DIGITALIZATION OF MEDIA REGULATION IN THE EU
Abstract
The article deals with the features of the new model of formation of the system of media regulation in the European Union by means of a combination of both administrative mechanisms and instruments of protection of the internal market and by the method of stimulating the processes of digitization of creative (including media) systems. The existence of a "digital divide" between the leaders and outsiders of the European media is predicted, as well as the importance of modern approaches to identifying threats to the internal market. The EU's precautionary mechanisms to block media expansion in the member states' market have been properly assessed. In the process of regulating the media industry, advertising business has always played an important role, and minimal regulation of its activity could always lead to noticeable changes in the activity of the media. However, advertisers have consistently insisted on displaying promotional products at the most attractive time and in formats that reflect the highest expectations of consumers. From this it follows that the regulatory system for displaying promotional products in the EU should be such that it is fully embedded in a media format that limits its visualization on television or on the Internet. Naturally, all this requires a new understanding of the situation on the media market by the official structures of the EU (European Commission, European Parliament, Council of the European Union and European Council), taking into account the active involvement of national regulatory institutions, as was done in Germany in due time. as well as involvement in the regulation of European non-governmental structures. Common standards and rules developed in this way may prove to be quite important in the implementation of different (not necessarily European) information models. An example of the latter is the so-called European Advertising Alliance (EASA) standards. The annual reports of this organization, rather eloquently, in addition to existing official statistics, parametrically define the European model of media regulation by participating in the adoption of recommendations by a number of non-governmental institutions.
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