To protect minors & diversity: EU states want stricter rules for YouTube & Co.

EU-wide rules for television and video-on-demand services must take account of the rapidly changing audiovisual media landscape. This is the key message that the EU Council of Ministers is sending to the EU Commission ahead of the 2018 amendment to the Audiovisual Media Services Directive (AVMSD), which is due in 2026. According to the representatives of the member states, the reform should also focus on the rise of influencers, the spread of disinformation and the increasing use of artificial intelligence (AI).

In its conclusions, the Council emphasizes the crucial role of the AVMSD in providing an appropriate legal framework to safeguard and promote a "diverse, fair, safe, trustworthy and competitive market for audiovisual media in the EU".

With their "Netflix quota", for example, the requirements also help to ensure independent, trustworthy and culturally diverse audiovisual content. The Council emphasizes that the scope of the directive should be broad, clear and adaptable enough to cover all relevant types of content.

Influencers and professional content creators are now established players in the audiovisual media market who have a major influence on public opinion, the government representatives explain their initiative. Their services are often used by children and young people. Nevertheless, these players have so far been inconsistently classified as providers within the meaning of the directive in the internal market.

Observing journalistic standards

The Council emphasizes that the rules should ensure a high level of protection for children and young people, taking into account the international nature of the most frequently used on-demand services. The provisions for video-sharing platforms such as YouTube and TikTok should be robust enough "to protect the public from harm and other societal risks". To combat disinformation, the use of reliable, pluralistic media should be promoted and strengthened.

Operators of video portals are not editorially responsible for the content that is accessible via their services, explains the EU Council. However, they have a decisive influence on the editing, presentation and visibility of the content and sometimes act as gatekeepers. This could have a "significant impact on the formation of public opinion". In view of their influence, they play an important role in protecting the public in this environment.

According to the paper, the growing problem of disinformation, information manipulation and influence from abroad "remains one of the greatest challenges facing European democracies". Global online platforms have business models "that sometimes prevent access to and use of media services", which can lead to the amplification of polarizing content. The Council therefore considers greater visibility of content created in accordance with journalistic standards to be a potentially effective tool in the fight against "fake news" and propaganda.

Watch sporting events "for free"

The increased importance of online platforms and video services has led to a decline in advertising revenue for traditional media. According to the Council, a level playing field could help "media service providers to sufficiently monetize their content in the context of digital change". One option would also be to provide structural support to producers who adhere to journalistic standards.

The member states are also campaigning for further, broad access to events of cultural significance such as major sporting events. To date, such requirements have only applied to TV broadcasters. However, sporting events in particular are no longer consumed exclusively via linear services, but are increasingly being made available via online services "with limited and paid access". De facto, a large part of the national public could thus be deprived of "free" participation from a distance.

(akn)