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IRIS Plus 2017-2 - Kommerzielle Kommunikation in der Revision der AVMD-Richtlinie (2017)

European Audiovisual Observatory
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978-92-871-8537-2
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Eine Bestandsaufnahme des Online-Werbemarktes und seine Entwicklung

Die Technologie entwickelt sich weiter, und mit ihr auch ein technologiebestimmter Markt wie der audiovisuelle. Schon bei der Veröffentlichung der IRIS Spezial „Neue Werbeformen in der konvergenten audiovisuellen Welt“ Ende 20141 hieß es in der Ankündigung: „Wer hat Angst vor dem bösen Daten-Wolf? Das Gesicht der Werbung hat sich für immer verändert. ,Kommerzielle Kommunikation‘ (wie es heute heißt) findet mittlerweile in einem zunehmend konvergenten Medienuniversum statt. Dadurch verschwimmen die Grenzen zwischen realem Inhalt und Werbung immer mehr.“

Dies gilt heute mehr denn je, denn wir erleben die Entstehung eines digitalen Duopols: 85% des gesamten Wachstums im digitalen Werbemarkt entfielen 2016 auf Google und Facebook. Dadurch ergeben sich für die ganze Branche viele Herausforderungen. Eine hiervon ist sicherlich die Zukunft traditioneller werbefinanzierter Medienunternehmen, etwa kommerzieller Fernsehsender, Zeitungen und Zeitschriften, die ein wesentlich kleineres Publikum erreichen. Damit verbunden ist die Frage nach der Rolle der Daten, die sich zur wertvollsten Ressource der Online-Wirtschaft entwickelt haben und auch neue soziale Gräben zwischen Bürgern aufreißen: Die einen können Geld für die Dienste bezahlen, und die anderen bezahlen damit, dass sie ihre persönlichen Daten preisgeben und sich Werbung anzeigen lassen. Gleichzeitig werden die Verbraucher immer anspruchsvoller und beginnen unterbrechende Werbeformate abzulehnen, was Werbetreibende und Medienunternehmen wiederum zu neuen Überlegungen veranlasst, wie sie Aufmerksamkeit gewinnen können.

Vor dem Hintergrund dieser Marktgegebenheiten erfolgt mit der Reform der Richtlinie über audiovisuelle Mediendienste (AVMD-RL) zurzeit eine weitreichende Revision der Rechtsvorschriften.

1. Hintergrund
1.1. Einführung
1.2. Aktuelle Herausforderungen für die digitale Werbewelt
     1.2.1. Der Aufstieg eines digitalen Duopols
     1.2.2. Welche Zukunft haben traditionelle werbefinanzierte Medienunternehmen?
     1.2.3. Die Rolle der Daten und die zunehmende Sorge um die digitale Privatsphäre der Verbraucher
     1.2.4. Zunehmende Ablehnung unterbrechender digitaler Werbeformate durch die Verbraucher
     1.2.5. Die Sorge um Markensicherheit und Werbebetrug
     1.2.6. Absehbare Entwicklungen in der Werbewirtschaft
1.3. Schlussbemerkungen
2. Europäischer Rechtsahmen
2.1. Die Richtlinie über audiovisuelle Mediendienste
     2.1.1. Definition der audiovisuellen kommerziellen Kommunikation
     2.1.2. Allgemeine Vorschriften für audiovisuelle kommerzielle Kommunikation
     2.1.3. Fernsehwerbung und Teleshopping
     2.1.4. Sponsoring und Produktplatzierung
2.2. In der AVMD-RL erwähnte Richtlinien
     2.2.1. Richtlinie über unlautere Geschäftspraktiken
     2.2.2. Richtlinie über Tabakwerbung
     2.2.3. Richtlinie über Humanarzneimittel
     2.2.4. Richtlinie über irreführende und vergleichende Werbung
2.3. Andere für die AVMD-RL relevante Richtlinien
     2.3.1. Richtlinie über den elektronischen Geschäftsverkehr
3. Nationale Umsetzung
3.1. Umsetzung allgemeiner qualitativer Beschränkungen
3.2. Umsetzung der strengeren qualitativen Beschränkungen für Sponsoring und Produktplatzierung
3.3. Umsetzung der quantitativen Beschränkungen bei linearer Verbreitung
     3.3.1. Unterschiedliche Auslegungen wichtiger Begriffe
     3.3.2. Umsetzung der 12-Minuten-Regelung
4. Selbst- und Koregulierung
4.1. Internationale Normen für die Selbst- und Koregulierung in der Werbewirtschaft
4.2. EU-Förderung der Selbst- und Koregulierung in der Werbewirtschaft
     4.2.1. Allgemeine Verpflichtung zur Förderung im Rahmen des EU-Rechts
     4.2.2. Selbst- und Koregulierung in der kommerziellen Kommunikation in Bezug auf bestimmte Produkte
     4.2.3. Überblick über Selbst- und Koregulierungssysteme im Bereich der kommerziellen Kommunikation in der EU-28
5. Rechtsprechung
5.1. Europäischer Gerichtshof für Menschenrechte
5.2. Gerichtshof der Europäischen Union
     5.2.1. Richtlinie über audiovisuelle Mediendienste
     5.2.2. Richtlinie über Tabakwerbung
     5.2.3. Richtlinie über irreführende und vergleichende Werbung
5.3. Übersicht auf der Ebene der Mitgliedstaaten
6. Aktueller Stand
6.1. Der Revisionsvorschlag der Europäischen Kommission
6.2. Die Änderungsvorschläge des Europäischen Parlaments und des Rates
     6.2.1. Definitionen und allgemeine Grundsätze (Art. 1 und 9 AVMD-RL)
     6.2.2. Werbung und Teleshopping (Art. 19–24 AVMD-RL)
     6.2.3. Sponsoring und Produktplatzierung (Art. 10 und 11 AVMD-RL)
6.3. Nächste Schritte
7. Anhänge

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