{"id":4149,"date":"2016-07-29T00:00:00","date_gmt":"2016-07-28T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/sofico-29-07-2016-pas-de-remarques\/"},"modified":"2016-07-29T00:00:00","modified_gmt":"2016-07-28T23:00:00","slug":"sofico-29-07-2016-pas-de-remarques","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/sofico-29-07-2016-pas-de-remarques\/","title":{"rendered":"Sofico 29-07-2016: Pas de remarques"},"content":{"rendered":"

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

Product-Dienst \/ Produit-Service: Campagne contre les d\u00e9p\u00f4ts de d\u00e9chets clandestins sur les aires de repos<\/strong><\/h3>\n

Media \/ M\u00e9dia: <\/strong>A<\/strong>ffichage<\/strong><\/h3>\n

 <\/h3>\n

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

L\u2019affiche repr\u00e9sente un cochon au volant d\u2019une voiture, qui jette par la fen\u00eatre un sac de d\u00e9tritus sur la route, avec le texte “Ne prenez pas les aires pour des porcheries”.<\/p>\n

 <\/p>\n

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

1) Selon le plaignant, la Fiat 500 Oldtimer est parfaitement reconnaissable et la publicit\u00e9 associe ainsi les propri\u00e9taires ou conducteurs de Fiat 500 \u00e0 des cochons non respectueux de l’environnement. Les membres des clubs de Fiat 500 se sentent particuli\u00e8rement vis\u00e9s et offusqu\u00e9s par cette publicit\u00e9 cibl\u00e9e.<\/p>\n

2) Cette campagne a surpris et laiss\u00e9 le plaignant abasourdi. Qu\u2019un cochon irrespectueux de l\u2019environnement puisse \u00eatre associ\u00e9 \u00e0 la Fiat 500 d\u2019\u00e9poque heurte la sensibilit\u00e9 de plus de quatre cent mille passionn\u00e9s et possesseurs de cette voiture mythique dans le monde entier. Une voiture non identifiable, serait-ce par la voie d\u2019un dessin, eut certainement laiss\u00e9 intacte la port\u00e9e du message. Le choix de la sympathique Fiat 500 est donc non seulement une cruelle faute de go\u00fbt mais, par son caract\u00e8re offensant, une faute tout court.<\/p>\n

 <\/p>\n

Beslissing Jury in eerste aanleg: Geen opmerkingen<\/strong><\/h3>\n

D\u00e9cision Jury de premi\u00e8re instance: Pas de remarques<\/strong><\/h3>\n

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

Suite \u00e0 la r\u00e9ponse de l\u2019annonceur, le Jury a not\u00e9 que celui-ci, pour sa campagne d\u2019utilit\u00e9 publique en vue de lutter contre les d\u00e9p\u00f4ts de d\u00e9chets clandestins sur les aires autorouti\u00e8res, a fait r\u00e9aliser une affiche avec le slogan \u00ab Ne prenez pas les aires pour des porcheries \u00bb et l\u2019image d\u00e9cal\u00e9e d\u2019un cochon au volant d\u2019une voiture. Pour ce faire, la direction artistique a cherch\u00e9 dans une biblioth\u00e8que d\u2019images une photo de voiture libre de droit, sans que le mod\u00e8le soit un crit\u00e8re de choix.<\/p>\n

Tout d\u2019abord, le Jury est d\u2019avis que la voiture en question n\u2019est pas l\u2019\u00e9l\u00e9ment central de la communication.<\/p>\n

Le Jury est \u00e9galement d\u2019avis que la publicit\u00e9 en question n\u2019associe pas le comportement du conducteur \u00e0 sa voiture et ne stigmatise d\u00e8s lors pas les conducteurs d\u2019une marque de v\u00e9hicule en particulier.<\/p>\n

Le Jury a d\u00e8s lors estim\u00e9 que cette publicit\u00e9 n\u2019est pas d\u00e9nigrante \u00e0 l\u2019\u00e9gard d\u2019une marque sp\u00e9cifique de voiture ni des conducteurs d\u2019une marque sp\u00e9cifique de voiture.<\/p>\n

A d\u00e9faut d\u2019infractions aux dispositions l\u00e9gales ou autodisciplinaires, le Jury a estim\u00e9 n\u2019avoir pas de remarques \u00e0 formuler sur ce point.<\/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: SOFICO Product-Dienst \/ Produit-Service: Campagne contre les d\u00e9p\u00f4ts de d\u00e9chets clandestins sur les aires de repos Media \/ M\u00e9dia: Affichage   Beschrijving van de reclame \/ Description de la publicit\u00e9 L\u2019affiche repr\u00e9sente un cochon au volant d\u2019une voiture, qui jette par la fen\u00eatre un sac de d\u00e9tritus sur la route, avec 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-4149","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nSofico 29-07-2016: Pas de remarques - 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\/sofico-29-07-2016-pas-de-remarques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sofico 29-07-2016: Pas de remarques - 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