Between the Lines: TV directive strikes again

The European Union Television Without Frontiers directive has been around so long that it's easily forgotten.

Dreamed up by bureaucrats in 1989, the directive is still undergoing its latest draft, which threatens to impose curbs on the frequency of TV commercials to the extent that programming could only contain ad breaks at 30-minute intervals (page 5). While some parts of the directive have been welcomed by the industry, this latest development is worrying.

The Advertising Association, led by Peta Buscombe, has already launched its lobbying against the ad frequency restrictions, warning that it could result in fewer news and children's programmes. Ignore the directive at your peril.