The government is considering banning advertisements for thermal cars. This is the new bill led by Barbara Pompili, the current Minister for the Ecological Transition. In its viewfinder are also products made with palm oil such as Nutella or fast food.
Imagine, you watch your program quietly on TV. An advertising page launches, and surprise no advertising on the horizon concerning a thermal cars, a fast food, Nutella or sweets. This is how we can summarize the new bill led by the Minister of Ecological Transition Barbara Pompili.
The number three of the Macron government wants to ban, or failing to regulate, advertisements relating to products considered dangerous or harmful to our health and the environment. So no more ads for gasoline-powered cars, junk food, fast food chains like Burger King or McDonald's, or even palm oil-based products like Nutella.
One more law against thermal cars
This measure comes shortly after the government's announcements concerning two new taxes to increase the “auto malus”. Indeed, the Ministry of Ecological Transition wants the penalty to start at 123 g / km (against 138 g / km currently). In concrete terms, a vehicle emitting just 138 g / km would be subject to a surcharge of € 1,450.
The other tax envisaged concerns a penalty on the weight of vehicles, designed to slow down sales of SUVs. Thus, this tax would apply as soon as the 1400kg bar is crossed, with a scale set at 10 € / kg.
Only TV spots are affected
This law, if it were to be promulgated, would only concern TV advertising spots. Brands could therefore continue to promote their products on the Web and on signs installed in cities, on roadsides, etc. Only and as explained in the 20-minute columns Marie-Eve Laporte, lecturer in food consumption at IAE Paris-Sorbonne:
“All the studies show that digital advertising has even more impact, especially on children. Consumers, especially very young, spend more time on digital screens and there is more attention ”, explains the academic. As for advertisers, we are questioning the effectiveness and relevance of the bill.
Advertisers question the effectiveness of the project (thermal cars)
According to some, this legislation could precisely promote sales of these “prohibited” products. In the case of spreads, an advertiser explains that people would turn to a product they know, in this case, Nutella. In the absence of TV ads, an organic spread, more eco-responsible, better for health, but more confidential, will never be able to break through. In effect, leaving Nutella to thrive.
According to information from the Journal du Dimanche, the national television advertising union estimates the potential loss of turnover at more than one billion euros if such a law were to be applied. The Ministry of Ecological Transition will organize an initial information meeting with the main players in the sector. The bill will be presented to him at the end of the year.