"VIA is pleased with this recognition of the legal status of virtual imaging within the current EU legal framework. Virtual imaging should therefore not suffer any more from unfair restrictions in Europe," the VIA said in a newsletter.
The Alliance added that the conclusions of the study by Bird & Bird on the developments of new advertising techniques should now be implemented at EU level.
The TWF directive, enacted by the Council of the EC in 1989, was aimed at securing access for viewers and listeners to broadcasting signals emanating from any other member state and the harmonisation of EU broadcast advertising standards.
The VIA maintains that virtual imaging should be treated like sponsorship rather than advertising.
Members of the VIA include SymahVision, Global Sportnet and VAS.
The Virtual Imaging Alliance (VIA) has welcomed a European Commission ordered report, which concludes that virtual imaging does not appear to lie outside the 'Television Without Frontiers' (TWF) directive.
