ABSTRACT
The rules on broadcasting, which are applicable on the basis of the country of origin principle, apply with regard to television advertising and teleshopping. This chapter analyses the main issues on the debates about consumer protection and the role of the advertising industry at regional and national levels with regards to television advertising. The advertising industry wanted to control the main issues with regard to advertising regulation at regional and global level by over exaggerating the consumer's organisation power. Freedom of speech and freedom of commercial speech will be very important issues in the twenty-first global free market digital economy. As Armand Mattelart and Michael Palmer have pointed out, in debate the European Association of Advertising Agencies makes copious use of texts, conventions, declarations, etc. upholding the freedom of commercial speech – in other words advertising. The European Community Directive on Broadcasting, 'Television Without Frontiers', adopted in October 1989, came into effect on 3 October 1991.
