Transavia, Air France's low-cost airline, was condemned in early May 2022 for its advertising on billboards. You can find it here. https://www.jdp-pub.org/wp-content/uploads/sites/2/2022/05/Transavia.png

First of all, you should know that in France, there is an organization, the JDP or advertising ethics jury, which checks advertisements when there is a complaint. The same principle exists in Belgium with the JEP (advertising ethics jury).

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Here, it was ADEME, the French environmental agency, which filed a complaint. Because advertising, as you can see, encourages you to take a plane every weekend with its tagline “Never spend your weekends in the same place”.

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ADEME justified the complaint by arguing that two rules were not respected. Because yes, advertisers have set rules to respect for truthful, loyal and healthy advertising. In France, it was the ARPP (the Professional Regulatory Authority for Advertising) that set them. A self-regulatory advertising organization.

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The two rules in question are as follows:

“An advertisement must avoid conveying a message that is contrary to the commonly accepted principles of sustainable development”

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“Advertising cannot directly or indirectly encourage excessive consumption patterns”

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So the jury decided to condemn this ad. Because the message excessively advocates taking a plane. Here, every week. And this goes against the goals that France has set for itself in terms of sustainable development. More particularly, in terms of reducing greenhouse gas emissions. France must aim to be carbon neutral by 2050 and this type of behavior will prevent it from reaching this goal. It is therefore necessary not to promote it in an advertisement.

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The conclusion is that in 2022, you can no longer do anything in advertising. It has too often focused on the marketing aspect without taking environmental issues into account. This poster is a perfect example. From a marketing point of view, advertising is really successful. Tagline is strong and makes you want to get away. Unfortunately for us, we have to be sober. We need to reduce our use of airplanes. And encouraging people to take it every weekend is completely contrary to the recommendations of IPCC scientists. And what actions must be taken to limit climate change as much as possible.

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Advertising has a role to play, like all sectors. It is therefore necessary for us to realize the influence we have as advertisers on the planet and society. Instead, let's take advantage of our strength to convey positive messages that are in line with the environmental and social issues of our time.

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You can find all the JDP analysis here.

https://www.jdp-pub.org/avis/transavia-affichage-plainte-fondee/ 

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