Posted on Jan 21, 2021 at 6:30 amUpdated Jan 21, 2021, 2:48 PM
TV and radio channels are committed to being “greener”. Wednesday evening, large groups – RTL, Lagardère, NRJ, NextRadioTV, Sirti, TF1, M6, etc. – presented their first ideas to the citizens of the Citizens’ Convention, within the framework of a first meeting under the aegis of the Ministry of Culture, with the participation of that of Ecology and Bercy. Public groups (France Televisions, Radio France) have also joined in, even if they could promise additional commitments – as has Radio France.
It is a question of defining concrete tracks in the perspective of the bill resulting from the Citizen’s Convention for the climate which is to be presented to the Council of Ministers on February 10. For now, the media have escaped the worst on the advertising side, with limited restrictions on fossil fuels, but they have yet to show their feet.
The bill provides “The implementation of a code of good conduct which would transcribe the commitments made within a ‘climate contract’ concluded between the media and the advertisers, on the one hand, and the Superior council of audio-visual, of on the other hand, in order to reduce advertising of polluting products, through ambitious voluntary commitments ”, as indicated in the explanatory memorandum.
Products that are too fatty, sweet, salty …
According to our information, among the commitments made, televisions and radios provide awareness programs (magazine, information, entertainment, etc.) on all media (web, radio, television). They also offer events (concerts, conferences, etc.) and field actions dedicated to the environment.
They suggest that gaming earnings be more responsible – no more weekends on the other side of the world – and say they are ready to report to the Superior Audiovisual Council, for example on the production of programs (recycling, train tickets rather than plane tickets…).
On advertising, the most eagerly awaited subject, they offer more attractive pricing conditions for institutional campaigns dedicated to the environment. On the other hand, no firm commitments on the reduction of advertising spots for products having a strong impact on the environment (quantitative reduction criteria, different price offers, etc.). They speak rather of“Support for advertisers in their more sustainable approach”.
“The different economic sectors must also make commitments”, explains an advertising professional. The public authorities work, in fact, also with the sectors. Thus, the automobile is committed to a progressive quota of advertisements on electric and hybrid vehicles for future years. The food industry has proposed a gradual exit of excessively fatty, sweet and salty products on screens intended for children.
More coercive measures
These first proposals seem to be well received. “The meeting was very constructive”, we say to the Ministry of Ecological Transition, for which, however, the commitments on advertising “Are not specific enough”. The ministry pleads for “Clearer indicators for monitoring, controlling”.
“We are aware that we have to be more proactive. Otherwise, we can fear more restrictive amendments during the parliamentary debate ”, recognizes a professional. Asked on the subject Tuesday at the National Assembly, Roselyne Bachelot, the Minister of Culture, warned: “The societal expectation is strong. If the voluntary commitments are not there, we will take more coercive measures. “