European Union: European Commission opened consultation on review of Audiovisual Media Services Directive

On 10 February 2026, the European Commission opened a consultation on the review of the Audiovisual Media Services Directive (AVMSD) until 1 May 2026. The initiative evaluates whether the AVMSD, last revised in 2018, remains fit for purpose in a significantly transformed media landscape. Traditional broadcasting has declined, while video-on-demand services, user-generated content, smart TVs, smartphones, and online platforms have become dominant. Influencers and personalised short-form content now play a central role. The evaluation will assess whether the current rules remain relevant and effective. The Commission will examine regulatory imbalances between market players, including disproportionate burdens, advertising distortions and issues related to the prominence of services on user interfaces. It will also assess uneven levels of viewer protection, particularly for minors, and regulatory fragmentation caused by divergent national approaches, for example regarding influencers. These developments may undermine a level playing field, increase compliance costs and weaken the visibility, competitiveness, and sustainability of European media providers, as well as media pluralism and cultural diversity. The spread of harmful online content and reduced access to reputable media also raise concerns about trust and democratic resilience. The review, required under Article 33 AVMSD, will assess whether the Directive continues to foster a competitive, diverse, and fair media ecosystem with appropriate visibility for European content and adequate viewer protection. Three options are under consideration. These include maintaining the current framework, introducing targeted adjustments such as clarifying scope, prominence, advertising, and protection rules, or transforming the Directive into a broader EU content instrument. Simplification and better alignment with other EU digital legislation will also be explored.