An elegant bejeweled woman accepts a flute of TAITTANGER champagne as she enjoys "A Taittinger Moment."
In 1987 the French Advertising Standards Bureau developed a code of practice for alcohol advertising which included the phrase "Sachez apprecier et consommer avec moderation." The phrase was utilized by many companies, but it was not obligatory. Consequently, many companies ignored it and others manipulated the wording to encourage even more consumption. The phrase was soon abandoned.