Opinion of March 18, 2008 on the draft decree amending Decree No. 94-972 on local advertising and sponsorship on digital radio stations

Avis n° 2008-1 du 18 mars 2008 sur le projet de décret modifiant le décret n° 94-972 du 9 novembre 1994 pris pour l'application du 1° de l'article 27 de la loi du 30 septembre 1986 relative à la liberté de communication et définissant les obligations relatives à l'accès à la publicité locale et au parrainage local des services de radio autorisés


Having been seized, in application of article 27 of law no. 86-1067 of September 30, 1986, as amended, relating to freedom of communication, of a draft decree amending decree no. 94-972 of November 9, 1994, issued for the application of article 27, 1°, of this law and defining the obligations relating to access to local advertising and local sponsorship by authorized radio services, the French Superior Audiovisual Council, after deliberation, issues the following opinion.

The Conseil approves the changes proposed by the Government. It considers it essential that access to local radio advertising for digital radio stations be regulated in order to preserve the existing radio landscape and avoid destabilizing the local advertising market.

The Conseil will be keeping a close eye on new advertising practices linked to digital diffusion, particularly with regard to associated data, to ensure that these advertising messages comply with the principles defined by Decree no. 87-239 of April 6, 1987.

In this respect, he would like to summon the Government's attention to interactive advertising, which enables viewers to intervene during the diffusion of an advertising message to obtain additional information, or even to order a product.

In the Council's view, it is imperative to reflect on the appropriate regime for the diffusion of interactive advertising by radio services, particularly with regard to the counting of the duration of messages, their identification or the possibility of placing an order.

Paris, March 18, 2008
For the French Superior Audiovisual Council,
Chairman
Michel BOYON