Social Media Behemoths Face New EU Regulations Concerning Hate Material for Initial Time
The European Commission has announced a series of amendments to the Audiovisual Media Services Directive, which were adopted in 2018. These changes aim to regulate video-on-demand services, such as Netflix and Amazon Prime, as well as social media platforms, to ensure a more balanced and diverse media landscape.
Starting from September 19, online players such as streaming services and media platforms offering on-demand audiovisual content, including Netflix, Amazon Prime Video, Disney+, and similar services operating in the EU market, will be required to dedicate at least 30% of their catalogues to European content. This initiative is designed to promote European culture and diversity.
Traditional media players may face additional administrative work, more quotas, and a levy system under the new guidelines. These requirements could potentially limit their financial room for investment and the emergence of new services.
The new rules also extend to social media platforms like Facebook, Alphabet-owned YouTube, Twitter, and others. These platforms will be subject to EU broadcasting rules on hate speech and harmful content. Online platforms must take action against flagged content that incites violence, hatred, and terrorism.
Appropriate advertising and product placement in children's programs are also required on social platforms to protect minors from inappropriate content.
The Association of Commercial Television in Europe stated that the guidelines impose new responsibilities on online platforms, albeit limited. Lobbying by broadcasters led to online platforms having the same obligations as traditional media companies.
Under the directive, media service providers operating across multiple EU countries will contribute to the funding of European content production. The final say on the list of companies will be decided by the EU countries.
The non-binding guidelines apply to social platforms where audiovisual content is a significant but not primary part of their business. This means that platforms like Facebook and YouTube, where video content is a key component but not the primary focus, will still need to comply with the regulations.
These changes are part of the European Union's efforts to foster a more diverse and culturally rich media environment, while also ensuring user protection and the safety of minors online. The new rules will be implemented by EU countries in the coming months.
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