{"id":4649,"date":"2019-04-24T00:00:00","date_gmt":"2019-04-23T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/mcdonalds-24-04-2019-pas-de-remarques\/"},"modified":"2019-04-24T00:00:00","modified_gmt":"2019-04-23T23:00:00","slug":"mcdonalds-24-04-2019-pas-de-remarques","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/mcdonalds-24-04-2019-pas-de-remarques\/","title":{"rendered":"McDonald’s 24-04-2019: Pas de remarques"},"content":{"rendered":"

Adverteerder \/ Annonceur: MC DONALD\u2019S<\/strong><\/h3>\n

Product-Dienst \/ Produit-Service: Service \u00e0 table<\/strong><\/h3>\n

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

 <\/p>\n

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

Sur fond de musique rythm\u00e9e et de cris d\u2019enfants, le spot montre des enfants dans une cantine. Ils se bousculent, renversent des plateaux, lancent des avions en papier. A l\u2019avant, trois gar\u00e7ons attabl\u00e9s sans repas ont l\u2019air d\u00e9courag\u00e9 et \u00e9tonn\u00e9.
On change alors de d\u00e9cor pour se retrouver chez McDonald\u2019s et on voit arriver une femme qui apporte des plateaux aux trois gar\u00e7ons accompagn\u00e9s de leurs parents. Ils sont souriants et enthousiastes.
VO et texte \u00e0 l\u2019\u00e9cran : \u00ab On s\u2019habitue vite au service \u00e0 table chez McDonald\u2019s. \u00bb
Texte : \u00ab Always open for good moments. \u00bb<\/p>\n

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

La plaignante se r\u00e9f\u00e8re \u00e0 la publicit\u00e9 qui fait la promotion du service \u00e0 table en comparant le calme et le service accueillant chez McDonald’s versus l’indiscipline et le non-respect de la nourriture et des personnes dans une cantine scolaire.
Selon elle, cela incite les enfants \u00e0 manger au fast food et d\u00e9valorise la restauration des \u00e9tablissements scolaires et il s\u2019agit d\u2019un pr\u00e9jug\u00e9 et d\u2019un jugement n\u00e9gatif (ambiance chaotique, enfants dissip\u00e9s) sur les cantines scolaires.
Elle ajoute que l\u2019annonceur veut jouer un r\u00f4le p\u00e9dagogique en se comparant et se valorisant de mani\u00e8re caricaturale.<\/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 le spot TV faisant la promotion du service \u00e0 table de l\u2019annonceur montre, pour \u00e9tablir un contraste de mani\u00e8re ludique et caricaturale, une cantine o\u00f9 les enfants se bousculent pour aller se servir.<\/p>\n

Le Jury est d\u2019avis que le chaos y est illustr\u00e9 de fa\u00e7on exag\u00e9r\u00e9e et que le consommateur moyen ne le percevra d\u00e8s lors pas comme se r\u00e9f\u00e9rant \u00e0 une situation r\u00e9aliste.<\/p>\n

Selon le Jury, l\u2019image de la cantine est utilis\u00e9e car elle \u00e9voque le bruit et l\u2019agitation comme le pr\u00e9cise l\u2019annonceur mais elle ne l\u2019est pas d\u2019une mani\u00e8re qui d\u00e9nigre la cantine en g\u00e9n\u00e9ral ou la nourriture qui y est servie.<\/p>\n

Le Jury est d\u2019ailleurs d\u2019avis que la publicit\u00e9 ne fait pas la promotion d\u2019une alimentation ou d\u2019une autre mais bien d\u2019un service que l\u2019annonceur veut mettre en avant et qu\u2019elle n\u2019incite donc pas \u00e0 manger de la nourriture de fast food au d\u00e9triment d\u2019une autre.<\/p>\n

Le Jury a d\u00e8s lors estim\u00e9 que la publicit\u00e9 en question n\u2019est pas de nature \u00e0 d\u00e9nigrer la restauration des \u00e9tablissements scolaires ou autres et ne t\u00e9moigne pas d\u2019un manque de juste sens de la responsabilit\u00e9 sociale dans le chef de l\u2019annonceur.<\/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: MC DONALD\u2019S Product-Dienst \/ Produit-Service: Service \u00e0 table Media \/ M\u00e9dia: TV   Beschrijving van de reclame \/ Description de la publicit\u00e9 Sur fond de musique rythm\u00e9e et de cris d\u2019enfants, le spot montre des enfants dans une cantine. Ils se bousculent, renversent des plateaux, lancent des avions en papier. A l\u2019avant, […]<\/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-4649","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nMcDonald's 24-04-2019: 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\/mcdonalds-24-04-2019-pas-de-remarques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"McDonald's 24-04-2019: Pas de remarques - JEP - Jury d'Ethique Publicitaire\" \/>\n<meta property=\"og:description\" content=\"Adverteerder \/ Annonceur: MC DONALD\u2019S Product-Dienst \/ Produit-Service: Service \u00e0 table Media \/ M\u00e9dia: TV   Beschrijving van de reclame \/ Description de la publicit\u00e9 Sur fond de musique rythm\u00e9e et de cris d\u2019enfants, le spot montre des enfants dans une cantine. Ils se bousculent, renversent des plateaux, lancent des avions en papier. 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