April 10, 2024

Diageo and Moët Hennessy Louis Vuitton (LVMH) have been fined in France for recent celebrity campaigns, according to a French addiction awareness association.

Addictions France has revealed a handful of drinks companies have been punished for breaking the Loi Évin, a law that regulates alcohol advertisements. Singer and actor Lady Gaga partnered with Champagne brand Dom Pérignon, handled by a joint venture between LVMH and Diageo named Moët Hennessy Diageo (MHD), in marketing campaigns for several vintages of the Champagne.

The Paris-based association said Lady Gaga and the drinks majors were sanctioned for the promotion, with MHD receiving a €15,000 ($16,300) fine. Addictions France added Olivier Lebon, an executive at MHD, was given a suspended €10,000 fine.

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