The Audiovisual Media Services Directive strives to ensure that Member States make certain that media services under their jurisdiction contribute to equality and accessibility in terms of content distribution and accessibility.
The Audiovisual Media Services Directive (AVMSD) regulates also the audiovisual commercial communication. Audiovisual commercial communication refers to the promotion of goods and services in the audiovisual world, particularly television advertising and shopping, sponsorship and product placement.
The AVMS Directive wants to strengthen the competitiveness of the European audiovisual industry and thus promote cultural diversity and heritage in Europe. A substantial section is on regulating promotion and distribution of audiovisual works.