The Oui Pub scheme, which has been on trial since September 2022 in 14 local authorities covering 2.7 million inhabitants (i.e. almost 4% of the French population), reverses the logic of the "Stop Pub" scheme in force since 2004. From now on, only households that have affixed the "Oui Pub" sticker to their mailbox will receive unaddressed printed matter (ISA). The aim of this approach is to reduce the waste associated with the mass distribution of often unsolicited leaflets. But this initiative raises an important question for companies: how can they continue to effectively reach their audience while complying with this new legislation?
Initial results from this experiment show a clear reduction in the volume of paper collected. According to ADEME, some local authorities have seen a significant drop in paper waste, by as much as 56 tonnes. However, with the "Oui Pub" sticker application rate still relatively low (between 10 and 30% depending on the area), it is still too early to draw definitive conclusions on the overall environmental impact.
According to a study by the YouGov Institute, interest in advertising leaflets persists, with half of French adults (51%) reading letterbox ads at least once a week. However, the remaining 49% are less receptive to this type of communication, with many having affixed a "Stop Pub" sticker to stop receiving leaflets. The survey also reveals that French people who say they are interested in this type of communication primarily read leaflets from chains such as Lidl (43%), E.Leclerc (35%), Carrefour (34%), Auchan (28%) and Aldi (28%). The typical profile of those interested is predominantly female (56%), aged 55 and over (41%), often from higher socio-professional categories (27%), without dependent children and living with a partner (63%).
Limits for direct marketing professionals
Oui Pub only applies to printed matter placed in letterboxes, but for direct marketing professionals, this new regulation makes access to households more complex. Although hand-delivered or in-store distribution remains authorized, companies need to rethink their local communication strategies.
For some brands, distributing flyers through letterboxes has long been an effective and inexpensive way of reaching a wide audience. Now, with stricter conditions, they are faced with the need to innovate. Street marketing, for example, is becoming an attractive alternative, with more direct and personalized interactions.
Exploring new media: tactical media and innovations
If the Oui Pub trial comes to an end in April 2025, its eventual generalization could mark the end of an era for the mass distribution of leaflets in letterboxes. Companies will then have to adapt by investing in more responsible and innovative formats. In the meantime, industry professionals must take advantage of this transition period to test new practices and identify methods that will enable them to maintain a close relationship with their public.
Faced with these constraints, several alternatives to ISAs are emerging: hand-held flyers, partnerships with local businesses or the use of tactical media are just some of the solutions that enable us to continue communicating while aligning ourselves with the environmental objectives of the Climate and Resilience Act.
Tactical media such as advertising bread bags, pharmacy bags and placemats are proving to be effective solutions, adapted to new ecological requirements. Distributed directly in bakeries, these media enable us to reach consumers in their daily lives without generating unnecessary waste. The French, who are major bread consumers, visit their bakeries regularly, offering a unique opportunity for local distribution.
Other options, such as digital campaigns or in-store displays, can also complement a mixed communications strategy. These more targeted channels not only reduce costs, but also have a measurable impact in terms of return on investment.
Article written in collaboration with Graphisolutions.com . GraphiSolutions supports major accounts and franchise networks wishing to manage and disseminate their communications through innovative solutions.
