EU AVMS Directive (2010/13/EU, as amended by 2018/1808): scope incl. VSPs, country-of-origin, content/advertising controls, European works quotas, EMFA changes and upcoming evaluation
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This Practice Note offers guidance on the consolidated EU Audiovisual Media Services (AVMS) Directive (Directive 2010/13/EU). The EU AVMS Directive sets out rules that govern content and advertising for AVMS. The Original EU AVMS Directive applied to traditional television (linear services) and on‑demand programmes (non‑linear services).
This Practice Note also addresses the later amendments introduced by the Revised EU AVMS Directive (Directive (EU) 2018/1808). Throughout, ‘EU AVMS Directive’ is used to describe the overall EU AVMS regulatory framework first set in Directive 2010/13/EU and then updated by Directive (EU) 2018/1808. Where the text refers only to Directive 2010/13/EU, it uses ‘Original EU AVMS Directive’; where it refers solely to Directive (EU) 2018/1808, it uses ‘Revised EU AVMS Directive’.
Historical regulatory context
In the early 1980s, viewers had relatively few programme choices—state-owned and other terrestrial free‑to‑air broadcasters dominated the market and were tightly controlled by domestic broadcasting regimes. The technological shift of that decade, including satellite transmission, drove swift advances in television and radio distribution and spurred the emergence of commercial TV and radio outlets across Western Europe. The laws...
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Web page updated on 21/05/2026
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