Here is a major change that could soon occur on your mailboxes: it will no longer be a question of affixing a "stop pub" sticker, but, on the contrary, a "Yes pub".
Concretely, it would no longer be a question of indicating that you do not wish to receive, in the middle of your mail, the latest promotions on lawn mowers or the ranges of canned peas from a private label, but rather to show that you deliberately wish to receive paper advertising.
13 municipalities and municipal authorities will thus, from 1 September, experiment with this new system.
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Implementation of the “Stop pub” system in 2004
More than 800,000 tons of unsolicited printed matter, 89% of which are advertisements, are distributed each year in France according to the Ministry of Ecological Transition.
Each household would also receive more than 30 kilos of advertisements, promotions or other hype directly in the middle of their mail.
However, the Environment and Energy Management Agency (ADEME) estimates that a large part of this paper advertising - 44% according to a 2021 study - is systematically thrown away without even being read.
This finding had also led some brands, such as Monoprix, to stop “
limping
”, after estimating in 2007 that 90% of its ads ended up directly in the trash without even being consulted.
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In order to fight against this “
stuffing of letterboxes
”, which leads to a significant production of paper waste, the government had, initially, set up the “
Stop Pub
” system.
As a logical continuation of the National Waste Prevention Plan of 2004, the sticker specifically indicating the refusal of an individual to receive unsolicited advertisements had been created.
Between 2004 and 2008, nearly 9 million “
Stop pub
” stickers were put on French mailboxes according to the Ministry of Ecological Transition, thanks to the mobilization of local authorities who were then determined to reduce waste.
15 municipalities and municipal authorities are experimenting with this new system
However, although 30% of the mailboxes in the country are decked out with this famous badge and the financial penalties for groups that continue to "limp" in households that have explicitly expressed their refusal to receive them have been increased. , the number of advertisements is still too high.
Hence the idea of changing perspective, of initiating a fundamental reversal of the approach hitherto used to combat advertising waste, by developing the “
Oui Pub
” sticker.
An information campaign around this initiative, directly resulting from the Climate and Resilience Law of July 20, 2021, thus began at the beginning of May.
Its concrete application would, however, take place from September 1, 2022.
According to the Decree of May 2, 2022, thirteen municipalities and communities of municipalities in France will therefore experiment, from this date, the new system [
list at the end of the article
], before two others join them from 2023 The idea
of "experimenting
" the "
Yes pub
" allows the public authorities, initially, to assess its effectiveness in relation to that of "
Stop pub
" to fight against the production of waste paper.
In addition, "
An evaluation committee will also be set up to assess [...] its consequences on employment, on the sectors of activity concerned, on consumer behavior, but also on any difficulties in generalizing of
according to the website of the Ministry of Ecological Transition.
Read alsoThe “Stop pub” sticker will soon be replaced by the “Yes pub”
This measure, although it constitutes an essential link in the government system aimed at developing more responsible advertising, is of great concern to professionals in the "
graphic paper
" sector.
Indeed, the latter represents, in France, more than 310,000 jobs, which moreover often turn out to be part-time.
A sector already weakened by the deployment of “
Stop advertising
”, the generalization of the ban on limping should largely discourage large distributors from calling on the services of companies specializing in print advertising.
List of municipalities and communities of municipalities participating in the experimentation of the "
Oui pub
" system according to Decree No. 2022-765 of May 2, 2022:
SMICTOM (Mixed Intermunicipal Syndicate for the Collection and Treatment of Household Waste) of the Pays de Fougères
City of Bordeaux
SMICVAL (Mixed Intercommunal Syndicate for Collection and Valorization) Libournais Haute Gironde
Agglomeration of Agen
Community of communes Leff Armor
City of Sartrouville
Metropolis of Greater Nancy
Grenoble Alps Metropolis
SYTRAD (Ardèche Drôme waste treatment union)
SICTOBA (Intermunicipal union for the collection and treatment of household waste in Basse Ardèche)
Community of communes Ubaye Valley Serre-Ponçon
UNIVALOM (Joint Syndicate for the treatment and recovery of waste)
SYVADEC (Union for the Valorization of Waste from Corsica)
Troyes Champagne Métropole and the Urban Community of Dunkerque Grand Littoral "
will join the experiment once their local household waste prevention program has been voted, for the start of the information phase on December 1, 2022 and the distribution restriction phase on February 1, 2023
” according to the website of the Ministry of Ecological Transition.
