Two industry bodies have offered contrasting views on the new Audio Visual Media Services Directive, following political agreement on the document in Brussels.
Plans by Sweden to impose a ban on alcohol advertising on two UK-based broadcasters is not compatible with European law.
Commercial broadcasters are warning that proposals by the European Commission to impose cross-border levies will lead to less localisation by broadcasters and fewer jobs in the sector.
Industry figures and organisations have generally reacted positively to the European Commission’s amendments to the Audiovisual Media Services Directive.
On demand only services such as Netflix and Amazon Prime Video will be required to play by the same rules as linear channels, the European Commission has confirmed.
The European Union has launched a public consultation on current EU rules surrounding broadcast and on demand media services.
Two years after the European Commission introduced new rules on the broadcast of TV over the internet, video on demand and mobile TV, just three countries have officially notified the Commission that they had been put in place.