The European Audiovisual Observatory, part of the Council of Europe in Strasbourg, has just published a major new comparative study co-financed by the European Commission: Stricter and more detailed national rules for audiovisual commercial communications.
The Latvian submission to the report was provided by Ieva Andersone, Country Managing Partner and head of the competition and regulatory team, and Lūcija Strauta, associate at Sorainen Latvia.
At a time when advertising is increasingly delivered across television, video-on-demand services and by influencers on social media, this report provides an essential overview of how European countries are regulating high-risk product categories such as alcohol, gambling, financial services and health products available without prescription.
Covering all EU member states and Norway, the report maps how national laws transpose the rules set by the Audiovisual Media Services Directive (AVMSD) and how they sometimes go further, either by providing more details or by being stricter, to better protect consumers, minors and public health.
Regulatory trends: A fragmented but evolving European landscape
This report reveals a complex regulatory environment. While the AVMSD provides a common foundation, countries frequently adopt stricter or more detailed rules, particularly for high-risk products.
An important notion is the complementary character of general advertising rules and media-specific rules, targeting not just advertisers but also service providers such as broadcasters, video-sharing platforms and influencers. At the same time, the interplay between legislation and self- and co-regulation is critical in shaping advertising standards across Europe.
Who should read this report?
This report is essential reading for:
- Media regulators and policymakers
- Legal experts in media, advertising and digital law
- Broadcasters, platforms and advertisers
- Researchers and academics
- Journalists covering media, consumer protection and digital policy
- Influencers and content creators engaging in commercial activities online
Download the report for free here.
