The French government is to hold a public consultation over a decade-old law banning certain sectors from advertising on television.
The law in question applies to cinema, press, publishing and retail firms. It was first passed in 1992, backed by regional press groups (which get the bulk of retail spend) and the French film industry (eager to prevent Hollywood movies overpowering domestic offerings through blanket TV advertising).
To be conducted by the finance ministry’s media development and consumer affairs units, the consultation will give advertisers, agencies and media companies the chance to air their views. It will examine each sector in turn and last into next year.
The government is thought to favor phasing out the ban. It has an added incentive to act sooner rather than later, as the European Commission warned France earlier this year that the regulation could breach European law. The consultation is considered an attempt to keep Brussels’ bureaucrats at bay.
Data sourced from: AdAgeGlobal.com; additional content by WARC staff