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17.
Transatlantischer
Dialog
Institut für Europäisches Medienrecht
Institut du Droit Européen des Médias
Institute of European Media Law
Saarbrücken / Brüssel
Alexander Scheuer, EMR
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
17. Transatlantischer Dialog
Vorbild USA? – Spielräume für neue Werbeformen
Düsseldorf, 2. März 2009
Werbung ohne Grenzen?
Rechtliche Spielräume für
Rundfunkwerbung
Advertising without frontiers/limits?
Room for manoeuvre provided through
regulation on broadcast advertising
Alexander Scheuer, EMR
17.
Transatlantischer
Dialog
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
Outline
• Legal framework at EU level
• Rules on av commercial
communications
• In particular: product placement
• Conclusion
Alexander Scheuer, EMR
17.
Transatlantischer
Dialog
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
Legal framework
• Freedom of expression (Art. 10 ECHR,
Art. 11 EU-Charter)
• Freedom to provide services/free
movement of goods (Art. 49/50, 28 EC)
• General rules: UCP Directive
• Product-specific: e.g. Tobacco Advertising
Directive; Community Code on Medicinal
Products
• Media-specific: AVMS & eCommerce
Directives
Alexander Scheuer, EMR
17.
Transatlantischer
Dialog
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
Legal framework (2)
• AVMS & eCommerce Directives
– eCD: basic rules for ‘online environment’
• applies to on-demand services
• requires transparency/recognition (= not separation)
– AVMSD: specific rules for av media services
• basic rules for all audiovisual media services
• additional rules for television broadcasting
• only for economic activities (= not political ads)
– Transposition & application by Member States
– Co- and/or self-regulation is encouraged
Alexander Scheuer, EMR
17.
Transatlantischer
Dialog
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
Rules on av comm. communications
• Directive 2007/65 (AVMSD)
– Art. 1 lit. a):
“‘audiovisual media service’ means: ...
- audiovisual commercial communications;”
– Art. 1 lit. h):
“‘audiovisual commercial communication’ means images with or
without sound which are designed to promote, directly or
indirectly, the goods, services or image of a natural or legal entity
pursuing an economic activity. Such images accompany or
are included in a programme in return for payment or for
similar consideration or for self-promotional purposes. Forms of
audiovisual commercial communication include, inter alia,
television advertising, sponsorship, teleshopping and product
placement;”
Alexander Scheuer, EMR
17.
Transatlantischer
Dialog
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
Rules on av comm. communications (2)
– Qualitative rules (on-demand & TV)
• general principles
– identification/recognisability
– general requirements: no prejudice to human
dignity, discrimination, encouragement to
dangerous behaviour
– protection of minors; code on HFSS in children’s
ads
• product-specific rules
– tobacco, alcohol, medicines (prohibited/restricted)
• specific requirements for
– sponsorship
– product placement
– surreptitious audiovisual commercial
communications (prohibited)
Alexander Scheuer, EMR
17.
Transatlantischer
Dialog
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
Rules on av comm. communications (3)
– Qualitative rules (TV only )
• general principles
–
–
–
–
–
recognisability; separation
use of new advertising techniques allowed
optical and/or acoustic and/or spatial means
advertising in blocks (exception: sports events)
no prejudice to integrity of programmes or to
rights of right holders
– Quantitative rules (TV only)
• where/when, how much, how often?
– movies/TV movies/news/children’s programmes:
1 interruption per 30 min.
– ads and teleshopping spots: 20 per cent/hour
– teleshopping windows (minimum 15 min.)
Alexander Scheuer, EMR
17.
Transatlantischer
Dialog
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
Product placement
Preface: role-model US?
Yes and No!
• Rec. 58: “... safeguard the specific character of European
television, where advertising is preferably inserted between
programmes, and therefore limits possible interruptions to
cinematographic works and films made for television as well as
interruptions to some categories of programmes that still need
specific protection.”
• Rec. 61: “Product placement is a reality in cinematographic
works and in audiovisual works made for television, ... . In order
to ensure a level playing field, and thus enhance the competitiveness of the European media industry, it is necessary to adopt
rules for product placement.”
Alexander Scheuer, EMR
17.
Transatlantischer
Dialog
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
Product placement (2)
Differentiating
Art. 1 lit. m): “‘product placement’ means any form of audiovisual
commercial communication consisting of the inclusion of or
reference to a product, a service or the trade mark thereof so that
it is featured within a programme, in return for payment or for
similar consideration;”
Art. 1 lit. j): “‘surreptitious audiovisual commercial communication’
means the representation in words or pictures of goods, services,
the name, the trade mark or the activities of a producer of goods or
a provider of services in programmes when such representation
is intended by the media service provider to serve as advertising
and might mislead the public as to its nature. Such
representation shall, in particular, be considered as intentional if it
is done in return for payment or for similar consideration;”
Alexander Scheuer, EMR
17.
Transatlantischer
Dialog
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
Product placement (3)
Differentiating (cont.)
Art. 1 lit. k): “‘sponsorship’ means any contribution made by a
public or private undertaking or natural person not engaged in
providing audiovisual media services or in the production of
audiovisual works, to the financing of audiovisual media services
or programmes with a view to promoting its name, its trade mark,
its image, its activities or its products;”
Rec. 60: “... The prohibition of surreptitious audiovisual commercial
communication should not cover legitimate product placement
within the framework of this Directive, where the viewer is
adequately informed of the existence of product placement. This
can be done by signalling the fact that product placement is
taking place in a given programme, for example by means of a
neutral logo.”
Alexander Scheuer, EMR
17.
Transatlantischer
Dialog
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
Product placement (4)
Differentiating (cont.)
Rec. 61: “... The decisive criterion distinguishing sponsorship
from product placement is the fact that in product placement the
reference to a product is built into the action of a programme,
which is why the definition in Article 1(m) of Directive 89/552/EEC
as amended by this Directive contains the word 'within'. In
contrast, sponsor references may be shown during a programme
but are not part of the plot.”
Requirement
Rec. 63: “... [sponsorship and] product placement should be
prohibited where they influence the content of programmes in
such a way as to affect the responsibility and the editorial
independence of the media service provider. This is the case
with regard to thematic placement.”
Alexander Scheuer, EMR
17.
Transatlantischer
Dialog
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
Product placement (5)
Rules on product placement (Art. 3g)
– apply to programmes produced after 19/12/09
– general rule: prohibited
– but (unless a MS decides otherwise) allowed:
• in cinematographic works, films and series made for
audiovisual media services, sports programmes and light
entertainment programmes
– but not in children’s programmes
• if only props (of significant value)
– no prejudice to editorial independence, direct
encouragement, undue prominence; clear
information to viewers (start/end, after breaks)
• 4th °: waiver possible if purchased production
Alexander Scheuer, EMR
17.
Transatlantischer
Dialog
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
Product placement (6)
• One example:
17.
Transatlantischer
Dialog
Steven Spielberg “Duell” (1971)
– Questions
“Minority Report” (2002)
• surreptitious advertising -> intention to promote?
• Sponsorship
-> significant value?
• product placement
-> action built-around?
undue prominence?
dangerous behaviour (???)
“I've been driving a Lexus SUV,” said Spielberg. “I thought Lexus might be
interested in going into a speculative future ...”. Are NRBs also looking forward?
Alexander Scheuer, EMR
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
Conclusion
• More flexibility for broadcast ‘advertising’
• More questions than answers provided by new rules
• Yet unclear what MS will do
– Romanian model: ‘copy-and-paste’ approach
– German model: traditionally not such a ‘light-touch’
• no product placement in PSB’s programmes
• Really new forms of advertising (e.g. virtual
product placement)
• What might be achieved by co-/self-regulation?
• Whichever way of implementation, NRBs will have
to spent (even more) time & money, not least
because of on-demand services
Alexander Scheuer, EMR
17.
Transatlantischer
Dialog
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
END
Thank you very much for your
attention!
17.
Transatlantischer
Dialog
Vorbild USA? –
Spielräume für
neue
Werbeformen
Düsseldorf,
2. März 2009
EMR website:
http://www.emr-sb.de
Alexander Scheuer, EMR