The advertising campaign of Giordano Bardella’s book in Sncf stations criticized by the unions

2024-10-18 11:02:00

The advertising campaign scheduled to start at the end of November could conflict with the public company’s obligations of “political neutrality”. For its part, the SUD-Ferrovie union assures that it wants to “cover the posters”.

The promotion of Jordan Bardella‘s book is already causing a sensation. Although he will publish his first book with Fayard on November 9, the National Rally president is expected to benefit from considerable publicity for his work. The owner of the Fayard editions, Hachette Livre, even negotiated a promotional poster campaign for the book with Mediatransports, the SNCF advertising agency. It was to be installed first in 54 RER stations, between 25 November and 1 December, then in thirteen Parisian stations and 43 provincial stations, from 11 to 17 December.

Today, however, this partnership is under attack. SNCF’s third union, SUD-rail, urged the group’s chief executive to refuse “this poster campaign serves a far-right political party”. “You don’t need to have read Jordan Bardella’s book to know that it will serve a political agenda”asks the union. If the campaign is maintained, Fabien Villeudieu, federal secretary of SUD-ferrovie, indicates that the union “will cover the posters”.

Same story with the CGT Cheminots. On Facebook the union published a long message inviting the company’s CEO to cancel this advertising campaign. “You are not unaware of the commitment that the CGT made before the summer, to avoid the worst, namely the accession of the Honorable Bardella to Matignon. We did it because the FN/RN is a racist, xenophobic, homophobic, sexist party, totally against our values ​​which, on the contrary, support tolerance and coexistence.we read in particular. “With this message I convey to you my anger and that of the activists of my organization, more generally of many railway workers of all levels. I ask you to act with all means at your disposal to stop this provocation.”adds the author, who wants railway workers to avoid “this insult”.

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Mediatransports was not aware of this

For its part, the advertising agency is stalling, ensuring that it was not aware that the campaign in question aimed to promote Jordan Bardella’s books, and that it will ensure that this complies with its rules. At the time of signing this contract Mediatransports was not aware of this “that Jordan Bardella’s book was the subject of this campaign”insures the company. “When we market, we sell advertising spaces, the control of images takes place ex post”informs Alexandra Lafay, communications director of Mediatransports.

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Despite having learned the news on October 16, the SNCF advertising service refused to talk about this specific case. “We haven’t received the images yet”comments Alessandra Lafay. Once received, posters are checked according to “our legal and regulatory arsenal”. “We especially reject images that constitute greenwashing. For the SNCF we also have public service obligations, including political and religious neutrality.adds the communications director.

If there are any problems, start a dialogue between the advertising agency and its clients “edit the controversial message”. If the customer refuses, Mediatransports provides for the termination of the contract in its general conditions of sale. Sometimes, “It is also the customers who orchestrate our refusal”reports Alessandra Lafay, referring to comedian Waly Dia, whose poster had been removed.