(j)

‘surreptitious audiovisual commercial communication’ means the representation in words or pictures of goods, services, the name, the trade mark or the activities of a producer of goods or a provider of services in programmes when such representation is intended by the media service provider to serve as advertising and might mislead the public as to its nature. Such representation shall, in particular, be considered as intentional if it is done in return for payment or for similar consideration;

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Source: EUR-Lex (Cellar) · retrieved 2026-09-28 · Text as consolidated on 2025-02-08; changes after this date are not shown.