The French Ministry of Agriculture went into controversy after intervention in advertising promoting organic food. The changes suggested met with allegations of “racism” and caused a storm in the media. What precisely happened and why is the “France is ecological” run the subject of a heated debate?
Ministry demands changes in advertising – why?
Advertising, which is scheduled to go to the media from 22 May, is part of the run "France is ecological". Its aim is to encourage the French to scope for more costly but healthier bio products whose sales fell as a consequence of inflation after 2022.
Spot was prepared by The Good Company agency on behalf of Agence Bio, a subordinate ministry. In the first version, a kid “mixed race” appeared in a scene with a teen preparing mayonnaise. However, the Ministry suggested replacing them with a ‘caucasian type’, or a white boy.
"Representation of all Frenchmen" or discrimination?
The Ministry of Agriculture confirmed the changes, explaining that the run was to "talk to everyone", so 1 of the recommendations was to "represent all the French here." The authoritative position underlines that it is about reflecting the diversity of society.
However, the intervention met with harsh criticism. The diary "Liberation" revealed a correspondence in which Minister Annie Genevard besides requested the replacement of couscous – conventional Maghreb cuisine – a more "French" cassoulet with duck. This was to better reflect "the diversity of organic and local production".
Advertising agency defends its project
After the exchange of couscous emails actually disappeared from the ad, but the acting cast remained unchanged. The Good Company explained that “all actors, actresses and children were previously elected and signed production contracts”, which prevented modifications.
Accusations of Racism and Social Receiving
The ministry's decisions have sparked a wave of outrage. Critics accused the authorities of “racism” and the effort to whitewash the image of France, ignoring its multiculturalism. There have been comments on social media that “the contemporary French sees everyone” – especially in large cities where the population is ethnically diverse.
Were the changes in advertising necessary?
Agence Bio, liable for promoting organic farming, points out that her mission is not only to encourage healthy food but besides to advance diversity. Meanwhile, the interference of the ministry has called into question the consistency of these values.
Summary
The case shows how delicate the issue of representation in advertising is. On the 1 hand, the ministry wants to avoid allegations of exclusion, on the other, its actions have been perceived as discriminatory. Will the final version of the place overcome everyone's expectations? We'll see on May 22nd.
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Controversy around Bio Product Advertising: Ministry of Agriculture Accused of Racism
