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Outlines French law relating to advertising to children in France, and the comprehensive system for maintaining advertising standards. Deals with the specific regulatory areas of pornography, tobacco and cigarettes, alcohol, and other products like medicines and computer games; media regulations on television, internet and magazines; plus billboard advertising and other techniques direct marketing, competitions and promotions, and premium sales. Explains the role of the BVP as an effective body for industry self‐regulation, including BVP on easy identification of advertisements by children, social responsibility, dignity and decency, violence, safety, fair advertising, education of young consumers, interactive advertising, the internet, and eating habits.