the first call for regulation within the audiovisual world came from the government at the end of the 1980s, to protect younger audience from possible bad influences. with an explosive growth of audiovisual media, the european commission called for action, which resulted in the "not for all ages"-governmentnote in 1997. this note pleaded for an independent institute, which would have to serve as a guiding institute for selfregulating within the audiovisual branch.