The social responsibility of European Union institutions : the case of television regulation

Abstract

Corporate social responsibility (hereinafter referred to as ‘CSR’) is usually discussed within the context of enterprises but not with regard to European Union institutions (hereinafter referred to as ‘the Institutions’). This paper argues that CSR should also be extended to apply to EU institutions whereby social responsibility should be a determining factor in their decision making process. In particular, the Institutions should prioritise respect for human dignity and work for the attainment of the common good of society. They should comply with both their social obligations and social responsiveness bearing in mind the social market economy that they are requested to foster its development. This paper discusses why social responsibility of the Institutions has become of the essence in the broadcasting field. It examines how these Institutions have tended to tilt more in favour of business to the detriment of consumers, that is, television viewers. This business-friendly approach of the Institutions will be traced to the origins, interpretation and development of the Television Without Frontiers Directive (hereinafter referred to as the ‘TWF Directive’). The paper concludes by suggesting how social responsibility in the television broadcasting sector can be achieved and by making recommendations for adoption by the Institutions which give effect to respect for human dignity and the attainment of the common good of society in the broadcasting landscape.