EU Culture Ministers have backed the upcoming evaluation of the Audiovisual Media Services Directive (AVMSD).
In a statement the council said the EU-wide rules governing television and on-demand services need to reflect the rapidly changing landscape for audiovisual media, including the rise of influencers, the spread of disinformation and the growing use of artificial intelligence.
“In an ever-changing media landscape, we need rules that are both robust and adaptable,” said Hanna Wróblewska, Polish Minister for Culture and National Heritage. “Today’s conclusions highlight the most pressing challenges facing the EU’s audiovisual media sector and call for an approach that will ensure all our citizens are protected from harmful content for years to come. The development of technology is inevitable –our task is not to deny these changes but to prepare for their effective use.”
The next review of the AVMSD is due in 2026, eight years after its large revision.
In a statement, Wouter Gekiere, Head of the EBU’s Brussels office, said it supported the Council’s conclusions. “Member States must be able to effectively promote the visibility of general interest media services on connected devices and user interfaces, including when it concerns providers based outside of their territories.”
Among the issues highlighted by the council are:
• the scope of the AVMSD should be wide, clear and adaptable enough to cover all relevant kinds of audiovisual media content, including those produced by influencers or professional content creators
• the rules should ensure a high level of protection of children and young people, bearing in mind the international nature of the most widely used on-demand services
• the provisions governing video-sharing platforms, such as YouTube and Tiktok, should be robust enough to protect the general public from harm and other societal risks
• use of reliable, pluralistic media should be promoted and reinforced to combat disinformation and foreign manipulation or interference
• wide access to events of cultural importance, such as major sporting events, should be safeguarded
