The tastings of alcohol are facing a new legislative reality. In the National Assembly, a bill has just been introduced to prohibit influencers from promoting alcoholic beverages. This text aims to protect young people, a preferred target of these personalities’ actions. The deputies, united in their approach, wish to update the Evin Law to better regulate marketing practices in a world where social networks are gaining more and more prominence.
Why prohibit the promotion of alcohol by influencers?
French deputies are taking measures to prohibit the promotion of alcohol by influencers. This legislative change comes in response to the growing concern about the impact these personalities have on alcohol consumption, particularly among young people. Indeed, young internet users, who make up a major audience on social networks, are particularly influenced by these media figures. The bill specifically aims to restrict the ability of influencers to promote alcohol, even indirectly, raising essential questions about the role of social media within the framework of social responsibility.
This measure aims to render the Evin Law more current, as it dates back to the 1990s and did not anticipate the rise of social networks and influencer marketing. The failure to take these new realities into account has significantly facilitated the dissemination of content promoting alcohol. Therefore, it becomes necessary to establish a clear legislative framework to protect the most vulnerable, particularly teenagers. The demand for restrictions is all the more urgent in light of the increase in cases of alcohol abuse among young people, exposing them to messages that can trivialize alcohol consumption.
What impact will these new regulations have on influencers?
Influencers play a leading role in current culture, and their ability to promote products reaches a wide audience. The proposed ban could influence not only their content strategy but also their partnerships with alcohol brands. Well-known influencers, such as McFly and Carlito, have already faced this issue. Following warnings, they have stopped sharing videos of alcohol tastings.
In this context, it is pertinent to ask how these content creators will adapt to the legislation:
- Evolution of partnerships with non-alcoholic brands
- Strengthening of educational messages around responsible consumption
- Increase in deliverables related to food products and well-being
Are young people the most affected by these alcohol promotions?
It is undeniable that young people are the primary recipients of the influence of these marketers through social networks. Several studies show that the young audience of influencers remains particularly vulnerable to the messages conveyed by their idols on these platforms. Alcohol consumption among young people can have harmful consequences, particularly on their brain development.
Public health experts, such as Bernard Basset, emphasize the importance of these restrictions. They warn of the dangers associated with early alcohol consumption, including:
- Increased risks of alcohol dependence
- Negative effects on mental health
- Risks of risky behaviors
How will the Evin Law evolve with these new trends?
The Evin Law is at a crossroads with the rise of influencers. Deputies are considering amendments that will modernize this legislative framework to address new challenges related to alcohol advertising. The measures being discussed could include restrictions on advertisements near schools, a point often raised during current debates.
In this regard, the law could revolve around several axes:
- Prohibition of alcohol advertisements near schools
- Clarification of influencers’ responsibilities regarding promotion
- Highlighting awareness campaigns about the risks of alcohol consumption
What are the reasons behind the cessation of alcohol tastings?
The deputies have resolved a matter of social well-being by enacting this law. Alcohol tastings and the surrounding popular culture have often been the subject of growing criticism. Organizations such as Addictions France strongly support this initiative, arguing that the influencer model around alcohol can convey harmful messages. Their goal is to prevent these practices from being trivialized and to inform youth of potential risks.
The gradual withdrawal of these practices can contribute to a shift in mentality. Content creators are now encouraged to adopt healthier alternatives for their audience. Here are some possible initiatives:
- Promotion of moderation in all content
- Collaboration with health sector stakeholders
- Development of educational content on the dangers of alcohol
The recent legislative initiative aiming to prohibit the promotion of alcohol by influencers marks a turning point in the way alcohol is presented to youth. Based on evidence related to alcohol consumption among young people, deputies aim to protect this vulnerable age group, which is particularly influenced by content on social networks.
With the update of the Evin Law, parliamentarians seek not only to frame the message around alcohol but also to address the evolution of modern marketing practices. By specifically targeting the phenomenon of influencers, political representatives respond to a reality where young people consume more and more online content.
The cessation of online alcohol tastings by some influencers, such as McFly and Carlito, illustrates how this policy has repercussions. As these content creators became aware of their responsibilities, the rest of the online community is called to reconsider its role in the promotion of alcohol consumption.
