In a rapidly evolving media environment, audiovisual commercial communications (ACCs) are reshaping both the economic foundations of content production and the regulatory landscape. The increasing dominance of streaming platforms, video-sharing services and influencers in advertising revenue is putting pressure on traditional broadcasters. It also raises new important questions about fair competition and consumer protection. As new players gain market power, it becomes increasingly urgent to reassess the balance between innovation, market dynamics, and regulatory safeguards.
This workshop brought together regulators, academics, broadcasters, platform representatives, and influencer and industry associations. It aimed to discuss the evolving audiovisual advertising ecosystem and the challenges it raises in terms of innovation, competition, regulation and consumer protection.
Welcome and Introduction to the workshop
Opening of the workshop: Pauline Durand-Vialle, Executive Director, European Audiovisual Observatory (EAO)
Introduction: Maja Cappello, Head of Department for Legal Information, EAO
Session 1 - The advertising market(s)
Moderation by Gilles Fontaine, Head of the Department for Market Information, EAO
Advertising in the audiovisual sector – European market data, Christian Grèce, TV and VOD Markets Analyst, EAO
UK advertising: moving beyond broadcast, Eleni Marouli, Head of Market Developments, Ofcom
Audiovisual commercial communications at a tipping point, Conor Murray, Director of Regulatory and Public Affairs, EGTA
Session 2 - ACCs in the AVMSD: a diverse regulatory framework for audiovisual players
Moderation by Amélie Lacourt, Legal Analyst, EAO
Adjusting the level playing field between media actors and digital platforms, Michèle Ledger, Head of the Media Regulatory Intelligence Service, Cullen International
Evaluating the AVMSD: main questions regarding ACCs, Raffaele di Giovanni Bezzi, Legal and Policy Officer, European Commission
Session 3 - Regulating influencer advertising
Moderation by Eric Munch, Legal Analyst, EAO
The Spanish regulation of audiovisual commercial communications: influencers, Siana Kalinova, Head of the Audiovisual Sub-Directorate, CNMC
Responsible advertising – A brief introduction to Dutch advertising self-regulation & influencer marketing, Fiona Vening, Compliance Officer, Stichting Reclame Code
World café brainstorming
Moderation by: Sophie Valais, Deputy Head of Department for Legal Information, EAO, and, Diego de la Vega, Senior Legal Analyst, EAO
Wrap-up and closing words: Maja Cappello, Head of Department for Legal Information, EAO
