What’s Europe doing to control and regulate audiovisual advertising?

How do European countries make sure that the advertising we watch every day on TV, VOD services or video-sharing platforms is transparent, responsible, and safe for viewers?

Our brand-new AVMSDigest report breaks it all down!

This latest report from the European Audiovisual Observatory takes a deep dive into the Audiovisual Media Services Directive (AVMSD) to explain how Europe regulates audiovisual commercial communications (ACCs).

Here’s what you’ll discover inside:

• What counts as advertising today?

From TV spots and teleshopping to sponsorship and product placement, the report explains how ACCs are defined.

• General rules applicable to all audiovisual advertising

What advertising techniques are banned by the AVMSD? What are the fundamental principles governing ACCs? Are some types of products or services subject to specific rules?

You'll discover what the AVMSD says and how the various countries in Europe transpose these rules and how some go even further than the AVMSD.

• Products under stricter control 

Tobacco, alcohol, prescription medicines… our report looks at sensitive product categories and shows examples of countries enforcing tighter advertising rules or even imposing total bans on advertising for these products.

• Advertising breaks, sponsorshop and screen integrity

How much advertising can broadcasters show?

When can programmes be interrupted?

What counts as a clear separation between editorial content and advertising?

Find out how national systems can differ, from strict hourly limits to detailed labelling requirements.

• Self- and co-regulation across Europe 

Explore how regulators, industry bodies, and platforms collaborate through shared codes of conduct — with concrete examples from Ireland, the Netherlands and other countries.

Let the Observatory’s new AVMSDigest: Key provisions on audiovisual advertising guide you through the complex advertising rules from the AVMSD.

If you want a clear, accessible overview of how Europe regulates the adverting on our screens, then this report is for you.

Our new AVMSDigest makes media law digestible!

So why not try it?