AVMS Watch: The European Commission has referred Poland to the EU Court of Justice for failing to fully implement EU audiovisual media services Directive. Poland has partially implemented the Directive but not the provisions concerning on-demand services. This means that providers of such services are not obliged to protect viewers, especially children, from hidden advertising (such as subliminal advertising) or from content containing incitement to hatred. Nor does Poland respect the rules on the European content of services provided on-demand. Poland should have implemented the Directive in full, including the rules for on-demand services, by December 2009. The Commission has proposed a daily fine of € 112 190.40 which would be paid as from the date of the Court’s affirmative ruling until Poland notifies the Commission that it has fully implemented the rules into national law. These financial penalties are proposed under the Lisbon Treaty and take into account the duration and the gravity of the infringement and the size of the Member State.