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30. 12. 2014

ANEM RECOMMENDATIONS FOR THE CREATION OF THE RULEBOOK ON ADVERTISING IN ELECTRONIC MEDIA

One of the by-laws that Regulatory body for the electronic media (REM) should adopt within a period of 6 months of the Law on electronic media entering into force is the Rulebook regulating more closely the rules on audiovisual commercial communications, namely rules on advertising in electronic media. The Council of the Regulatory body recognized that it was necessary to help all interested parties to better understand and apply these new rules till the adoption of the by-law, as the Law introduced the significant novelties in this area; so, it published on 9 October 2015 Interpretative statement indicating the manner in which the Regulator, until the adoption of the by-law, shall implement the provisions of the Law relating to the broadcasting of the commercial contents, as well as the manner in which it shall formulate the by-law.

Although the Interpretative statement is to a significant extent in accordance with the law and could serve as a good basis for creation of the said by-law, ANEM considered necessary to point out the certain shortcomings of the Statement and to suggest the way in which specific issues should be regulated by the future by-law so as to be fully in line with the Law and other relevant regulations. Therefore, ANEM prepared the recommendations that it will further advocate for in the process of adoption of the Rulebook regulating more closely the field of audiovisual commercial communications. Recommendations are related to the following important issues: 1) AV commercial communication recommending alcoholic beverages; 2) The duration of AV commercial communication and the manner in which it could be broadcast; 3) Product placement; 4) New forms of advertising: Virtual advertising, screen division, captions on the screen, inserters and the like.

ANEM Recommendations are available only in Serbian here

 

This activity was financially supported by the Embassy of the Kingdom of the Netherlands. 

http://serbia.nlembassy.org/

 

The contents of these Recommendations are the sole responsibility of the authors and do not necessarily reflect the views of the Embassy of the Kingdom of the Netherlands.  

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