The French parliament is once again turning its attention to alcohol regulation — this time through taxation. A proposal to impose a 3% levy on advertising costs related to alcoholic beverages has been approved by the Social Affairs Committee of the French National Assembly.
The tax would apply only to companies with annual turnover equal to or greater than EUR 10 million, targeting the country’s largest alcohol producers and distributors.
The initiative, led by MP Élise Leboucher of La France Insoumise (the radical left-wing party founded by Jean-Luc Mélenchon), aims to make alcohol brands “contribute to the fund for the fight against addiction.” Drafted in collaboration with the Addictions France Association, the measure could become part of the 2026 Social Security budget if it passes the next legislative stages.
A Conditional Measure Awaiting Parliamentary Approval
For now, the proposal remains provisional. Although the Social Affairs Committee approved it, it must still undergo a vote in the French National Assembly before being adopted into law.
Leboucher emphasized that the objective is not to penalize businesses but to redirect part of their marketing budgets toward public health initiatives. “It is legitimate for the alcohol industry to participate in the national effort to prevent addiction,” she stated during the debate.
The tax would effectively apply to advertising campaigns across all media, including television, print, online platforms, and social media — channels where alcohol brands have significantly increased their presence in recent years.
Diverging Political Reactions
The proposal sparked mixed reactions among French lawmakers.
Thibaut Balzin, rapporteur for the Les Républicains party, acknowledged the “problems related to violations of alcohol advertising regulations” but argued for stronger government oversight rather than new taxation.
In contrast, members of the presidential majority expressed stronger support.
Jean-François Rousset (Renaissance) described current alcohol advertising as “too permissive, particularly on social media,” while Philippe Vigier (MoDem) insisted that “prevention is at the heart of our work — and if we don’t adopt this measure, no one will.”
The debate reflects a broader tension between public health goals and economic interests in France’s beverage industry, one of the most powerful sectors of the national agri-food economy.
Additional Fiscal and Health Measures Approved
The alcohol advertising tax was not the only measure under consideration.
The Committee also approved an amendment by Frédéric Valletoux (Horizons, former Minister of Health) to remove the cap on annual increases in alcohol excise duties. Currently, excise taxes can rise by a maximum of 1.75% per year, even when inflation is higher — a limit many consider outdated.
In addition, members of parliament backed several new “behavioral taxes”, aimed at encouraging healthier consumption habits. These include:
- A tax on processed foods containing added sugars, varying according to sugar content and applicable only to companies with annual turnover above EUR 10 million.
- The mandatory adoption of the Nutri-Score nutritional labeling system, which rates products based on their nutritional value using a color-coded scale.
These measures align with the government’s broader strategy of fiscal health policy, extending beyond alcohol to include tobacco, sugary beverages, and high-fat foods.
Potential Impact on the Alcohol Industry
If enacted, the new tax could have a significant financial impact on major French beverage groups, including producers of wines, spirits, and beers, whose marketing budgets often represent a key component of their brand identity and global competitiveness.
Critics warn that such a measure could disadvantage French producers compared to international competitors operating in less regulated markets. However, supporters argue that the public health benefits outweigh potential commercial drawbacks, especially as France seeks to reduce harmful drinking habits and align with WHO guidelines.
A Turning Point in France’s Alcohol Policy
The 3% advertising tax proposal illustrates a growing willingness among French policymakers to integrate health and social objectives into fiscal policy. Whether it ultimately passes the National Assembly will depend on coalition negotiations and the government’s stance during the final budget discussions.
If approved, the measure would mark one of the most ambitious efforts in Europe to link alcohol marketing directly to addiction prevention — a shift that could inspire similar initiatives across the continent.
Source: WineNews