The document summarizes research analyzing the lobbying strategies used by the alcohol industry in France to undermine the Evin Law, which places restrictions on alcohol advertising. Through interviews with key stakeholders, the research found the industry engaged in strong lobbying that has weakened the law's enforcement since 1991. Some strategies included claiming regulations limited free speech, forming alliances with politicians, and focusing arguments on wine culture. The goal of the lobbying was to roll back limitations on advertising content and exposure to protect alcohol sales, especially to youth.

1. The industry’s lobbying against
the Evin law in France
Prof. Karine Gallopel-Morvan
EHESP School of Public Health, Rennes, France

2. Presentation of
the Evin law in 2015!

3. Alcohol in France
• Declared exceeding the low-risk drinking guidelines in 2021:
22% of adults
• Alcohol consumption is high: 41,000 people die every year
because of alcohol

4. 1.THE EVIN LAW?

5. Radio, newspapers, the Internet
except those that target young people
1. Media LIMITATIONS (exposure)

6. The law also limits the content of advertising:
written messages and images should refer only to the qualities
and characteristics of the products : alcohol %, origin, other
information, etc.
2. Content LIMITATIONS

8. Alcohol commercials must contain the warning:
“the abuse of alcohol consumption is dangerous for
health.” (to consume with moderation)
3. Informing consumers (warning)

9. The aims of the Evin law
• According to Claude Evin, the initial aims were:
– to “de-normalize” alcohol in French society
– to support government policy in 1991 (to lower the country’s
alcohol consumption)
“campaigns to reduce alcohol consumption could not be developed […]
while at the same time allowing messages encouraging alcohol use” (C.
Evin)
In addition:
– to protect young people from alcohol advertising
– to discourage alcohol consumption
– to reduce mortality and morbidity associated with alcohol
consumption

10. 2. THE LIMITATIONS OF THE
EVIN LAW

11. The law is not always enforced by the alcohol
industry

12. A strong lobbying has
undermined the Evin Law
since 1991

13. 3. ANALYSIS OF THE
LOBBYING AGAINST
THE EVIN LAW

15. Aim of the research
To analyze, from the perspective of
French key stakeholders involved in the
implementation or evolutions of the
Evin Law, the lobbying strategies and
arguments used since 1991 to
undermine the Evin Law
15

16. Method: in-depth interviews
18 French key informants who had or have a direct or indirect role in
implementing and/or changing the law were interviewed
The alcohol industry involved in debates on the Evin Law and on alcohol
policies was contacted: it declined or failed to answer
2 former Health Ministers: Claude Evin (implementation in 1991) and
Marisol Touraine (changes in 2016)
3 founders of the Evin Law (Gerard Dubois, Albert Hirsh, Claude Got)
4 NGOs experts on alcohol control (Bernard Basset, Alain Rigaud, Mickael Nassila, Michel
Reynaud, Amine Benyamina)
6 experts from national public health institutes, health Ministry, public health
France
3 experts from academic associations and research institutions

17. Analysis
Thematic content analysis
Savell et al.’s framework (2016) for classifying lobbying strategies and
arguments
• “global” arguments and strategies
• Specific ones in the French context
Framework of corporate political activity specific to alcohol marketing
regulation:

19. Main results – Lobbying strategies

20. Education: to target very very young people

23. CONCLUSION

24. Limitations (qualitative research, no interview of the
alcohol industry, no analysis of other documents)
The first analysis of the long-term lobbying strategies
and arguments (30y) used in France to unravel the Evin
Law
• “Global” strategies & arguments (closed to the model identified in the
literature)
• Specific to France:
• focus on wine, integration of the wine industry into decision-making
bodies, alliances with parliamentarians, non respect of the law
Research useful for countries that have implemented /
will implement alcohol marketing regulations:
• help anticipate tactics and arguments deployed by the
alcohol industry

25. If you are interested

26. Thank you for your attention
Karine Gallopel-Morvan
EHESP French School of Public Health
Rennes, Brittany, France
karine.gallopel-morvan@ehesp.fr