Association Nationale de Prévention en Alcoologie et Addictologie 1
The „loi Evin‟ : a French exception Dr M. Craplet Association Nationale de Prévention en Alcoologie et Addictologie 2
The „loi Evin‟ : a French exception What is „loi Evin‟ ? • An alcohol and tobacco policy law voted in France in 1991 • One of the most strictest laws on advertising in Europe : - In a country where „passion‟ for alcohol is intense - In a country where alcohol control is often lax • How can we explain this real French paradox ? Association Nationale de Prévention en Alcoologie et Addictologie 3
The „loi Evin‟ : a French exception Why this law ? • Former French law (in the seventies) was discriminatory : it gave advantage to French products • France was condemned in 1980 by the European Court of Justice • But French governments took time to change the law Association Nationale de Prévention en Alcoologie et Addictologie 4
The „loi Evin‟ : a French exception A decade of French advertising (1) • From 1980 to 1990 alcohol producers used this legal loophole • The ads became more and more provocative Association Nationale de Prévention en Alcoologie et Addictologie 5
The „loi Evin‟ : a French exception A decade of French advertising (2) Sex, alcohol and French life Alcohol and sport Alcohol and sex Association Nationale de Prévention en Alcoologie et Addictologie 6
The „loi Evin‟ : a French exception A decade of French advertising (3) Summit of provocative art Association Nationale de Prévention en Alcoologie et Addictologie 7
The „loi Evin‟ : a French exception A decade of French advertising (4) Government inaction Ignoring their own codes of good practices the admen and producers went high in provocation and played with fire. The only way to stop them was to legislate. ANPA and health experts lobbied until… …‟Loi Evin‟ was voted by the French parliament Association Nationale de Prévention en Alcoologie et Addictologie 8
The „loi Evin‟ : a French exception Articles of „Loi Evin‟ on alcohol (1) ‘ Loi Evin‟ provides a clear framework Definition of alcoholic drinks Places and media of advertising Content of advertising Association Nationale de Prévention en Alcoologie et Addictologie 9
The „loi Evin‟ : a French exception Articles of „Loi Evin‟ on alcohol (2) 1) Definition of alcoholic drinks : • The law gives a clear definition • All drinks over 1.2 % alcohol by volume Association Nationale de Prévention en Alcoologie et Addictologie 10
The „loi Evin‟ : a French eøception Articles of „Loi Evin‟ on alcohol (3) 2) Places and media of advertising : • Advertising is authorized only in the printed media, on radio, on posters • No advertising is permitted : - when targeted to young people - on TV and cinema • No sponsorship is permitted Association Nationale de Prévention en Alcoologie et Addictologie 11
The „loi Evin‟ : a French exception Articles of „Loi Evin‟ on alcohol (4) 3) Content of advertising : • Messages and images should refer only to the qualities of the products : it allows to give information on the products… as the producers wished ! • A health message must be included : « L‟abus d‟alcool est dangereux pour la santé » Alcohol abuse is dangerous for health Association Nationale de Prévention en Alcoologie et Addictologie 12
The „loi Evin‟ : a French exception Consequences of the law 1991-2010(1) We have observed during these years three main consequences : 1) Breaches of the law have been punished 2) Advertising has lost most of its seductive character 3) Problems appeared in the field of sports. Association Nationale de Prévention en Alcoologie et Addictologie 13
The „loi Evin‟ : a French exception Consequences of the law 1991-2010 (2) 1) Breaches of the law have been punished : • 50 advertisements were brought before the French courts by ANPA • 45 complaints have been upheld • Penalties were high 2) Advertising has lost most of its seductive character because alcohol producers, media and admen - afraid of legal and financial consequences - became more careful Association Nationale de Prévention en Alcoologie et Addictologie 14
The „loi Evin‟ : a French exception Consequences of the law 1991-2010 (3) • Before the law • After the law Association Nationale de Prévention en Alcoologie et Addictologie 15
The „loi Evin‟ : a French exception Consequences of the law 1991-2010 (4) 3. Problems appeared in the field of sports • Cancellation of TV retransmission of international football matches • American brewer Anheuser Bush could not sponsor the 1998 Football World Cup… … and France won the Cup for the first (and only?) time ! • More seriously, we can say that a new sponsor was found : Casio Company Sports do not die without alcohol sponsorship Association Nationale de Prévention en Alcoologie et Addictologie 16
The „loi Evin‟ : a French exception What are the limits of the law ? • Many marketing tools • Control of advertising is are not controlled only a part of an overall strategy of prevention Mailing Internet Social events Association Nationale de Prévention en Alcoologie et Addictologie 17
The „loi Evin‟ : a French exception A law difficult to assess (1) • Difficult to assess the role of one factor (here advertising) on consumption and harm • The effect of advertising on consumption is real but weak Association Nationale de Prévention en Alcoologie et Addictologie 18
The „loi Evin‟ : a French exception A law difficult to assess (2) • Assessment is even more difficult in France where we benefit of a dramatic diminution of the average consumption : since 1960 of 1 % per year from 30 to 13 litres alcohol per capita per year • Quantitative effects may be impossible to assess… • … but symbolic effects are visible Association Nationale de Prévention en Alcoologie et Addictologie 19
The „loi Evin‟ : a French exception 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 forbidden by codes of practice • A law is the only way to change this seductive language Association Nationale de Prévention en Alcoologie et Addictologie 20
The „loi Evin‟ : a French exception Where have the French images gone ? • Permitted ad • Illegal ad in France outside France Association Nationale de Prévention en Alcoologie et Addictologie 21
The „loi Evin‟ : a French exception These ads were judged illegal in France in 2004 ! Association Nationale de Prévention en Alcoologie et Addictologie 22
The „loi Evin‟ : a French exception The need for a European legislative framework • Development of multinationals • Products and images cross frontiers • Internationalization of life styles and drinking cultures Association Nationale de Prévention en Alcoologie et Addictologie 23
The „loi Evin‟ : a French exception A law for Europe ? • We hope that the spirit of the „Loi Evin‟ could be applied in Europe Basic measures compatible with subsidiarity In order to protect the younger generations • We propose inside the European Union to : Forbid all forms of marketing using sports events Forbid advertising on television Association Nationale de Prévention en Alcoologie et Addictologie 24
The „loi Evin‟ : a French exception „Loi Evin‟ : a simple policy law ? • easy to apply • difficult to distort • which has modified the seductive language of advertising • compatible with European legislation This is no real surprise as the law was a response to the 1980 European Court decision Association Nationale de Prévention en Alcoologie et Addictologie 25
The „loi Evin‟ : a French exception A law that cannot be ignored ? • Since 1991, the law has been attacked in and outside France • In 2004… while the law has been attacked by the French wine producers… it has been defended by the European Court of Justice Association Nationale de Prévention en Alcoologie et Addictologie 26
The „loi Evin‟ : a French exception On June 2004, the Court ruled that : • French measures on advertising limit consumption • French rules are not disproportionate • The French law allows the freedom to provides services enshrined in the Treaty Association Nationale de Prévention en Alcoologie et Addictologie 27
The „loi Evin‟ : a French exception A law resisting to drinks industry lobbies Wine producers lobbyed the French Parliament and government during all the year 2004 : they wanted to go back to lifestyle advertising. But public health experts resisted… And only small changes were voted in January 2005 Association Nationale de Prévention en Alcoologie et Addictologie 28
The „loi Evin‟ : a French exception A law resisting to drinks industry lobbies The advertising can now make reference to : - Regional origins (using “ Appelation d‟origine” or “Indications géographiques ”) - Objective characteristics of the products concerning its colour, smell and taste. Association Nationale de Prévention en Alcoologie et Addictologie 29
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