{"id":4650,"date":"2019-04-24T00:00:00","date_gmt":"2019-04-23T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/loreal-garnier-fructis-24-04-2019-pas-de-remarques\/"},"modified":"2019-04-24T00:00:00","modified_gmt":"2019-04-23T23:00:00","slug":"loreal-garnier-fructis-24-04-2019-pas-de-remarques","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/loreal-garnier-fructis-24-04-2019-pas-de-remarques\/","title":{"rendered":"L’Or\u00e9al – Garnier Fructis 24-04-2019: Pas de remarques"},"content":{"rendered":"

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

Product-Dienst \/ Produit-Service: Garnier Fructis Hair Food Banane<\/strong><\/h3>\n

Media \/ M\u00e9dia: <\/strong>Internet (Instagram)<\/strong><\/h3>\n

 <\/p>\n

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

L\u2019animation montre une jeune femme avec des cheveux cr\u00e9pus et le texte
\u00ab Cheveux secs et affam\u00e9s ? \u00bb. L\u2019image se divise alors en deux avec au-dessus la femme et la mention \u00ab avant \u00bb et en dessous la m\u00eame femme et la mention \u00ab apr\u00e8s \u00bb. Le produit de l\u2019annonceur appara\u00eet alors avec le texte \u00ab Nourris-les avec Hair Food Banane \u00bb puis on voit la femme secouer ses cheveux en souriant.<\/p>\n

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

La plaignante voit un st\u00e9r\u00e9otype dans la combinaison de \u2018jeune fille m\u00e9tisse\u2019, \u2018cheveux affam\u00e9s\u2019 et \u2018masque \u00e0 la banane\u2019.
De plus, par rapport au fait d\u2019utiliser le mot \u2018affam\u00e9\u2019 pour d\u00e9finir des cheveux, elle rappelle que dans le dictionnaire, les synonymes de ce mot sont : \u2018cr\u00e8ve la faim\u2019, \u2018mis\u00e9reux\u2019, \u2018indigent\u2019, \u2018meurt-de-faim\u2019.
Selon elle, c’est ce qui vient \u00e0 l’esprit lorsqu’on entend ce mot et le coller \u00e0 des cheveux puis proposer un masque \u00e0 la banane \u00e0 une jeune fille m\u00e9tiss\u00e9e est de tr\u00e8s mauvais go\u00fbt.<\/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 pris connaissance de la publicit\u00e9 et de la plainte qui la concerne.<\/p>\n

Suite \u00e0 la r\u00e9ponse de l\u2019annonceur, il a not\u00e9 que le produit dont la publicit\u00e9 fait la promotion est destin\u00e9 aux cheveux tr\u00e8s secs et que les cheveux boucl\u00e9s ou cr\u00e9pus sont particuli\u00e8rement secs. Il a \u00e9galement pris connaissance des \u00e9l\u00e9ments d\u2019information apport\u00e9s par l\u2019annonceur \u00e0 ce sujet.<\/p>\n

Le Jury est d\u2019avis que l\u2019image de la femme dans la publicit\u00e9 est donc utilis\u00e9e de mani\u00e8re justifi\u00e9e dans le cadre de la mise en avant des caract\u00e9ristiques nourrissantes et d\u2019hydratation du produit en question pour les cheveux, et ne constitue pas un st\u00e9r\u00e9otype inconvenant ni une discrimination fond\u00e9e sur l\u2019origine ethnique.<\/p>\n

Il a \u00e9galement pris bonne note du fait que les masques capillaires de la gamme de l\u2019annonceur ont tous un parfum fruit\u00e9 et que celui \u00e0 la banane a pour but d\u2019\u00eatre nourrissant pour les cheveux tr\u00e8s secs.<\/p>\n

Par ailleurs, selon le Jury, l\u2019utilisation d\u2019un vocabulaire relatif \u00e0 la faim et au fait de nourrir les cheveux n\u2019est pas d\u00e9plac\u00e9e dans ce contexte. Il est d\u2019avis que le consommateur moyen n\u2019interpr\u00e9tera pas la publicit\u00e9 \u00e0 cet \u00e9gard dans le sens que lui donne le plaignant.<\/p>\n

Le Jury a d\u00e8s lors estim\u00e9 que la publicit\u00e9 en question n\u2019est pas de nature \u00e0 d\u00e9nigrer une certaine cat\u00e9gorie de personnes ni \u00e0 porter atteinte \u00e0 la dignit\u00e9 humaine et qu\u2019elle n\u2019est pas contraire aux R\u00e8gles 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: Garnier Fructis Hair Food Banane Media \/ M\u00e9dia: Internet (Instagram)   Beschrijving van de reclame \/ Description de la publicit\u00e9 L\u2019animation montre une jeune femme avec des cheveux cr\u00e9pus et le texte\u00ab Cheveux secs et affam\u00e9s ? \u00bb. L\u2019image se divise alors en deux avec au-dessus la femme et la mention […]<\/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-4650","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nL'Or\u00e9al - Garnier Fructis 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\/loreal-garnier-fructis-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=\"L'Or\u00e9al - Garnier Fructis 24-04-2019: Pas de remarques - JEP - Jury d'Ethique Publicitaire\" \/>\n<meta property=\"og:description\" content=\"Adverteerder \/ Annonceur: L\u2019OREAL Product-Dienst \/ Produit-Service: Garnier Fructis Hair Food Banane Media \/ M\u00e9dia: Internet (Instagram)   Beschrijving van de reclame \/ Description de la publicit\u00e9 L\u2019animation montre une jeune femme avec des cheveux cr\u00e9pus et le texte\u00ab Cheveux secs et affam\u00e9s ? \u00bb. 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