French deputies have voted to amend the controversial Evin law by a massive majority.
Deputies in the French National Assembly voted yesterday on an added clause to the Evin law of 1991 that regulates the advertising of tobacoo and alcoholic drinks. The amendment was voted through by a cross-party majority of 102 votes to 12.
The new clause will allow wider advertising of wine within certain limits.
The clause states that ‘for produce with an appellation or geographical indication, advertising can contain references to the qualitative characteristics of the product’.
The clause goes on to say that any advertising must retain the message of moderation when drinking alcohol.
‘The word itself is not mentioned, but it’s talking about wine,’ said French national broadsheet, Le Figaro. The new clause will also affect regional liqueurs such as Armagnac, Cognac and Calvados.
The ‘qualitative characteristics’ include the taste, the production, the regional qualities and the type of vine or grape used in making the product.
The spokesman for the amendment, Yves Coussaina, added that certain techniques of alcohol advertising would remain out of bounds.
‘It’s understood that this amendment excludes any allusion to any aspects of the drink believed to increase virility or the power of seduction,’ he said.
The minister of social affairs, Philippe Douste-Blazy, said he did not support the amendment.
The clause has yet to be approved by the Senate and if it is, it will be adopted by parliament.
Earlier this year adverts for Bordeaux and Burgundy were banned under the law.
Written by Oliver Styles