Ökonomische Bedeutung und rechtlicher Rahmen der staatlichen Werbung in der ungarischen Medienpolitik
The situation of media freedom, the current problems of media regulation in Hungary has been a constant issue of the European agenda since 2010. Despite the fierce criticism of domestic, European and international organizations, neither the legal framework nor the direction of media policy steps changed. The media policy measures of recent years gradually led to an extensive transformation of the media system. The process is based on three contiguous pillars. These are undermining the independence of the supervisory bodies of private and public media, manipulating access to the resources necessary for their activity in the media market, and manipulating the information environment by controlling the access to public information and the political agenda. This paper highlights the communication and funding roles of state advertising and campaigning and the legal issues they raise. State advertising should by no means favour certain market players unfoundedly, because in such cases they can be considered as prohibited state aid in the terms of the European law. The practice of placing state advertisements in Hungary does not meet the normal market conditions. These advertisements are also problematic from the point of view of media law classification, however the Hungarian media authority always applies the law in favour of the government. This behaviour can also be found in the practice of assessing media concentrations. The misuse of public finance and the authorities’ biased decisions together resulted in the largest media concentration in Europe at the end of 2018.