The European Commission’s new version of the 1989 TV Without Frontiers directive is designed to make the EU’s audiovisual market more competitive, according to the BBC.

As part of the new Audiovisual Media Services Directive, the three hours advertising per day limit has been scrapped, but broadcasters will still be limited to 12 minutes per hour. Product placement has been banned for children’s programs and news, while adult viewers must be informed when it takes place.

The directive will come into place by the end of the year, and has been backed by the European Commission, parliament, and the governments of member states.

Speaking to the BBC, the UK’s creative industries minister Shaun Woodward said the deal would lead to more television and online services.