Advertising in Europe and the Protection of Minors

The European Audiovisual Observatory publishes a new report 'Regulation on Advertising Aimed at Children in Europe'. With the advent of the concept of “audiovisual media services” and its corresponding regulation (the recently adopted Audiovisual Media Services Directive - AVMSD), it is clear that the media landscape has changed beyond all recognition. It is in this brave new world of altered media states that media regulators are currently looking very closely at advertising and, in particular, its effects on children and minors. For example, the UK and Romania have recently reviewed their legislation concerning junk food advertising targeting children. Regulators are also looking closely at advertising for cigarettes and alcohol with a view to enshrining greater protection for children and minors in their national media legislation.