EU Media Policy: Maintaining Strength and Commitment

The Digital Services Act (DSA) and Digital Markets Act (DMA) are remarkable achievements of the European Union, ensuring more competitive rights with global platforms. From austria alone,2.55 billion euros flow to non-European tech companies annually, significantly more than the total revenue of all national media. Fair competitive conditions are crucial for the survival of European and Austrian media providers and their marketers in global competition,which consistently favors platforms. The online marketing community urgently warns against softening European digital laws in the commercial and customs conflict with the United States and succumbing to pressure from market-controlling companies. Any weakening of existing laws woudl disadvantage European digital media, which play a leading democratic role and, through journalistic work, form the foundation of diversity of opinion and social discourse.

The first cracks are appearing within the European Union. Germany’s chancellor Friedrich Merz and Italy’s Prime Minister Giorgia Meloni are increasing pressure on the European Commission to quickly reach a negotiation result. US President Donald J. Trump has set an ultimatum for an agreement: August 1, 2025.

“A softening of European digital legislation,even before full implementation,shakes the foundations of a sovereign digital internal market. Strong data protection, legal certainty for consumers, publishers, and marketers, were hard-won and developed over many years and must not be misinterpreted,” warns Eugen Schmidt (Aboutmedia), head of the online marketer group.

Fair competition is a basic value of the European Union in which no compromises may be made

The Digital Services Act and Digital Markets Act represent the result of a hard struggle among member states, and can be understood as – if not sufficient – a compromise to eliminate structural imbalances in digital markets. A temporary suspension of the regulations is unacceptable, as it would undermine fair competition. The proposed communication options for tech corporations,for example when utilizing the DMA,would sabotage all regulatory projects of the European Union. As tech giants argue, these measures don’t restrict freedom of speech or prevent innovation; they are prerequisites for fair competition.

The European Union is far from introducing a digital tax – Austria has been a pioneer in this area as 2020. Instead of retreating on digital group taxation,efforts should focus on a common and fair solution. Austria can serve as a role model, even though its current tax rates are insufficient for fair taxation.

Canada recently announced its Digital Services Tax (DST) to appease the United States and ratify a trade agreement. Europe must not follow this example.

Commission president Ursula von der Leyen is…

What are the primary objectives of the EUS evolving media policy, beyond the initial focus on the internal market?

The Evolution of EU Media Regulation

The European Union’s approach to media policy has undergone a significant conversion since the 1980s. Initially, the focus was primarily on ensuring the smooth functioning of the internal market. This meant addressing issues like cross-border broadcasting and copyright.However, as the media landscape evolved – notably with the rise of digital platforms – the EU’s objectives broadened to encompass freedom of the media, pluralism, and openness.

this shift reflects a growing recognition that a healthy and independent media is crucial for a functioning democracy. The EU now actively seeks to safeguard these principles against emerging threats, including disinformation, political interference, and economic pressures on news organizations. Key legislation driving this evolution includes initiatives aimed at platform accountability and media concentration.

Core pillars of Current EU Media Policy

The EU’s current media regulation framework rests on several key pillars:

Audiovisual Media Services Directive (AVMSD): this directive regulates conventional television broadcasting and video-on-demand services. Recent updates extend its scope to cover video-sharing platforms like YouTube, requiring them to take measures against hate speech and illegal content.

Digital Services Act (DSA): A landmark piece of legislation, the DSA aims to create a safer digital space by imposing obligations on online platforms regarding illegal content, transparency, and user rights. It directly impacts how news and details are disseminated online.

Digital Markets Act (DMA): While not solely focused on media, the DMA addresses the market power of large online platforms (gatekeepers), which substantially influences the distribution of news and the advertising revenue available to media organizations.

European Media Freedom Act (EMFA): proposed in 2023, the EMFA seeks to protect journalistic independence and media pluralism within the EU.It addresses issues like state interference, transparency of media ownership, and the allocation of public funding to media.

Addressing Key Challenges: Disinformation and Foreign Interference

One of the most pressing challenges facing EU media policy is the spread of disinformation and foreign interference. The EU has responded with a multi-faceted approach:

1. Code of Practice on Disinformation: A self-regulatory initiative involving online platforms, fact-checkers, and civil society organizations, aimed at combating disinformation.
2. European Digital Media Observatory (EDMO): A network of independent fact-checkers and researchers working to identify and analyze disinformation campaigns.
3. Strengthening Media Literacy: Investing in programs to educate citizens about how to identify and critically evaluate information online.
4. Sanctions Regime: The EU has the power to impose sanctions on individuals and entities involved in spreading disinformation.

Case Study: The 2022 Russian Disinformation Campaign: Following the invasion of Ukraine, the EU observed a significant increase in pro-Kremlin disinformation narratives circulating online. The DSA and EDMO played a crucial role in identifying and flagging these narratives,prompting platforms to take action.

Promoting media Pluralism and independence

Maintaining media pluralism – a diversity of voices and perspectives – is another central goal of EU media policy. The EU is concerned about:

Media Ownership Concentration: The increasing consolidation of media ownership in the hands of a few large companies.

Political Interference: Attempts by governments to influence editorial decisions or control media outlets.

Economic Viability of News media: The decline in advertising revenue and the rise of digital platforms have put financial pressure on traditional news organizations.

To address these issues, the EU is exploring measures such as:

Transparency Requirements: mandating greater transparency of media ownership structures.

State Aid Rules: Ensuring that public funding to media organizations does not distort competition.

Support for Independent Journalism: Investing in initiatives that promote independent journalism and investigative reporting.

The Role of Technology and Innovation

Technological advancements are reshaping the media landscape at an unprecedented pace. The EU recognizes the need to adapt its policies to address the challenges and opportunities presented by these changes.

Artificial Intelligence (AI): AI is being used to generate and disseminate news content, raising concerns about the potential for manipulation and the spread of misinformation. The EU is developing regulations to address the ethical and legal implications of AI in the media.

data Privacy: The General Data Protection Regulation (GDPR) has implications for how media organizations collect and use personal data.

Platform Accountability: The DSA and DMA are designed to hold online platforms accountable for the content they host and the impact they have on the media ecosystem.

Benefits of a Strong EU Media Policy

A robust EU media policy delivers numerous benefits:

Strengthened Democracy: An informed citizenry is essential for a functioning democracy.

Increased Transparency: Greater transparency of media ownership and funding sources.

Enhanced Media Literacy: Empowering citizens to critically evaluate information.

Protection Against Disinformation: Combating the spread of false and misleading information.

Support for Independent Journalism: ensuring a diverse and independent media landscape.

Practical Tips for Media Organizations

Navigating the evolving EU media regulatory landscape can be complex. Here are some practical tips for media organizations:

* Stay Informed: Keep abreast of the latest developments in EU media