Article 1
1. Under the conditions laid down in this Regulation publicity and promotional measures advocating human consumption of milk and milk products in the Community shall be partially financed. 2. For the purposes of paragraph 1, 'measures' shall mean every publicity and promotion measure selected by the Commission in accordance with the procedure as referred to in Article 5. 3. Measures shall be carried out within one year of the signing of contracts as referred to in Article 5 (1). 4. The time limit fixed in paragraph 3 shall not prevent: (a) subsequent agreement to an extension of that limit where the party to a contract makes an appropriate application to the competent authority before its expiry date and provides evidence that, owing to exceptional circumstances beyond his control, he is unable to meet the deadline originally stipulated. However, this extension may not exceed six months; (b) measures as referred to in paragraph 2 implemented with effect from the entry into force of this Regulation from qualifying for Community financing.