sou · GPB384 · 2002-01-01 00:00:00 — There were critical remarks in the discussions about how neutral a neutral classification can be, for example when it comes to violence in the news. Many speakers underlined the fact that restrictions are not the only way and that controlling content is not necessarily the best means of protection. Instead of protection children also need to be prepared. Several times emphasis was put on quality programming for children, addressing dignity and respect for the needs of children. A frequently used word was empowerment. Almost all of the speakers mentioned media education as an important and positive means of empowering children, and that media education should be part of the regular school system. Media education was stressed as equally important for parents, broadcasters and producers of children programmes. It was mentioned that starting school means awareness of reading and writing, but at that stage children have already been media consumers for many years with no education at all. was informed that in some countries there were educational projects on a pre-school level. There was a widespread belief that the full benefit of convergence and digitalisation is mainly a question of the future and that we must not forget that non-interactive analogue television is still the reality for most European households. Peoples´ media habits do not change as rapidly as technology. Thus, conventional methods like watersheds are still valid. There was a presentation of the study on parental control showing the triangle of 1) meta-information, giving value neutral information to parents, 2) technical devices to filter the meta-information, to be used on a voluntary basis by the consumer 3) media education. It was stressed that in the new digital age parents will be an important part of the protection. According to recent studies parents want to be in charge of the protection of their children but they need tools, which are mainly lacking today. On the question of how a system would work for children with parents who do not care about this, the answer was that every system would fail if parents do not care. There was clear consensus that the growing responsibility and possibilities of parents should not by any means decrease the responsibility of broadcasters. The Commission gave a brief report on the evaluation of the Recommendation on the protection of minors and human dignity (98/560/EC). The national reports show encouraging results but also very heterogeneous approaches to self-regulation. has so far been done regarding computer games, while hotlines for the Internet are established in several countries. Industry activities include the rating and filtering system of ICRA, the work of Providers and of the Digital Video . The Commission also reported on the Internet Action Plan. The forthcoming revision of the directive Television without frontiers will include public consultations and may well be influenced by the evaluation report of the Recommendation in respect of all electronic content. The revision will include three studies; on advertising techniques, on technical devices and on promotion of European content. One of the conclusions of the Commission is that the basic aims for audiovisual policy will remain the same, but the means may change. In that respect the Commission mentioned that the fundamental principle of proportionality is valid also for the protection of minors. There was a presentation of the new , , starting a self- regulation system for film, video, television and videogames this month. The aim is to deliver media neutral information to consumers in the form of age recommendations. The classification will be done by hundreds of classifiers working separately according to a specific system of rules. To join the system is voluntary and in two years the experiment of NICAM will be evaluated by the state. The white paper on the Office of Communications, OFCOM, in the UK was briefly presented. Some doubts on the effect of self-regulation were expressed and the need for evaluations, accountability, transparency and sanctions in a self-regulatory system was stressed. When it comes to sanctions the Commission declared that the TV directive is still valid. Workshop 3: Television advertising directed at children. How do we create a fair play situation? Workshop 3 discussed television advertising directed at children and how to create a fair play situation between industry, advertisers and TV companies on the one hand, and children on the other. This report summarizes in broad outline the most essential issues and arguments in the very intense, informative and multi- faceted discussion. Two rather clean-cut approaches to the issue could be found in the discussion. On the one side there were those defending the right to direct advertising at children in television. At the same time there were those questioning the ethics in targeting advertising in television at small children, a group which was in favour of stricter rules. The main arguments provided by those in favour of television advertising directed at children were as follows: N Self-regulation is effective. The industry is taking sufficient responsibility for children in advertising through the current self-regulation and the existing codes of conduct. N The broadcasters are depending on the income from children advertising in order to produce programmes for children. Without this advertising there wouldnt be any quality programmes for children. N Children are not naive and gullible. Advertising is a part of life and children have to learn to deal with it. They cannot be kept cocooned from the outside world – commercial messages being a part of this. N Advertising is good for children. It gives them advantages and brings them information and education on how the world operates. N The consequences of a ban on television advertising aimed at children would be less choice, less innovation and higher prices. N Television advertising directed at children is contributing to create conditions for a free and independent broadcasting industry. The main arguments provided by those opposing television advertising directed at children were as follows: N Children cannot distinguish adverts from editorial programmes, and they have not developed the ability to understand the purpose of advertising. N Children are not critical. They cannot be and they should not be. Childhood is the period in life where you have to take in all impressions, and believe everything you see and hear in order to learn and grow. This indispensable credulity should not be exploited. N Self-regulation has showed to be an insufficient means to protect children from television advertising and more restrictive legislation is therefore needed. N The commercial pressure on children has increased over the years. There is a need for a reduction of this pressure and for the of areas for children which are free from advertisements. N There is no obvious link between children advertising and production of quality childrens programmes. The first is not a guarantee for the latter. N Children have a right to quality programmes. Advertising directed at children cannot be laid down as a condition for bringing this about. This is a matter of political will. During the debate different research studies where presented in order to support a certain statement. It was stated, however, that many studies seem to support the view of the institutions funding the research. The need for more impartial and scientific research was emphasized. The Commission informed the workshop of the study on advertising in television that was launched in January 2000 and that will soon be completed. It will be published on the Commissions website together with a communication. The study will present a complete picture of the rules in the different Member States, in particular those rules that are further reaching than those of the Television without Frontiers Directive. The consultant has been asked to prepare the study with reference to the following key issues: N The underlying principles that apply to national legislation on television advertising and teleshopping N Whether there are any differences in treatment between different media (for example between free-to-air and pay TV, or between television and the press) N The age limits that apply in respect of television, and whether differences exist between television and other media N The existence and handling of any complaints and the systems that exist for their resolution The study will amongst other reports, of which one is dealing with new interactive forms of advertising, serve as a basis for the forthcoming review of the Television without Frontiers directive in 2002. It was also informed that the responsible Commissioner has stated, that if a ban on television advertising directed at children is to be considered at community level, very strong evidence for such a need would be required. Even though many different opinions where expressed within the workshop there was a consensus on the principle that children need to be given special attention when it comes to advertising.