• Subscribe to our Daily News Emails
  • Advertise
    • Media Info
    • Terms & Conditions for Advertisers
    • Mechanical Data

Broadband TV News

Independent. Since 2003

  • Home
  • News Line
    • Central & East Europe
    • People
  • TV
    • On Demand/VOD
    • IPTV
    • Cable
    • Satellite
    • Terrestrial
    • Distribution
  • Business
  • Tech
  • Events
    • Events Diary
    • BTN Events
    • Events Coverage
    • Submit the details of your event
  • Features
  • Resources
    • White Papers

Sweden cannot stop alcohol ads on UK-based channels

February 7, 2018 11.12 Europe/London By Julian Clover

Plans by Sweden to impose a ban on alcohol advertising on two UK-based broadcasters is not compatible with European law.

Previously the Myndigheten för radio och TV had asked its UK counterpart Ofcom to put pressure on the broadcasters, understood to be MTG (TV3, TV6 and TV 8) and the Discovery-owned SBS (Kanal 5 and Kanal 9). But when the broadcasters chose to ignore the request the Swedish Consumer Agency (Konsumentverket) notifed the European Commission and the UK that it intended to take action under Article 4 of the Audiovisual Media Services Directive (AVMSD).

The Konsumentverket argued that by basing themselves in the UK the broadcasters are circumventing Swedish rules.

But the European Commission has ruled such a ban would be against the AVMSD.

“The AVMSD is based on the principle of the country of origin, according to which broadcasters are subject solely to the rules of the Member State where they are established, including when they broadcast to other EU countries,” said the Commission in a statement. “In order to impose such a ban on the UK broadcasters, Sweden should have demonstrated, under the specific procedure contained in Article 4 of the AVMS directive, that the broadcasters in question established themselves in the UK in order to circumvent such rules. The burden of proof lies with the Member State and the Commission found in this case that Sweden failed to prove circumvention on the part of the two broadcasters.”

It’s the first time the Commission has made a decision based on Article 4 of the AVMSD.

There has been a history of disagreements surrounding advertising on UK-based commercial channels aimed at the Nordic countries. When TV3 established itself in the UK in 1986 it was because of the availability of satellite technology and know-how, though it was also able to take advantage of the then lighter regime on advertising rules.

“Many companies have chosen London as their main establishment from which they broadcast their channels in the whole world. According to a recent MAVISE study, the United Kingdom is the most significant hub for linear and on-demand services targeting other countries,” a spokesperson for MTG told Broadband TV News. “The reasons provided by MTG to establish itself in the United Kingdom and to broadcast from there its many channels in several Member States appears thus to be consistent with this market reality and have not been convincingly rebutted in the notification.”

Swedish lawyers will, like so many others, be looking to the eventual outcome of Brexit and what then happens to the many UK-based channels.

  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on X (Opens in new window) X
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on WhatsApp (Opens in new window) WhatsApp

Related

Filed Under: Regulation, Satellite, Top Story Tagged With: Audiovisual Media Services Directive (AVMS Directive), European Commission, Myndigheten för radio och TV, Ofcom Edited: 8 February 2018 10:49

Avatar photo

About Julian Clover

Julian Clover is a Media and Technology journalist based in Cambridge, UK. He works in online and printed media. Julian is also a voice on local radio. You can talk to Julian on X @julianclover, or by email at jclover@broadbandtvnews.com.

Latest News

  • US streaming eclipses combined broadcast and cable for first time
  • Tele2 Latvia warns fraudsters are using smart TVs to obtain personal data
  • Prime Video to screen Premier League in the Netherlands
  • Viaplay Group launches dedicated sports channel
  • Landmark distribution deal puts TF1 channels on Netflix in France

Most Popular

  • Sky, Channel 4 and ITV to launch premium video advertising marketplace
    Sky, Channel 4 and ITV to launch premium video advertising marketplace
  • DAZN to launch FIFA+ channel internationally
    DAZN to launch FIFA+ channel internationally
  • Tennis Channel expands with new streaming partners and sports rights
    Tennis Channel expands with new streaming partners and sports rights
  • Landmark distribution deal puts TF1 channels on Netflix in France
    Landmark distribution deal puts TF1 channels on Netflix in France
  • David Zaslav pay package could halve after Warner Bros. Discovery split
    David Zaslav pay package could halve after Warner Bros. Discovery split
  • United Media Sarl takes 50% of Greece’s Alpha TV
    United Media Sarl takes 50% of Greece’s Alpha TV
  • beIN Media Group secures Premier League extension
    beIN Media Group secures Premier League extension

White Paper

White Paper: Why Wi-Fi 7 is critical for ISPs in the gigabit+ era

Today, consumers are increasingly using bandwidth-intensive and latency-sensitive workloads, such as 4K and 8K streaming, online gaming, and AR/VR applications. As a result, Internet Service Providers must update their networks and by extension Wi-Fi experiences and performance. … [Download the White Paper ...]

Broadband TV News

  • Subscribe
  • About us
  • Contacts
  • Logos & Pictures
  • Privacy Policy
  • Terms and Conditions

Advertising

  • Media Info
  • Terms & Conditions
  • Mechanical Data
  • Video Services

News

  • Latest
  • Central & East Europe
  • TV
  • Tech
  • Streaming
  • Cable
  • Satellite
  • Terrestrial
  • IPTV
  • Business
  • People

Events

  • Events Diary
  • BTN Events
  • Submit the details of your event
  • Media Meet & Greet

Editorial

PO Box 499
Cambridge
United Kingdom
CB1 0AH
news@broadbandtvnews.com

Commercial

Arundel View Cottage
Wepham
West Sussex
BN18 9RA
sales@broadbandtvnews.com

Connect with Us

 

Copyright © 2025 Broadband TV News LLP · Log in

 

Loading Comments...
 

    We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.OK