Overview

• The Ministry of Agriculture requested modifications to the 'C’est bio la France' advertisement, set to air on May 22, 2025, aimed at promoting organic consumption.
• Changes included replacing a family meal scene featuring couscous with one showcasing cassoulet with duck, citing a need to represent diverse local organic products.
• A directive to cast a 'caucasian' boy for one scene was issued but reportedly not implemented as the casting had already been finalized.
• Minister Annie Genevard's office defended the changes, stating the campaign aims to resonate with all French citizens and highlight local agricultural diversity.
• Critics argue the adjustments narrow cultural representation, with some interpreting them as sidelining France's multicultural identity, a claim the ministry dismissed as a 'false debate.'