Brussels, 07/07/2004 (Agence Europe) - The European Commission has sent a reasoned opinion to France calling on it to authorise television advertising for the publishing and film sectors.
Since 1 January 2004, France has authorised TV advertising for the press. The distribution branch has been able to advertise on local channels, cable and satellite channels since 1 January 2004, and may also advertise on similar national channels from 1 January 2007. The publishing sector may advertise on cable and satellite channels from 1 January 2007, that is, 10% of the current national audience. Nothing is foreseen for the film sector.
The Commission considers that this is a restriction upon the free provision of services in so far as the companies cannot freely buy advertising space on French TV channels. In its view, this restriction is not in proportion to the objective of protecting European cultural diversity.
The ban on television advertising was originally intended to protect the regional daily press and plurality of the media (local and general radio) by keeping their advertising receipts up mainly from distribution, the Commission recalls in a press release.
The Commission also stresses that France rejected the avenues that it had suggested for protecting European cultural production, for example the proposal of preferential advertising tariffs for European films.