French drinks ads could be ‘almost limitless’

An amendment to alcohol advertising in France would give drinks companies “almost limitless” freedom to market their products, according to a former lawmaker.

The Evin law states the advertising of alcohol over 1.2% abv must not be targeted at young people, on television or in cinemas

Claude Evin, who drew up the “Evin law” in 1991 which restricts alcohol and tobacco advertising across France, warns a loophole in a new amendment will allow companies to “do anything they like”.

The Evin law states the advertising of alcohol over 1.2% abv must not be targeted at young people, on television or in cinemas, in addition sponsorship of cultural or sports events is not permitted.

The change has been drawn up by Gérard César, a French senator and former wine maker, and slotted into an economic reform bill.

It states that anyone filing a complaint against a story or article must prove that the person speaking about the product has a “personal interest” in promoting it, and the wording is “susceptible to be perceived by a consumer with an average attention-span”.

Evin told La Parisien: “They will be able to do anything they like in terms of advertising. It will be the death of the Evin law adopted 25 years ago.

“Given that alcohol kills 50,000 people per year in France, can we laud its merits as if we were talking about a simple perfume? The answer, of course, is no.”

However, César said: “To talk about wine and its local soil in a press article is not the same as promoting alcohol.”