{"id":4314,"date":"2017-08-29T00:00:00","date_gmt":"2017-08-28T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/loreal-29-08-2017-pas-de-remarques\/"},"modified":"2017-08-29T00:00:00","modified_gmt":"2017-08-28T23:00:00","slug":"loreal-29-08-2017-pas-de-remarques","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/loreal-29-08-2017-pas-de-remarques\/","title":{"rendered":"L’Or\u00e9al 29-08-2017: Pas de remarques"},"content":{"rendered":"

Adverteerder \/ Annonceur: L\u2019OREAL<\/strong><\/h3>\n

Product-Dienst \/ Produit-Service: The Body Shop \u2013 Cr\u00e8me bronzante<\/strong><\/h3>\n

Media \/ M\u00e9dia: Autres (point de vente)<\/strong><\/h3>\n

 <\/p>\n

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

L\u2019affiche montre les jambes d\u2019une femme en jupe courte orange et chaussures jaunes \u00e0 hauts talons et celles d\u2019une femme en short court avec des sneakers blanches. Les deux femmes sont appuy\u00e9es avec les genoux l\u2019une contre l\u2019autre.
Le texte suivant figure sur l\u2019affiche : \u201cLes filles fut\u00e9es ont plus d\u2019un tour dans leur sac \u2013 Optez pour un teint uniforme et une couleur naturelle avec la nouvelle BB Cr\u00e8me Honey Bronze\u201d.
Le produit est repr\u00e9sent\u00e9 en bas \u00e0 gauche.<\/p>\n

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

Selon le plaignant, il s\u2019agit d\u2019une publicit\u00e9 sexiste : les femmes sont ramen\u00e9es \u00e0 une paire de jambes parfaitement minces, \u00e9pil\u00e9es et blanches. L\u2019allit\u00e9ration \u00ab filles fut\u00e9es \u00bb coupl\u00e9e \u00e0 l’image sugg\u00e8re \u00e9galement qu\u2019une fille fut\u00e9e restera toujours un corps disponible sexuellement.
Il souligne enfin le caract\u00e8re homophobe de la publicit\u00e9 : le contact visiblement sensuel entre ces femmes (jambes nues enlac\u00e9es) n\u2019est acceptable qu\u2019\u00e0 condition qu\u2019elles soient belles, blanches, mises en sc\u00e8ne pour le d\u00e9sir masculin.<\/p>\n

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

Le Jury a constat\u00e9 que l\u2019affiche montre les jambes de deux femmes pour la promotion d\u2019une cr\u00e8me bronzante.<\/p>\n

Tout d\u2019abord, selon le Jury, la position des femmes ne pr\u00e9sente pas de connotation sexuelle ni homophobe. Le Jury est aussi d\u2019avis que le consommateur moyen ne percevra pas la repr\u00e9sentation de la femme dans le sens que lui donne le plaignant.<\/p>\n

Ensuite, par rapport au fait que l\u2019affiche montre uniquement les jambes des femmes, le Jury se r\u00e9f\u00e8re aux R\u00e8gles relatives \u00e0 la repr\u00e9sentation de la personne qui stipulent entre autres que la repr\u00e9sentation du corps humain en g\u00e9n\u00e9ral ou d\u2019une partie de celui-ci ne peut rev\u00eatir aucun caract\u00e8re ind\u00e9cent ou obs\u00e8ne ni ne peut \u00eatre avilissante ou ali\u00e9nante, ce qui n\u2019est pas le cas ici selon lui. A cet \u00e9gard, il a notamment tenu compte du fait que la repr\u00e9sentation du corps humain est en lien avec le produit.<\/p>\n

En l\u2019occurrence, le Jury a consid\u00e9r\u00e9 que la repr\u00e9sentation en question n\u2019est pas de nature \u00e0 instrumentaliser la femme ni \u00e0 porter atteinte \u00e0 sa dignit\u00e9 ou \u00e0 son int\u00e9grit\u00e9.<\/p>\n

Compte tenu de ce qui pr\u00e9c\u00e8de, le Jury a estim\u00e9 que la publicit\u00e9 n\u2019est pas contraire aux R\u00e8gles du JEP en mati\u00e8re de repr\u00e9sentation de la personne.<\/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 ces points.<\/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: L\u2019OREAL Product-Dienst \/ Produit-Service: The Body Shop \u2013 Cr\u00e8me bronzante Media \/ M\u00e9dia: Autres (point de vente)   Beschrijving van de reclame \/ Description de la publicit\u00e9 L\u2019affiche montre les jambes d\u2019une femme en jupe courte orange et chaussures jaunes \u00e0 hauts talons et celles d\u2019une femme en short court avec des […]<\/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-4314","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nL'Or\u00e9al 29-08-2017: 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\/loreal-29-08-2017-pas-de-remarques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L'Or\u00e9al 29-08-2017: Pas de remarques - 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