With the municipal elections during which environmentalists were elected in large cities (Lyon, Bordeaux, Annecy, Marseille, etc.) but also after the deconfinement, a wave of anti-advertising has appeared. This wave is part of a movement, that of "brand responsibility" which consists in demonstrating their usefulness and their responsibility in the commercial world.

This idea is taken up by the citizens' convention for the climate, whose main advertising proposals consist in banning the most polluting products and regulating it for the others in order to "reduce the incentives for overconsumption".

However, many professionals oppose it, highlighting the economic risks associated with these measures, speaking of a logic of decrease. Some players fear that the regulations are going too far because of the French vision of advertising which is "caricatured and that the economic culture is still just as weak" (Stéphane Martin at the head of the professional regulatory authority for advertising - ARPP).

A new law should nevertheless see the light of day carried by the deputy Matthieu Orphelin to make advertising a lever in the service of ecological transition and sobriety in terms of consumption. These features then draw the contours of the Evin Law applicable to advertising for polluting products. Agathe Bousquet, for her part, has a less serious view of the situation. It emphasizes that economic realities are binding on all stakeholders. “We are entering a new era. Ecodesign of the advertising lifecycle will become the norm, and beyond advertising, marketing will need to be environmentally responsible. " Then recall that it is the consumers who make the rain and the good weather and that it is the companies which draw the consequences.

In Grenoble, advertising is also changing, at least in its presentation. If the newly elected mayor wanted, in 2014, to remove all advertising space in his city, he finally backed down by signing a contract in 2019 authorizing JCDecaux to affix its advertisements on bus shelters until 2031 while negotiating certain points. Such as the presence of wood in the shelters, an interview with rainwater, the reduction of the number of advertising faces, the modulation of lighting to reduce electricity consumption and the reservation of 50% of advertising space to traders local.