On 25 May 2016 the European Commission published a proposal to amend the Audiovisual Media Services Directive (AVMSD). As the Commission noted in its press release, the aim of the proposal is: “to achieve a better balance of the rules which today apply to traditional broadcasters, video-on-demand providers and video-sharing platforms, especially when it comes to protecting children. The revised AVMSD also strengthens the promotion of European cultural diversity, ensures the independence of audiovisual regulators and gives more flexibility to broadcasters over advertising”.
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