PARIS — French authorities demanded Tesla stop advertising its cars as fully self-driving and threatened the American automaker with €50,000-a-day fines if it continues to engage in such “deceptive marketing practices.”
The order from France’s consumer watchdog on Tuesday follows an investigation conducted in 2023 and 2024 after numerous complaints were filed. Tesla was found to have broken French law over several of its business practices, like failing to reimburse orders on time or provide receipts of cash payments.
The Elon Musk-owned company has four months to comply before the fines kick in.
This is not the first time Tesla has faced legal scrutiny over its vehicles’ autonomous capabilities. Germany’s competition watchdog sued Tesla in 2020 over its marketing claims, saying Tesla promises more in the advertisements than it can deliver. The automaker successfully appealed, however, and is still advertising its cars as self-driving in Germany.
In the United States, the company has faced numerous wrongful death lawsuits over accidents involving its Autopilot feature, which allows the vehicle to steer, brake and accelerate on its own.
Once a desirable brand, Tesla is now facing numerous headwinds in France thanks to Musk’s politics.
Ten owners are collectively suing the automaker over Musk’s role in the White House and the subsequent decline in value of the cars. They also argue Musks’ politics have made their cars targets for acts of vandalism.
Tesla’s sales dropped 67 percent in May in France compared with the same month in 2024, according to data from the country’s PFA registrar.
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