Meta Ordered to Remove 26 Influencer Posts Promoting Alcohol 🍷

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French courts have ordered Meta to take down influencer content that glamorized alcohol consumption. The ruling, pushed by the advocacy group Addictions France, is being hailed as a milestone in the fight against the normalization of alcohol advertising on social media.

A court ruling goes public ⚖️

On Tuesday, August 19, Addictions France announced that Meta had been compelled to delete 26 influencer posts promoting alcohol on Facebook and Instagram. The ruling was actually issued in early April but was not made public until now. According to Franck Lecas, head of public policy projects at the association, the delay was to see if Meta would appeal. So far, Mark Zuckerberg’s company has stayed silent.

The flagged posts featured 13 influencers showcasing alcohol brands in different contexts—from sipping a glass of Spritz to using vodka in a cooking recipe. Among those targeted were major names like FastGoodCuisine (2.3M Instagram followers) and TV host Malika Ménard.

Protecting young audiences from alcohol ads 👩‍👩‍👦

For Addictions France, this ruling is critical because it curbs young people’s exposure to alcohol promotion. Minors are heavily active on social platforms, and while some ads are overt, others use subtler forms of branding that normalize drinking.

A joint report published last year by Avenir Santé and Addictions France counted more than 11,300 alcohol-related posts in just two and a half years. The volume alone makes them nearly impossible to monitor. The court’s decision reinforces the idea that influencers and brands can no longer hide behind the “gray zones” of France’s Evin law.

A law weakened by loopholes 📜

Enacted in 1991, the Evin Law strictly regulates alcohol advertising. It bans alcohol promotion on TV, in cinemas, and in public spaces, while imposing strict rules on other formats. But over the years, amendments have diluted its impact.

Since 2009, online advertising for spirits has been permitted. In 2016, another change exempted journalistic content celebrating heritage and terroirs. Lecas argues these loopholes are the direct result of aggressive lobbying from the alcohol industry. Today, brands exploit these gray areas through online campaigns and collaborations with artists—such as luxury champagne brand Dom Pérignon teaming up with French rapper SCH in 2023.

Meta’s troubled track record 🤝❌

This isn’t Meta’s first run-in with French courts. In 2023, it was already ordered to remove illegal ads and disclose influencer identities. But according to Addictions France, Meta only handed over IP addresses—insufficient to identify individuals.

The group accuses Meta of dragging its feet. Lecas claims the company often takes weeks to reply and sometimes pretends not to understand the requests. By contrast, many influencers themselves responded more swiftly—roughly half removed the flagged content and pledged not to repeat the violations.

Towards a total ban on online alcohol ads? 🚫💻

For Addictions France, this ruling is a legal win that strengthens their fight to reduce alcohol’s visibility, particularly among younger users. They hope France will follow in the footsteps of countries like Norway and Lithuania, which have already banned alcohol advertising online altogether.

Still, France’s 2023 influencer regulation law fell short of such a ban. Instead, it simply reiterated the Evin Law without introducing stricter measures. Lecas sees this as a missed opportunity, arguing that expecting influencers to remain neutral about brands is unrealistic when their entire business model relies on promotion.

Meta’s condemnation is a step forward, but the path ahead remains long. Addictions France says it will continue pushing until protecting minors becomes a top priority in both public debate and social media regulation.

👉🏾 What do you think? Should alcohol ads be completely banned online, like in Norway or Lithuania? Share your thoughts below ☺️