Luxury Giant LVMH Fined for Violating French Law with Lady Gaga Dom Pérignon Champagne Ad

(Photo: Moët Hennessy Diageo)

Moët Hennessy Louis Vuitton (LVMH) and spirits giant Diageo have reportedly been fined for violating French regulations with a viral neon-pink advertising campaign.

In March 2023, pop icon Lady Gaga teamed up with Dom Pérignon Champagne for a series of stylized photo shoots featuring psychedelic fashion statements and wildly oversized wine bottles. The campaign was accompanied by a limited-edition Champagne dubbed “Brut Rosé x Lady Gaga” that sold to the tune of $500. 

(Photo: Moët Hennessy Diageo)

Nearly a year later, independent watchdog Addictions France has reported that Dom Pérignon owners LVMH and Diageo have been fined €15,000 (US $16,300) over the advertisements.

The decision traces its roots to Evin’s Law, an oft-reinterpreted ruling that has reshaped France’s alcohol landscape over the past three decades. Passed in 1991, Evin’s Law prohibits all alcohol advertising on television and in theaters, with some exceptions laid out for press, radio and billboards.

Most importantly, the law states that anything deemed to be “targeted towards young people” — regardless of medium — is strictly off limits. In practice, this equates to a de facto ban on celebrity alcohol sponsorships, evidenced by a recent fine given to rapper SCH and hard seltzer brand Fefe.

Gaga is among a slew of high-profile stars targeted by the legislation over the past month. French influencer Anna Raverat was recently fined €3,000 for promoting a rosé brand with merch and social media posts. The wine’s maker, Gérard Bertrand, was handed a suspended fine of €20,000.

In the case of Dom Pérignon, the fine has been attributed to joint venture company Moët Hennessy Diageo, founded in 2009 by LVMH (makers of Hennessy and Moët & Chandon Champagne) and Diageo (the British spirits company behind Casamigos, Don Julio Tequila, Johnnie Walker and more).

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