France mandates anti-car car ads

The French government is forcing car-makers into the same advertising corner as alcohol brands, insisting all new car ads also show alternatives to driving cars.

Announced yesterday, France’s new Article L328-1 advertising rule forces car-makers to promote their new car models by also encouraging people not to drive at all.

Under the new 2022 laws, car advertisers will have to include one of three phrases in their advertising copy, in print, digital, radio or television campaigns.

The three phrases are:

Failure to include one of the phrases in a single advertisement will attract a €50,000 ($A78,660) fine, which can be lifted to €100,000 ($A157,320) for repeat offenders.

The law reads: “Any advertising in favor of motorized land vehicles must be accompanied by a promotional message encouraging the use of active mobility, as defined in article L. 1271-1 of the transport code, or shared, or public transport.”

France defines “active mobility” as any mode of human-powered travel with or without motorised assistance, so electric scooters and e-bikes would be included, along with walking, cycling or even skateboarding.

Similar tactics have been applied to the tobacco and alcohol industries in the past, including by Australian governments, but those have usually stopped short of suggesting alternatives other than abstinence.

The new laws were passed in December and are designed to change both driving and purchasing behaviour as well as beginning a push to see cars as anti-social in some situations.

They have been designed, the French government says, to encourage people to walk, ride bicycles or to take buses or trains instead of using their cars as a default option.

That said, the advertising can still include cars sliding, smoking tyres or even jumping, all of which are banned in Australian advertising.

The Federal Chamber of Automotive Industries has its own code for automotive advertising in Australia, and while it falls short of including other travel options, it is regarded as one of the world’s strictest.

Advertisers cannot include any driving that would breach any Commonwealth, State or Territory law, including excessive speed, reckless driving, fatigued driving, driving under the influence of alcohol or drugs and environmental damage.

Motorsport-related advertising is only accepted if it is clearly identified as a motorsport activity, or testing or proving activity.