11. 4. 78 Official Journal of the European Communities No L 98/5 COMMISSION REGULATION (EEC) No 723/78 of 10 April 1978 concerning promotional, publicity and market research measures within the Community 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 ot 17 May 1977 on a co-responsibility levy and on measures for expanding the markets in milk and milk products(!), and in particular Article 4 thereof, Whereas measures have been taken under Article 4 of Regulation (EEC) No 1079/77 to expand the markets for milk products; whereas in the annual programme of such measures communicated to the Council under Article 4 (3) thereof, the Commission, after consulta- tion with the Advisory Committee for Milk and Milk Products, outlined its intention to adopt inter alia measures designed to expand the market for milk and milk products within the Community by means of promotional, publicity and market research measures ; whereas detailed rules for the application of these measures should therefore be laid down ; Whereas, for the proposed publicity and promotional campaigns, it appears appropriate to invite the organi- zations representing the dairy sector of one or more Member States or of the Community to propose detailed programmes; whereas it is necessary to lay down criteria for such programmes ; whereas in parti- cular the promotional measures must not replace similar existing measures, but, where appropriate, widen them ; Whereas Community financing should be limited to a proportion of the additional expenditure incurred by these campaigns ; whereas Community funds must be allocated equitably taking account, in particular of the relationship between the population, production and consumption of milk and milk products in each Member State and in the Community as a whole; Whereas in the case of research into new markets and products it appears appropriate to invite research insti- tutes, organizations and undertakings possessing the necessary qualifications and experience to submit detailed proposals; whereas there should be only partial Community financing of expenditure incurred by such research work ; (') OJ No L 131, 26. 5. 1977, p. 6. Whereas detailed rules should be laid down concerning the duration of the measures and the payment of Community funds to those whose propo- sals are accepted; whereas, in addition, the Commis- sion should be kept informed of the results of the measures provided for in this Regulation; whereas these measures should be considered as forming part of intervention pursuant to Article S (1) of Regulation (EEC) No 1079/77 ; whereas the intervention agencies should be made responsible for supervising the execu- tion of successful proposals and for making the rele- vant payments ; 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.  There shall be undertaken, under the conditions laid down in this Regulation : (a) publicity and promotional measures in favour of the human consumption of milk and milk products in the Community; the drawing up of relevant publications, the collection of existing publications and the dissemination of the publica- tions concerned throughout the whole Commu- nity shall inter alia be considered as such measures ; (b) research work designed to expand Community markets for milk and milk products; the search for new or improved products and the scientific examination of the nutritional aspect of the consumption of milk and its constituents shall inter alia be considered as such work. 2. The measures referred to in paragraph 1 shall be completed by 31 March 1979, without prejudice to the second subparagraph of Article 5 (2). However, in exceptional cases, a longer period may be granted in accordance with Article 6 (1) to guarantee the greatest degree of effectiveness to the measure in question.