{"id":4691,"date":"2019-06-26T00:00:00","date_gmt":"2019-06-25T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/cafe-liegeois-26-06-2019-decision-de-modificationarret\/"},"modified":"2019-06-26T00:00:00","modified_gmt":"2019-06-25T23:00:00","slug":"cafe-liegeois-26-06-2019-decision-de-modificationarret","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/cafe-liegeois-26-06-2019-decision-de-modificationarret\/","title":{"rendered":"Caf\u00e9 Li\u00e9geois 26-06-2019: D\u00e9cision de modification\/arr\u00eat"},"content":{"rendered":"

Adverteerder \/ Annonceur: CAFE LIEGEOIS<\/strong><\/h3>\n

Product-Dienst \/ Produit-Service: Koffiecapsules \/ <\/strong>Capsules de caf\u00e9<\/strong><\/h3>\n

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

 <\/p>\n

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

De radiospot gaat als volgt:
Man: \u201cSeg, wiste gij dat uwe Caf\u00e9 Li\u00e9geois hier bio is?\u201d
Vrouw: \u201cOch.\u201d
Man: \u201cJuist zoals 20% van hun gamma.\u201d
Vrouw: \u201cMa joh, is dit bio-koffie?\u201d
Man: \u201cMeer dan bio eh, want ge kunt zelfs de capsules composteren. Die mogen gewoon in de groene zak.\u201d
Vrouw: \u201cAh, en zo geven wij aan de aarde terug wat zij ons gegeven heeft.\u201d
Man: \u201cJaja, maar nu gaan we toch eerst dat koffietje opdrinken eh.\u201d
VO: \u201cCaf\u00e9 Li\u00e9geois, gebrand volgens familietraditie.\u201d<\/p>\n

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

Le spot radio se d\u00e9roule ainsi :
Homme : \u00ab Tu sais que ton Caf\u00e9 Li\u00e9geois est bio comme 20% de leur gamme ? \u00bb
Femme : \u00ab Mmmm, il est bio ce caf\u00e9 ? \u00bb
Homme : \u00ab Oui, m\u00eame plus que bio parce que la capsule de ton caf\u00e9 est bio-compostable et donc on la mettra dans le sac vert pour \u00eatre compost\u00e9e. \u00bb
Femme : \u00ab Et on rendra finalement \u00e0 la terre ce qu\u2019elle nous a donn\u00e9. \u00bb
Homme : \u00ab On d\u00e9gusterait pas d\u2019abord ce bon petit caf\u00e9 ? \u00bb
VO : \u00ab Caf\u00e9 Li\u00e9geois, certifi\u00e9 d\u2019origine familiale. \u00bb<\/p>\n

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

De klager deelde mee dat men in de spot uitlegt dat hun nieuwste koffiecapsule bij het gft-afval mag maar dat dit in Vlaanderen helaas nog verboden is.
Volgens hem laat de producent uitschijnen dat zijn capsules biologisch afbreekbaar zijn terwijl dit in werkelijkheid nog niet het geval is. Hij heeft dit bij ecowerf nagevraagd waar ze hem bevestigden dat dit (nog) niet mag.<\/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 kennisgenomen van de radiospot en van de klacht die daarop betrekking heeft.<\/p>\n

Zij heeft vastgesteld dat de spot de bio-koffie van de adverteerder aanhaalt en beweert dat de capsule gecomposteerd kan worden en dat men een man hoort zeggen \u201cdie mogen gewoon in de groene zak\u201d.<\/p>\n

Ingevolge het antwoord van de adverteerder heeft de Jury enerzijds terdege nota genomen van het feit dat de artikels waarover hij spreekt in de spot de capsules Bio Mano Puissant, Subtil en Discret zijn en dat hij een certificaat heeft bezorgd van het bureau Vin\u00e7otte (nu T\u00dcV) op basis waarvan hij het label \u201cOK Compost\u201d mag gebruiken.<\/p>\n

In dit opzicht is de Jury van mening dat de radiospot zelf niet preciseert welke de betrokken capsules zijn binnen de producten die gecommercialiseerd worden door de adverteerder.<\/p>\n

Anderzijds heeft zij er nota van genomen dat de koffiecapsules geen deel uitmaken van het groente-, fruit- en tuinafval (of gft-afval) dat in de groene zakken gegooid mag worden.<\/p>\n

De Jury is derhalve van oordeel dat de betrokken radiospot van aard is om de gemiddelde consument te misleiden op deze punten, wat strijdig is met artikel 3 van de Milieureclamecode en artikel E1 van de Code van de Internationale Kamer van Koophandel (ICC Code).<\/p>\n

Zij is eveneens van oordeel dat de reclame in kwestie artikel E6 van de ICC Code niet naleeft, dat het volgende bepaalt: \u201cMilieuclaims die verwijzen naar afvalverwerking zijn aanvaardbaar als de aangeraden manier van sorteren, verzamelen, verwerken of wegdoen algemeen aanvaard is of makkelijk toegankelijk is voor een redelijk aantal consumenten in een bepaald gebied (of enige andere norm die is bepaald door de lokale toepasselijke wetgeving). Zo niet, moet de graad van beschikbaarheid duidelijk beschreven worden.\u201d.<\/p>\n

Op basis van voormelde bepalingen heeft de Jury de adverteerder verzocht om de reclame te wijzigen en bij gebreke hieraan deze 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 pris connaissance du spot radio et de la plainte qui le concerne.<\/p>\n

Il a constat\u00e9 que le spot \u00e9voque le caf\u00e9 bio de l\u2019annonceur et affirme que la capsule est bio-compostable et qu\u2019on entend l\u2019homme dire \u00ab on la mettra dans le sac vert pour \u00eatre compost\u00e9e \u00bb.<\/p>\n

Suite \u00e0 la r\u00e9ponse de l\u2019annonceur, le Jury a d\u2019une part pris bonne note du fait que les articles dont il parle dans le spot sont les capsules Bio Mano Puissant, Subtil et Discret et qu\u2019il a transmis un certificat du bureau Vin\u00e7otte (maintenant T\u00dcV) sur la base duquel il peut utiliser le label \u00ab OK compost \u00bb.<\/p>\n

A cet \u00e9gard, le Jury est d\u2019avis que le spot radio lui-m\u00eame ne pr\u00e9cise pas quelles sont les capsules concern\u00e9es parmi les produits commercialis\u00e9s par l\u2019annonceur.<\/p>\n

D\u2019autre part, il a bien not\u00e9 que les capsules de caf\u00e9 ne font pas partie des \u2018d\u00e9chets verts\u2019 (en n\u00e9erlandais groente-, fruit- en tuinafval ou gft-afval) autoris\u00e9s \u00e0 \u00eatre jet\u00e9s dans les sacs verts.<\/p>\n

Le Jury a d\u00e8s lors estim\u00e9 que le spot radio concern\u00e9 est de nature \u00e0 induire le consommateur moyen en erreur sur ces points, ce qui est contraire \u00e0 l\u2019article 3 du Code de la publicit\u00e9 \u00e9cologique et \u00e0 l\u2019article E1 du Code de la Chambre de Commerce Internationale (Code ICC).<\/p>\n

Il a \u00e9galement estim\u00e9 que la publicit\u00e9 en question ne respecte pas l\u2019article E6 du Code ICC qui stipule ce qui suit : \u00ab Une all\u00e9gation environnementale relative \u00e0 la gestion des d\u00e9chets est acceptable \u00e0 condition que la m\u00e9thode recommand\u00e9e pour le tri, la collecte, le traitement ou l\u2019\u00e9limination soit g\u00e9n\u00e9ralement accept\u00e9e ou facilement accessible \u00e0 une proportion raisonnable des consommateurs dans la r\u00e9gion concern\u00e9e (ou toute autre norme pouvant \u00eatre d\u00e9finie par la loi locale applicable). \u00c0 d\u00e9faut, l\u2019\u00e9tendue de l\u2019accessibilit\u00e9 doit \u00eatre d\u00e9crite avec pr\u00e9cision. \u00bb.<\/p>\n

Sur la base des dispositions susmentionn\u00e9es, le Jury a 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: CAFE LIEGEOIS Product-Dienst \/ Produit-Service: Koffiecapsules \/ Capsules de caf\u00e9 Media \/ M\u00e9dia: Radio   Beschrijving van de reclame \/ Description de la publicit\u00e9 De radiospot gaat als volgt:Man: \u201cSeg, wiste gij dat uwe Caf\u00e9 Li\u00e9geois hier bio is?\u201dVrouw: \u201cOch.\u201dMan: \u201cJuist zoals 20% van hun gamma.\u201dVrouw: \u201cMa joh, is dit bio-koffie?\u201dMan: \u201cMeer […]<\/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-4691","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nCaf\u00e9 Li\u00e9geois 26-06-2019: 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\/cafe-liegeois-26-06-2019-decision-de-modificationarret\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Caf\u00e9 Li\u00e9geois 26-06-2019: D\u00e9cision de modification\/arr\u00eat - JEP - Jury d'Ethique Publicitaire\" \/>\n<meta property=\"og:description\" content=\"Adverteerder \/ Annonceur: CAFE LIEGEOIS Product-Dienst \/ Produit-Service: Koffiecapsules \/ Capsules de caf\u00e9 Media \/ M\u00e9dia: Radio   Beschrijving van de reclame \/ Description de la publicit\u00e9 De radiospot gaat als volgt:Man: \u201cSeg, wiste gij dat uwe Caf\u00e9 Li\u00e9geois hier bio is?\u201dVrouw: \u201cOch.\u201dMan: \u201cJuist zoals 20% van hun gamma.\u201dVrouw: \u201cMa joh, is dit bio-koffie?\u201dMan: \u201cMeer […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jep.be\/fr\/cafe-liegeois-26-06-2019-decision-de-modificationarret\/\" \/>\n<meta property=\"og:site_name\" content=\"JEP - Jury d'Ethique Publicitaire\" \/>\n<meta property=\"article:published_time\" content=\"2019-06-25T23:00:00+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=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jep.be\\\/fr\\\/cafe-liegeois-26-06-2019-decision-de-modificationarret\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jep.be\\\/fr\\\/cafe-liegeois-26-06-2019-decision-de-modificationarret\\\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/jep.be\\\/#\\\/schema\\\/person\\\/aea9991e293d54ca68e4b3efac102789\"},\"headline\":\"Caf\u00e9 Li\u00e9geois 26-06-2019: D\u00e9cision de modification\\\/arr\u00eat\",\"datePublished\":\"2019-06-25T23:00:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jep.be\\\/fr\\\/cafe-liegeois-26-06-2019-decision-de-modificationarret\\\/\"},\"wordCount\":1078,\"publisher\":{\"@id\":\"https:\\\/\\\/jep.be\\\/#organization\"},\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jep.be\\\/fr\\\/cafe-liegeois-26-06-2019-decision-de-modificationarret\\\/\",\"url\":\"https:\\\/\\\/jep.be\\\/fr\\\/cafe-liegeois-26-06-2019-decision-de-modificationarret\\\/\",\"name\":\"Caf\u00e9 Li\u00e9geois 26-06-2019: D\u00e9cision de modification\\\/arr\u00eat - 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