Wine Law

ADVERTISING IN FRANCE: A FOOL’S GAME? 305 This Bordeaux campaign was also banned due to the slogan “ Buvons moins. Buvons meilleur. ”, which translates to “Let’s drink less. Let’s drink better.”. It was deemed as a means to encourage consumption 33 , perfectly illustrating the fact that the law makes no difference between an encouragement to have a responsible consumption and an encouragement to binge drinking. Plus, it can be speculated that the woman looking too good probably did not help the campaign. Advertising based on seduction, such as the ones below, is forbidden 34 . Even though nobody is depicted in the images, the setup is evocative of seduction, which can be enough. 33 TGI Paris, 18 March 2004, Legipresse 2004, no. 211, I, p. 66. 34 TGI Paris, 23 June 2006, no. 06/54499.