In June, the Citizen's Climate Convention handed over 241 pages, the result of nine months of gestation and an unprecedented democratic initiative intended to limit greenhouse gas emissions in a spirit of social justice.
But while this voluminous report must be translated into a bill in mid-December, some pages are still stuck… In particular those relating to advertising.
This is the reason why the President of the Republic will convene this Friday an Ecological Defense Council to make the final arbitrations on the proposals of the 150 French people drawn by lot.
“We're not going to budge one iota, it's not about negotiating.
If the arbitration is done at the level of the Elysée and by relying on the declarations of the president, one can only hope that they will be adopted, wants to believe Grégoire Fraty, one of the citizens who worked on our emissions greenhouse gases.
With his 149 co-contractors, he proposed a “general” regulation of advertising to limit overconsumption, but above all a ban “from 2023” on the promotion of the most polluting products on “all advertising media”.
The cry of alarm from independent radio stations
The report, which does not draw up a blacklist, gave the example of “vehicles consuming more than 4 liters per 100 km”, ie “60 to 70% of vehicles marketed in France in 2019” according to a first impact study produced. by the administration.
The Citizens' Convention also plans to apply a threshold linked to the “CO2-score”, a carbon score which is the subject of another proposal.
"At the time of the presentation, we had calculated that if these measures were applied, they would lead to a drop in income of 20 to 30%, in particular because of the deflationary pressure on the prices of advertisements", reports Antoine Ganne, union representative of the TV advertising (SNPTV).
This Tuesday, the union of independent radio stations, for its part, has already raised a cry of alarm: “They employ 2,500 people, including 500 journalists, and are 100% financed by advertising.
Those for distribution represent 50% of our turnover and those of the automotive sector 20%, ”thus detailed Alain Liberty, president of Sirti, union of independent radios on Wednesday.
Promote more responsible consumption
“Of course, we understand the concerns, including on the financing of information, retorts Grégoire Fraty, but the market will adapt.
Advertising spaces dedicated to the most polluting products will be occupied by others, it is about changing things.
We also offer a typical “eat, move” message already associated with food ads.
The idea is to promote more responsible consumption.
The slogan could be: “Do you really need it?
Overconsumption harms the planet.
A pro in the advertising sector gets carried away: “Replacing some of the ads for highly polluting SUVs with ads for electric vehicles, fine.
But what is possible for the automobile is more complex for diapers.
However, we advocate a voluntary commitment industry by industry and above all with staggered objectives.
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However, he fears that he will not be listened to and that the Ministry of Ecological Transition will impose bans, for example on fossil fuels and long-distance travel for short periods.