Lidl France has announced that it is withdrawing from TV advertising on the French market following a court ruling related to the way it promoted commercial offers. The Paris Court of Appeal ordered the company to pay €43 million to competitor Intermarché, in a case concerning promotions deemed non-compliant and classified as “misleading commercial practices” and “unfair competition”.

The court examined 374 commercials aired between 2017 and 2023, campaigns for which Lidl reportedly spent approximately €584 million. The core issue was that the advertisements promoted discounted products without the retailer being able to demonstrate, under French rules, that these products were available for the required period—15 weeks—across the network.

Lidl’s decision has a direct impact on the media market as well: the company is described as the second-largest advertising investor in France, with television accounting for 22% of its media budget. For 2026, Lidl has indicated virtually “zero euros” allocated to TV advertising, signaling an accelerated shift toward digital channels.

At the same time, Lidl announced that it will challenge the decision before the Court of Cassation, seeking to overturn or reconsider the sanction. Regardless of the outcome, the episode remains relevant for the entire retail industry: the communication of promotions is no longer just a marketing issue, but a major legal and financial risk if it is not backed by logistical capacity and strict compliance with local rules.

(Photo: Freepik)