French officials passed a law on Wednesday requiring automobile ads to be followed by a message encouraging consumers to consider walking, cycling, carpooling, or using public transit instead.
France’s Le Monde reports that, starting in March, automotive ads on the radio, television, before movies, the internet, in print, and elsewhere will have to feature one of the following messages: “for short journeys, choose walking or cycling,” “Think about carpooling,” or “for commuting, take public transit.”
All ads (except for those on the radio) will also have to be followed by a mention of the hashtag “#SeDéplacerMoinsPolluer,” which roughly translates to “moving without polluting.” Broadcasters and publishers who fail to post these messages are subject to penalties worth up to 50,000 euros ($56,622 USD at current exchange rates).
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Starting in 2028, automakers won’t be allowed to advertise vehicles that consume more than 123 grams of CO2 per km ahead of the outright ban of internal combustion engines in 2035.
Though the new rules may sound strict, they are considerably more lenient than those proposed by a climate group, that lobbied to prevent automakers from advertising vehicles that consume more than 4 l/100 km (59 mpg) or emit more than 95 grams of CO2 per km.
Automakers were quick to say they would conform to the letter of the law but were critical of the measure. Lionel French Keogh, CEO of Hyundai’s French division, argued that since the new law doesn’t distinguish between electric and internal combustion vehicles, it could be seen as counterproductive.
The requirements on advertising follow in the footsteps of laws that have required food manufacturers to publish dietary information about products being sold and to suggest healthier alternatives.
