.00 am and 6.00 pm, and in the prime-time window between 6:00 pm and midnight.

I believe companies shall start to assess how the revised text may impact their business, considering that the Directive will enter into force on the 20th day after its publication in the Official Journal of the EU and Member States will have only 21 months after its publication to transpose the new rules into national legislation.

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