On 25 May 2016, the EU Commission published the long awaited proposal for an updated Audiovisual Medie Services Directive (AVMSD). In our view, the proposal represents a step into the right direction. Bitkom welcomes the more flexible advertising stipulations chosen in the proposal. Bitkom expressly welcomes the reinforced use of co- and self-regulation concepts in the proposal. Properly implemented, co- and self-regulation is the right way for efficient and practical implementation of the AVMSD’s requirements. We are critical of the proposed obligation for video-on-demand platforms to feature a minimum of 20 % European works in their catalogues.