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Še en pomemben element avmsd je sklicevanje na alternativne oblike urejanja s samoregulativnimi in koregulativnimi pobudami, zlasti na področju oglaševanja.
another important feature of the avmsd is the reference to alternative means of regulation by way of self-/co-regulatory initiatives, particularly in the field of advertising.

na podlagi priporočila sveta 98/560/es z dne 24. septembra 1998 o razvoju konkurenčnosti evropske industrije avdiovizualnih in informacijskih storitev s spodbujanjem nacionalnih okvirov za dosego primerljive in učinkovite ravni varstva mladoletnikov in človeškega dostojanstva [7] priporočilo evropskega parlamenta in sveta z dne 20. decembra 2006 o varstvu mladoletnikov in človeškega dostojanstva ter o pravici do odgovora v zvezi s konkurenčnostjo evropske avdiovizualne industrije in industrije spletnih informacijskih storitev [8] določa smernice za razvoj nacionalne samoregulacije, razširja obseg za vključitev medijske pismenosti, sodelovanja ter izmenjave izkušenj in dobrih praks med regulativnimi, samoregulativnimi in koregulativnimi organi ter ukrepov proti diskriminaciji v vseh medijih.
recommendation 2006/952/ec of the european parliament and of the council of 20 december 2006 on the protection of minors and human dignity and on the right of reply in relation to the competitiveness of the european audiovisual and on-line information services industry [7] builds on council recommendation 98/560/ec of 24 september 1998 on the development of the competitiveness of the european audiovisual and information services industry by promoting national frameworks aimed at achieving a comparable and effective level of protection of minors and human dignity [8], by setting out guidelines for the development of national self-regulation, and extending its scope to include media literacy, cooperation and the sharing of experience and best practices between regulatory, self-regulatory, and co-regulatory bodies and measures to combat discrimination in all media.