The Loi Evin: A pedagogical experiment in responsible drinking

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Food Pedagogies, 2016, pp. 113 - 130
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© Rick Flowers, Elaine Swan and the contributors 2015. This chapter examines how efforts to promote responsible drinking in late twentieth century France proceeded via stringent regulation of advertisements for alcohol. The French Government’s approach, encapsulated in the 1991 Loi Evin, is predicated on a number of assumptions about the power of advertising, namely that it succeeds in selling products, promoting consumption, creating brand loyalty and manipulating consumers by enticing them to act in ways that may contradict their own volition. It examines the hypotheses or imagined pedagogies underpinning this experiment and considers the outcomes in terms of what impact the law had in relation to its understanding of how pedagogies of alcohol consumption operate. The Loi Evin, accepts the fundamental premise that alcohol advertising is both effective and dangerous and in doing so concedes the battle for responsible drinking and public health and should be fought within the field defined by advertisers.
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