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 Commission is promoting a coherent approach on media policies, covering legislation on audio visual media services and the preservation of the European cultural heritage.
The Contact Committee has been established to monitor the implementation of the Directive and the developments in the sector, as well as a forum for the exchange of views.
The European Regulators Group for Audiovisual Media Services (ERGA) advises the Commission on the implementation of the European Union's Audiovisual Media Services Directive (AVMSD).
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.
The European Commission occasionally seeks discussion on media freedom and pluralism, on the independence of audiovisual regulatory bodies, on the changing media landscape and borderless internet.
