176. The Audiovisual Media Services Directive.

The Audiovisual Media Services Directive1 provides for two tiers of regulation of advertising and sponsorship in relation to broadcasts, according to whether the audiovisual media service2 is a television broadcasting service or an on-demand service3. The regulation is intended to be less restrictive in respect of on-demand audiovisual media services than in respect of television broadcasting services4. The term 'audiovisual media service' includes 'audiovisual commercial communications'5, which means images with or without sound which are designed to promote, directly or indirectly, the goods, services or image of a natural or legal entity pursuing an economic activity6. Such images accompany