Media Study - Medija centar Beograd

By contrast, non-linear 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".
Media literacy
In addition to the provisions of the AVMS Directive which promotes media literacy in the digital environment, the
EU Commission has issued Recommendation 2009/625/EC on 20 August 2009 on media literacy in the digital
environment for a more competitive audiovisual and content industry and an inclusive knowledge society. The
Recommendation aims to increase media literacy in the digital environment in order to achieve a more competitive
knowledge economy and contribute towards a more inclusive information society.
According to the recommendation, EU Member States:
Are invited to develop and implement co-regulatory initiatives leading to the adoption of codes of conduct
by European media;
Are encouraged to promote and finance research, studies and projects covering the different aspects and
dimensions of media literary in the digital environment;
Are also encouraged to organize debates in conferences and public events concerning the inclusion of
media literary in the education curriculum and as part of the provision of key competences for lifelong
learning;
Should also implement national campaigns to increase public awareness of cultural heritage, and
awareness of the risks involved in processing personal data through information and communication
networks.
Moreover, the Media industry is invited to suggest tools improving the level of media literacy, such as:
Information tools relating to digital content and search engines;
Awareness-raising campaigns about techniques used for commercial
communication purposes (product placement and online advertising);
Information packs for young people on the processing of personal data;
Information seminars on the creative economy and copyright.
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