The UK government is scheduled to implement a European directive on audio-visual content by 19 December 2009 - the Audio Visual Media Services (AVMS) Directive.
The directive aims to regulate TV-like VOD and not the audio-visual material which is used to complement text and graphical material usually found on magazine publishers’ and business media companies’ websites.
Guidance on the scope of the VOD services covered by the new law is due to be published, but PPA is concerned that the lack of clarity in the proposed guidance may unintentionally impact its members.
PPA Legal Director David Hyams said: “Video streamed through our members’ websites is already subject to the Committee of Advertising Practice Code and editorial content on their websites is covered by the Press Complaints Commission code. Both of which go further than the proposed regulations.”
Under the new rules, the Advertising Standards Authority will continue to regulate streamed video advertising, although the directive requires that regulations will now be enforced against the media owner rather than the advertiser.
Hyams added: “This has serious cost, compliance and contractual issue for PPA members.”
Click here to read the full PPA response and access the original Ofcom consultation.
About PPA
The PPA says: “Periodical Publishers Association (PPA) protects and promotes the interests of publishers and providers of consumer, customer and business media in the UK. PPA has almost 300 publishing companies in its membership, which collectively publish more than 2,500 consumer, customer and business magazines, as well as directories, websites and events.”
