France has just voted overwhelmingly in favour of changing the notorious Evin Law to allow more freedom in wine adverts.
The upper house of the French parliament has unanimously approved the measure, put forward by health minister Philippe Douste-Blazy, which will change the law to allow smell, taste and colour to be discussed in ads.
The Evin Law of 1991 restricted drink advertisements to showing nothing more than name, manufacturer, alcohol content, and origin.
The measure now goes to a commission on 3 February for final approval – which is certain to be granted – from both houses of parliament.
Written by Adam Lechmere, and agencies