I have recently received representations from the world and national bodies representing advertisers. Both sets of representations, which are essentially the same, argue strongly against the notion of introducing formal restrictions on television advertising directed at children. Both were received close to the informal Council of Ministers meeting organised by the Swedish Presidency last May. The Swedish Presidency introduced this topic on the agenda by way of a note that asked three questions as a basis for discussion. The questions related to whether member states needed to pay special concern to small children where television advertising is concerned, the opinion of member states on the level and effect of the existing provisions of the Television without Frontiers Directive and to whether member states should be able to impose national restrictions on certain transfrontier broadcasts. It is clear that Sweden would favour more restrictions at a European level or the ability for individual member states to impose national restrictions on cross border broadcasts.
In my intervention on the topic at the informal council, I indicated considerable sympathy with the Swedish position. However, no formal proposal on this matter is being considered by the EU. Any proposals to amend the Television without Frontiers Directive must come from the Commission and none has been put forward as yet. I should say also that I have seen no signs of a consensus in favour of further restrictions at EU level emerging.