The Consumer and Advertising Regulation in the Television without Frontiers and Audiovisual Media Services Directives

Abstract

Advertising, Product placement, Surreptitious advertising, AVMSD,

Do new forms of television advertising occasion better recall than traditional advertising spots?

“…Even the regulators, who traditionally lag behind developments in the uses and customs of communication of advertising, recognise the dominance of these new formats. The European Commission's Audiovisual Media Services Directive (European Commission 2007) analyses them under the already commonly accepted umbrella terms, 'other forms of advertising' and 'new advertising forms' (Woods 2008).…”

Industry versus democracy: the new Audiovisual Media Services Directive as a site of ideological struggle

“…In line with this rationale, the TWF directive of 1989 ensured the unrestricted transmission of television programs throughout the EU while at the same time providing for the production and distribution of European content as a cultural goal. Since then, a continuous proliferation of economic perspectives at the expense of cultural and political values has taken place (Woods 2008, Pauwels 1999. For example, while the directive of 1989 simply allowed transborder advertising, the amendments of 1997 removed the barriers for full-time teleshopping channels and the directive of 2007 allows the formerly prohibited product placement.…”

Géneros y formas de inserción publicitaria en la televisión española: regulación vs. práctica

“…El contexto mediático actual ha provocado la bús-queda de nuevas prácticas publicitarias (Farré & Fernández, 2005;Jurca, 2010;Arrazola, Hevia, P. Reinares & R. Reinares, 2013) que intentan conseguir la atención de los consumidores de contenidos y dispositivos múltiples, prácticas que escapan o están integradas en los marcos regulatorios sobre publicidad y contenidos televisivos (Parson & Schumacher, 2012;Medina & An, 2012;Woods, 2008;Rotfeld, Abernethy & Parsons, 1990). Además de la publicidad convencional, la publicidad televisiva intenta desarrollar nuevas estrategias que reformulen temas como la saturación publicitaria (P. Reinares & E. Reinares, 2007), la fragmentación de las audiencias (Sharp, Beal & Collins, 2009) y la rentabilidad a corto y largo plazo, sin olvidar las nuevas propuestas en la personalización y optimización de los recursos publicitarios en el entorno cross-media.…”