Reference is made to the letter entitled ‘Noisome adverts’ by Joseph Muscat (June 1).

Following the transposition of the Audio-Visual Media Directive (AVMS) in the Broadcasting Act, audio-visual commercial communications (adverts) can be inserted at any time during programmes provided viewers are adequately informed such messages consitute commercial communication. That is why split-screen adverts (pop-up) are accompanied by a bleep as they need to be readily recognisable as commercial communication. Failure to do so by the station would constitue a breach of the provisions ofthe AVMS Directive and the Broadcasting Act.

This requirement is applicable to all broadcasting stations and is standard policy across all EU member states.

The only programmes which have a limit to the number of advertising breaks are news bulletins and children’s programmes. These can only be interrupted once for a commercial break provided that the programme has a total duration of no less than 30 minutes. In these programmes, split-screen (pop-up) advertising is not permissible.