Eligible organizations and messages will be identified through "a fair and equitable procedure" -

LODI Franck / SIPA

“Radio France is committed to the great causes of our time such as the ecological transition.

This responsibility, I want it to be visible from now on in all our airtime: editorial and advertising.

These words are from Sibyle Veil, President and CEO of Radio France.

"Committing to" greener advertising on its antennas ", the public radio group announced on Tuesday the establishment in January of new" responsible advertising spaces ", free or at preferential rates, in favor of actors mobilized for the ecological transition.

Free

A first space called "solidarity" will grant more than 10 hours of free air per year to NGOs, associations or even private actors at the forefront of the issue, explains the public group in a press release.

Eligible organizations and messages will be identified by the term "of a fair and equitable procedure", a "reflection" being initiated "in this sense with different actors" to "recognized expertise" such as Ademe (Transition Agency ecological), it is specified.

-40% for "eco-responsible products"

A second space called "eco-responsible" will offer advertising screens at prime time (such as morning hours) for "eco-responsible products at a rate of -40%", after selection of eligible ads "on the basis of 100 environmental labels listed and recommended by Ademe ”.

Finally, a “responsible space” will be dedicated to audio spots (pre-roll) preceding podcasts open to advertising “to mark this turning point” on “digital” and offer “20% additional contacts to eco-responsible messages”.

"27 hours of dedicated programs each week"

"We have chosen a virtuous approach, which gives access to our branches to committed players and encourages all advertisers to make their transition," said the president of the public group, Sibyle Veil, quoted in the press release.

According to Radio France, this policy is “in line with the history of advertising” on its antennas, “measured in time and open to messages useful to society”.

And extends its "very strong editorial commitment to the environment", with in particular "27 hours of programs dedicated each week to the ecological transition" such as

La terre au carré

by Mathieu Vidard on France Inter or even

De cause à effects

by Aurélie Luneau on France Culture.

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