Media Study - Medija centar Beograd

4.1 Terminology
4.1.1 AVMS Directive
4.1.2 Serbia
The term audiovisual commercial communication is introduced by the AVMS Directive.
Serbian law does not use this terminology.
4.2 Identification
4.2.1 AVMS DIRECTIVE
Audiovisual commercial communications must be clearly identifiable as such. Surreptitious audiovisual commercial
communication shall be prohibited.
4.2.2 Serbia
Article 5 of the Law on Advertising addresses this issue. It does however, not explicitly refer to
audiovisual commercial communication.
4.3 Ban on subliminal techniques
4.3.1 AVMS Directive
Audiovisual commercial communications must not use subliminal techniques.
4.3.2 Serbia
Article 5 of the Law on Advertising addresses the issue.
124