Last April, the Paris judicial court ordered Meta to withdraw 26 influencer publications promoting alcohol on Instagram and Facebook. These decisions relaunch the debate on the Evin law, adopted more than 30 years ago, and its adaptation to the era of social networks.
Addictions France obtains the withdrawal of 26 influencer publications
The Association Addictions France welcomed a new victory against the American giant. The judge ordered the immediate withdrawal of 26 content published by 13 influencers, followed by more than 6 million Internet users. Justice has also demanded that Meta transmit the identification data of the authors.
In its press release, addictions France underlines in a press release:
“”The judge not only ordered their withdrawal, but also enjoined META to transmit to addictions France the identification data of the authors of this content “.
A decision which comes two years after a first conviction of Meta for similar facts.
Alcohol and social networks: disturbing trivialization
Among the content deleted were publications explicitly sponsoring brands like Heineken, Corona, Martini or 8.6. But also more subtle staging: a table at the table, a cocktail during an aperitif or a glass put forward in a recipe for cooking.
Addictions France denounces a heavy trend:
“”The decision is remarkable for the variety of pinned content: explicit and direct promotion of alcohol brands (…) but also humorous publications and insidious formats, slipped into everyday scenes such as meal and aperitif “.
Some influencers cited include chief Juan Arbelaez or host Malika Ménard.
An Evin law still adapted to the digital age?
Since 1991, the Evin law strictly has supervised alcohol advertising: no association with party, conviviality or humor, only informative content. But on social networks, borders are fading.
Addictions France considers that the law must evolve:
“”It is therefore urgent to develop the Evin law so that the alcohol marks no longer have the possibility of using influencers. This would give a clear signal to the platforms to better prevent the appearance of these contents “
If these publications are now invisible from France, they had already had time to reach millions of subscribers, mainly young. One question remains: how to effectively protect vulnerable audiences from an alcohol advertising now omnipresent in digital daily life?