Translation of "Surreptitious advertising" in German

The Directive also states that surreptitious advertising and teleshopping are prohibited.

Under the EU’s Television Directive, surreptitious advertising has been banned in all Member States of the European Union since 1989.

Since 1989, surreptitious advertising has been banned in all EU countries under the EU Television Directive.

Surreptitious advertising is a practice prohibited by this Directive because of its negative effect on consumers.

Surreptitious advertising is considered to be the expression of a staged and commercialised youth culture.

The prohibition of surreptitious advertising does not cover legitimate product placement within the framework of this Directive.

With a surreptitious notice of this kind, the “surreptitious” element could be taken out of the surreptitious advertising.

I have said something about the grey area, in other words, the surreptitious advertising which you also mentioned.

We are familiar with these practices and our proposals are specifically intended to prevent this surreptitious advertising which is found in a number of areas.

The branded article industry is becoming increasingly dissatisfied with block advertising on television and is therefore trying to market its products more and more by means of surreptitious advertising or 'product placement'.

They also include identifiable advertising: no surreptitious advertising but strict rules governing the advertising that appears with content.

These could, for instance, concern the protection of minors, a ban on incitement to racial hatred, and a ban on surreptitious advertising.

Speaking as a German Member of this House, whatever the high regard in which I hold public television and whatever my commitment to it, I have to say that it must do what is required of it even with the new resources at its disposal and there must be no more of what one might describe as surreptitious advertising in public television.

The Committee welcomes the retention of the definitions of "surreptitious advertising" and "sponsorship" and the addition of a definition of "teleshopping".

While supporting the principle of the separation of editorial and advertising content, some operators, particularly advertisers, marketers and commercial broadcasters, would nonetheless welcome some degree of flexibility with regard to the implementation arrangements, particularly as regards the exceptional nature of isolated spots or the banning of surreptitious advertising.

On product placement, clear and precise information to the public on the placement of an advertiser’s products in a programme could avoid qualification as surreptitious advertising.

Lastly, may I make a few comments about surreptitious advertising and product placement, which are matters of concern to many of you.

Product placement is not addressed as such by the old TVWF Directive, which includes the principle of separation and the prohibition of “surreptitious advertising” applied to programmes for which broadcasters are responsible.

The Commission therefore proposes replacing disparate national rules on protection of minors, against incitement to racial hatred and against surreptitious advertising with an EU-wide minimum standard of protection for audiovisual on demand services.

To prevent surreptitious advertising, consumers would be informed at the start of a programme that product placement is in use.

To avoid any misunderstandings right from now: surreptitious advertising on television has been prohibited since 1989 and will remain so in future under the modernised Television Directive on which we are presently working.

Under the 1989 Television Directive, surreptitious advertising is only deemed to take place if three cumulative conditions are met:

We must introduce a legal regulation to make it clear what surreptitious advertising is and when product placement may exceptionally be legal.

Above all, we must introduce clear legislation to leave no doubt as to what constitutes illegal surreptitious advertising and when product placement is allowed.

Although at present any product placement can, theoretically, be considered as surreptitious advertising and therefore prohibited, in practice it has not even tended to be seen as television advertising, thus remaining outside the scope of regulation.

This brings us to the final part, the issue of surreptitious advertising and product placement which is currently the subject of heated debate in Germany.