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In France, the culture minister has announced plans to strengthen a law that compels advertisers to say things in French

Le français is the language of l’amour. But there, it appears, lies le rub. Instead of tweeting about l’amour, the French have seemingly taken to calling it “love”. They are also posting about ghosting, orbiting, zombieing, gatsbying, marleying, haunting, stashing and a host of other dating pitfalls that, you would be forgiven for thinking, can only happen in English. Not so, cried the French government. Ça suffit.

Franck Riester, Emmanuel Macron’s minister of culture, has this week announced his intention to enforce, or strengthen, on digital platforms the decades-old Toubon law which compels advertisers to make sure they say things in French. Something they really haven’t been doing. From Air France telling flyers that “France is in the air” to the 2024 Paris Olympics commission’s promising sports fans the world over that the games are “Made for Sharing”, advertising in French is increasingly overrun with global online English, the flattened lingo of social media and the media that follow it.

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