Media Freedom Act

Media Freedom Act (EMFA). Transparency on state advertising expenditure at Anhalt University of Applied Sciences

The European Media Freedom Act (EMFA) strengthens transparency in dealing with state advertising within the European Union. Public institutions such as colleges, universities, hospitals and authorities are obliged to disclose their expenditure on state advertising and information campaigns on an annual basis. Anhalt University of Applied Sciences complies with this legal obligation and provides transparent information on this page about the advertising measures and contracts awarded in the respective reporting year.

What does the Media Freedom Act regulate?

The EMFA (Regulation (EU) 2024/1083) serves to protect the freedom, independence and transparency of the media in Europe.
A central component of the regulation is the obligation of public bodies to publish expenditure on state advertising in an electronic, comprehensible and user-friendly manner.

The aim is to make transparent which public funds flow to media service providers or online platforms.

What information must be published?

In accordance with Article 25(2) EMFA, Anhalt University of Applied Sciences publishes the following information on public advertising once a year:

• Type of measure: e.g. print advertisement, radio or TV spot, online or social media campaign, recruiting advertisement
• Recipient or contractor: e.g. publisher, broadcaster, agency or platform
• Volume of expenditure: Amount in euros
• Period / reporting year: Year of the respective measure

The publication obligation applies to all paid advertising and information campaigns that are commissioned via media service providers or online platforms.

What counts as government advertising?

All paid communication measures that Anhalt University of Applied Sciences commissions from media services or platforms, in particular

• Advertisements in newspapers, magazines or online portals
• Radio or TV commercials
• Social media campaigns (e.g. Facebook, Instagram, LinkedIn)
• Recruiting advertisements or image campaigns
• Commissioned cooperations in which third parties place advertisements on behalf of the university

This does not include

• Posters, flyers, brochures, banners or vehicle lettering
• Internal communication

• Free public relations or press work

How does Anhalt University of Applied Sciences implement this?

Anhalt University of Applied Sciences publishes an annual tabular overview of all relevant expenditure on state advertising.

The data is

• collected in the responsible Departments,
• examined and collated,
• then published centrally.

Publication is electronic, transparent and accessible in accordance with the requirements of the EU regulation.

Why is this publication important?

The EMFA is intended to ensure that:

• state advertising is awarded in a transparent and comprehensible manner,
• there is no political or institutional influence on the media,
• citizens gain insight into the use of public funds.

Anhalt University of Applied Sciences is thus making a contribution to legal conformity, transparency and trust in public communication.