The report on the application of the Audiovisual Media Services Directive adopted by the Commission shows that, according to Vice President Neelie Kroes, the AVMS Directive is working, but also the need for further guidance on Connected TV (which is internet-enabled TV). Therefore, bearing in mind internet-driven changes, the Commission is launching a public consultation on Connected TV.

The European Commission presented the first report on the application of the Audiovisual Media Services Directive (AVMSD). According to the Commission's Vice President Neelie Kroes, the report shows that the AVMS Directive is working, but internet-driven changes such as Connected TV mean that the EU cannot be complacent.

Therefore, as a result, the Commission will launch a public consultation on Connected TV -which is internet-enabled TV, on the second half 2012, and it will update its guidance on televised advertising in 2013. 25 Member States have notified complete transposition of the AVMSD into their national legislation. Two Member States – Poland and Belgium - still need to adapt their legislation. In September 2011, the Commission made public its concerns on the implementation of Audiovisual Media Services Directive in eight Member States.

With regard to advertising and teleshopping spots on television, they may not exceed 12 minutes per hour. The report revealed that the application of this rule gave rise to different formats of advertisements. For example, in Spain different types of television advertising were introduced, but were not considered advertising spots by the Spanish authorities. The Court held, however, that these types constituted advertising spots and therefore had to be counted under the 12-minute rule. The Commission will further monitor the implementation of advertising rules in the Member States and will update its interpretative Communication on certain aspects of the provisions on televised advertising in 2013.