Adoptée en juillet dernier par l’Assemblée nationale, la loi “climat et résilience” a pour objectif de lutter contre le dérèglement climatique et le renforcement de la résilience face à ses effets. Plusieurs des dispositions de cette loi impactent directement ou indirectement le secteur de la publicité et de la communication.
L’interdiction des publicité pour les énergies fossiles et les véhicules polluants
Effectivement, l’ensemble des publicités télévisuelles pour les énergies fossiles et les véhicules polluants seront interdites à compter de 2023.
Cette disposition ne concerne pas les carburants ayant un contenu en énergie renouvelable réputé supérieur ou égal à 50%.
“Oui Pub” : Un test sur 3 ans pour interdire la publicité dans les boîte aux lettres
Dans près de 15 collectivités, une expérimentation va être menée sur 3 ans dans le but de n’autoriser la distribution de prospectus que dans les boîtes aux lettres affichant une étiquette “Oui Pub”. L’objectif est d’évaluer l’impact environnemental de la production et du traitement des déchets papiers, mais également les éventuelles conséquences sur l’emploi et le comportement des consommateurs.
Cette disposition ne concerne pas les échantillons de presse.
Le « score carbone» : un marquage environnemental des biens et services vendus
D’ici février 2022, une autre expérimentation sera menée dans le but d’instaurer un marquage environnemental, appelé “score carbone”, qui devra obligatoirement figurer sur les biens et services mis à disposition du consommateur.
Ce “score carbone” renseignera sur les impacts environnementaux des biens et services, notamment en termes d’émissions de gaz à effet de serre, d’atteintes à la biodiversité et de consommation d’eau et d’autres ressources naturelles.
Cette expérimentation devrait être menée sur les secteurs de l’habillement, des produits alimentaires, de l’ameublement, de l’hôtellerie et des produits électroniques.
L’impact environnemental dans les publicités
Désormais les publicités devront mettre en avant l’impact environnemental des biens et services. Pour ce faire, plusieurs possibilités s’offrent aux marques :
- Une fois rendu obligatoire, afficher le « score carbone »
- Faire figurer l’étiquette énergie (dores et déjà obligatoire pour les produits électroniques)
- Mentionner la classe d’émissions de dioxyde de carbone pour les voitures
Cette disposition ne concerne pas les publicités radio.
Autres dispositions
Cette loi « climat et résilience » comprend également d’autres dispositions impactant le secteur de la publicité et de la communication :
- A moins que l’annonceur ne rende aisément disponible au public un bilan de ses émissions de gaz à effet de serre, ainsi que toutes les dispositions prises pour les réduire, il sera interdit de dire dans une publicité qu’un produit ou un service est neutre en carbone.
- Le maire aura dorénavant C’est le maire désormais qui exercera les compétences en matière de police de la publicité au nom de la commune. De plus, le règlement local de publicité pourra encadrer les publicités lumineuses à l’intérieur des vitrines des magasins.
- À compter du 1er octobre 2022, la publicité tractée par avion sera interdite.
- Enfin, avec une entrée en vigueur prévue au 1er juillet 2022, la distribution d’échantillons au consommateur «sans demande de sa part» sera interdite. Cette disposition ne concerne ni les journaux ni les magazines.
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