Government directs advertising spending to news media

The Icelandic government has decided to direct its advertising purchases to media outlets, mbl.is reports. The decision follows the government’s action plan on media affairs, presented on December 19.

Culture, Innovation and Higher Education Minister Logi Einarsson told the government in November that his ministry would purchase advertising only from media outlets. The approach was subsequently presented to the permanent secretaries and communications officers of all ministries, which responded positively and have now adopted the new procedures.

The ministry has also informed its agencies about the change and encouraged them to follow it. Although the guidance is not mandatory, the government says advertising purchases outside media outlets are not consistent with the action plan and should therefore be supported by clear reasoning.

The ministry is also encouraging public institutions to buy media subscriptions, both to improve employees’ access to news and public debate and to support sustainable media operations.

“It is important that buying placements on social media is not automatically the first choice,” Einarsson said. He acknowledged that there may be cases where a specific target group cannot be reached effectively through media advertising, but said that this was not always the case.

He urged advertisers to consider whether there were other, potentially better, ways to buy advertising while supporting professional media. He also called on people to consider where their news came from and whether it had been produced by a journalist at an edited news outlet or originated on social media without a clear source or editorial oversight.

The government said the decision was part of an action plan developed through extensive consultation with media organisations. A bill supporting privately operated media was approved by Alþingi, Iceland’s parliament, in the spring.

Rules for the Media Providers’ Dubbing and Subtitling Fund and a new Media Innovation and Development Fund have also been published in the Official Journal of Iceland. The government aims to complete allocations from both funds by the end of the year, while applications remain open for the dubbing and subtitling fund.

Bills amending the Icelandic National Broadcasting Service Act and increasing penalties under copyright law are expected to be submitted to parliament this autumn.