{"id":4658,"date":"2019-04-30T00:00:00","date_gmt":"2019-04-29T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/superfood-beers-30-04-2019-decision-de-modificationarret\/"},"modified":"2019-04-30T00:00:00","modified_gmt":"2019-04-29T23:00:00","slug":"superfood-beers-30-04-2019-decision-de-modificationarret","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/superfood-beers-30-04-2019-decision-de-modificationarret\/","title":{"rendered":"Superfood Beers 30-04-2019: D\u00e9cision de modification\/arr\u00eat"},"content":{"rendered":"

Adverteerder \/ Annonceur: SUPERFOOD BEERS<\/strong><\/h3>\n

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

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

 <\/p>\n

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

Sur la photo de couverture de la page Facebook de l\u2019annonceur, on voit deux bouteilles de bi\u00e8re de la marque avec le texte \u00ab Belgian Organic Craft Beer with Benefits \u00bb. A c\u00f4t\u00e9, la mention \u00ab Superfood Beers \u00bb en lettres blanches dans un rond noir et www.superfoodbeers.be.<\/p>\n

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

Le plaignant a communiqu\u00e9 que le marketing trompe le consommateur en associant alcool et bienfaits. Le terme \u2018superfood\u2019 est habituellement utilis\u00e9 pour d\u00e9signer des aliments b\u00e9n\u00e9fiques pour la sant\u00e9. Il lui semble dangereux de le faire avec la bi\u00e8re.<\/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 constat\u00e9 que, sur la photo de couverture de la page Facebook en question, la mention \u00ab Belgian Organic Craft Beer with Benefits \u00bb figure \u00e0 c\u00f4t\u00e9 de la repr\u00e9sentation de deux bouteilles de bi\u00e8re de l\u2019annonceur.<\/p>\n

Suite \u00e0 la r\u00e9ponse de l\u2019annonceur, le Jury a not\u00e9 que ces bi\u00e8res sont parfum\u00e9es avec les aliments suivants : guarana, galanga, ginseng, gingko biloba et gingembre, que l\u2019annonceur d\u00e9crit comme super aliments procurant certains bienfaits.<\/p>\n

Il est d\u2019avis que dans ce contexte, cette mention, avec la r\u00e9f\u00e9rence aux \u2018Benefits\u2019, associe la consommation de boissons contenant de l\u2019alcool \u00e0 des effets psychologiques et physiques favorables et met en \u00e9vidence des effets \u00e9ventuellement stimulants, euphorisants, s\u00e9datifs, curatifs ou tranquillisants des boissons contenant de l\u2019alcool. Selon lui, elle \u00e9tablit \u00e9galement un lien entre la consommation d\u2019une boisson alcoolis\u00e9e et l\u2019am\u00e9lioration de l\u2019\u00e9tat de sant\u00e9.<\/p>\n

Il a d\u00e8s lors estim\u00e9 que le message publicitaire est contraire aux articles 3.2 et 6.2 de la Convention en mati\u00e8re de publicit\u00e9 et de commercialisation des boissons contenant de l\u2019alcool (ci-apr\u00e8s : la Convention).<\/p>\n

De plus, le Jury a constat\u00e9 que le slogan \u00e9ducatif \u00ab Une bi\u00e8re brass\u00e9e avec savoir se d\u00e9guste avec sagesse \u00bb ne figure pas sur la publicit\u00e9 en question comme le requi\u00e8rent l\u2019article 11.1 et l\u2019Annexe B de la Convention.<\/p>\n

Par ailleurs, quant au deuxi\u00e8me \u00e9l\u00e9ment de la plainte qui souligne que le terme \u2018superfood\u2019 est habituellement utilis\u00e9 pour d\u00e9signer des aliments b\u00e9n\u00e9fiques pour la sant\u00e9, le Jury est d\u2019avis que la publicit\u00e9, en mentionnant \u00ab Superfood Beers \u00bb en combinaison avec la photo et le texte susmentionn\u00e9s, contient ainsi une all\u00e9gation de sant\u00e9. Il se r\u00e9f\u00e8re \u00e0 cet \u00e9gard \u00e0 l\u2019article 4, 3\u00b0 du R\u00e8glement europ\u00e9en 1924\/2006 concernant les all\u00e9gations nutritionnelles et de sant\u00e9 portant sur les denr\u00e9es alimentaires qui stipule que les boissons titrant plus de 1,2% d\u2019alcool en volume ne comportent pas d\u2019all\u00e9gations de sant\u00e9.<\/p>\n

Compte tenu de ce qui pr\u00e9c\u00e8de et sur la base des dispositions susmentionn\u00e9es, le Jury a demand\u00e9 \u00e0 l\u2019annonceur de modifier la publicit\u00e9 concern\u00e9e et \u00e0 d\u00e9faut, de la supprimer.<\/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: SUPERFOOD BEERS Product-Dienst \/ Produit-Service: Bi\u00e8re Media \/ M\u00e9dia: Internet (Facebook)   Beschrijving van de reclame \/ Description de la publicit\u00e9 Sur la photo de couverture de la page Facebook de l\u2019annonceur, on voit deux bouteilles de bi\u00e8re de la marque avec le texte \u00ab Belgian Organic Craft Beer with Benefits \u00bb. A c\u00f4t\u00e9, […]<\/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-4658","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nSuperfood Beers 30-04-2019: 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\/superfood-beers-30-04-2019-decision-de-modificationarret\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Superfood Beers 30-04-2019: D\u00e9cision de modification\/arr\u00eat - JEP - Jury d'Ethique Publicitaire\" \/>\n<meta property=\"og:description\" content=\"Adverteerder \/ Annonceur: SUPERFOOD BEERS Product-Dienst \/ Produit-Service: Bi\u00e8re Media \/ M\u00e9dia: Internet (Facebook)   Beschrijving van de reclame \/ Description de la publicit\u00e9 Sur la photo de couverture de la page Facebook de l\u2019annonceur, on voit deux bouteilles de bi\u00e8re de la marque avec le texte \u00ab Belgian Organic Craft Beer with Benefits \u00bb. 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