Following a decision by German discount retailer Lidl to halt television advertising in France, the French government announced plans to review long-standing regulations governing promotional advertising by supermarkets [[1]]. The move comes as broadcasters and ad firms protest restrictions on TV advertising of limited-time offers, arguing they unfairly benefit online competitors [[2]]. Lidl, France’s second-largest advertiser allocated 22% of its advertising budget to linear television last year, a figure now set to zero for 2026 [[3]].
The French government is considering a review of regulations prohibiting television advertising of limited-time promotional offers by supermarkets, following a decision by Lidl to cease television advertising altogether. The Ministry of Culture announced on January 9th that it will commission a study to analyze the impact of lifting the ban on promotional advertising for large-scale retailers on television, potentially leading to changes in existing rules.
Currently, French law largely restricts retailers from advertising short-term sales and promotions on traditional television. This contrasts with regulations governing online advertising, radio, and streaming platforms, a disparity that advertising firms and broadcasters argue creates an uneven playing field, benefiting tech giants like Google, Apple, Facebook, Amazon, and Microsoft. David Larramendy, CEO of M6 Group, expressed similar sentiments in December 2025, describing the current regulations as “completely obsolete, incomprehensible and unjustifiable” in an interview.
Il vous reste 58.83% de cet article à lire. La suite est réservée aux abonnés.
