REGULATING AUDIOVISUAL COMMERCIAL COMMUNICATIONS ACROSS AVMS, VSPs AND INFLUENCERS: SUMMARY OF THE EAO WORKSHOP (EAO. Strasbourg, 21 November 2025)

In a rapidly evolving media environment, audiovisual commercial communications (ACCs) are reshaping both the economic foundations of content production and the regulatory landscape. The increasing dominance of streaming platforms, video-sharing services and influencers in advertising revenue is putting pressure on traditional broadcasters. It also raises new important questions about fair competition and consumer protection. As new players gain market power, it becomes increasingly urgent to reassess the balance between innovation, market dynamics, and regulatory safeguards. <br> This workshop brought together regulators, academics, broadcasters, platform representatives, and influencer and industry associations. It aimed to discuss the evolving audiovisual advertising ecosystem and the challenges it raises in terms of innovation, competition, regulation and consumer protection. <br><br> <b>CONTENTS</b> <br><br> 1. Introduction <br> 2. Opening of the workshop <br> 3. Session 1 - The advertising market(s) <br> 4. Session 2 - ACCs in the AVMSD: a diverse regulatory framework for audiovisual players <br> 5. Session 3 - Regulating influencer advertising <br> 6. Session 4 - World Café <br> 7. Closing of the workshop