The European Media Freedom Act came into full force in August, putting into place a new set of rules to protect media pluralism and independence in the EU. Among other things it is designed to ensure the independence of public service media, enhance transparency of media ownership, and boost transparency in audience measurement for media service providers and advertisers. The Audience Measurement Coalition (AMC) is the voice of major European JICs, Media Owner Committees and professional research companies when dealing with European regulators on all policy matters relating to audience measurement covered by the European Media Freedom Act. This act recognises the importance of accurate and unbiased audience measurement, so we hear what it means for media owners and buyers in practice. Glance is the audience insights provider that is part of Médiamétrie, which is one of the AMC’s founding members.