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- W56554655 abstract "A comparative analysis of the manner in which France, Germany, Italy, Spain and the UKhave implemented the provisions in 1989 Television Without Frontiers Directive fortelevision advertising and sponsorship shows that there are obstacles for the development ofa Single European Market in television advertising.Although 1989 Television Without Frontiers Directive allowed transfrontier televisionadvertising, the regulation of television advertising remains nationally based. Furthen-nore,Member States have different levels of advertising expenditure, selling practices andtelevision market structures.There is a tension between the provisions for television advertising and sponsorship in theCouncil of Europe Convention on Transfrontier Television and those in the TelevisionWithout Frontiers Directive. Member States have indicated their commitment to one textover the other in the detailed choices for their national rules. The European Court of Justiceresolved some of the contradictions and ambiguities in the 1989 Television Without FrontiersDirective, and these have been reflected in the revised 1997 text. But there is still anambiguity so as to what level of sponsor presence is adequate to ensure both transparency,and the protection of a broadcaster's editorial independence.Rules about the frequency and quantity of advertising differ between the five countries andfour of them set different competitive requirements according to the type of broadcaster.There are marked differences in the rules about advertising breaks in feature films and otheraudiovisual works. National rules on sponsorship also vary, especially those on centre creditsand the promotional mentions of the sponsor within the programme. So do the detailedprovisions. National regulators decide when and what type of commercial presenceconstitutes surreptitious advertising. In some countries, it is only payment that rendersproduct placement illegal, whereas in others the product has to be editorially justified and notgiven undue prominence.Direct offers to the public have proved to be a grey area in Member States where theireconomic value was high. Teleshopping is likely to become a significant source ofprogramming, especially if Member States effectively expand their limits on airtime asallowed in the 1997 text.Although some differences have been resolved in the 1997 revision of the Television WithoutFrontiers Directive, there are still difficulties in establishing an effective level playing fieldfor European television advertising." @default.
- W56554655 created "2016-06-24" @default.
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- W56554655 date "1998-01-01" @default.
- W56554655 modified "2023-09-27" @default.
- W56554655 title "The implementation of the 1989 Television Without Frontiers Directive : television advertising and sponsorship in France, Germany, Italy, Spain and the UK" @default.
- W56554655 hasPublicationYear "1998" @default.
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