{"id":4545,"date":"2018-10-10T00:00:00","date_gmt":"2018-10-09T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/patroba-family-bakers-metro-10-10-2018-decision-de-modificationarret\/"},"modified":"2018-10-10T00:00:00","modified_gmt":"2018-10-09T23:00:00","slug":"patroba-family-bakers-metro-10-10-2018-decision-de-modificationarret","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/patroba-family-bakers-metro-10-10-2018-decision-de-modificationarret\/","title":{"rendered":"Patroba Family Bakers – Metro 10-10-2018: D\u00e9cision de modification\/arr\u00eat"},"content":{"rendered":"

Adverteerder \/ Annonceur: PATROBA FAMILY BAKERS – METRO<\/strong><\/h3>\n

Product-Dienst \/ Produit-Service: Biaform brood \/ Pain Biaform<\/strong><\/h3>\n

Media \/ M\u00e9dia: Dagblad \/ Quotidien<\/strong><\/h3>\n

 <\/p>\n

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

Dans Start, le guide carri\u00e8re de Metro, sous la mention \u00ab Energy@work \u00bb, un article avec le titre \u00ab Jacques Borl\u00e9e: \u00ab Si vous voulez performer, le repas du matin est capital \u00bb \u00bb et une photo de l\u2019homme en question avec en dessous dans un cadre bleu \u00ab Plaisir d\u2019\u00eatre en forme \u00bb et le logo Biaform. Dans l\u2019article, Jacques Borl\u00e9e r\u00e9pond notamment aux questions suivantes :
\u00ab Selon vous, quel est le secret d\u2019une bonne alimentation ? \u00bb,
\u00ab Quelle vision partagez-vous avec Biaform ? \u00bb et
\u00ab Quel petit-d\u00e9jeuner conseillerez-vous aux lecteurs de Metro ? \u00bb.<\/p>\n

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

Le plaignant se r\u00e9f\u00e8re \u00e0 un \u00ab article \u00bb dans lequel un membre de la famille Borl\u00e9e vante les m\u00e9rites du pain de la marque Biaform et o\u00f9 il n’est nullement mentionn\u00e9 qu’il s’agit d’un publir\u00e9dactionnel. La mise en page et la police de caract\u00e8res sont les m\u00eames que pour les autres articles alors qu’il s’agit visiblement d’une publicit\u00e9 selon lui (qui plus est sur 1\/2 page).
Il souhaiterait que le journal identifie clairement ses publicit\u00e9s par rapport \u00e0 ses articles neutres et objectifs.<\/p>\n

Beslissing Jury in eerste aanleg: Beslissing tot wijziging\/stopzetting
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 genoteerd dat de klager verwees naar een artikel dat verscheen in de betrokken krant met de titel \u201cJacques Borl\u00e9e: \u201cAls je wilt presteren, is goed ontbijten een must\u201d\u201d.<\/p>\n

Ingevolge de reacties van de adverteerder en de betrokken media heeft zij genoteerd dat deze bevestigen dat het om reclame-inhoud gaat. Zij heeft eveneens genoteerd dat de communicatie in kwestie slechts een dag verschenen is en dat er een fout gebeurd is tijdens de publicatie.<\/p>\n

De Jury heeft het dossier onderzocht in het kader van artikel 9 van de Code van de Internationale Kamer van Koophandel (ICC Code) dat bepaalt dat marketingcommunicatie duidelijk als zodanig herkenbaar moet zijn, ongeacht de vorm en het gebruikte medium en dat wanneer een reclameboodschap verschijnt in een medium dat ook nieuws of redactioneel materiaal bevat, ze ook direct herkenbaar moet worden voorgesteld als reclame.<\/p>\n

De Jury is van mening dat de gemiddelde consument niet onmiddellijk en duidelijk kon vaststellen dat de inhoud in kwestie reclame-inhoud betreft in vergelijking met de redactionele inhoud die aanwezig is in dezelfde krant.<\/p>\n

Gelet op het voorgaande en op basis van voormelde bepaling, heeft de Jury de adverteerder en de media verzocht om de reclame te wijzigen door er de nodige vermeldingen aan toe te voegen zodat het publicitaire karakter van de commerci\u00eble communicatie in kwestie direct herkenbaar is en bij gebreke hieraan deze niet meer te verspreiden.<\/p>\n

Dienaangaande heeft de Jury genoteerd dat de communicatie in kwestie slechts een dag verschenen is en dat een nieuwe communicatie verschenen is met de melding dat het gaat om een artikel gesponsord door de adverteerder.<\/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 not\u00e9 que le plaignant s\u2019est r\u00e9f\u00e9r\u00e9 \u00e0 un article paru dans le journal concern\u00e9, avec le titre \u00ab Jacques Borl\u00e9e: \u00ab Si vous voulez performer, le repas du matin est capital \u00bb \u00bb.<\/p>\n

Suite aux r\u00e9actions de l\u2019annonceur et du m\u00e9dia concern\u00e9, il a not\u00e9 que ceux-ci confirment qu\u2019il s\u2019agit de contenu publicitaire. Il a \u00e9galement not\u00e9 que la communication en question n\u2019est parue qu\u2019un jour et qu\u2019une erreur s\u2019est produite lors de la publication.<\/p>\n

Le Jury a examin\u00e9 le dossier \u00e0 la lumi\u00e8re de l\u2019article 9 du Code de la Chambre de Commerce Internationale qui stipule que la communication commerciale doit pouvoir \u00eatre nettement distingu\u00e9e en tant que telle, quels que soient la forme et le support utilis\u00e9s et que, lorsqu\u2019une publicit\u00e9 est diffus\u00e9e dans des m\u00e9dias qui comportent \u00e9galement des informations ou des articles r\u00e9dactionnels, elle doit \u00eatre pr\u00e9sent\u00e9e de telle sorte que son caract\u00e8re publicitaire apparaisse instantan\u00e9ment.<\/p>\n

Le Jury est d\u2019avis que le consommateur moyen ne pouvait pas identifier nettement et instantan\u00e9ment le contenu en question comme \u00e9tant du contenu publicitaire par rapport au contenu r\u00e9dactionnel pr\u00e9sent dans le m\u00eame journal.<\/p>\n

Compte tenu de ce qui pr\u00e9c\u00e8de et sur la base de la disposition susmentionn\u00e9e, le Jury a demand\u00e9 \u00e0 l\u2019annonceur et au m\u00e9dia de modifier la publicit\u00e9 en y ajoutant les mentions n\u00e9cessaires pour que le caract\u00e8re publicitaire de la communication commerciale en question apparaisse instantan\u00e9ment et \u00e0 d\u00e9faut, de ne plus la diffuser.<\/p>\n

A cet \u00e9gard, le Jury a not\u00e9 que la communication en tant que telle n\u2019\u00e9tait parue qu\u2019un jour et qu\u2019une nouvelle communication avait \u00e9t\u00e9 publi\u00e9e avec la mention qu\u2019il s\u2019agit d\u2019un article sponsoris\u00e9 par l\u2019annonceur.<\/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: PATROBA FAMILY BAKERS – METRO Product-Dienst \/ Produit-Service: Biaform brood \/ Pain Biaform Media \/ M\u00e9dia: Dagblad \/ Quotidien   Beschrijving van de reclame \/ Description de la publicit\u00e9 Dans Start, le guide carri\u00e8re de Metro, sous la mention \u00ab Energy@work \u00bb, un article avec le titre \u00ab Jacques Borl\u00e9e: \u00ab Si vous voulez performer, 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-4545","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nPatroba Family Bakers - Metro 10-10-2018: 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\/patroba-family-bakers-metro-10-10-2018-decision-de-modificationarret\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Patroba Family Bakers - 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