When, last September, advertising professionals learned of the first version of the government's climate text targeting their sector, the outcry was immediate.
The Pompili bill envisaged taking up some of the harshest citizens' convention proposals on advertising, such as outright bans on products with a negative impact on the environment.
A notion vague enough to let imagine the worst-case scenario: that of an advertising market losing 10% to 20% of its turnover, by prohibiting its access to a large part of the usual advertisers of the automobile or the air for example.
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Advertising: the Pompili law spares the media
Upon arrival, the bill spares the industry and, consequently, the media, which largely depends on advertising.
The meetings organized at Bercy and at the Ministry of Culture in November and December resulted in a text that professionals consider
"reasonable"
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