Advertising for Jordan Bardella's book will not be broadcast in train stations

Advertising for the book by the president of the National Rally (RN), Jordan Bardella, entitled What I'm looking forwill not be broadcast in French stations, Mediatransports, the company which manages advertising panels in SNCF stations and the Paris metro, told Agence France-Presse (AFP), Monday September 28, because the visual of the poster contravenes “to the principles of neutrality” specific to advertising management.

Jordan Bardella expressed his “deep indignation” and asked SNCF – which owns Mediatransports with RATP – “to return to this unacceptable act of censorship, which undermines its duty of neutrality”. The president of the RN threatened to commit “legal remedies” to win your case.

SNCF unions had previously estimated that an advertising campaign “in the service of a far-right political party” had no place in the stations. Faced with the start of the controversy, Mediatransports confirmed in mid-October that it had received a request for an advertising campaign from the publishing house Fayard, without having seen the chosen visual.

A print run of 155,000 copies

The management has since taken note of the poster campaign and judged that the visual used, the cover of the book – a portrait of Jordan Bardella crossed out with the title What I'm looking for –, contravened its principles of neutrality. Jordan Bardella “is a Member of the European Parliament and president of a political party” and the title of the book underlines that it is not simply an autobiographical story, explained Mediatransports.

The campaign planned just over 500 displays in several stations in France, in several waves, starting at the end of November, i.e. “a major campaign”according to the advertising agency.

The CGT-Cheminots, which had shared its strong opposition to the initiative, welcomed this decision. “This is very good news”rejoiced the general secretary of the union, Thierry Nier. “It was a real provocation (…)everyone is put in their place and we can always say that the RN is not a party like the others”he insisted to AFP.

The release of the book, which will be printed in 155,000 copies, must be accompanied by an intense communication plan on the channels of the Bolloré group, also owner of the Fayard publishing house. It is scheduled for release on November 9.