Attention, it is not possible to run campaigns in all sectors:
Focus on regulation:
The advertising of certain products such as tobacco (including e-cigarettes) or medicines is regulated: and it will be impossible to carry out influencer campaigns for these.
How to communicate on social media while respecting the Evin Law?
In France, Article L.665-6 of the Rural and Maritime Fishing Code specifies that "Wine, a product of the vine, the wine-growing regions as well as ciders and perries, spirits, and beers from local traditions are part of the cultural, gastronomic, and landscape heritage protected in France" and confirms that it is permitted to communicate as long as alcohol consumption is not encouraged, particularly on social media. The establishment of marketing and/or digital communication campaigns is also allowed.
👉🏻 The statement "Excessive alcohol consumption is dangerous to health, consume in moderation" must appear on visuals and messages. On the accounts of such brands, it must also be reminded that to consume alcohol, one must be of legal age. Moreover, on their websites, they are obliged to ask for the birth date of their visitors to ensure they are of legal age.
Legally, to communicate about their products and enhance their brand, it is allowed to:
- Talk about their history, the origin of their products and their know-how;
- Highlight the producers and how they create the liquids;
- Present recipes for cocktails or dishes that pair well with the product;
- Present the ingredients and certain characteristics.
Influencer brief:
Content creators do not all master the Evin Law, and in your brief to influencers, it is necessary to specify the guidelines for the publications.
First of all, it is important to inform them about the formats they can create and also about those they are not allowed to create:
What is allowed:
- Share the brand's history, the origin of the product and its creation, its composition.
- It is mandatory to include in the caption of the photo or on the image in a readable and visible manner: “Excessive alcohol consumption is dangerous to health, consume in moderation”.
- The content creator must also inform their followers that this is a partnership through a hashtag (e.g., #partnership #ad...). The advantage for a content creator is that they can be creative and ingenious while respecting the Evin Law.
What is prohibited:
- Making publications in interstitial formats (advertising format related to digital media) or intrusive (disturbing formats that are unsolicited by the internet user).
- Creating a format that is not identifiable as advertising.
- Staging people with bottles or glasses of alcohol in hand (except for professionals: wine merchants, sommeliers, chefs...);
- Arguing about the alcohol content of the drink;
- Portraying a bottle of alcohol as a human being (in terms of design);
- Associating alcohol with sports (e.g., a competition);
- Creating a representation of a bottle and/or a glass of alcohol that associates well-being and fulfillment.