PSB prime time ad ban challenged by French government

Pascale Paoli-Lebailly | 25-08-2012

The French government hasn't ruled out suppressing the PSB prime-time ad ban, the key TV reform set in 2009 by former President Sarkozy. This reform aims to ban TV advertising totally from PSB screens by 2016.

The French Budget Minister Jérôme Cahuzac announced on Thursday that he didn’t exclude a return of prime-time advertsising to France 2, France 3, France 4, France 5 and France Ô, as a response to Brussels injunctions.

To compensate for the ad ban, Sarkozy’s government had placed two taxes on both private channels and telcos. But the EC thinks they’re representing a competition distortion and has asked France to withdraw them.

The new government must consider whether to add a new tax or cancel the prime-time ad ban. In times of economical crisis, it will maybe not take the risk to levy a new tax. It says it is considering several solutions.