Source: EU Commission Related policies
Audiovisual & Media Services Supporting media and digital culture The European Commission has decided,
on the basis of the Audiovisual Media Services Directive (AVMSD), that
the Swedish intention to impose their ban on alcohol advertising on two
broadcasters based in the UK and broadcasting in Sweden is not
compatible with EU law.
The
AVMSD is based on the principle of the country of origin, according to
which broadcasters are subject solely to the rules of the Member State
where they are established, including when they broadcast to other EU
countries. The AVMSD does not prohibit alcohol advertising, but allows
Member States to apply stricter rules, including a full ban, on
broadcasters under their jurisdiction. Such a ban exists in Sweden.
In order to impose such a ban on the UK broadcasters, Sweden should
have demonstrated, under the specific procedure contained in Article 4
of the
AVMS
directive, that the broadcasters in question e…
