Press Release: More legal certainty for TV advertising: the Commission clarifies its interpretation of the ‘Television without Frontiers’ (TVWF) Directive

The European Commission adopted on 23 April 2004 an interpretative Communication on certain aspects of the provisions on televised advertising in the 'Television without frontiers' (TVWF) Directive. The idea behind this Communication is to clarify certain questions that arise in the application of the existing Directive. Therefore, it does not create or propose new rules or principles, but is limited to explaining the existing rules and principles. In this respect, the interpretative Communication addresses certain questions of interpretation of the rules of the Directive that arose with the increasing use of new advertising techniques, such as virtual advertising, split screen and interactive advertising, as well as the development of alternative forms of advertising, e.g. product placement.

European Commission: Audiovisual and Media Policies: Regulatory Framework http://ec.europa.eu/avpolicy/reg/index_en.htm

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