It’s limited, but it works, says the Minister of Ecological Transition. This Thursday, his colleague from the Ministry of Economy, Bruno Le Maire, called Ademé’s campaign to encourage consumers to no longer buy new products in favor of processed ones as “clumsy”. But Christophe Bechoux remained closed: he refused to remove the controversial places.
The Green Transition Agency’s campaign, which features “de-sellers” instead of sellers, was widely criticized by many in the trade ahead of Black Friday. They fear it will impact their sales during the crucial year-end period. “We ask Ademe for his immediate withdrawal, otherwise we will consider legal action for commercial libel,” said the Union of Commerce, the Union of the Textile Industry (UIT) and the French Union of the Fashion and Apparel Industry (UFIMH).
“You cannot know how many calls I receive from brands that feel insulted at an important moment after the crisis we are experiencing,” Trade Alliance CEO Johann Petiot responded on Thursday.
Christophe Bechoux will lead the campaign
Bruno Le Maire noted in an interview with Franceinfo that the campaign “was not very pleasant” for sellers, whom it seemed to make fun of, “even indirectly.” It’s particularly awkward “with respect to retail, particularly physical retail, which is struggling and which we support, especially in the city centre,” he said. In his opinion, “this is a way of indirectly promoting dematerialized commerce on platforms” and it is “regrettable.” “I’m a big believer in temperance, but it’s not about attacking retailers or brick-and-mortar businesses and making people feel guilty,” the minister added.
For his part, Christophe Bechoux said that he “takes responsibility” for this campaign: “None of the videos will be withdrawn.” “This 0.2% of advertising airtime is devoted to the question of whether all purchases are useful, to be honest, given the problems of the ecological transition, which does not seem unreasonable,” the Minister of the Ecological Transition justified on air to France Inter. However, he admitted it was a “mistake”: “We should have targeted online sales platforms rather than brick-and-mortar businesses with the same message.” “If this is a mistake, let’s do something else, we cannot make a mistake that seriously harms the entire sector,” retorted Johann Petiot.
Source: Le Parisien
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