The French regulatory framework draws on law contained in the French civil code in addition to statutory law enacted as legisaltion or issued as governmental decrees. The concept of false advertising embraces not only things stated explicitly but also things left unsaid. Misleading advertising became a criminal offense in 1963. The Royer Act of 1973 prohibits any advertising containing false or miseladding allegations, indications, or presentations in any medium. Advertising is also regulated by medium and by industry sector.
Special laws govern the use of comparative advertising.
Unlike American regulation, French regulation extends into areas of culture and taste, and it is steeped in protectionism for French industry. Books, theatrical films, newspapers and magazines, and any enterprise engaged in the distribution of goods may not advertise on television. This ad for Levi's loose fitting jeans incoporates concepts of seduction, romantic story, and humor. This athletic shoe ad demonstrates elements of seduction and humor. This ad for Bordeaux wine incorporates a visual pun, play on words, humor, and romantic notion.