Last Tuesday the legislative proposal amending the Dutch Media Act (Mediawet) was discussed by the Dutch Senate. Tuesday 23 December this proposal the will be voted on.
For the advertising industry the proposal is important, as it introduces a ban on alcohol commercials between 6:00 and 21.00 hours. The broadcasting of alcohol adverts on radio and TV is prohibited for both public broadcasters and commercial broadcasters.
The limitation of the ban until 9:00 pm has been subject of a lot of debate during the past few months. Some politicians feel that 9:00 pm is too early. Therefore the minister has agreed to monitor the developments once the new Media Act has become effective. If it turns out that most of the alcohol commercials are aired at one minute past nine, the time limit will be reviewed. In other words: the alcohol industry must take its responsibility. Otherwise soon the broadcasting of alcohol commercials might only be possible between midnight and 6:00 am.
The advertising ban is directed at Dutch broadcasters only. But in practice this should not be a problem. The 21:00 hours time limit is in line with common practice in most of the other EU member states with a publicity restriction. Moreover, the Dutch audience - children in particular – mainly watch Dutch stations and foreign stations particularly aiming at a Dutch audience. RTL Nederland - which is focused at the Netherlands but established in Luxembourg - has promised to voluntarily comply with the new regulations.
The amended Media Act will most likely become effective on 1 January 2009. A transition period of one year is applicable to broadcasting contracts that are concluded before 1 January 2009.
Maud van der Leeuw
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Last Tuesday the legislative proposal amending the Dutch Media Act (Mediawet) was discussed by the Dutch Senate. Tuesday 23 December this proposal the will be voted on.
For the advertising industry the proposal is important, as it introduces a ban on alcohol commercials between 6:00 and 21.00 hours. The broadcasting of alcohol adverts on radio and TV is prohibited for both public broadcasters and commercial broadcasters.
The limitation of the ban until 9:00 pm has been subject of a lot of debate during the past few months. Some politicians feel that 9:00 pm is too early. Therefore the minister has agreed to monitor the developments once the new Media Act has become effective. If it turns out that most of the alcohol commercials are aired at one minute past nine, the time limit will be reviewed. In other words: the alcohol industry must take its responsibility. Otherwise soon the broadcasting of alcohol commercials might only be possible between midnight and 6:00 am.
The advertising ban is directed at Dutch broadcasters only. But in practice this should not be a problem. The 21:00 hours time limit is in line with common practice in most of the other EU member states with a publicity restriction. Moreover, the Dutch audience - children in particular – mainly watch Dutch stations and foreign stations particularly aiming at a Dutch audience. RTL Nederland - which is focused at the Netherlands but established in Luxembourg - has promised to voluntarily comply with the new regulations.
The amended Media Act will most likely become effective on 1 January 2009. A transition period of one year is applicable to broadcasting contracts that are concluded before 1 January 2009.
Maud van der Leeuw