A Moët Hennessy Louis Vuitton (LVMH) and Diageo joint venture has been fined in France for recent celebrity campaigns, according to a French addiction awareness association.
Addictions France has revealed a handful of drinks companies have been punished for breaking the Loi Évin, a law that regulates alcohol advertisements.
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Singer and actor Lady Gaga partnered with Champagne brand Dom Pérignon, handled by a joint venture between LVMH and Diageo named Moët Hennessy Diageo (MHD), in marketing campaigns for several vintages of the Champagne.
The Paris-based association said Lady Gaga and the drinks majors were sanctioned for the promotion, with MHD receiving a €15,000 ($16,300) fine.
Addictions France added Olivier Lebon, an executive at MHD, was given a suspended €10,000 fine.
A partnership between rapper SCH and French hard seltzer maker Féfé also led to a similar punishment.
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By GlobalDataMeanwhile, influencer Anna Raverat and vintner Gérard Bertrand were respectively fined €3,000 and €20,000 by the Tribunal Correctionnel de Paris last month following a collaboration set up to promote a rosé wine “Côte des roses”.
Franck Lecas, manager of the Loi Évin at Addictions France, said: “Between influence and incitement, the border is more than porous: in both cases, this amounts to stimulating a behaviour, and not just any behaviour, since it involves alcohol consumption. However, for 30 years, case law has penalised attractive alcohol advertisements that encourage consumption.
“It also systematically condemns any association of alcohol with celebrities. It has not escaped anyone’s notice that content creators are today’s celebrities, especially among younger people. It is time for influencers to realise their responsibilities and stop promoting products that pose health risks.”
Addictions France added legislation on alcohol advertising on social networks is far too vague and the legislator should have established a “clear ban on the promotion of alcohol on social networks”.
Just Drinks has contacted MHD, Diageo and LVMH for comment.
