Influencer Marketing and the Evin Law: How to Run Successful Campaigns in the Alcoholic Beverage Industry

Influencer marketing has become an essential lever for brands, including those in the alcoholic beverage industry. However, this sector is subject to strict regulations in France under the Evin Law, which governs all communications related to alcohol.

In this context, it’s crucial to understand how to navigate this legal framework while leveraging the power of influencers. This article aims to provide practical advice on how to conduct effective and compliant influencer campaigns.

1. The Evin Law: A Strict Framework to Follow

Adopted in 1991, the Evin Law imposes strict rules on advertising for alcoholic beverages. Its goal is to limit incentives for excessive alcohol consumption and to regulate the promotion of these products.

Here are some key principles to respect:

• No encouragement of excess: Communications must not promote excessive alcohol consumption or criticize abstinence or sobriety.

• No misleading claims: It is forbidden to suggest that alcohol can enhance physical, psychological, or social performance.

• No visible consumption: Advertisements must not show people drinking alcohol or associate alcohol with festive, social, or sporting achievements.

2. Choosing the Right Influencer

Selecting the right influencers is crucial to ensure your campaign complies with the Evin Law.

Here are some best practices:

• No underage influencers: Influencers must be adults, and at least 70% of their audience must also be over 18. This excludes platforms like TikTok, where the majority of users are minors.

• Specialization in the alcohol field: Influencers should have legitimacy in discussing alcohol — for example, bartenders, sommeliers, or content creators specializing in cuisine or cocktails (not general lifestyle or foodie influencers).

• Review past posts: It’s essential to check influencers’ previous content to avoid inconsistencies with the law.

3. Content: What to Do and What to Avoid

When it comes to campaign content, it’s vital to follow these recommendations to remain compliant:

What You Can Do:

• Talk about the origin and characteristics of the beverage/brand (e.g., its terroir, production method, taste, and aroma).

• Show images of the product itself, such as the bottle with its label and logo, or its distribution locations.

• Share cocktail recipes or food and wine pairings.

• Feature the professionals who produce or sell the beverage.

• Hold contests — but alcohol-related prizes (like bottles) are forbidden. Branded goodies or gift vouchers are allowed.

What You Cannot Do:

• Show people drinking alcohol (except professionals in their work context).

• No glass to the lips!

• No excessive consumption.

• Avoid festive emojis or celebratory imagery in captions or descriptions.

• Don’t associate alcohol with festive events, seduction, or social bonding.

• Don’t mention the effects of alcohol on behavior (e.g., stimulation, relaxation, disinhibition).

• Don’t refer to virility, maturity, or social success linked to alcohol consumption.

• Always specify that it is an “advertising or sponsored post.”

• Never mention the alcohol content of the beverage.

4. Mandatory Health Disclaimer

Each campaign post related to alcohol must include the following health warning:

“L’abus d’alcool est dangereux pour la santé. À consommer avec modération.”(“Excessive drinking is dangerous for your health. Consume in moderation.”)

This message must be clearly visible — both in the image and in the accompanying text.

5. Platforms: Where to Run Your Campaigns

Some platforms, like TikTok, completely prohibit alcohol promotion. Others, like Instagram and Facebook (Meta), allow alcohol-related content — but only if it fully complies with the Evin Law.

Therefore, choosing the right platform is essential to avoid penalties.

Conclusion

Running a successful influencer campaign in the alcoholic beverage industry requires a solid understanding of the current regulations — and the Evin Law sets strict boundaries. By following these best practices, you can create campaigns that are not only compliant but also build consumer trust and position your brand as a responsible player.

At Clark Influence, we help brands design effective influencer campaigns that fully comply with the law.

Contact us to discuss your projects and learn how we can help you navigate this legal framework while maximizing your campaign’s impact!

For more details about the Evin Law, visit the interactive site (definitions, quizzes, and more): https://loievin-modedemploi.fr/

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Clark Influence — a team of passionate professionals ready to amplify your message across social media.

We’ll help you find the best content creators to represent your brand. The right influencers can make your campaign far more impactful than traditional media.

If you’d like us to find talented creators who can embody your brand through a turnkey local influencer campaign, contact us at info@clarkinfluence.com — we’d be happy to send you a proposal.