Malta late on new EU media rules

Malta is late in implementing a new EU directive governing broadcasting and Brussels has warned the island to step up its efforts or face legal action.

The directive establishes a common set of rules for the whole of the EU in areas such as TV advertising, production and ethical issues like the protection of minors. The idea is to facilitate free movement of services in this area throughout Europe.

Though Malta had two years to transpose the new Audiovisual Media Services Directive (AVMS) into its law books, the Bill is still stuck in Parliament and the debate is now expected to continue after the Christmas recess.

Member states had until the end of last week to notify the Commission about the transposition of the directive. However, according to Brussels, only three countries - Belgium, Romania and Slovenia - have done so by the December 19 deadline.

"Two years ago, industry and consumers were already waiting impatiently for new, more flexible EU rules that remove outdated bureaucratic red tape and take account of new technological developments," Viviane Reding, EU Information Society and Media Commissioner, said.

"We updated the EU TV rules to make Europe's audiovisual industry more competitive. I urgently call on EU countries to adapt their national laws to ensure that new advertising techniques enabled by the AVMS Directive are also possible - there can be no excuse for any more delay with their implementation. The Commission will not shy away from using its powers under the treaty to ensure this happens effectively."

The new EU audiovisual rules make it easier for producers and providers of TV programmes to access financing from new forms of advertising such as split screen advertising, which is allowed in all programmes except news, documentaries and children's programmes.

According to the European Commission, Malta had promised the new directive would be put in place by mid-December.