French lawmakers have moved to ease rules on the advertising of wine in the country. The move has been opposed by France's administration but still requires Senate approval.
French law currently allows adverts to contain only factual information about a drink, including its name, manufacturer, alcohol content and origin. If adopted, the new amendment would allow adverts to mention the colour, smell and taste of wine and the grape varieties used to make it.
Health Minister Philippe Douste-Blazy said he could not support the amendment. "We cannot give the impression of making publicity for the qualities of wine," he said. Doctors' group have also opposed measures to ease rules for wine, saying they would fuel alcoholism.
The French wine industry is currently in a difficult situation with domestic wine consumption steadily declining, and anti-alcohol campaigns and tougher drink-driving rules exacerbating the situation.
Overseas, wines from places like Chile, Australia and California overtook French wines on global export markets for the first time last year.
Sectors: Wine
