Media Study - Medija centar Beograd

3.1 Identification Information
3.1.1 AVMS-Directive
Audio visual media services must make accessible at least the following information easily, directly and
permanently accessible to the recipients of the service:
the name of the media service provider;
the geographic address at which the media service provider is established;
the details of the media service provider, including his electronic mail addressor website, which allow him
to be contacted rapidly in a direct and effective manner;
where applicable, the competent regulatory authority.
3.1.2 Serbia
In Serbia, this principle is addressed in Article 69 of the Broadcasting Law for broadcasters. The E-
Commerce Law imposes editorial information obligations on providers of e-commerce services which
largely correspond with those in the AVMS Directive. Thus, commercial providers of media services
should also be obliged to adhere to these principles. However, a distinction between commercial and
non – commercial offers seems to lack.
3.2 Protection of minors
3.2.1 AVMS - Directive
Programmes which "might seriously impair" the development of minors are allowed in on-demand services, but
they may only be made available in such a way that minors will not normally hear or see them. This could be done
by the use of PIN codes or other, more sophisticated age verification systems. There are no restrictions for
programmes which might simply be "harmful". The applicability of rules on protection of minors 95 extends to all
media services (linear and non-linear). (More specific rules regarding the protection of minors are included in the
provisions addressing broadcasting and commercial communications and advertising which pertain mainly to linear
services.)
95 Member States shall take appropriate measures to ensure that audiovisual media services under their jurisdiction
are not made available in such a way that might seriously impair the physical, mental or moral development of
minors.
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