EU: Commission Backs Down On Loi Evin

The Commission has stepped back from tackling the French government head-on over its highly controversial Evin Law, which outlaws virtually all advertising for alcohol and tobacco products. The Commission has also dropped its opposition to the ban on alcohol advertising in French soccer stadiums where games in the 1998 World Cup (hosted by France) will be played. One interested party has already declared its hand. The American brewing giant Anheuser-Busch (whose leading brand is Budweiser) is one of the main sponsors of the 1998 World Cup and, due to the Loi Evin, faces a major obstacle in getting its name across to the public and world TV audiences during the games. Anheuser-Busch will be conducting a vigorous behind-the-scenes lobbying campaign within the highest levels of French political life, and within the European Commission.