The Audiovisual Media Services Directive (AVMSD) establishes a uniform legal framework at European level for audiovisual media services, including television broadcasts, on-demand services and video-sharing platforms. The aim is to create a free and pluralistic media environment and to protect users from illegal and harmful content. In the first half of 2026, the European Commission conducted a public consultation on the evaluation and possible revision of the AVMSD.

From AK’s perspective, a comprehensive update of the Directive to reflect new technological developments is urgently needed. The scope of the AVMSD must be extended to cover new distribution technologies and new market players. Influencers and coaches should be clearly defined, and labelling and disclosure requirements, as well as an EU-wide register of influencers, should be introduced. If offline qualification requirements are foreseen to practice a profession, this must also apply online – for example, in the health and finance sectors.

AK also calls for a general obligation to filter out manifestly unlawful or misleading advertising and to stablish clear rules on advertising and marketing targeted directly at or featuring children and adolescents. To address the challenge of “unhealthy” food advertising, the WHO’s Nutrient Profile should be made mandatory, and stricter marketing rules for dietary supplements (especially online) should be established. Each Member State should designate a single authority to handle complaints.