MEPs in Parliament's Culture Committee, on 8 May 2007, backed a compromise deal between its rapporteur and the German Presidency, which will dilute current limitations to advertising on television and in other new audiovisual media services, including on-demand content and internet broadcasts.
The main elements of the compromise text are:
- Product placement, by which branded goods are integrated into TV programmes for advertising and which is currently illegal in most EU member states, is to be allowed, so long as the viewer is informed by a signal at the start and the end of the programme and after commercial breaks. Product placement will nevertheless be banned in news and current affairs programmes, children's TV, documentaries and advice programmes.
- Advertising in TV broadcasts will still be limited to a maximum of 12 minutes per hour, but more frequent breaks in films will be allowed – every 30 minutes instead of the current 45 minutes – and only programmes that are less than half an hour long, rather than the current 35 minutes, will be spared from interruption.
- Children’s advertising will be subject to a binding code of conduct that, for instance, limits junk food commercials aimed at children (advertising food that is high in fat, sugar or salt). Member states will have the right to block youth-endangering content on the internet.
- Ensuring TV access for disabled people will also be an obligation.
