French Car Commercials To Be Required To Advocate Walking, Public Transport

In a bid to encourage more sustainable methods of transportation, France will now require all its car commercials to remind viewers of eco-conscious alternatives. From March 1, the new law will mandate that all advertisements carry one of three statements promoting walking, cycling, or carpooling.

According to The Drive, the statements have been translated as saying: “For short journeys, walk or cycle;” “Think about carpooling;” and “Take public transport daily.”

These slogans will have to be included in all forms of advertising, be it print, digital, television commercials, or even on the radio. Additionally, authorities want automakers to feature the hashtag, “#SeDéplacerMoinsPolluer,” which means “move without pollution.” If a company fails to comply, it can be fined up to €50,000 (US$56,400).

As per The Local, alongside the eco messages, car manufacturers will have to state which emissions class the advertised vehicle falls into. The new ranking system has been introduced in the country so consumers would be more aware of the environmental impacts that different vehicles have.

However, as expected, most car companies aren’t too thrilled by the new regulations. Lionel French Keogh, CEO of Hyundai in France, said the new commercial guideline “stigmatizes drivers.”

“It is the first time that we have had such a direct message from the government. But if I am doing a short journey and have to go along a main road, I will do so neither on foot nor by bicycle,” he told AFP.

Volkswagen, currently the third-largest automaker in France, behind Stellantis and Renault, simply said: “We will comply with the legislation and analyze how best to comply with our advertising agency.” 

[via The Drive and The Local, cover image via Ivan Kurmyshov | Dreamstime.com]