{"id":20422,"date":"2022-04-20T16:01:23","date_gmt":"2022-04-20T15:01:23","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=20422"},"modified":"2023-11-18T17:12:52","modified_gmt":"2023-11-18T17:12:52","slug":"automobile-advertising-france","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/automobile-advertising-france","title":{"rendered":"Making automobile advertising greener: the impact of new French regulation on social content"},"content":{"rendered":"\n
In light of growing concerns about the environment, the French government has introduced regulations to ensure that any car adverts include messages that encourage greener modes of transport<\/a> – like cycling.<\/strong><\/p>\n\n\n\n What does this mean for the global auto market? Environmental issues are only going to become more important. If the French experiment proves successful, we could see more governments following France\u2019s lead, and looking for ways to regulate automotive advertising. <\/p>\n\n\n\n Brands are going to have to adapt to a new way of advertising in France. This will give them a chance to adapt before more countries roll out similar rules. Perhaps it\u2019s time to look for ways to proactively introduce green messaging in other countries, too?<\/p>\n\n\n\n In France, from June 1, any car advert must contain one of the following phrases with hashtags that encourage using less environmentally damaging forms of transport:<\/p>\n\n\n\n These changes came into force from the beginning of March<\/a>, and they apply to automobile advertising for car sales and long-term rentals or car leasing (for a period of two years and over). The rules apply to ads for new or second-hand vehicles L, M1 & N1 categories, but not for LCV pickups with at least five seats. <\/p>\n\n\n\n The regulation, which covers both online and offline forms of advertising, has the backing of car brands. Hyundai France<\/a>, for example, had gone on record saying it is happy to have had \u201ca direct message from the government\u201d.<\/p>\n\n\n\n Ads need to be clear about the CO2 emission rating of the car that features in the automobile advertising. The emission rating will look like this:<\/p>\n\n\n\n Again, this applies to any online or offline ad for car sales and long-term rentals. It also includes commercial vehicles (both new and second-hand) that are categorised as \u2018M1\u2019 vehicles (those with a gross vehicle weight rating less than or equal to 3.5 tonnes).<\/p>\n\n\n\n The regulations aren\u2019t overly restrictive on social media content<\/a>, but there are a few things you should consider to make sure your campaign is in line: <\/p>\n\n\n\n As the regulation is so new, we\u2019re likely to see brands raising questions with the ARPP as they become more familiar with the new rules. As it stands, though, any car brand that does business in France needs to consider how they\u2019ll adapt their social content to meet the new standards. <\/p>\n\n\n\n The most innovative brands will take the lead in this area, getting ahead of potential legislation change, rather than waiting to be told what to do. <\/p>\n\n\n\n In light of growing concerns about the environment, the French government has introduced regulations to ensure that any car adverts include messages that encourage greener modes of transport – like cycling. The regulations are quite prescriptive, laying out the exact messages that need to be included in automobile advertising. What does this mean for the…<\/p>\n","protected":false},"author":3,"featured_media":20423,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"audio","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[622,298],"tags":[],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2022\/04\/ruslan-valeev-oE7_HWajIxA-unsplash.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"The regulations are quite prescriptive, laying out the exact messages that need to be included in automobile advertising.<\/h3>\n\n\n\n
What are the new messages?<\/strong><\/h2>\n\n\n\n
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CO2 emission ratings<\/strong><\/h2>\n\n\n\n
How will this impact your social media campaigns and content?<\/strong><\/h2>\n\n\n\n
\n
It\u2019s a good idea for global automotive brands to start looking for ways to incorporate green messaging into their campaigns before they\u2019re required to. CO2 emission scoring, for example, could be a great place to start (and people are familiar with the format as electronic goods like fridge freezers and TVs use a similar system).<\/h4>\n\n\n\n
\n\n\n\nThank you to our social media manager Romain Pautet for his research and contribution to th<\/em>is article. <\/h5>\n","protected":false},"excerpt":{"rendered":"
Making automobile advertising greener: the impact of new French regulation on social content<\/a><\/blockquote>