Regulating media and securing alerts in the EU

Audiovisual media in the Nordic countries operate within a broader European regulatory framework. The following section outlines the main EU rules governing audiovisual media services, media freedom, and public warning systems.

Audiovisual Media Services Directive

The Audiovisual Media Services Directive (AVMSD) is the joint framework regulating broadcasting, on-demand services, and video-sharing platforms in the European Union (EU) and the European Economic Area (EEA). It sets minimum rules for the protection of children, commercials, accessibility, and the promotion of European works and is based on the country-of-origin principle. This means that media is regulated by the laws of the country where it is established rather than by the rules of the country where its content is available. This ensures free movement of media services within the EU/EEA. All Nordic EU and EEA countries are covered or aligned with the directive: Sweden, Denmark, and Finland through EU membership and Norway and Iceland through the EEA Agreement. Åland follows the directive via Finland, while the Faroe Islands and Greenland fall outside the AVMSD framework.

European Media Freedom Act

The European Media Freedom Act (EMFA), which entered into force in 2024, complements the AVMSD by focusing on media pluralism, editorial independence, and transparency of ownership. While the AVMSD provides sector-specific rules for audiovisual content such as advertising limits and child protection, the EMFA introduces governance measures to safeguard democratic values and prevent political interference in media. Together, the two instruments form a complementary regulatory framework. The AVMSD sets the regulatory framework for audiovisual media services and related content obligations, while the EMFA reinforces institutional safeguards to protect media freedom, pluralism, and editorial independence across the EU.

As EU regulation, the EMFA applies directly to EU member states. For Norway and Iceland, participation depends on incorporation into the EEA Agreement, which requires a decision by the EEA Joint Committee.

Broadcast infrastructure and crisis communication

In major emergencies, terrestrial broadcasting remains a reliable way to reach large parts of the population. Terrestrial networks provide wide geographic coverage and can distribute information simultaneously to many people, including households without Internet access or subscription services. For this reason, broadcast infrastructure continues to play an important role in crisis communication and the distribution of public information.

At the EU level, the European Electronic Communications Code (EECC) requires member states to establish effective public warning systems capable of reaching end-users in cases of major emergencies. In practice, these systems are primarily implemented through mobile alerts, such as cell broadcast or location-based SMS messages. In parallel, national public service obligations and must-carry rules help ensure that essential information remains widely accessible through television and other media services. The International Telecommunication Union (ITU) also recognises broadcasting infrastructure as an important tool for disaster communication and public information.

References

European Commission. (n.d.). Audiovisual Media Services Directive (AVMSD): Official EU summary.
https://eur-lex.europa.eu/EN/legal-content/summary/audiovisual-media-services-directive-avmsd.html

European Parliament and Council of the European Union. (2018). Directive (EU) 2018/1972 establishing the European Electronic Communications Code. Official Journal of the European Union, L, 321, 36–214.
https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32018L1972

European Union. (2024). European Media Freedom Act (Regulation (EU) 2024/1083).
https://eur-lex.europa.eu/eli/reg/2024/1083/oj

Government of Norway. (n.d.). EEA note on the European Media Freedom Act (EMFA) [In Norwegian].
https://www.regjeringen.no/no/sub/eos-notatbasen/notatene/2022/nov/forordning-om-mediefrihet-european-media-freedom-act-emfa/id2950946/

International Telecommunication Union & European Broadcasting Union. (2024). Radio in times of crisis. ITU / EBU Media Intelligence Service.
https://www.itu.int/en/ITU-D/Emergency-Telecommunications/Documents/2024/EBU-MIS_Radio_in_times_of_crisis.pdf

Norwegian Media Authority. (2024). European Media Freedom Act overview [In Norwegian].
https://www.medietilsynet.no/regelverk/internasjonale-reguleringer-for-digitale-tjenester/mediefrihetsforordningen-emfa/