Are we heading towards the end of unwanted advertisements in mailboxes? ? If the decision will be up to parliamentarians, they can now rely on the Oui pub evaluation report, published on January 8.
Tested in around fifteen territories since the end of 2023, this system prohibits the distribution of commercial and unaddressed letters. Only people who have affixed the notice « Yes ad » on their mailbox are served.
Ademe notes that Oui pub has accelerated the decline in the number of leaflets distributed, a phenomenon already underway throughout France. Between 2013 and 2023, the volume of printed matter will have already been reduced by more than half. « The Oui pub experiment most likely accounted for this acceleration but it remains difficult to assess its share. »however, underlines the report.
Fewer papers thrown away
In the pilot areas where Oui pub is tested, communities have noted a drop in the tonnage of paper thrown away, greater than elsewhere: by 22.5 % (Nancy, Meurthe-et-Moselle) at 70.8 % (Dunkirk) less. Enough to satisfy them. « They don’t want to go back »specifies the report. As for residents, the majority say they are generally in favor of the system.
As for advertisers, specialized distribution (such as the toy sector) and small local businesses in peri-urban or rural areas say they have suffered from this ban on leaflets. Same thing for printed matter distributors, some of whom, like Milee (formerly Adrexo), have been forced to cease their activities.
Resistance to advertising aggression (RAP) notes that the rate of affixing the Yes pub sticker is very low in the test territories, never higher than 19 %. « Which confirms, for us, the fact that the Stop advertising device, affixed at a height of 30 %, allowed distributors to leave waste in letterboxes to people who presumably did not want it and therefore threw it away directly without having read it »says Thomas Bourgenot, advocacy officer for the association. The ball is now in the court of parliamentarians who will have to vote for or against a generalization of the Yes pub.
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