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Lidl to end television advertising in France, citing restrictive rules

Thursday 08 - 07:00

By: Sahili Aya

Lidl to end television advertising in France, citing restrictive rules

Paris, January 2026 – German discount retailer Lidl has announced it will stop advertising on French television, blaming what it describes as an overly restrictive regulatory framework that exposes advertisers to excessive legal risk.

The decision comes just months after Lidl was ordered by the Paris Court of Appeal to pay €43 million in damages to rival Intermarché over unlawful television advertising practices. The ruling related to promotional campaigns broadcast between 2017 and 2023, which the court said misled consumers and distorted competition.

In an interview with industry magazine Stratégies, Jassine Ouali, Lidl France’s executive director for customer relations, said the company would no longer invest in “linear television” advertising unless the regulatory environment changes. Instead, Lidl plans to redirect its marketing budget toward online video platforms, which it views as offering greater flexibility and lower legal exposure.

A regulatory framework under fire

At the heart of the dispute is a 1992 decree that limits how retailers can advertise promotional offers on television. Under French rules, any product advertised with a price must be available in all stores for at least 15 weeks — a requirement originally designed to protect other media, particularly regional newspapers.

French courts ruled that Lidl failed to meet this condition, concluding that hundreds of televised promotions did not guarantee sufficient product availability. Judges classified the campaigns as misleading commercial practices and acts of unfair competition.

Lidl argues that the regulation is outdated and poorly adapted to modern retail and media ecosystems. Company executives note that similar restrictions do not exist in countries such as Germany or the UK, making France an outlier in Europe.

Impact on the French media landscape

Lidl’s withdrawal is expected to have significant consequences for French broadcasters. The retailer is one of the country’s largest advertisers, ranking second overall in 2025 behind E.Leclerc, with nearly €400 million in gross media spending during the first three quarters of the year, according to Kantar Media.

Television accounted for around 22% of Lidl France’s advertising investments in 2025. That figure is expected to drop to zero in 2026. While Lidl says it will maintain spending in the print press, the shift toward global digital platforms such as Google, Meta and Amazon raises concerns about the long-term financing of domestic media.

Media executives have echoed these concerns. The head of M6 Group recently described the current advertising rules as “obsolete” and called for a comprehensive overhaul of France’s audiovisual regulatory framework to help national broadcasters compete with international streaming and digital giants.

Strategic repositioning amid fierce competition

Lidl’s decision also reflects its broader strategic priorities. Having benefited less than rivals from the recent inflationary cycle, the retailer is seeking to reinforce its low-price positioning as it continues expanding its store network in France.

Company representatives acknowledge the effectiveness of emotional storytelling used by competitors, such as Intermarché’s high-profile campaigns, but insist that price-focused communication remains central to Lidl’s discount model.

As legal appeals continue and regulatory reform remains uncertain, Lidl’s exit from French television advertising highlights the growing tension between traditional media regulation and the evolving realities of retail marketing.