{"id":4143,"date":"2016-07-06T00:00:00","date_gmt":"2016-07-05T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/ethias-06-07-2016-decision-de-modificationarret\/"},"modified":"2016-07-06T00:00:00","modified_gmt":"2016-07-05T23:00:00","slug":"ethias-06-07-2016-decision-de-modificationarret","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/ethias-06-07-2016-decision-de-modificationarret\/","title":{"rendered":"Ethias 06-07-2016: D\u00e9cision de modification\/arr\u00eat"},"content":{"rendered":"

Adverteerder \/ Annonceur: ETHIAS<\/strong><\/h3>\n

Product-Dienst \/ Produit-Service: Assurance Familiale<\/strong><\/h3>\n

Media \/ M\u00e9dia: <\/strong>E-mailing<\/strong><\/h3>\n

 <\/p>\n

Beschrijving van de reclame \/ Description de la publicit\u00e9 <\/strong><\/h3>\n

L\u2019e-mail avec le logo d\u2019Ethias et le texte \u00ab Un accident est si vite arriv\u00e9. Saviez-vous que la s\u00e9r\u00e9nit\u00e9 ne co\u00fbte pas forc\u00e9ment cher ? \u00bb contient l\u2019image d\u2019un personnage Ethias et entre autres le texte suivant : \u00ab Si, en tapotant sur votre t\u00e9l\u00e9phone, vous faites tomber le cycliste qui passe devant vous \u2026 – \u2026 qui veille alors \u00e0 ce que votre tirelire reste intacte ? \u00bb (\u201cAls je al sms\u2019end tegen een fietser aanloopt en die vervolgens tegen de vlakte gaat \u2026 – \u2026 wie zorgt er dan voor dat je spaarvarken intact blijft?\u201d in het Nederlands). En dessous, dans un cadre rouge \u00ab Je veux de la s\u00e9r\u00e9nit\u00e9 \u00bb. En cliquant dessus, on arrive sur une page du site de l\u2019annonceur avec des informations sur l\u2019assurance familiale.<\/p>\n

 <\/p>\n

Klacht(en) \/ Plainte(s) <\/strong><\/h3>\n

1) Le plaignant est personnellement tr\u00e8s choqu\u00e9 par cette publicit\u00e9. Via celle-ci, l\u2019annonceur “excuse” un comportement extr\u00eamement dangereux (ce n\u2019est pas grave, on s’occupe de votre portefeuille).
De plus, \u00eatre inattentif (comme tapoter sur son t\u00e9l\u00e9phone) est une infraction !
Les gens peuvent \u00eatre sereins, ce n’est pas grave l’inattention car Ethias est l\u00e0 pour faire attention \u00e0 votre portefeuille ? Et le cycliste ? Ses blessures ? Son traumatisme ? On va payer donc ce n\u2019est pas grave ?<\/p>\n

2) Le plaignant trouve cette publicit\u00e9 tr\u00e8s choquante : d’une part, elle banalise l’utilisation du GSM au volant, ce qui est interdit par la loi ; d’autre part, elle fait passer pour rien les dommages au cycliste, en regard du “pr\u00e9judice” pour le portefeuille du conducteur “distrait” (ou plut\u00f4t hors-la loi!).<\/p>\n

3) Selon le plaignant, cette publicit\u00e9 incite \u00e0 des actes volontairement dangereux et ill\u00e9gaux.<\/p>\n

 <\/p>\n

Beslissing Jury in eerste aanleg: Beslissing tot wijziging\/stopzetting<\/strong><\/h3>\n

D\u00e9cision Jury de premi\u00e8re instance: D\u00e9cision de modification\/arr\u00eat<\/strong><\/h3>\n

Le Jury d\u2019Ethique Publicitaire (JEP) de premi\u00e8re instance a pris la d\u00e9cision suivante dans ce dossier.<\/p>\n

Le Jury a constat\u00e9 que l\u2019annonceur a adress\u00e9 un e-mail \u00e0 son groupe cible, qui mentionne entre autres le texte suivant dans sa version en fran\u00e7ais : \u00ab Si, en tapotant sur votre t\u00e9l\u00e9phone, vous faites tomber le cycliste qui passe devant vous \u2026 qui veille alors \u00e0 ce que votre tirelire reste intacte ? \u00bb.<\/p>\n

Suite \u00e0 la r\u00e9ponse de l\u2019annonceur, le Jury a not\u00e9 qu\u2019il a voulu illustrer le ph\u00e9nom\u00e8ne de la distraction li\u00e9e \u00e0 l\u2019utilisation d\u2019un smartphone par les pi\u00e9tons. Il a \u00e9galement not\u00e9 que l\u2019annonceur renvoie \u00e0 cet \u00e9gard \u00e0 la version en n\u00e9erlandais de l\u2019e-mail qui utilise les termes suivants : \u00ab Als je al sms\u2019end tegen een fietser aanloopt\u2026 \u00bb.<\/p>\n

Le Jury est n\u00e9anmoins d\u2019avis qu\u2019il ne ressort pas directement clairement des \u00e9l\u00e9ments visuels et textuels de l\u2019e-mail en fran\u00e7ais que celui-ci a trait \u00e0 une assurance familiale et que la sc\u00e8ne \u00e9voqu\u00e9e concerne un pi\u00e9ton et un cycliste. Le Jury est d\u2019avis que la situation en question risque d\u2019\u00eatre interpr\u00e9t\u00e9e par le consommateur moyen comment \u00e9tant un accident entre une voiture et un v\u00e9lo, d\u00fb \u00e0 une infraction au volant.<\/p>\n

Le Jury a donc estim\u00e9 que la publicit\u00e9 en question ainsi interpr\u00e9t\u00e9e semble banaliser et tol\u00e9rer un comportement l\u00e9galement interdit.<\/p>\n

Le Jury a d\u00e8s lors estim\u00e9 que cette publicit\u00e9 t\u00e9moigne d\u2019un manque de juste sens de la responsabilit\u00e9 sociale dans le chef de l\u2019annonceur.<\/p>\n

Sur la base des articles 1 alin\u00e9a 2 et 4 alin\u00e9a 3 du code de la Chambre de Commerce Internationale, le Jury a d\u00e8s lors demand\u00e9 \u00e0 l\u2019annonceur de modifier la publicit\u00e9 et \u00e0 d\u00e9faut de ne plus la diffuser.<\/p>\n

A cet \u00e9gard, le Jury a not\u00e9 que cet e-mail ne serait plus utilis\u00e9.<\/p>\n

Veuillez noter que cette d\u00e9cision ne devient d\u00e9finitive qu\u2019apr\u00e8s l\u2019expiration du d\u00e9lai d\u2019appel.<\/p>\n","protected":false},"excerpt":{"rendered":"

Adverteerder \/ Annonceur: ETHIAS Product-Dienst \/ Produit-Service: Assurance Familiale Media \/ M\u00e9dia: E-mailing   Beschrijving van de reclame \/ Description de la publicit\u00e9 L\u2019e-mail avec le logo d\u2019Ethias et le texte \u00ab Un accident est si vite arriv\u00e9. Saviez-vous que la s\u00e9r\u00e9nit\u00e9 ne co\u00fbte pas forc\u00e9ment cher ? \u00bb contient l\u2019image d\u2019un personnage Ethias et entre autres le […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-4143","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nEthias 06-07-2016: D\u00e9cision de modification\/arr\u00eat - JEP - Jury d'Ethique Publicitaire<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jep.be\/fr\/ethias-06-07-2016-decision-de-modificationarret\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ethias 06-07-2016: D\u00e9cision de modification\/arr\u00eat - JEP - Jury d'Ethique Publicitaire\" \/>\n<meta property=\"og:description\" content=\"Adverteerder \/ Annonceur: ETHIAS Product-Dienst \/ Produit-Service: Assurance Familiale Media \/ M\u00e9dia: E-mailing   Beschrijving van de reclame \/ Description de la publicit\u00e9 L\u2019e-mail avec le logo d\u2019Ethias et le texte \u00ab Un accident est si vite arriv\u00e9. 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