DMA calls on members to look to EC's TV proposals

by Kim Benjamin, Marketing Direct 04-Sep-06

The Direct Marketing Association (DMA) is urging members to consider the impact of the European Commission's proposed changes to the Television Without Frontiers directive.

The EC is considering widening the scope of the directive and changing
its name to Audio-Visual Media Services.

It is seeking to extend the current marketing regulations relating to
traditional broadcast media, such as terrestrial TV, to cover digital

media, including mobile, podcasts and IPTV.

A three-month consultation into the Commission's proposals ended last
month and, although the directive is not due to come into force until at
least 2010, the DMA believes it is vital that the industry takes notice
now.

"We are seeking to raise awareness of the impact this will have on the
direct marketing industry," says Robert Dirskovski, head of interactive
at the DMA.

"The fact that 70 per cent of all submissions to the EC's consult-ation
have come from the UK signals that the UK creative industries are
concerned about it. There are elements where we have fundamental
disagree-ments; for example, the directive is seeking to regulate the
mobile channel and this will have an impact on direct marketing."

The DMA is also concerned that parts of the directive will touch on
areas already covered by the e-commerce directive.

Stephen Groom, partner at Osborne Clarke solicitors, says the directive
does raise concerns for direct marketers, but does not present a huge
threat at present.

"It is not a done deal yet. The directive has a long way to go and there
could be changes," he says. "Regulations around digital media are hazy
and the fear is that the directive will introduce a stricter regulatory
regime."