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AVMSD—Audiovisual Media Services Directive Audiovisual Commercial Communications What is “ audiovisual commercial communication" ? A new term פ “ Audiovisual commercial communication” is a new term that describes forms of promotions—in particular product placement— regulated by EU law for the first time , under the Audiovisual Media Services Directive . It reflects the directive’s increased scope—covering television , on-demand services and emerging advertising techniques . The rules in the directive that have not been changed in the update are still governed by the 2004 Commission Communication on new forms of advertising , such as split screen or virtual advertising . What does it mean ? It means images designed to promote—directly or indirectly—the goods , services or image of a commercial body . The images can be included in programmes ( e . g ., product placement ) or accompany them ( e . g . traditional advertising ) . * מתוך : European Commission , Audiovisual and Media Policies...
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