This was one of the experiments of the Climate and Resilience Act of August 22, 2021. For three years, the government had launched a test phase for a new system aimed at reducing paper waste in our mailboxes. As with organ donation or telephone canvassing, the “Oui pub” system intended to reverse the logic of the “Stop Pub” sticker, by refusing leaflets by default. This is the principle of opt-in versus opt-out: whereas paper advertisements were previously distributed by default, unless they refused, it is now necessary to obtain the explicit consent of the consumer before flooding them with glossy advertisements.
An experiment that will not be generalized
This “Oui Pub” experiment, conducted in 14 municipalities or communities of municipalities, aimed to reduce paper waste and limit the quantity of leaflets thrown away without being read. Despite a significant drop in paper waste in the test areas, the government ultimately deemed the results of the experiment too mixed to justify a national generalization. The Ministry of Ecological Transition also emphasizes that the difficult economic context for players in the paper and advertising sector largely influenced the decision (thanks to the lobbies).
Return of Stop Pub
In the absence of a legislative framework to extend “Yes to Pub,” the system ended on May 1, 2025. Throughout France, including in the pilot areas, the “Stop Pub” system applies again: unaddressed advertisements can be distributed in all mailboxes, unless a sticker is explicitly displayed. Individuals who wish to refuse leaflets must therefore display this notice.
Professionals happy, the environment less so
The decision is welcomed by professionals in the sector, who see it as a breath of fresh air for local businesses and the paper industry. Conversely, several environmental and consumer associations regret a step backwards, pointing out that the experiment had reduced waste and was well received by consumers.
However, the evaluation report shows a significant reduction in paper waste during the test periods: up to 70% depending on the region, with an average of 48% compared to the year preceding the implementation of “Oui Pub”. “the initial share of advertising prints, which ranged from 17% to 40% depending on the region, has fallen to 5% to 19%, a reduction by half of advertising prints in this household waste,” the official text states. In this context, it is difficult to justify stopping the scheme.
0 Comments