Seldia responses the Call for Evidence of the Audiovisual Media Services Directive

Seldia welcomes the opportunity to contribute to the call for evidence on the evaluation and update of the Audiovisual Media Services Directive.

We acknowledge that the audiovisual media service ecosystem has undergone significant changes since it was last revised. However, we believe that the AVMSD remains fit for purpose. To adapt the current legal framework to market evolution, non-legislative interventions should first be explored.

Non-binding guidance, combined with effective enforcement, should remain the preferred tool to promote legal certainty and consistent interpretation. Legislative intervention should be reserved for addressing clearly identified gaps or unregulated issues, where such action is necessary, proportionate, and supported by robust empirical evidence and data.

Influencer marketing is covered by a comprehensive legal framework, complemented by soft-law instruments, self-regulatory initiatives, training, and certifications. However, as not all Member States have followed the same approach, we recommend developing clear and simple guidelines on influencer marketing to achieve harmonisation.

You can download our Response to the Call for Evidence here.