16. 2. 89 No L 44/24 Official Journal of the European Communities ' COMMISSION REGULATION (EEC) No 381/89 of 15 February 1989 continuing theé promotional and pubhcnty measures in respect of milk and m:lk products referred to in Regulation (EEC) No 723/78 THE COMMISSION OF THE EUROPEAN -COMMUNITIES, Having regard to the Treaty establishing the European Economic .Community, Having regard to Council Regulation (EEC) No 1079/77 of 17 May 1977 on a co-responsibility levy and on measures for expanding the markets in milk and milk products (*), as last amended by Regulation. (EEC) No 2234/88 (%), and in particular Article 4 thereof, Whereas the promotional and publicity measures first carried out pursuant to Commission Regulation (EEC) No 723/78 (), as amended by Regulation. (EEC) No 1223/78 (*) and last continued by Commission Regulation: (EEC) No 664/88 (%), as amended by Regulation (EEC) No 2062/88 (%), have proved an effective means of expanding the markets in milk products in the Community ; whereas they should therefore be continued during the 1989/90 milk year; . Whereas the organizations representing the dairy sector in one or more Member States or in the Community should be invited -again to propose detailed programmes which these organizations -would themselves carry out; Whereas the organizations who will be responsible for the measures must satisfy certain requirements ; whereas, in particular, care must be taken to ‘ensure that Community milk products are promoted ; whereas the guidelines to be followed in this context were laid down in Commission communication 86/C = 272/03  concerning  State involvement in the promotion of agricultural and fisheries - products-(") ; whereas the activities of such operators must not be liable to clash with the aim pursued-in promoting the disposal of milk products for direct consumption ; whereas it is therefore essential that operators whose activities also cover the productnon distribution or sales promotion of products which imitate: milk and milk products should be barred ; Whereas an integrated market survey should -be carried out again to ascertain the_effectiveness of the measures implemented ; Whereas the other rules can, for the most part, be drawn from the earlier Regulations, account being taken of relevant experience ;. () OJ No L 131, 26. 5. 1977, p. 6. OJ No L 197, 26. 7. 1988, p. 36. No L 98, 11. 4. 1978, p. S. O] No L 152, 8. 6. 1978, p. 11. L 69, 15. 3. 1988, p. 13. L 181, 12. 7. 1988, p. 34. C 272, 28. 10. 1986, p. 3. Whereas the measures provided for in this Regulation are in- accordance with the opinion of the Management Committee for Milk and Milk Products, HAS ADOPTED THIS REGULATION : Article 1 1. Publicity  and. promotional measures advocating human -consumption of milk and milk products in the Community shall be encouraged under the conditions laid down in this Regulation. ' 2. The following shall qualify as measures within the meaning of paragraph 1: — seminars, courses and conferences designed to provide personnel engaged ion marketing milk and- milk products with information and training or to aid such persons in  spreading awareness about the consumption of these products; — the implementation of an integrated market survey to ascertain the effectivenss of the measures carried out. 3. These measures shall be carried out within a year of the signature of the contract referred to'in Aticle 5 (3) and in any case before 1 July 1990. However, a longer time limit may be agreed in  exceptional cases in accordance with Article $ (2) to ensure maximum effecti- veness of the measure in question. 4. 'The time limit fixed in paragraph 3 shall not prevent subsequent agreement to an extension of that limit where the party to a contract; before the fixed expiry date, makes the appropriate application to the competent authority and proves that, due to exceptional circumstances beyond his control, he is unable to meet the deadline originally stipulated. However, this extension may not exceed six months. 5.- Subject to a contract as referred to in Article 5 (3) being concluded, measures carried out from 1 February 1989 shall be eligible for the Community contribution and in the case of concentrated butter this date shall be 1. January 1989. Article 2 1. The publicity and promotional measures referred to in Article 1 (1) and (2): (a) shall be proposed by organizations representing the dairy sector in one or more Member States or in the Community ;