Satellite Television Advertising and the Regulatory Conflict in Western Europe

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Abstract
Transnational television advertising may increase in Western Europe as a result of advances in direct broadcast satellites and cable television. Conflicting regulations on television advertising that could be imposed by countries receiving commercial satellite broadcasts from abroad may pose an obstacle. Various pan-European governmental and self-regulatory bodies are advocating uniform legal standards for satellite television advertising. After describing and comparing the current regulations and plans for harmonization, the author concludes that the June 1984 proposal of the Commission of the European Communities (the common market) is the advertiser's best hope for a workable European standard.

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