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To that aim, the Commission launched a call for evidence.
The audiovisual media environment is changing due to phenomena such as, the growing importance of digital tech, such as connected TVs, for media distribution; viewers’ evolving preferences to access media via online platforms; and the rising importance of new media players, such as influencers. Hence, the evaluation will look into whether the AVMSD rules are still effective for reaching their objectives and whether they should be updated to ensure appropriate visibility and prominence for European media, a more level playing field between traditional and new digital players, as well as adequate protections for viewers, particularly younger ones, when viewing audiovisual content online. It will also look into the possibility of simplifying advertising rules.
The AVMSD, a cornerstone of the EU audiovisual and media policy, aims to enhance cultural diversity and media pluralism in the EU. It supports the circulation of national media content across borders and the competitiveness of European media companies. At the same time, it seeks to protect viewers, particularly minors, from harmful media content.
The call for evidence seeks input from all relevant stakeholders (including audiovisual media regulators, academia, broadcasters, video-on-demand providers, video-sharing platforms, influencers and advertisers) to ensure diverse perspectives are considered and well reflected in the evaluation and planned review of the Directive. It remains open until Sunday 21 December.
This call for evidence will feed into the evaluation of the AVMSD planned for 2026. The review of the AVMSD is part of the Commission’s commitments in the recently presented European Democracy Shield, which pursues a stronger and more prominent EU media sector for the resilience of our democracies.