Jack Wall (Kildare South, Labour)
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Question 138: To ask the Minister for Communications, Marine and Natural Resources the Government's position on the European Commission's television without frontiers directive that advocates the relaxation of rules that limit the amount of adverts shown on television and the facilitation of product placement in programmes; the amendments, he proposes for this directive; and if he will make a statement on the matter. [2114/06]

Noel Dempsey (Meath, Fianna Fail)
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A proposal to update the EU television without frontiers directive, to keep pace with rapid technological and market developments in Europe's audiovisual sector was tabled by the European Commission in December last.

The most significant aspect of the Commission's proposal is directed at updating the definition of the services that would be covered by the directive to ensure that all audio-visual services that are of the same nature as "traditional television broadcasting" should be subject to the same rules.

The Commission's proposal for a revised directive also includes proposals for significant amendments to the rules relating to the insertion of advertising. The net effect of this would be to allow broadcasters the same amount of advertising minutage as at present but to allow for considerably more flexibility as to when advertising breaks would be inserted and the frequency of such breaks. The Commission also proposes that the practice of product placement would be allowed, subject to regulation. In developing my position on the Commission's proposal I will shortly initiate a public consultation seeking views from interested parties.