“Welcome to the wonderful world of Emily in Paris and Chamère,” said the distributor on a website, putting on sale this product derived from the successful series devoted to the adventures of an American woman in France. But advertising for alcoholic products is strictly limited in France in the name of protecting public health, as stipulated by the Evin law.
Advertising limited to “informative elements”
It must be “limited to the highlighting of informative and objective elements”, such as the degree of alcohol, the composition of the product or even the “terroirs of production” or the “olfactory and taste characteristics”, explains the court. of Paris in its interim order issued on December 18, 2024.
In this case, the allusions to the Netflix series are “solely intended to encourage the consumer to move towards this product”, considered the French justice which had been contacted by the association Addictions France, which carries out actions awareness and prevention for all types of addictions.
The Paris judicial court therefore ordered Carrefour to “remove any representation of alcoholic beverages from the Chamère brand containing the mention ‘Emily in Paris’” on its site, and prohibited the distributor from offering for sale “alcoholic beverages from the Chamère brand with the words ‘Emily in Paris’.
Ordered to pay 8,000 euros to Addictions France
The distributor, who admitted an “error” on Tuesday and did not contest the sanction, was also ordered to pay a total of 8,000 euros to Addictions France, including 5,000 “in compensation for his moral damage”.
“It’s very satisfactory”, reacted Frank Lecas, legal manager of Addictions France, welcoming that “the judge orders the withdrawal of the sale of the product”. The association plans to “take legal action against the English company” producing the drink.
Swiss
