{"id":4281,"date":"2017-06-06T00:00:00","date_gmt":"2017-06-05T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/alken-maes-brasseries-06-06-2017-decision-de-modificationarret\/"},"modified":"2017-06-06T00:00:00","modified_gmt":"2017-06-05T23:00:00","slug":"alken-maes-brasseries-06-06-2017-decision-de-modificationarret","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/alken-maes-brasseries-06-06-2017-decision-de-modificationarret\/","title":{"rendered":"Alken Maes Brasseries 06-06-2017: D\u00e9cision de modification\/arr\u00eat"},"content":{"rendered":"

Adverteerder \/ Annonceur: ALKEN MAES BRASSERIES<\/strong><\/h3>\n

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

Media \/ M\u00e9dia: Internet (Facebook)<\/strong><\/h3>\n

 <\/h3>\n

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

Le post montre un bac de Maes avec le texte \u00ab S\u2019il fait chaud, pensez \u00e0 vous hydrater la peau. Et la gorge. \u00bb.<\/p>\n

\/\/\/\/\/\/\/\/\/\/<\/p>\n

De post toont een bak Maes met de tekst \u00ab S\u2019il fait chaud, pensez \u00e0 vous hydrater la peau. Et la gorge. \u00bb. <\/p>\n

 <\/h3>\n

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

Selon le plaignant, la publicit\u00e9 fait passer la bi\u00e8re pour un moyen d\u00e9salt\u00e9rant alors que la bi\u00e8re, comme toute boisson alcoolis\u00e9e, a au contraire un effet d\u00e9shydratant. Or, ce discours de bi\u00e8re hydratante peut exister chez un certain public mal inform\u00e9 et il est particuli\u00e8rement malsain et dangereux d’encourager ces croyances. Quand il fait chaud, il faut boire de l’eau. On peut boire de la bi\u00e8re mais il faut toujours boire de l’eau en compl\u00e9ment.<\/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 examin\u00e9 la publicit\u00e9 en question en tenant compte des arguments des parties concern\u00e9es et \u00e0 la lumi\u00e8re de la Convention en mati\u00e8re de publicit\u00e9 et de commercialisation des boissons contenant de l\u2019alcool (ci-apr\u00e8s : la Convention).<\/p>\n

Le Jury a constat\u00e9 que le post Facebook montre un bac de bi\u00e8re avec le texte \u00ab S\u2019il fait chaud, pensez \u00e0 vous hydrater la peau. Et la gorge. \u00bb.<\/p>\n

Le Jury a estim\u00e9 que ce texte associe la consommation d\u2019une boisson contenant de l\u2019alcool \u00e0 des effets physiques favorables permettant de combattre certains probl\u00e8mes physiques, ce qui est contraire \u00e0 l\u2019article 3.2. de la Convention.<\/p>\n

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, suite \u00e0 la r\u00e9ponse de l\u2019annonceur, le Jury a not\u00e9 que celui-ci a d\u00e9j\u00e0 supprim\u00e9 le post en question de sa page Facebook.<\/p>\n

Veuillez noter que cette d\u00e9cision ne devient d\u00e9finitive qu\u2019apr\u00e8s l\u2019expiration du d\u00e9lai d\u2019appel.<\/p>\n

\/\/\/\/\/\/\/\/\/\/<\/p>\n

De Jury voor Ethische Praktijken inzake reclame (JEP) in eerste aanleg heeft de volgende beslissing genomen in dit dossier.<\/p>\n

De Jury heeft deze reclame onderzocht rekening houdend met de argumenten van de betrokken partijen en in het licht van het Convenant inzake reclame voor en marketing van alcoholhoudende dranken (hierna: het Convenant).<\/p>\n

De Jury heeft vastgesteld dat de Facebookpost een bak bier toont met de tekst \u00ab S\u2019il fait chaud, pensez \u00e0 vous hydrater la peau. Et la gorge. \u00bb.<\/p>\n

De Jury is van oordeel dat deze tekst de consumptie van een alcoholhoudende drank in verband brengt met gunstige fysieke effecten die toelaten om bepaalde fysieke problemen te bestrijden, wat strijdig is met artikel 3.2 van het Convenant.<\/p>\n

De Jury heeft derhalve de adverteerder verzocht om de reclame te wijzigen, en bij gebreke daaraan de reclame niet meer te verspreiden.<\/p>\n

Dienaangaande heeft de Jury er naar aanleiding van het antwoord van de adverteerder nota van genomen dat hij de post in kwestie reeds verwijderd heeft van zijn Facebookpagina.<\/p>\n

Gelieve er nota van te nemen dat deze beslissing pas definitief wordt na het verstrijken van de termijn voor het instellen van hoger beroep.<\/p>\n","protected":false},"excerpt":{"rendered":"

Adverteerder \/ Annonceur: ALKEN MAES BRASSERIES Product-Dienst \/ Produit-Service: Maes Media \/ M\u00e9dia: Internet (Facebook)   Beschrijving van de reclame \/ Description de la publicit\u00e9 Le post montre un bac de Maes avec le texte \u00ab S\u2019il fait chaud, pensez \u00e0 vous hydrater la peau. Et la gorge. \u00bb. \/\/\/\/\/\/\/\/\/\/ De post toont een bak Maes met […]<\/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-4281","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nAlken Maes Brasseries 06-06-2017: 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\/alken-maes-brasseries-06-06-2017-decision-de-modificationarret\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Alken Maes Brasseries 06-06-2017: D\u00e9cision de modification\/arr\u00eat - JEP - Jury d'Ethique Publicitaire\" \/>\n<meta property=\"og:description\" content=\"Adverteerder \/ Annonceur: ALKEN MAES BRASSERIES Product-Dienst \/ Produit-Service: Maes Media \/ M\u00e9dia: Internet (Facebook)   Beschrijving van de reclame \/ Description de la publicit\u00e9 Le post montre un bac de Maes avec le texte \u00ab S\u2019il fait chaud, pensez \u00e0 vous hydrater la peau. 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