No L 61/26 Official Journal of the European Communities 13. 3. 93 COMMISSION REGULATION (EEC) No 585/93 of 12 March 1993 on the implementation of promotional and publicity measures in respect of milk and milk products 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 the measures for expanding the markets in milk and milk products ('), as- last .amended by Regulation (EEC) No 1374/92 (), and in particular Article 4 thereof, Whereas promotional and publicity measures for milk and milk products were introduced in the Community in 1978 and have continued since then owing to their effec- tiveness in expanding the markets in milk products in the Member States; whereas they should accordingly be continued and duly qualified organizations should again be invited to propose detailed programmes of measures which they themselves would carry out; Whereas the organizations which will be responsible for the measures must satisfy certain conditions ; whereas, in particular, care must be taken to ensure that milk products from the Community 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 agri- cultural and fisheries products () ; whereas the activities of the organizations concerned as a whole must not in parti- cular be liable to clash with the aim of promoting the disposal of milk products ; whereas it is therefore essential that proposals from organizations whose activities also cover the production, distribution or sales-promotion of products imitating milk and milk products should be barred ; Whereas the provisions of this Regulation should not affect Council Regulations (EEC) No 2081/92(%) and (EEC) No 2082/92 (%) on the protection of geographical indications and designations of origin for agricultural products and foodstuffs and on certificates of specific character for agricultural products and foodstuffs ; Whereas, in order to ensure that the deadline for the presentation of the report by the contractor is complied with, provision should be made whereby, if that deadline is exceeded, an amount shall be withheld from the Community funds allocated ; () OJ No L 131, 26. 5. 1977, p. 6. () OJ No L 146, 29. 5. 1992, p. 3. () OJ No C 272, 28. 10. 1986, p. 3. () OJ No L 208, 27. 7. 1992, p. 1. () OJ No L 208, 27. 7. 1992, p. 9. Whereas the Management Committee for Milk and Milk Products has not delivered an opinion within the time limit set by its chairman, HAS ADOPTED THIS REGULATION : Article 1 1. Subject to the conditions laid down in this Regula- tion, publicity and promotional measures for the human consumption of milk and milk products in the Commu- nity shall be partially financed. 2. For the purposes of paragraph 1 above, ‘measures’ shall mean any publicity or promotional measure, inclu- ding referring to the products’ nutritional characteristics, which is selected by the Commission in accordance with the procedure set out in Article 5 hereof. 3. Measures shall be carried out within two years of the signing of contracts as referred to in Article § (1). 4. The time limit fixed in paragraphe 3 above shall not prevent measures as referred to in paragraph 2, imple- mented on or after 1 May 1993, from qualifying for Community financing. Article 2 1. The measures : (2) shall be proposed by organizations which have several years' experience of promoting milk and milk products, have the necessary qualifications to carry out the proposed measures and can ensure the satisfactory completion of the work; (b) shall be carried out as far as possible by the organiza- tion which has made the proposal. In cases where that organization must use subcontractors, the proposal must contain a duly justified application for a deroga- tion. 2. Such measurés shall : — make use of the publicity media best suited to ensure maximum effectiveness for the measure undertaken, — take account of the particular conditions obtaining with regard to the marketing and consumption of the milk and milk products in the various regions of the Community, — take account of the special need to dispose of milk-fat, — be of a generic nature and not orientated on particular brand names or firms,