Remember the loud protests when warning texts on cigarette packs were first introduced in many countries around the world?
“Smoking causes cancer”. “Abuse of alcohol is dangerous for your health”. Or, in some countries even blunter: Cigarettes can kill you.
Like it or not but a similar development is now underway in France. Or maybe we should rather say “beginning in France”, because the same idea has been raised in other countries too.
Announced to take effect on 1 March 2022, French automakers will be obliged to include a warning text on all ads published in any media including radio and television, print ads, internet, and cinemas.
Carmakers can choose between three standard messages: “Consider carpooling”, “Use public transportation for everyday trips” and “For short trips, opt for walking or cycling”. At the end of all messages, ads must have a hashtag, for example, #MovePolluteLess.
And don’t try to hide the message. The advertisers and their agencies are told to present the messages in an easily readable or audible way. Ads must also include information about the vehicle’s CO emissions.
Failing to comply, advertisers can be fined up to 50,000 euros.
“ONE PILLAR TO TACKLE CLIMATE CHANGE”
Several major carmakers, like Volkswagen and Hyundai, say that they will adapt to the new laws. Some complain that the legislation does not distinguish between gasoline and electric cars, or light and heavy vehicles. Others, including giants Renault, Stellantis, and Ford, did not respond immediately.
The WWF estimates that more than 40 percent of all ad spending in France is promoting SUVs, the most polluting vehicle category.
As reported in the Washington Post, reducing the use of polluting cars is one pillar of France’s approach to tackling climate change. New climate legislation also includes provisions to phase out advertising for gasoline and other fossil fuels.