Article by Sophie Baqué, published on September 12, 2022 CONTEXT The paper leaflet is a major strategic issue. It has always been appreciated for strong impact, offering an unparalleled range of promotions, with catalogs of up to 40 pages and 25 items per page. For customers, this medium offers the longest life span and a high rate of repeat reading. However, due to new restrictions across the European Union? enforcing “Yes Ad” stickers, retailers face an ultimatum. These changes happen in the middle of an inflationary period (in the UE, food inflation reached 10.6% in August 2022). Since September 1, 2022, in 13 French territories, retailers can no longer distribute leaflets to mailboxes that do not have the "Yes Ad" sticker. T...