Press Release: Commission ends legal action after Italy and Estonia comply with EU advertising rules

The European Commission decided on 8 October 2009 to close infringement proceedings against Italy and Estonia as both countries now fully comply with EU TV advertising rules. For Italy, the Commission had concerns over: 3 minute teleshopping messages not being counted in advertising limits and confusing viewers; TV stations' own promotional spots were not covered by Italy's legal definition of advertising; inefficient sanctions for breaches of advertising rules. The Commission also launched infringement proceedings against Estonia as TV channels were regularly breaking the EU's limit of 12 minutes of advertising per hour. The two countries were in breach of the EU's Television without Frontiers Directive, but have meanwhile adjusted their national legislation and practice to comply with European audiovisual rules.