France has issued a warning to Tesla regarding its marketing of Full-Self Driving (FSD) technology, threatening a hefty $58,000 per-day fine if the automaker does not comply with the country’s regulations within four months. This move by the French Directorate General for Competition Policy, Consumer Affairs and Fraud Control (DGCCRF) comes after consumer complaints were reported to the agency through Signal Conso.
The French Ministry of Economy initiated an investigation into Tesla’s marketing of Autopilot and FSD in 2023, leading to the recent ultimatum given to the company. The Ministry stated that if Tesla fails to rectify its “deceptive commercial practices” related to the capabilities of FSD, it will face significant financial penalties.
In addition to the concerns raised by France, Tesla has faced similar scrutiny in other countries. For instance, the automaker recently adjusted its FSD branding in China to comply with regulatory naming guidelines. Furthermore, regulatory probes in California and legal actions in countries like Germany have also highlighted issues with how Tesla markets its driver-assistance features.
The fines imposed by France are substantial, equating to significant revenue loss for Tesla if not addressed promptly. The Ministry’s directive underscores the importance of transparency and accuracy in advertising autonomous driving capabilities, especially as safety concerns continue to surround such technologies.
Beyond the financial implications, Tesla’s reputation in France has taken a hit, with consumer backlash and low sales figures reflecting growing dissatisfaction with the brand. The company’s involvement in political controversies has further fueled negative sentiments among French consumers, leading to legal actions seeking car returns based on political associations rather than product defects.
As Tesla navigates these challenges in France and other jurisdictions, it may need to reassess its marketing strategies for FSD and Autopilot to align with regulatory expectations and consumer trust. With increasing scrutiny on autonomous driving technologies, clear communication and education about the limitations of these systems are essential to ensure public safety and confidence in Tesla’s products.