The Impact of EU Media Policies on national frameworks in Albania and the Western Balkans

by Armela KRASNIQI

Abstract
This policy review examines the influence of European Union (EU) media policies on the national regulatory frameworks of Albania and the broader Western Balkans region, focusing on the role of the Audiovisual Media Authority (AMA) in Albania. It highlights the alignment of Albanian media legislation with key EU directives, including the Audiovisual Media Services Directive (AVMSD), the Digital Services Act (DSA), the Digital Markets Act (DMA), and the European Media Freedom Act (EMFA). It explores how these EU policies have facilitated the strengthening of AMA’s regulatory capacity, ensuring fair competition, media pluralism, and the protection of citizens’ rights in the audiovisual sector. The paper also discusses Albania’s active participation in EU-level regulatory frameworks, such as the presidency of the Mediterranean Network of Regulatory Authorities (MNRA), the vice-presidency of the European Platform of Regulatory Authorities (EPRA), and its current observer status in the European Regulators Group for Audiovisual Media Services (ERGA). Furthermore, the review examines the impact of EU regulations on the regulation of online platforms, advertising rules, media pluralism and diversity, and the protection of media freedom and journalists. The discussion underscores the challenges and successes in adapting EU media policies to the national context, particularly concerning the regulation of Video Sharing Platforms. The article concludes that, despite challenges, Albania has made significant strides in aligning its media regulatory framework with EU standards, contributing to its EU integration process.

Keywords: EU Media Policies, Audiovisual Media Authority (AMA), Media Pluralism, Digital Services Act (DSA), European Media Freedom Act (EMFA)