Brussels, 09/10/2009 (Agence Europe) - The European Commission has decided to close infringement proceedings against Italy and Estonia as these two countries now comply with EU TV advertising rules. For Italy, the Commission had concerns over: 3 minute teleshopping messages not being counted in advertising limits and confusing viewers; TV stations' own promotional spots not being covered by Italy's legal definition of advertising; and inefficient sanctions for breaches of advertising rules. Proceedings were launched against Estonia as TV channels were regularly breaking the EU's limit of 12 minutes of advertising per hour. The two countries were in breach of the EU's Television Without Frontiers Directive but have meanwhile adjusted their national legislation and practice to comply with European audiovisual rules. “Thanks to successful collaboration between national authorities and the European Commission, television viewers in Italy and Estonia are now better protected by clear rules”, said Viviane Reding, EU Media Commissioner. (I.L./transl.jl)