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On 8 October 2009, the European Commission decided to close infringement procedures initiated against Italy and Estonia for breaches of the EU’s advertising rules, as set out in the old Television without Frontiers (TwF) Directive. In regard to Italy, the Commission’s concerns focused on three fronts: (1) Teleshopping messages too short to enable their identification as such by viewers were being broadcast by Italian television channels, while also not being counted towards the twelve-minute hourly advertising limit; (2) Television stations' self-promotional spots were not included within Italy’s...

On 24 July 2009 the Ministry of Culture and National Heritage published draft guidelines for the implementation of the AVMSD (“guidelines”) and opened public consultations. The consultations took place until 24 August 2009. After analysing the outcome of the consultations the guidelines will be sent for intergovernmental consultations leading to the formal adoption of the guidelines. The guidelines envisage that the AVMSD will be transposed into national law by amending the Broadcasting Act. The regulatory authority responsible for the audiovisual media services will be the National Broadcasting...

The Broadcasting Act 2009 is a major piece of legislation, which overhauls Irish broadcasting law. It consolidates all previous content-related legislation in a single Act, comprising 185 sections, which are divided into 14 Parts, and two schedules. It sets the regulatory framework for broadcasting services in Ireland. The definitions of terms such as “broadcasting service” are updated (s.2, Part 1). A new regulator, the Broadcasting Authority of Ireland (BAI) is established. It replaces the Broadcasting Commission of Ireland (BCI) and the Broadcasting Complaints Commission (BCC), which becomes...

On 30 September 2009 a new Code of Advertising Ethics entered into force in Hungary. The self-regulatory instrument was signed on 16 September 2009 by 26 professional associations covering practically the entire national advertising industry. The first Hungarian Code of Advertising Ethics was adopted by the market players in 1981 as the first of such codes in the former Eastern Bloc. Since then the code has been revised several times. However, the last revision took place in 2005 and the Hungarian advertising scene has been the subject of several changes during the past four years (IRIS 2005-10:...

The BBC received complaints about commercial sponsorship of the Sports Personality of the Year awards in December 2007; these were upheld by the BBC Trust, as there had been breaches of editorial and fair trading guidelines (see IRIS 2008-8: 14). The BBC has now issued new guidelines on sponsorship of BBC events. The most important policy is that the BBC will no longer accept sponsorship by commercial bodies for on-air BBC events. This covers commercial companies and other commercial bodies (including public/private partnerships) which compete directly in a commercial market. Existing contracts...