EU: EGTA lobbies EC over restrictions

The European Group of Television Advertising (EGTA) is lobbying the EC and EP over what it regards as unnecessarily restrictive rules concerning advertising. EGTA has presented the results of an inventory taken of EU and national European legislation and self-regulated codes of conduct dealing with advertising aimed at children. A total of 53 measures were found to exist, ranging from bans against alcohol advertising to advertising which may result in a child without the product being ridiculed or seem to be held in contempt. EGTA has presented its views to the Commission and Parliament, stating that no further regulation is required and that self-governing codes of conduct adopted by the broadcasters and advertising agencies are sufficient. In addition, EGTA notes that more European regulation of advertising aimed at minors will restrict broadcasters’ ability to invest in the European audiovisual industry. As the EU institutions and Member States are keen to increase European investment in the European film, music and television industries, EGTA suggests that such restrictions will therefore be self-defeating.