{"id":4510,"date":"2018-08-24T00:00:00","date_gmt":"2018-08-23T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/mapeco-24-08-2018-decision-de-modificationarret\/"},"modified":"2018-08-24T00:00:00","modified_gmt":"2018-08-23T23:00:00","slug":"mapeco-24-08-2018-decision-de-modificationarret","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/mapeco-24-08-2018-decision-de-modificationarret\/","title":{"rendered":"Mapeco 24-08-2018: D\u00e9cision de modification\/arr\u00eat"},"content":{"rendered":"

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

Product-Dienst \/ Produit-Service: Professionele gereedschappen \/ Outils professionnels<\/strong><\/h3>\n

Media \/ M\u00e9dia: Affichage<\/strong><\/h3>\n

 <\/p>\n

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

De foto op de bestelwagens toont langs de rugzijde het achterwerk van een vrouw in short en crop-top. Ze houdt haar handen op haar heupen en er zit gereedschap in haar achterzakken. Daarnaast de tekst: \u201cOp zoek naar goe gerief ?\u201d.<\/p>\n

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

La photo sur les camionnettes montre de dos le derri\u00e8re d\u2019une femme en short et crop top. Elle a les mains sur les hanches et a des outils dans ses poches arri\u00e8res. A c\u00f4t\u00e9, le texte : \u00ab Besoin de bon matos ? \u00bb.<\/p>\n

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

De klaagster vindt de reclame seksistisch.<\/p>\n

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

La plaignante trouve la publicit\u00e9 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

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

De Jury heeft vastgesteld dat de reclame in kwestie het achterwerk van een vrouw in short toont met gereedschap in de achterzakken naast de tekst: \u201cOp zoek naar goe gerief ?\u201d.<\/p>\n

De Jury is van mening dat het gebruik van de afbeelding van de aldus voorgestelde vrouw misplaatst is om een commerci\u00eble boodschap over te brengen betreffende de betrokken producten, met name professionele gereedschappen, die geen enkel verband vertonen met het lichaam van de vrouw.<\/p>\n

Zij is van oordeel dat de reclame in kwestie aldus het beeld van het lichaam van de vrouw op een onbehoorlijke manier uitbuit en haar tot een object herleidt.<\/p>\n

Rekening houdend met de manier waarop de vrouw in casu afgebeeld is, is de Jury eveneens van oordeel dat de reclame denigrerend is voor de vrouw en haar menselijke waardigheid aantast.<\/p>\n

Op basis van artikel 4, alinea 1 en artikel 12 van de Code van de Internationale Kamer van Koophandel en punten 2, 3 en 4 van de JEP-regels inzake de afbeelding van de mens, heeft de Jury de adverteerder verzocht om de reclame in kwestie te wijzigen, en bij gebreke daaraan de reclame niet meer te verspreiden.<\/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

\/\/\/\/\/\/\/\/\/\/<\/p>\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 la publicit\u00e9 en question montre le derri\u00e8re d\u2019une femme en short avec des outils dans les poches arri\u00e8res \u00e0 c\u00f4t\u00e9 du texte \u00ab Besoin de bon matos ? \u00bb.<\/p>\n

Le Jury est d\u2019avis que l\u2019utilisation de l\u2019image de la femme ainsi repr\u00e9sent\u00e9e est d\u00e9plac\u00e9e pour faire passer un message commercial relatif aux produits concern\u00e9s, \u00e0 savoir des outils professionnels, qui ne pr\u00e9sentent aucun lien avec le corps de la femme.<\/p>\n

Il a estim\u00e9 que la publicit\u00e9 en question exploite ainsi abusivement l\u2019image du corps de la femme et la r\u00e9duit \u00e0 un objet.<\/p>\n

Compte tenu de la mani\u00e8re dont la femme est repr\u00e9sent\u00e9e en l\u2019esp\u00e8ce, le Jury a \u00e9galement estim\u00e9 que la publicit\u00e9 est d\u00e9nigrante pour la femme et porte atteinte \u00e0 sa dignit\u00e9 humaine.<\/p>\n

Sur la base des articles 4, alin\u00e9a 1 et 12 du Code de la Chambre de Commerce Internationale et des points 2, 3 et 4 des R\u00e8gles du JEP relatives \u00e0 la repr\u00e9sentation de la personne, 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

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: MAPECO Product-Dienst \/ Produit-Service: Professionele gereedschappen \/ Outils professionnels Media \/ M\u00e9dia: Affichage   Beschrijving van de reclame \/ Description de la publicit\u00e9 De foto op de bestelwagens toont langs de rugzijde het achterwerk van een vrouw in short en crop-top. Ze houdt haar handen op haar heupen en er zit gereedschap […]<\/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-4510","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nMapeco 24-08-2018: 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\/mapeco-24-08-2018-decision-de-modificationarret\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mapeco 24-08-2018: D\u00e9cision de modification\/arr\u00eat - JEP - Jury d'Ethique Publicitaire\" \/>\n<meta property=\"og:description\" content=\"Adverteerder \/ Annonceur: MAPECO Product-Dienst \/ Produit-Service: Professionele gereedschappen \/ Outils professionnels Media \/ M\u00e9dia: Affichage   Beschrijving van de reclame \/ Description de la publicit\u00e9 De foto op de bestelwagens toont langs de rugzijde het achterwerk van een vrouw in short en crop-top. Ze houdt haar handen op haar heupen en er zit gereedschap […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jep.be\/fr\/mapeco-24-08-2018-decision-de-modificationarret\/\" \/>\n<meta property=\"og:site_name\" content=\"JEP - Jury d'Ethique Publicitaire\" \/>\n<meta property=\"article:published_time\" content=\"2018-08-23T23:00:00+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jep.be\\\/fr\\\/mapeco-24-08-2018-decision-de-modificationarret\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jep.be\\\/fr\\\/mapeco-24-08-2018-decision-de-modificationarret\\\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/jep.be\\\/#\\\/schema\\\/person\\\/aea9991e293d54ca68e4b3efac102789\"},\"headline\":\"Mapeco 24-08-2018: D\u00e9cision de modification\\\/arr\u00eat\",\"datePublished\":\"2018-08-23T23:00:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jep.be\\\/fr\\\/mapeco-24-08-2018-decision-de-modificationarret\\\/\"},\"wordCount\":622,\"publisher\":{\"@id\":\"https:\\\/\\\/jep.be\\\/#organization\"},\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jep.be\\\/fr\\\/mapeco-24-08-2018-decision-de-modificationarret\\\/\",\"url\":\"https:\\\/\\\/jep.be\\\/fr\\\/mapeco-24-08-2018-decision-de-modificationarret\\\/\",\"name\":\"Mapeco 24-08-2018: D\u00e9cision de modification\\\/arr\u00eat - JEP - Jury d'Ethique Publicitaire\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jep.be\\\/#website\"},\"datePublished\":\"2018-08-23T23:00:00+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/jep.be\\\/fr\\\/mapeco-24-08-2018-decision-de-modificationarret\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/jep.be\\\/fr\\\/mapeco-24-08-2018-decision-de-modificationarret\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/jep.be\\\/fr\\\/mapeco-24-08-2018-decision-de-modificationarret\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/jep.be\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Mapeco 24-08-2018: D\u00e9cision de modification\\\/arr\u00eat\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/jep.be\\\/#website\",\"url\":\"https:\\\/\\\/jep.be\\\/\",\"name\":\"JEP - Jury d'Ethique Publicitaire\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/jep.be\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/jep.be\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/jep.be\\\/#organization\",\"name\":\"JEP - Jury d'Ethique Publicitaire\",\"url\":\"https:\\\/\\\/jep.be\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/jep.be\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/jep.be\\\/app\\\/uploads\\\/2023\\\/04\\\/cropped-jep-logo-favicon.png\",\"contentUrl\":\"https:\\\/\\\/jep.be\\\/app\\\/uploads\\\/2023\\\/04\\\/cropped-jep-logo-favicon.png\",\"width\":512,\"height\":512,\"caption\":\"JEP - Jury d'Ethique Publicitaire\"},\"image\":{\"@id\":\"https:\\\/\\\/jep.be\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/jep.be\\\/#\\\/schema\\\/person\\\/aea9991e293d54ca68e4b3efac102789\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/160841793d8b0c550b0f2ce3a58c1bbe3961e4d3d94bf48f3cc7ceb3164cb0f1?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/160841793d8b0c550b0f2ce3a58c1bbe3961e4d3d94bf48f3cc7ceb3164cb0f1?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/160841793d8b0c550b0f2ce3a58c1bbe3961e4d3d94bf48f3cc7ceb3164cb0f1?s=96&d=mm&r=g\",\"caption\":\"admin\"},\"sameAs\":[\"https:\\\/\\\/www.jep.be\"],\"url\":\"https:\\\/\\\/jep.be\\\/fr\\\/author\\\/admin_ydfgswor\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Mapeco 24-08-2018: D\u00e9cision de modification\/arr\u00eat - JEP - Jury d'Ethique Publicitaire","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/jep.be\/fr\/mapeco-24-08-2018-decision-de-modificationarret\/","og_locale":"fr_FR","og_type":"article","og_title":"Mapeco 24-08-2018: D\u00e9cision de modification\/arr\u00eat - JEP - Jury d'Ethique Publicitaire","og_description":"Adverteerder \/ Annonceur: MAPECO Product-Dienst \/ Produit-Service: Professionele gereedschappen \/ Outils professionnels Media \/ M\u00e9dia: Affichage   Beschrijving van de reclame \/ Description de la publicit\u00e9 De foto op de bestelwagens toont langs de rugzijde het achterwerk van een vrouw in short en crop-top. Ze houdt haar handen op haar heupen en er zit gereedschap […]","og_url":"https:\/\/jep.be\/fr\/mapeco-24-08-2018-decision-de-modificationarret\/","og_site_name":"JEP - Jury d'Ethique Publicitaire","article_published_time":"2018-08-23T23:00:00+00:00","author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/jep.be\/fr\/mapeco-24-08-2018-decision-de-modificationarret\/#article","isPartOf":{"@id":"https:\/\/jep.be\/fr\/mapeco-24-08-2018-decision-de-modificationarret\/"},"author":{"name":"admin","@id":"https:\/\/jep.be\/#\/schema\/person\/aea9991e293d54ca68e4b3efac102789"},"headline":"Mapeco 24-08-2018: D\u00e9cision de modification\/arr\u00eat","datePublished":"2018-08-23T23:00:00+00:00","mainEntityOfPage":{"@id":"https:\/\/jep.be\/fr\/mapeco-24-08-2018-decision-de-modificationarret\/"},"wordCount":622,"publisher":{"@id":"https:\/\/jep.be\/#organization"},"inLanguage":"fr-FR"},{"@type":"WebPage","@id":"https:\/\/jep.be\/fr\/mapeco-24-08-2018-decision-de-modificationarret\/","url":"https:\/\/jep.be\/fr\/mapeco-24-08-2018-decision-de-modificationarret\/","name":"Mapeco 24-08-2018: D\u00e9cision de modification\/arr\u00eat - JEP - Jury d'Ethique Publicitaire","isPartOf":{"@id":"https:\/\/jep.be\/#website"},"datePublished":"2018-08-23T23:00:00+00:00","breadcrumb":{"@id":"https:\/\/jep.be\/fr\/mapeco-24-08-2018-decision-de-modificationarret\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/jep.be\/fr\/mapeco-24-08-2018-decision-de-modificationarret\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/jep.be\/fr\/mapeco-24-08-2018-decision-de-modificationarret\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/jep.be\/fr\/"},{"@type":"ListItem","position":2,"name":"Mapeco 24-08-2018: D\u00e9cision de modification\/arr\u00eat"}]},{"@type":"WebSite","@id":"https:\/\/jep.be\/#website","url":"https:\/\/jep.be\/","name":"JEP - Jury d'Ethique Publicitaire","description":"","publisher":{"@id":"https:\/\/jep.be\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/jep.be\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/jep.be\/#organization","name":"JEP - Jury d'Ethique Publicitaire","url":"https:\/\/jep.be\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/jep.be\/#\/schema\/logo\/image\/","url":"https:\/\/jep.be\/app\/uploads\/2023\/04\/cropped-jep-logo-favicon.png","contentUrl":"https:\/\/jep.be\/app\/uploads\/2023\/04\/cropped-jep-logo-favicon.png","width":512,"height":512,"caption":"JEP - Jury d'Ethique Publicitaire"},"image":{"@id":"https:\/\/jep.be\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/jep.be\/#\/schema\/person\/aea9991e293d54ca68e4b3efac102789","name":"admin","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/160841793d8b0c550b0f2ce3a58c1bbe3961e4d3d94bf48f3cc7ceb3164cb0f1?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/160841793d8b0c550b0f2ce3a58c1bbe3961e4d3d94bf48f3cc7ceb3164cb0f1?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/160841793d8b0c550b0f2ce3a58c1bbe3961e4d3d94bf48f3cc7ceb3164cb0f1?s=96&d=mm&r=g","caption":"admin"},"sameAs":["https:\/\/www.jep.be"],"url":"https:\/\/jep.be\/fr\/author\/admin_ydfgswor\/"}]}},"_links":{"self":[{"href":"https:\/\/jep.be\/fr\/wp-json\/wp\/v2\/posts\/4510","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jep.be\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jep.be\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jep.be\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/jep.be\/fr\/wp-json\/wp\/v2\/comments?post=4510"}],"version-history":[{"count":0,"href":"https:\/\/jep.be\/fr\/wp-json\/wp\/v2\/posts\/4510\/revisions"}],"wp:attachment":[{"href":"https:\/\/jep.be\/fr\/wp-json\/wp\/v2\/media?parent=4510"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jep.be\/fr\/wp-json\/wp\/v2\/categories?post=4510"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jep.be\/fr\/wp-json\/wp\/v2\/tags?post=4510"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}