Case C-314/14, Sanoma Media Finland – exceeding the maximum amount of hourly advertising?

Media companies interrupt television programmes for advertising breaks. At the end of television programmes there is yet more advertising. According to Article 23 of the EU’s Audiovisual Media Services Directive 2010/13/EC, the maximum amount of advertising per hour is 12 minutes. In this case, a company has been exceeding that amount by splitting up what appears in the television screen so that while one programme’s end-credits roll other programmes are trailed, and during the trails the corporate logos and goods made by the sponsoring companies also appear on the screen. Is this not also corporate advertising that should rightly be included in the hourly amount of advertising?

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