The Oui Pub will finally be tested in France. However, the scheme will only target some 15 local authorities over a three-year period. This controversial measure is part of the Climate and Resilience bill adopted by the National Assembly on July 20.
In the territories concerned, it will thus be automatically prohibited to distribute unaddressed advertising material in mailboxes, unless authorization is expressly posted on them.
"On an experimental basis and for a period of three years, home delivery of unaddressed commercial paper or cardboard, when the authorization to receive them is not expressly and visibly stated on the mailbox or mail receptacle, is prohibited, states section 9 of the bill.
The purpose of this experiment is to evaluate the impact of the measure on the production and treatment of paper waste, employment, consumer behavior, and possible implementation difficulties.
Called "Oui Pub", this experiment completes the tightening of the "Stop Pub" already reinforced by the AGEC law. Since the 1st er as of January 1, 2021, the deposit of unsolicited advertising material in mailboxes is indeed prohibited. Companies that do not respect this provision are liable to a fine of 1500 euros, or even 3000 euros in the event of a repeat offence.
According to figures published by Idep in March 2021 in its Economic letter the production of unaddressed advertising prints has fallen by 18% and invoicing by 20% in 2020 compared to 2019. Figures to be relativized since in the face of the health crisis, the overall production of printed matter that fell by 19.1% in 2020.
