Media Study - Medija centar Beograd

The Law on Public Information should clarify that also linear media services should be covered by the
provisions on the protection of minors extend to such media and that editorial responsibility would be made
transparent.
The relevant Ministry can be empowered to adopt secondary legislation to the Law on Public Information so as
to ensure flexibility in prescribing appropriate protection measures for minors being discussed at the European
level.
The Law on Advertising and the Broadcasting Law should include the term audiovisual commercial
communication to ensure that wherever advertising rules are relevant to audiovisual media and broadcasting
programs, they would apply to such communications (e.g. Articles 5 et seq.). The advertising law should further
expand on product placement rules in accordance with the AVMS Directive provided that product placement
politically is a desirable option.
A clarification in the E-Commerce Law that obligations addressed therein (such as for example identification
obligations) also extend to providers of linear and non-linear media service.
SWOT Recommendation 1
Strength All audiovisual media services are regulated in accordance with the EU Acquis
within the context of the existing legislative framework in Serbia. The legal
framework should be modified to align it with the audiovisual media services
directive.
Weakness The conditions for audiovisual services are spread out across different laws and
are not easily to identify
Opportunity Clear rules for product placement may contribute to attracting media production,
thus allowing for the production of better quality
Threat None
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