Revision of the Audiovisual Media Services Directive - AVMSD

A new revision planned for 2026

The review of the AVMSD is part of the Commission’s commitments in the recently presented European Democracy Shield.

As the media landscape quickly evolves, so do the viewers' preferences to access media via online platforms. 

The new evaluation will look into whether the AVMSD rules should be updated to ensure:

• Appropriate visibility and prominence for European media
• A better level playing field between traditional and new digital players when it comes to advertising
• Adequate protections for viewers, particularly younger ones, when viewing audiovisual content online.

The 2018 revision of the AVMSD

The first revision of the Audiovisual Media Services Directive (AVMSD) was proposed by the Commission, and was the subject of intense negotiations between the co-legislators. The European Parliament adopted a report on the provision of audiovisual media services. The Council adopted the revised AVMSD in 2018, completing the legislative process. Member States had until September 2020 to transpose the AVMSD into their national legislation.

The first revised AVMSD offers many new elements: 

• A strengthened country of origin principle, with more clarity on which Member State's rules apply, aligned derogation procedures for TV broadcasters and on-demand service providers and possibilities for derogations in the event of public security concerns and serious risks to public health.
• An extension of certain audiovisual rules to video sharing platforms and social media services.
• Better protection of minors against harmful content in the online world, including strengthening protections on video-on-demand services.
• Reinforced protection of TV and video-on-demand against incitement to violence or hatred, and public provocation to commit terrorist offences.
• Increased obligations to promote European works for on-demand services.
• More flexibility in television advertising, allowing broadcasters to choose more freely when to show ads throughout the day. The overall limit is set at 20% of broadcasting time between 6:00 to 18:00 with the same share allowed during prime time (from 18:00 to midnight).
• Strengthened provisions to protect children from inappropriate audiovisual commercial communications. Video-sharing platforms also have to respect certain obligations for the commercial communications.

• Independence of audiovisual regulators.

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