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Europe turns its eye to audience measurement

Agnès Maqua, Partner at AdaStone Partner at AdaStone
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Effective since 8 August, the European Media Freedom Act (EMFA) aims to reinforce the independence, transparency, and pluralism of media across the European Union. Audience measurement control is just one of the 11 key measures adopted in 2024 by the Council of Europe under the Belgian presidency to safeguard media freedom and editorial independence, ensure fair funding, and guarantee consumer access to pluralistic and interference-free content.

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