With the Interstate Broadcasting Agreement the instrument is governed by a detailed regulation for television. It ties in with the EU-Directive for audiovisual media services. A prohibition of product placement lies at core of the regulation. At the same time, the instrument is considered permissible for individual broadcast formats. They are fictional programs (motion picture, TV series, TV films), sports formats and light entertainment shows. Product placement in these formats is permitted for private broadcast companies for remuneration and public broadcasting services for a free provision of props. A prohibition of product placement applies to news broadcast, children's programs, advisory and consumer shows, as well as broadcasts on current political affairs. In addition to this stipulation of exceptions, where the instrument is licit, there are further framework conditions. To ensure the transparency requirement, programs with product placement have to be identified as such.

With regard to the Internet, the regulations of the telecommunication media act apply which have also been adopted by the Interstate Broadcasting Agreement. Here, the transparency requirement is merely alluded to.

#writinghelps is the first ever dynamic online paper that consists entirely of user input. Being an interactive, democratic and uncensored platform for everyone, one could take a stand against cyber censorship by simply using the hashtag “writinghelps”.

Reporters Without Borders’ weapon in the fight against cyber censorship is writing. So it is true to say: writing helps. Since everybody writes, especially in the digital world, we turned everyone into a Reporter Without Borders, illustrating the client’s work in a very unique and very true and honest way.

The target audience are the netizens in the world that suffer from online censorship or that side with those who do. Reporters Without Borders are well known for their fight against cyber censorship. By turning everyone into a Reporter Without Borders it reflects the client’s work in a very self-explanatory and true and honest way. It is of high relevance for the target audience, since they suffer from cyber censorship or side with those who do.

Within a few hours, the newspaper #writinghelps was filled with tweets coming from all over the world in many different languages. And it grew bigger by the minute. Bloggers wrote about it and the media helped spread the word. Even the famous Cuban blogger Joani Sanchez responded to the idea by tweeting about it.

Without seeding nor one cent of media spend, the website accumulated views out of 27 different countries, over a thousand tweets and re-tweets and big amounts of earned media within the first days of going live. A multitude of tweets demonstrate that the webpage was used and promoted by journalists and bloggers world-wide.