Ruling Affects TV Advertising Rules

The European Commission’s new version of the TV Without Frontiers directive has been approved, allowing producers to use product placement as long as viewers are informed at the beginning and end of the show. The practice remains banned in news content and children’s shows. The initiative will take effect by year-end and covers all audiovisual media—from terrestrial broadcast to online on-demand services—regardless of the transmission technology. Broadcasters will remain limited to 12 minutes of advertising per hour, but the directive eliminates the current limit of three hours per day of advertising.