The Cyprus Radiotelevision Authority is promoting changes to the legal framework governing the broadcasting of advertisements on television and radio, as announced today by the Authority's President, Rona Kasapi, during the renewal ceremony of the Memorandum of Cooperation with the Advertising Control Authority. Speaking to the Cyprus News Agency, Ms. Kasapi explained that these amendments are proposed in line with a European Directive and as a response to requests from the business world.

The proposal for further modernization of the legislation, as mentioned by the President of the Authority, follows the latest revision regarding advertisements for children's toys, betting agencies, and gambling. The aim, she noted, is for the legislation to align with the contemporary realities of mass media and advertising.

Ms. Kasapi explained that the preparation of the bill is in its final stage of processing and will soon be put up for public consultation. The Authority's expectation, she added, is for the proposal to be promoted for voting by the Parliamentary Committee on Internal Affairs before summer.

According to Christianna Paschalidou, Director of the Advertising Control Authority, television and radio often operate in a more challenging commercial environment compared to internet media, hence the need to enable them to compete, always with respect for the consumer.

Responding to a question about whether the revision of legislation could pose risks in managing advertising time on television and radio, Ms. Paschalidou pointed out that if consumers react negatively and ignore the advertisements, the media themselves will eventually turn to a framework that suits the audience. Ms. Kasapi noted that all involved entities each have their regulatory and supervisory role.

The President of the Radiotelevision Authority, who referred to some of the amendments being promoted through the bill during her speech at the signing of the memorandum with the Advertising Control Authority, explained that it would institutionalize forms of advertising such as virtual, pop-up, and split-screen ads, which are currently subject to restrictions.

She also mentioned that the bill proposes the introduction of business and economic inserts in news bulletins and political information programs, which is currently prohibited by existing legislation.

Additionally, it promotes the liberalization of the total time limits for product placement, eliminating restrictions that require prior announcement of product placement in a program, or the distance of the shot from the advertised product.

Finally, she mentioned the proposal to abolish the three-and-a-half-minute time limit during breaks in programs. Instead, it is proposed to calculate the total advertising time per hour of program broadcasting.