Swedes climb down over ban on TV ads that target children

The threat of a Europe-wide ban on TV advertising to children has receded after the Swedish government climbed down from its pledge to use its upcoming EU presidency to force the ban through.

The threat of a Europe-wide ban on TV advertising to children has

receded after the Swedish government climbed down from its pledge to use

its upcoming EU presidency to force the ban through.



Faced with the impossible task of winning approval for a ban during

their six-month presidency, the Swedes will switch their efforts into

having it incorporated in the European Union Broadcasting Directive when

it is revised in 2003.



But Lionel Stanbrook, deputy director-general of the Advertising

Association, which has been marshalling opposition to the ban, warned

that the fight was not over. He said: ’The threat hasn’t gone away and

may return in a more virulent form in 2003.’



The Swedes’ rethink of their plan to extend their nine-year-old national

ban across the EU was disclosed by Lars Maren, the deputy director of

the Swedish Culture Ministry’s media division.



Advertising lobbyists believe the Swedes have accepted that to get the

necessary regulations drafted and approved by the EU institutions would

be unrealistic during their presidency period.



’It isn’t feasible to get a ban implemented in under three years,’

Stanbrook said.



Perspective, p2.