With the development of new advertising techniques, such as split screen, interactive advertising and virtual advertising and the increasing use of new forms of advertising, questions about the proper interpretation of the rules on advertising in the Television without Frontiers (TVWF) Directive, and the compatibility of these practices therewith, have repeatedly been put to the Commission. Through a Communication adopted on 23 April, the Commission intends to clarify its interpretation of the Directive. The Communication shows that new advertising techniques and new forms of advertising are compatible with the Directive, provided that their use respects the objectives of general interest pursued by the Directive, namely the viewers right to a clear separation between editorial content and commercial communication as well as the viewers right to protection against excessive advertising, as detailed in the Directive, and the right of the rights-holders to the respect of the integrity of their audiovisual works. In accordance with the case law of the European Court of Justice, it is based on the principle that a prohibition of and advertising technique or a form of advertising applies to the extent and to the extent only that it is clearly stated in the Directive. However, it is without prejudice of the Directive's faculty for the Member States to foresee stricter and/or more detailed rules for broadcasters under their jurisdiction.