(BRUSSELS) - The European Commission on Tuesday began infringement procedures against Italy for allowing too many advertisements on television in violation of EU rules.

"Broadcasters need advertising and advertisers need broadcasters but we must also have effective consumer protection," said EU Media Commissioner Viviane Reding.

According to the Commission, Italian broadcasters do not comply with several EU advertising rules, in particular the hourly 12-minute limit for advertising and the rule on 20-minute minimum intervals between advertising breaks.

Moreover "self-promotion" -- advertising by broadcasters for their own programmes or products -- is not considered to be advertising under Italian law.

"This results in programmes like news being unduly interrupted," the Commission stated.

The EU's executive arm sent Italy a formal notice on the matter, the first stage of the EU's infringements proceedings. Rome has two months to respond.

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