Brussels, 16 September 2022 (MIA) - The European Commission on Friday presented the new European Media Freedom Act, which aims at reducing political influence and protecting journalists, MIA's Brussels correspondent reports. The Commission unveiled a series of new rules to protect media pluralism and independence in the EU. This regulation applies to EU member countries and candidate countries are expected to integrate them in their laws and practice, Věra Jourová, EC Vice-President for Values and Transparency, has announced. The new legislation should put an end to political and party influence in the media so as to allow journalists to work freely. State advertising is also being put under the spotlight. The member countries will have the obligation to respect freedom of the media and protection of sources, whereas media ownership should be also transparent. As regards state and public media outlets, their funding should be adequate, stable, predictable securing independence. Media concentrations considered a risk to media independence will be also addressed. As for state advertising, the new law establishes new obligations for transparency and non-discrimination. Unbias is required in media viewership rating systems, viewed as having a key impact of revenues from adverts. The legislation will also be tabled for the candidate countries and the countries in negotiations, including North Macedonia, because it will be one of the key conditions in the accession process. When asked by MIA, Jourová said the Commission has made it clear that the situation involving media freedom is a key element to assess the quality and sustainability in the candidate countries. She added that it is a "clear signal" for the candidate countries officials, such as North Macedonia, that EU aims at stronger protection of the media and that it will be the subject of talks during the EU negotiations. European Commissioner for the Internal Market Thierry Breton added that as soon as a country joins the EU, it has to fully align with the rules of the internal market. According to him, the candidate countries will have to meet all aspects of the internal market, to respect EU legislation and the European Commission will have all the tools to make sure that things are on the right track. The new EU act for the first time will introduce clear measures for protection of media independence and prevention of state and party influence. Public media financing must not be used to exert pressure, warned Jourová. Public trust in the media is in a free fall, she said, adding the law will help restore it. To boost efficiency, the Commission also proposes the creation of a new independent European Board for Media Services, comprised of national media authorities. The Commission also adopted a complementary Recommendation to encourage internal safeguards for editorial independence.