18th June 2021 by Johannes Fundell and Lyla Oakes. From Decalspotters
In 1991 France becomes one of the first countries to tackle down alcohol advertising with Evin’s Law.
However, article L.3321-1 of the French Public Health Code defines alcoholic beverages as those that contain more than 1.2% of alcohol, meaning that advertising of alcohol-free alternatives is technically allowed.
Still, Evin’s Law also states that:
“propaganda or indirect advertising is considered to be propaganda or advertising in favour of an organization, service, activity, product or article other than an alcoholic beverage which, by its graphic design, presentation, use of a name, brand, advertising emblem or other distinctive sign, recalls an alcoholic beverage”.
Furthermore, in May 2020, the Court of Cassation legitimized a stricter application of the Evin’s Law after sanctioning Phénix de Grimbergen for unlawful advertising.
This should prevent producers from advertising their 0% alcohol products as they are considered “indirect” advertisements of their alcoholic versions.
As an example:
– Alfa Romeo are signed with Singha Corporation, Thai drinks company, which has decided to replace all existing collateral branding with Singha Drinking Water (น้ำดื่มสิงห์)
– Formula 1 has the premium Dutch beer brand Heineken as a global partner, which branding has been completely omitted for the weekend in France
– Asahi prepared to face the ban by creating a brand-less logotype featuring Peroni’s “blue ribbon” graphic with text mentioning its Roma roots
– Estrella Galícia 0.0 partnering with Ferrari, removed all decals depicting the Galician beer altogether
To read the whole article, click on the following link: https://decalspotters.com/2021/06/18/france-says-dont-drink-and-advertise-f1-hit-with-alcohol-sponsorship-ban-at-french-gp/.