Lidl scraps television budget in France

Following a conviction for misleading advertising, Lidl has decided to stop advertising on French television. The retailer was one of the biggest advertisers there.

“Not welcome”

Lidl no longer feels “welcome” on French television channels and has therefore decided to cancel all television advertising in France. This was announced by Jassine Ouali, Lidl’s customer relations director, to the French trade magazine Stratégies. This is a heavy blow for the television world: in 2024, Lidl spent €207 million on advertising on linear television channels. The advertising budget is largely shifting to online media. The discounter believes that French legislation on TV advertising entails too many risks.