The Single Market for European Advertisers

How can a single market in advertising be built within the European Union? That is the crucial question that this study explores. Such a goal is key to the creation of a modern European economy, capable of taking full advantage of the substantial economies of scale and scope which successful commercial communications generate. Drawing on extensive interviews with leading advertisers, advertising agencies and regulators across the EU, the author highlights the growing number of national barriers which shackle international advertisers. In a detailed action plan the author then sets out how a single market in commercial communications can be achieved. Legal and political routes are assessed along with remedies associated with structural change in the marketplace. In particular, the scope for greater self-regulation is explored. The study concludes by setting out a wide range of recommendations on how key actors such as the Commission, European Parliament and advertisers themselves can accelerate progress.