Article 2
1. The publicity and promotional measures referred to in Article 1: (a) with the exception of the measure referred to in Article 1 (2) (b), shall be proposed by organizations representing the dairy sector in one or more Member States or in the Community and shall be limited to the territory of the Member State or States whose dairy sector is represented by the organization concerned; (b) shall be carried out as far as possible by the organization which has made the proposal or submitted the tender. In cases where that organization must use subcontractors, the proposal or tender must contain a duly justified application for a derogation; (c) must: - 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 an consumption of milk and milk products in the various regions of the Community; - be of a general nature and not orientated towards particular brand names or firms; - promote Community milk products without reference to their country or region of manufacture; however, this condition does not exclude the mention of the traditional name of a product which includes a specified locality, region or country of the Community; - not replace similar measures but, where appropriatem, expand them. Proposals or tenders put forward by organizations whose activities are exclusively or in part concerned with the production, distribution or sales promotion of products which imitate milk and milk products shall not be taken into consideration. 2. The measures referred to in Article 1 shall be carried out by bodies which: (a) have the necessary qualifications and experience; (b) ensure the satisfactory completion of the work; (c) in the case of the measure referred to in Article 1 (2) (b), provide evidence that they have already successfully carried out promotional and publicity measures at international level. 3. Community financing is hereby limited to 90 %, with the exception of the measure referred to in Article 1 (2) (b), for which it is hereby increased to 100 %. 4. For the purposes of paragraph 3, no account shall be taken of administrative expenses incurred in carrying out the measures in question. This provision shall not apply to the measure referred to in Article 1 (2) (b). 5. Financing of general expenses incurred in carrying out the measures referred to in Article 1 shall be limited to 2 % of the total amount approved, up to a maximum of ECU 10 000.