By deciding to stick with the old Stop Ad system, the French government is avoiding legislation in a market that has already regulated itself. Nicolas Ruchon, Director of WellPack, and Henri-Noël Bouvet, Director of France and Iberia at Shopfully, shed light on the subject.
According to information from the French Ministry of Ecological Transition on April 23, the ‘Yes Advertising’ experiment, which aims to lower the distribution of leaflets through letterboxes, ceased on April 30. In the absence of a proposed law, this measure, which allowed residents who had affixed a “Yes Ad” sticker to receive unaddressed printed leaflets, will die a natural death. French households should revert to the old ‘Stop Ad’ system, which is to opt-out what ‘Yes Ad’ is to opt-in.
The trial, launched in May 2022 in 14 pilot areas, has been a success in terms of reducing the environmental impact of paper leaflets.
Do you have information to share with us?
Article authors
Raphaële Karayan
Editor-in-Chief Mind Media
Rédactrice en chef de mind Media, responsable de la rubrique Marques et agences
Sophie Baqué
Chief Editor of mind Retail