Geographical indications in France are governed since 1935 by a unique mixed public/private Institute set-up on the failure of the State to define GIs. This mixed body, the National Institute of Appellation of Origin, composed of representatives of public authorities and producers’ Organization was weakened due to a moving context in France, Europe, and worldwide. The transfer of activities of control of GIs to private certification organization on the one end and the increased involvement of the EU Commission on the other end questions the future of INAO and affects the attractiveness of GIs and hence rural development.