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EU court rules Swedish ad block unlawful

Published on .

BRUSSELS -- Sweden is not entitled to apply its ban on advertising to children to broadcasts transmitted from other European Union member states, the European Court of Justice has ruled.

However, the Court confirmed that the EU's "Television Without Frontiers" directive does not prevent Sweden from imposing stricter rules on broadcasters within the country. The Swedish Broadcasting Law stipulates that advertising must not be designed to attract the attention of children.

The Court's ruling was in response to the case of an ad from publisher De Agostini for a children's magazine about dinosaurs that appeared on satellite television broadcast from the U.K. to Sweden.

Copyright July 1997, Crain Communications Inc.

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