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Press
On 20 December the Commission published a Communication on a European approach to media literacy in the digital environment.
The Communication states that advertising is part of every day life and an important component of the market economy. It is needed to ensure free to air TV. Media literacy with regard to advertising has minimum 3 aspects:
- Help young people develop a critical approach
- Raise awareness on self and co-regulation + codes of conduct
- Encourage transparent public/private financing
The Commission wants to develop an exchange of good practices on commercial communication in order to propose them as alternative to restrictions/bans.
The Commission plans a study in 2008 to investigate criteria to assess media literacy levels.
The Commission calls upon the Parliament and other institutions to organize events in 2008 on the exchange of good practices on media literacy in the digital environment including on the economy of the media sector in Europe.
The Commission asks the Member States to encourage their responsible authorities to be more involved; to promote research and to develop and implement codes of conduct and as appropriate co-regulatory frameworks and promote self regulation.
The Communication can be found here
Updated in January 2008
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