Advertising on TV: why the government's plan worries the media and advertisers

Concern in the midst of advertising: Sunday, the

revealed that the Ministry of Ecological Transition was working on a text that we will hear a lot about.

It is based on several recommendations from the Citizen's Climate Convention, launched at the end of 2019 and whose report was released last July.

Objective: to regulate, or even ban, TV advertisements for products deemed harmful to health or the environment.

Rather broad terms that worry the media and advertisers.

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With such a wording, this ban could indeed affect both cars with combustion engines, sweets that would promote obesity and fast-food brands, but also price comparison sites for plane tickets or even campaigns. promotional launched by the tourist offices of countries or regions which are only accessible by plane, including the French overseas departments and territories.

Losses of one billion euros per year

According to the National Union of Television Advertising, prohibiting these advertisers from investing in television campaigns could cost the industry one billion euros per year, which would be a real blow for a sector that has suffered greatly from the pandemic .

The losses linked to containment would already amount to 500 million euros this year, despite the arrival of new advertisers who took advantage of the crisis to invest in television, thanks in particular to the discounts offered by the advertising agencies (from 15% to 20%).

As for advertisers, of course, we are also worried.

This concerns the brands, of course, but also the regions most dependent on tourism, which would be doubly affected: no more advertising for them, no ads for comparators or airlines ... Everyone intends to defend their point of view here the presentation of the text to the Assembly, expected in the autumn.