We hear almost more than that in the news right now. : the Evin law is being relaxed. The blog dedicated to Beaux-Vins wine could not be missed ! For those who have not had time to follow this news, You are in the right place.
The Evin quesaco law ?
The Evin Law of 10 of January 1991 regulates alcohol and tobacco advertising. Before the passage of this law, there was already a form of supervision of television advertising for alcohol by the Veil and Barzach laws..
According to Ledermann's theory also called "square law", there is a link between the average consumption of a population and the proportion of excessive drinkers. So, the more moderate consumers there are, the more excessive consumers there are. La loi devait donc faire baisser la consommation générale de la France pour faire baisser la consommation excessive.
- La publicité à la télévision et au cinéma. la publicité dans la presse jeunesse et la diffusion de messages publicitaires à la radio le mercredi et toute la semaine de 17 h to 0 h,
- La distribution de tout support à des mineurs ayant pour objet de valoriser une boisson alcoolisée,
- la distribution, la vente et l’introduction d’alcool dans tous les établissements d’activité sportive (hors demande exceptionnelle de buvette)
Cette loi oblige aussi la publicité pour une boisson alcoolisée, the addition of a health message on alcohol abuse you know well : " Alcohol abuse is dangerous for health, to consume with moderation ".
The advertisement below is taken from the campaign of 2005 by Bordeaux wines. This advertisement was banned because of its slogan "Let's drink less. Let's drink better. » seen as a devious way of inducing the consumption of alcohol.
The consequences of this law on the consumption of alcohol in France
According to the health barometer 2010 from INPES, wine consumption has dropped by 70 % between 1960 to 2010. Below is the distribution of wine consumption in France according to France Agrimer : Five-year study on wine consumption in France, 2012.
It would therefore seem that this law has achieved its objective of a general reduction in alcohol consumption.. But that's where the shoe pinches, risky consumption has increased at all ages and sexes combined with the appearance of the phenomenon of Binge Drinking ! Current public health policy must be redesigned to better target risky behaviors.
Deciphering the relaxation of the Evin law
The 10 June 2015, the deputies gave a positive signal on the modification of this law by accepting the amendment of the senator Gérard César. This provides for a distinction between information and advertising for an alcoholic product.
Since 2004, the opinion of the Constitutional Council provided as publicity ” any act in favor of an organization […], having the effect, whatever the purpose, to recall an alcoholic drink”.
This new amendment now considers as advertising "any communication operation carried out in favor of a product […] likely to be perceived as an act of promotion by a consumer of average attention”.
The main advantage of this distinction is to facilitate communication on wine tourism., viticulture and viticultural terroirs. According to Sector sheet of Côte d’Or tourism wine tourism represents every year 7,5 million tourists, one third of whom are foreign tourists. In addition to generating activity for the wine sector, wine tourism has an impact on accommodation and catering, the tourist offer and the development of infrastructures in the regions concerned, either on employment in general !
Jean-Nicolas Mouretin
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