Media Study - Medija centar Beograd

4.6 Protection of minors
4.6.1 AVMS Directive
Audiovisual commercial communications must;
4.6.2 Serbia
not cause moral or physical detriment to minors,
not directly exhort minors to buy a product or service by exploiting their inexperience or credulity,
directly encourage them to persuade their parents or others to purchase the goods or services being
advertised,
exploit the special trust minors place in parents, teachers or other persons, or
unreasonably show minors in dangerous situations.
Articles 79 – 81 of the Law on Advertising address the issue. However, most of the provisions are
limited to advertising intended for minors, while the scope of the AVMS-Directive seems broader.
4.7 Sponsorship Rules
4.7.1 AVMS Directive
‘Sponsorship’ is defined as any contribution made by a public or private undertaking not engaged in providing
audiovisual media services or in the production of audio-visual works, to the financing of audiovisual media
services, with a view to promoting its name, its trade mark, its image, its activities or its products
News and current affairs shall not be sponsored
Sponsorships shall be permitted as long as it meets the following requirements:
o Editorial independence
o Explicit encouragement ban 97
o Identification rules 98
o Tobacco related rules 99
97 Product placement nor sponsorship should directly encourage the purchase or rental of goods or services, in
particular, make special promotional references to those goods or services
98 Viewers must be clearly informed of the existence of a sponsorship agreement. Sponsored program must be
clearly identified as such by the name, logo and/or any other symbol of the sponsor such as a reference to its
product(s) or service(s) or a distinctive sign thereof in a appropriate way for program at the beginning, during
and/or the end of the program.
99 Interdiction for sponsorships from undertakings whose principal activity is the manufacture or sale of cigarettes
and other tobacco products.
127