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THE LOI EVIN :

THE LOI EVIN :. A FRENCH EXCEPTION. What is « loi Evin ». An alcohol and tobacco policy law voted in France in 1991. What is « loi Evin ». One of the most severe law on advertising in Europe In a country where « passion » for alcohol is hot In a country where alcohol control is often low

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THE LOI EVIN :

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  1. THE LOI EVIN : A FRENCH EXCEPTION

  2. What is « loi Evin » • An alcohol and tobacco policy law voted in France in 1991

  3. What is « loi Evin » • One of the most severe law on advertising in Europe • In a country where « passion » for alcohol is hot • In a country where alcohol control is often low • How can we explain this real Frenchparadox ?

  4. Why this law ? • Former French law (in the seventies) was discriminating : it gave advantage to French products • France was condemned in 1979 by the European Court of Justice • But French governments took time to change the law

  5. A Decade of French advertising From 1980 to 1990 alcohol producers used this legal gap The ad became more and more provocative

  6. Alcohol and sexe Alcohol and sport Sexe, alcohol and French life

  7. Help! What does the police ? • Ignoring their own codes of good practices the ad men and producers went high in provocation and played with fire. • The only way to stop these ads was to legislate • ANPA and health experts lobbied until • Loi Evin was voted by the French parliament

  8. Articles of Loi Evin on alcohol • Definition of alcoholic drinks • Nature of advertising authorized • Content of advertising • Others topics : i e alcohol selling automate are forbidden

  9. 1. Definition of drinks • The law gives a clear definition of alcoholics drinks : • All drinks over 1,2 % alcohol

  10. 2. Places and media of authorized advertising • Advertising is forbidden - when targeted to young people - on TV and cinema • No sponsorship is authorised

  11. 3. Within these media • Messages and images should refer only to the qualities of the products : it allows to give information on the products as the producers ask • A health message must be included : « L’abus d’alcool est dangereux pour la santé » Alcohol abuse is dangerous for health

  12. Consequences of the law 1991-2004 • Illegal advertising have been condemned • Since 1991 : - 20 advertisements were brought to the Court by ANPA - And 18 were condemned

  13. Consequences of the law 1991-2004 • Penalties are high • So alcohol producers, media and admen became more careful • And advertising has lost most of its seductive character

  14. Before the law After the law Changes in advertising

  15. These ads were judged illegal in France in 2004 !

  16. Cancellation of international football matches American brewer Anheuser Bush could not sponsor the 1998 Football World Cup And France won the Cup for the first time Consequences on Media and Sports

  17. Many marketing tools are not controlled Mailing Internet Social events Control of advertising is only a part of an overall strategy of prevention What are the limits of the law ?

  18. A law difficult to assess • Difficult to assess the role of one factor (here advertising) on consumption and harm • The effect of advertising on consumption is weak

  19. A law difficult to assess • Assessment is more difficult in the French situation where we benefit of a dramatic diminution of the average consumption - since 1960 - 1 % per year - from 30 to 13 litres alcohol per capita per year

  20. A law difficult to assess • Quantitative effects may be impossible to assess… • … but symbolic effects are visible

  21. The symbolic effect of the law • Advertising reinforces preconceived ideas about alcohol • In most European countries advertising associates alcohol consumption with personal, sexual and social success… even if it forbidden by codes of practice • A law is the only way to change this seductive language

  22. European ads

  23. Authorized ad in Illegal ad in France Where have the French images gone?

  24. The need for a European legislative framework • Development of multinationals • Products and images cross frontiers • Internationalization of life styles and drinking cultures

  25. A law that cannot be ignored • The law has been attacked in and outside France • Very recently… while the law has been attacked by the French wine producers… it has been defended by the Advocate General of the European Court of Justice

  26. The Advocate General proposes that the Court should rule that • French measures on advertising limit the consumption • French rules are not disproportionate • The French law allows the freedom to provides services enshrined in the Treaty

  27. We hope that the law is here to stay because this text • is easy to apply • is difficult to distort • has modified the seductive language of advertising • is compatible with European legislation • This is no real surprise as the law was a response to the 1979 European Court decision

  28. We hope that the spirit of the law could be applied in Europe • Minimal measures compatible with subsidiarity • In order to protect the younger generations

  29. We propose for instance inside the European Union to • Forbid all forms of marketing using sport events • Forbid advertising on television

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