Moldova regulates state advertising for fair media
A legislative initiative, which for the first time regulates the concept of state advertising and establishes transparent criteria for the distribution of public funds to the media, was today approved by the Government and the Parliamentary Committee for Culture, Education, Research, Youth, Sport, and Mass Media. It will now be proposed to Parliament for its first reading.
The proposed amendments to the Law on Advertising introduce clear definitions for terms such as public sector entity, public interest message, and state advertising.
Specifically, state advertising will encompass the promotion, publication, or dissemination – for a fee – of official messages, public announcements, or information campaigns on behalf of a public institution, via any media service or online platform.
The bill also introduces a new chapter exclusively dedicated to state advertising, outlining the rules for the allocation of public funds. The criteria will include diversity of media services, editorial independence, thematic profile, language and target audience, adherence to ethical standards, and transparency of funding sources.
Furthermore, each public entity will be required to develop an annual plan for disseminating public interest messages, detailing objectives, budget, implementation period, and communication channels. The plan will be published on the institution’s website, and both public entities and media providers will annually submit reports on state advertising disseminated.
The bill also regulates the free dissemination of public interest messages, though this will only be possible with the broadcaster's consent.
Today, the Government of the Republic of Moldova approved its opinion on this bill, recommending the refinement of certain technical and legal aspects. These include: harmonizing the terminology used in the bill; clearly designating the competent authority for evaluating and quantifying the selection criteria for allocating public funds; detailing the structure of the annual report to be presented by public entities; and introducing the possibility of signing advertising contracts electronically.
"The bill aims to ensure transparency, objectivity, and non-discrimination in the distribution of public funds for state advertising and public interest messages, in accordance with European norms and the democratic values to which the Republic of Moldova aspires," stated Minister of Culture, Sergiu Prodan, during the government meeting.
According to the same source, these legislative amendments are essential for "ensuring responsible public communication, a fair media environment, and strengthening the rule of law, in the context of Moldova's European path."
It's worth noting that the bill was drafted by Members of Parliament from the Action and Solidarity Party, with support from experts at the Audiovisual Council, the Ministry of Culture, the Public Procurement Agency, and legal consultants specializing in harmonizing national legislation with EU norms.
Translation by Iurie Tataru
