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A French legislative proposal seeks to ban advertising for wine and other alcoholic beverages on social media. This is intended to better protect young people. According to the initiators, many influencers in France circumvent the existing "Evin Law" of 1991. It prohibits alcohol advertising in media aimed at young people. The law was originally designed for traditional media such as television and radio and has been undermined for decades by the alcohol lobby, according to critics and the initiators of the proposal.
"Yes, there is the Evin Law of 1991, which regulates the sale and advertising of alcohol and tobacco, but it was written at a time when television dominated. It is no longer adapted to our world today, where young people are constantly on their smartphones and influencers continually find ways to circumvent the advertising ban," said Karine Lebon, who introduced the legislative proposal with her colleague Loïc Prud'homme.
The proposal is already supported by 125 members of parliament and is set to be voted on in March in the National Assembly. It calls for a ban on any direct or indirect advertising for all alcohol brands – online as well as within 250 meters of schools and youth facilities. Additionally, the penalty for violations of the Evin Law is to be increased from 75,000 to 300,000 euros. This would also directly affect the wine scene. Influencers who work professionally in the alcohol industry and whose posts target professionals or who post about wine tourism are to be exempt from the regulation.
According to studies, 79 percent of 15 to 21-year-olds in France regularly see alcohol advertising on social media, often through sponsored content from brands and influencers. Experts warn of the health consequences of early alcohol consumption and call for increased prevention measures. In France, alcohol can be served and sold to young people from the age of 18.
(ru / La revue du vin de France, AFP et al.)