ABSTRACT
Across the world, political actors have ample possibilities to present themselves to voters on television. Electoral or media laws regulate how electoral contenders get on the air. Regulation of political advertising takes many different forms. In democratic systems with electoral competition, political advertising in newspapers, on radio, television and more the Internet is usually regarded as a legitimate instrument for parties and candidates to promote themselves. In fact, over the years, there have been some remarkable changes in political advertising policies. One of the major turning points was the opening of the European broadcasting market for private companies. Any kind of electoral advertising allows political actors to present themselves to the electorate and to promote their platform. Whether time is provided free of charge or whether it has to be paid for, parties and candidates should make their case without any interference from the broadcasters or authorities.
