Guidelines have been published on forthcoming legislative changes to implement EU rules on audiovisual media services.

The guidelines published by the Ministry of Culture and National Heritage are available at and will provide the basis for changes to the 1992 Broadcasting Act. Any comments from interested parties should be submitted by 24 August 2009.

All member states, including Poland, are required to implement the EU Directive on Audiovisual Media Services into their national law by 19 December 2009. The Directive aims to preserve cultural diversity, protect children and consumers and safeguard media pluralism.

The guidelines define key terms to be used in the legislation. One such term - product placement - is a controversial issue in Poland and, despite press criticism, is to be permitted even though every member state has a discretion whether or not to do so.

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The original publication date for this article was 06/08/2009.