“Screenflation”: what does the decree published in the Official Journal provide for?

Thermal shunflation transparency operation has begun. The decree, published this Saturday in the Official Journal, details the implementation of a measure aimed at combating the tendency of agro-industrialists and big brands to reduce the volume of product by selling it at a higher price. In mid-April, Commerce Secretary Olivia Gregoire announced that, effective July 1, “visible” and “readable” notices warning about the practice would be installed on or near affected products.

This practice is not new, but during times of food inflation (+20% for two years from 2021 to 2023), the food industry as well as distribution brands have used it to maintain their profits on certain consumer goods. Consumer protection associations regularly denounce Shrinkflation, an abbreviation of the English verb to shrink, shrink, and inflation.

The text first states that this measure applies to all large areas of more than 400 m2. In practice, the resolution applies to “food products and non-food products sold in constant quantities (weight, volume). » This can range from a can of peas to a tube of toothpaste that has been reduced in quantity.

On the other hand, “prepackaged foods in variable quantities and bulk foods (in bulk)” are not affected because quantities may change during preparation or packaging.

Specifically, from July 1, on the shelves, consumers will find a formula established in the text: “For this product, the quantity of goods sold increased from X to Y, and its price in (specify the unit of measurement of weight or volume) increased by X% or

In case of non-compliance with this new mapping, the regulation provides for an administrative fine of 3,000 euros for an individual and 15,000 euros for a legal entity. Agents from the Directorate General of Competition and Fraud (DGCCRF) will be responsible for enforcing the new rules and monitoring their implementation.

When this new regulation, which major brands are responsible for enforcing, was announced, they protested, saying they were complying with the current rules.