{"id":4385,"date":"2017-12-06T00:00:00","date_gmt":"2017-12-05T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/tits-la-biere-06-12-2017-decision-de-modificationarret\/"},"modified":"2017-12-06T00:00:00","modified_gmt":"2017-12-05T23:00:00","slug":"tits-la-biere-06-12-2017-decision-de-modificationarret","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/tits-la-biere-06-12-2017-decision-de-modificationarret\/","title":{"rendered":"Tits la bi\u00e8re 06-12-2017: D\u00e9cision de modification\/arr\u00eat"},"content":{"rendered":"

Adverteerder \/ Annonceur: TITS LA BIERE<\/strong><\/h3>\n

Product-Dienst \/ Produit-Service: Bi\u00e8re Tits<\/strong><\/h3>\n

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

 <\/p>\n

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

Sur la page Facebook et sur le site internet de l\u2019annonceur, se trouve un visuel repr\u00e9sentant le dessin d\u2019une femme sous forme de cartoon. La femme porte un T-shirt avec un d\u00e9collet\u00e9 et une bouteille se trouve entre ses seins.<\/p>\n

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

Le plaignant a communiqu\u00e9 que l’image publicitaire repr\u00e9sente un personnage f\u00e9minin avec une bouteille de bi\u00e8re entre les seins, qui laisse imaginer une branlette espagnole. Selon le plaignant, le corps f\u00e9minin est ainsi totalement objectifi\u00e9 et la publicit\u00e9 est sexiste.<\/p>\n

Beslissing Jury in eerste aanleg: Beslissing tot wijziging\/stopzetting<\/strong>
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 pris connaissance du visuel en question sur la page Facebook et sur le site internet de l\u2019annonceur et de la plainte qui y a trait.<\/p>\n

Suite \u00e0 la r\u00e9ponse de l\u2019annonceur, le Jury a tout d\u2019abord pris bonne note du fait que la mise en \u00e9vidence de la poitrine de la femme dans le dessin est volontaire vu que le produit, qui se veut d\u00e9cal\u00e9 et positif, a \u00e9t\u00e9 cr\u00e9\u00e9 dans le but de participer au financement de la recherche contre le cancer du sein.<\/p>\n

Le Jury a ensuite constat\u00e9 le c\u00f4t\u00e9 caricatural marqu\u00e9 du dessin concern\u00e9 et est d\u2019avis que le consommateur moyen ne l\u2019interpr\u00e9tera pas comme une allusion sexuelle mais pourra plut\u00f4t le consid\u00e9rer comme une r\u00e9f\u00e9rence au soutien \u00e0 des associations belges luttant contre le cancer du sein.<\/p>\n

Compte tenu du contexte \u00e9voqu\u00e9 ci-dessus, le Jury a estim\u00e9 que le visuel en question ne porte pas atteinte \u00e0 la dignit\u00e9 de la femme et n\u2019est pas sexiste.<\/p>\n

Il est n\u00e9anmoins d\u2019avis que la publicit\u00e9 concern\u00e9e, qui ne t\u00e9moigne pas du meilleur go\u00fbt, peut donner lieu \u00e0 diff\u00e9rentes interpr\u00e9tations et est d\u00e8s lors susceptible de provoquer des r\u00e9actions n\u00e9gatives aupr\u00e8s d\u2019une partie du public. Il a donc estim\u00e9 devoir formuler un avis de r\u00e9serve conform\u00e9ment \u00e0 l\u2019article 2 de son r\u00e8glement et en appelle \u00e0 la responsabilit\u00e9 de l\u2019annonceur.<\/p>\n

Un avis de r\u00e9serve implique que l\u2019annonceur est libre concernant la suite qu\u2019il donne \u00e0 cet avis.<\/p>\n

Enfin, le Jury a constat\u00e9 que le slogan \u00e9ducatif \u00ab Une bi\u00e8re brass\u00e9e avec savoir se d\u00e9guste avec sagesse \u00bb n\u2019est pas mentionn\u00e9 sur les pages web concern\u00e9es.<\/p>\n

\u00c0 cet \u00e9gard, le Jury a demand\u00e9 \u00e0 l\u2019annonceur de le mentionner conform\u00e9ment aux directives de l\u2019article 11.1 et de l\u2019Annexe B 1. (b) (v) de la Convention en mati\u00e8re de publicit\u00e9 et commercialisation des boissons contenant de l\u2019alcool, de mani\u00e8re \u00e0 ce qu\u2019il soit clair et lisible.<\/p>\n

Eu \u00e9gard \u00e0 ce qui pr\u00e9c\u00e8de et sur la base de la disposition susmentionn\u00e9e, le Jury a demand\u00e9 \u00e0 l\u2019annonceur de modifier la publicit\u00e9 en ce sens et \u00e0 d\u00e9faut, de ne plus la diffuser.<\/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: TITS LA BIERE Product-Dienst \/ Produit-Service: Bi\u00e8re Tits Media \/ M\u00e9dia: Internet (site web, Facebook)   Beschrijving van de reclame \/ Description de la publicit\u00e9 Sur la page Facebook et sur le site internet de l\u2019annonceur, se trouve un visuel repr\u00e9sentant le dessin d\u2019une femme sous forme de cartoon. La femme porte […]<\/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-4385","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nTits la bi\u00e8re 06-12-2017: 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\/tits-la-biere-06-12-2017-decision-de-modificationarret\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tits la bi\u00e8re 06-12-2017: D\u00e9cision de modification\/arr\u00eat - JEP - Jury d'Ethique Publicitaire\" \/>\n<meta property=\"og:description\" content=\"Adverteerder \/ Annonceur: TITS LA BIERE Product-Dienst \/ Produit-Service: Bi\u00e8re Tits Media \/ M\u00e9dia: Internet (site web, Facebook)   Beschrijving van de reclame \/ Description de la publicit\u00e9 Sur la page Facebook et sur le site internet de l\u2019annonceur, se trouve un visuel repr\u00e9sentant le dessin d\u2019une femme sous forme de cartoon. 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