Marketers in France have lobbied hard to be allowed to use positive lifestyle messages in ads like emphasizing the importance of physical exercise and a balanced diet rather than grim health warning. France's Ministry of Health appears to be listening and is now expected to let marketers choose among three of four positive health messages. Industry experts say the government changed its mind out of fear that strong warnings might backfire, causing anxiety among consumers about eating. Moreover, France may hope its new law, if not too extreme, will become a blueprint for Europe.