France looks set to win EU backing for Loi Evin restrictions

France, which faced advertisers’ fury by refusing to relax its alcohol ad ban even for the World Cup, may be told by the EU that the restrictions can stay.

France, which faced advertisers’ fury by refusing to relax its

alcohol ad ban even for the World Cup, may be told by the EU that the

restrictions can stay.



In what would be a body blow to a European single market for commercial

free speech, the EU’s legal service is believed to have decided to take

no action against both the so-called Loi Evin or Greece’s restrictions

on toy advertising.



Reports of a climbdown have outraged industry lobbyists who fear it will

encourage European countries to operate ad restrictions in defiance of a

single market policy and lead to new ad curbs.



The Commission was due to meet on Thursday to decide whether to continue

legal action against the French and Greek governments.



Andrew Brown, director-general of Britain’s Advertising Association, has

written to Lord Simon, the minister for trade and competitiveness in

Europe, urging the UK Government to try to stop the cases being dropped.