Calls for advertising restrictions and labelling within adverts are made at both national and European level in a number of sectors. This study is a first attempt to examine the impact of such restrictions on the media from a horizontal perspective, rather than on a piecemeal, sector-by sector basis. It is intended to provide the necessary expertise on media-related issues to support policy making in other fields such as public health, environment and energy. The study has three research agendas, the financial impact of advertising restrictions on the media, the effectiveness of such measures and alternative strategies for communicating fuel and CO2 emission information to the public.