CONTENTS 13 IV.3. Cultural diversity; IV.4. Digital market; V. Final Remarks; VI. References. PROMOTION / ADVERTISING Roner Fabris Wine Promotion 261 1. Introduction; 2. Usual Advertisement Rules; 3. Limits on Public Wine Promotion; 4. Wine Promotion Rules: Main Acceptable Practices; 5. Final Remarks; Examples of Wine Promotion. Charlotte de Reynal Advertising in France: A Fool’s Game? 281 Abstract; 1. Introduction; 2. The State of Loi Evin; 2.1. The Large Scope of the Law; 2.1.1. The extreme definition of “advertising”; 2.1.2. The impact on trademarks; 2.1.3. Exclusion of collective communication; 2.1.4. The total prohibition of sponsorship; 2.2. The Strict Definition of the Media Allowed; 2.3. The Strict Definition of the Contents Allowed; 2.3.1. Examples; 3. The State of Case Law; 3.1. Some Limitation of the Definition of “Advertising”; 3.2. Towards a Middle Path Regarding Sponsorship?; 3.3. The Restriction of the Media Allowed; 3.3.1. The packaging is regarded as a regulated medium; 3.3.2. Covering foils for renovated buildings is not a medium allowed; 3.4. Some Disappointed Hope for the Contents Allowed.
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