Co-regulation Regarding the Audiovisual Media Service Providers in Order to Ensure Minors’ Protection
Co-regulation Regarding the Audiovisual Media Service Providers in Order to Ensure Minors’ Protection

Summary/Abstract: The audiovisual media services are changing significantly and quickly nowadays due to the technological development. New forms of advertising are appearing that make possible to get information about products and services more easily. Furthermore beyond traditional television broadcasting there are developing on-demand services providing access to wide range of programmes whenever viewers have leisure time and wishes to sit down in front of the screen. Nowadays children pass their major part of their free time watching television full of media productions and ads of different quality. Although the audiovisual media services are governed by the Audiovisual Media Service Directive (AVMSD, furthermore: Directive) within European Union, in my opinion legal frameworks do not seem to be enough to protect children from harmful media contents. In this way states and media service providers should consider to employ alternative approaches such as co-regulation in order to consumer protection as the Directive suggests it in its Preamble 44. Using this method of regulation public actors with the audiovisual media sector could provide flexible rules based on high experience and expertise that would be enforced by the state in case of not-performance or not appropriate performance. Taking into consideration of benefits of co-regalution in my paper I tend to present a system that could contribute to higher minors’ protection against audiovisual media services.

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