Norway’s ‘no-no’ to alcohol ads could be corked / News / The Foreigner

Norway’s ‘no-no’ to alcohol ads could be corked. Norwegian viewers could soon be watching the wine. The EU has told Norway to lift its ban on TV alcohol advertising. TV channels transmitting from abroad with content aimed at Norwegian viewers are not permitted to advertise alcohol under current Norwegian legislation, but this could contravene European law. The Audio Visual Media Service Directive from 2007 applies to traditional TV broadcasts and all AV media services, including cable, satellite, Internet, and TV shopping, and contains certain restrictions on the content of advertisements for alcohol, including that they “shall not be aimed specifically at minors and shall not encourage immoderate consumption of such beverages.”

eu, european, commission, norway, alcohol, advertising, ban, tv3, erik, lahnstein, centre, party, ministry, foreign, affairs, audio, visual, media, service, television, without, frontiers, directive



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Norway’s ‘no-no’ to alcohol ads could be corked

Published on Tuesday, 19th October, 2010 at 20:21 under the news category, by Michael Sandelson   .

Norwegian viewers could soon be watching the wine. The EU has told Norway to lift its ban on TV alcohol advertising.

All kinds of beers
All kinds of beers
Photo: Silvio Tanaka/Flickr


Time, gentlemen

TV channels transmitting from abroad with content aimed at Norwegian viewers are not permitted to advertise alcohol under current Norwegian legislation, but this could contravene European law.

The Audio Visual Media Service Directive from 2007 applies to traditional TV broadcasts and all AV media services, including cable, satellite, Internet, and TV shopping, and contains certain restrictions on the content of advertisements for alcohol, including that they “shall not be aimed specifically at minors and shall not encourage immoderate consumption of such beverages.”

The AVMS is an amendment to the original Television Without Frontiers Directive (TWF) from 1989, in force when Norway became part of the EEA Agreement at the beginning of the 1990s.

Norway has managed to be exempt from the directive until now. However, changes to the EEA agreement could put a stop to its total ban on alcohol advertisements.

Aftenposten reports the European Commission told Norway’s ambassador to the EU extremely clearly the country should adopt the directive as soon as possible.

Political pint?

The Norwegian veto mainly applies to broadcasts from TV3 in London. According to the European Commission, “Norway does not propose any measures relating to alcohol advertising on such international TV channels that can be seen in Norway but that broadcast in English or other foreign languages.”

However, anti-alcohol organisations and politicians call for the ban to be upheld.

“The government must demand exceptions and adjustments [are made],” says Dagfinn Høybråthen, leader of the Christian Democratic Party (KrF), who defends the current ban as being central to Norwegian alcohol policy.

Centre Party (Sp) State Secretary at the Ministry of Foreign Affairs (UD) Erik Lahnstein tells The Foreigner there are three issues for the government.

“We want to prolong the exception and have tried to get the EU to accept it should also include advertising for gambling. We also believe it should not just apply to cable, but the digital terrestrial network too.”

Lahnstein says the government is now considering its position.





Published on Tuesday, 19th October, 2010 at 20:21 under the news category, by Michael Sandelson   .

This post has the following tags: eu, european, commission, norway, alcohol, advertising, ban, tv3, erik, lahnstein, centre, party, ministry, foreign, affairs, audio, visual, media, service, television, without, frontiers, directive.





  
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