The tension between "free trade" and protection of domestic cultural industries is not a new phenomenon. In recent years, the issue of trade and culture which had come up with force at the end of the 1980s. Since the topic was moved from the trade (GATT and WTO) arena into the UNESCO. In fact, the WTO has been one of the main stimuli (if not the only one) for a number of States to pursue the adoption of the UNESCO Convention. In this respect, the term aims at corrections in the process of globalization; it serves as antonym to a culturally uniform global society shaped by the USA (1).