From March 1, 2022, French advertisements promoting motor vehicles must also broadcast a message encouraging an alternative transport solution. A way of doing things similar to messages related to alcohol abuse or the harmful effects of junk food on alcoholic drink or junk food advertisements.
All media are targeted
Imagined in 2020, the decree was drafted by the Ministry of Ecological Transition and published this Wednesday, December 29 in the Official newspaper. It stipulates that all commercials for motor vehicles, whether they appear on television, on the Internet, on the radio, in the cinema, on billboards or in print, must incorporate one of these messages: ” for short journeys, prefer walking or cycling “,” remember to carpool ” Where ” on a daily basis, take public transport “. Apart from the radio, the text must be followed by the words ” # MoveLessPollute “.
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” Decarbonizing transport is not just switching to an electric motor. It also means using, when possible, public transport or cycling », Declared Barbara Pompili, Minister of Ecological Transition, in a tweet. Advertisers who do not comply with the new law will be liable to a fine of up to 50,000 euros per broadcast.
In addition, car manufacturers will be required to display the carbon dioxide emission class of promoted vehicles, specifies The world. This last measure has been imposed in advertisements at European level since 2001, but is mostly carried out in a not very visible way, in very small amounts on the advertisements.
Automobile traffic represents 15% of CO2 emissions in France. Photograph: Nabeel Syed / Unsplash
The government qualifies its response to the demands of environmentalists
While this new decree will not make it possible to drastically reduce CO2 emissions from the automotive sector in France, its aim is to gradually prepare citizens for the end of the thermal engine desired by the European Union in 2035. In this case optically, advertising for the most polluting vehicles will be banned in 2028.
In addition, the text is a nuanced response to the demands of environmental associations who advocated the end of advertising for cars. The government is thus moving in the direction of both parties by not restricting too much the automotive sector, already in difficulty following the shortage of semiconductors, the pandemic as well as by the obligation to make heavy investments in electrical technologies to prepare for the future.
Lionel French Keogh, CEO of Hyundai in France, assures us that this text is a ” paradox ” and ” counter productive »Because no distinction is made between the different engines. ” I find that a little disempowering. And that stigmatizes the automobile. This means that overall, we have to find alternatives to the automobile. This is the first time that we have had a fairly direct message from the government. But if I take a short trip that goes through a national road, I will not do it on foot or by bike », He declares.
As a reminder, automobile traffic represents 15% of CO2 emissions in France.