Audiovisual Media Services Directive

The new rules on audiovisual media in the revised AVMSD aim to create a regulatory framework fit for the digital age, leading to a safer, fairer and more diverse audiovisual landscape. The Directive creates a regulatory framework fit for the digital age, leading to a safer, fairer and more diverse audiovisual landscape. It lays down essential rules to create a level playing field for audiovisual media services, preserve cultural diversity, protect children and consumers, combat racial and religious hatred and guarantee the independence of national media regulators. It coordinates EU-wide legislation on all audiovisual media, including both traditional TV broadcasters and on-demand video services, and lays down essential protection measures with regard to content shared on video-sharing platforms. The revised AVMSD strengthens also the promotion of cultural diversity, by introducing clear obligations for on-demand services to have at least a 30% share of European content in their catalogue and to ensure the prominence of this content. These rules will contribute to a broader and more diverse offer of AV content for Europeans and will have a positive impact on cultural diversity and create more opportunities for European creators and AV industry. The Commission has produced guidelines to facilitate the implementation of this obligation. The AVMSD includes specific measures to protect minors. In order to protect them from harmful content online, the Directive requires video-sharing platforms to put in place certain measures, including establishing and operating age verification systems, with respect to content which may impair the physical, mental or moral development of minors. The Directive also includes measures to reduce the exposure of children to certain advertising. The revised AVMSD has set out specific measures to help improve citizens’ media literacy skills. The Directive provides that Member States should promote and take measures for the development of media literacy skills and report on such measures to the Commission. The Commission will prepare guidelines defining the scope of such reports. Furthermore, the Directive provides that video-sharing platforms should put in place effective media literacy measures and tools and raise users' awareness of those measures and tools. These initiatives will be particularly beneficial for younger users.