{"id":4725,"date":"2019-10-01T00:00:00","date_gmt":"2019-09-30T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/ab-inbev-corona-01-10-2019-decision-de-modificationarret\/"},"modified":"2019-10-01T00:00:00","modified_gmt":"2019-09-30T23:00:00","slug":"ab-inbev-corona-01-10-2019-decision-de-modificationarret","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/ab-inbev-corona-01-10-2019-decision-de-modificationarret\/","title":{"rendered":"AB InBev – Corona 01-10-2019: D\u00e9cision de modification\/arr\u00eat"},"content":{"rendered":"

Adverteerder \/ Annonceur: AB INBEV<\/strong><\/h3>\n

Product-Dienst \/ Produit-Service: Corona<\/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

De klaagster verwees naar diverse Instagramposts waarin telkens het betrokken product in beeld wordt gebracht met daarbij onder meer de hashtag #belgiumneedsabreak.<\/p>\n

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

La plaignante a renvoy\u00e9 \u00e0 diff\u00e9rents posts sur Instagram o\u00f9 le produit en question est chaque fois repr\u00e9sent\u00e9 avec entre autres le hashtag #belgiumneedsabreak.<\/p>\n

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

La plaignante s\u2019est r\u00e9f\u00e9r\u00e9e \u00e0 sa plainte dans le dossier Brasseries Alken-Maes – Strongbow 05-06-2019 et a introduit une nouvelle plainte concernant une campagne d\u2019influence sur Instagram pour une marque d\u2019alcool sans le respect des mentions obligatoires.<\/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 dit dossier onderzocht rekening houdend met de argumenten van de betrokken partijen en in het licht van het Convenant inzake reclame voor en marketing van alcoholhoudende dranken (hierna: het Convenant).<\/p>\n

Zij heeft kennisgenomen van de Instagramposts in kwestie en van de klacht die daarop betrekking heeft.<\/p>\n

De Jury heeft er ingevolge het antwoord van de producent van de in de posts aan bod komende drank nota van genomen dat deze een onderscheid maakt tussen drie categorie\u00ebn van posts: deze van medewerkers, fans en personen waarmee een digitaal agentschap samenwerkt. In dit laatste geval vergoedt het agentschap hen en controleert het onder andere het aantal posts en de behaalde resultaten in aantallen views en kliks.<\/p>\n

De Jury heeft tevens vastgesteld dat in de posts van de laatste categorie, het betrokken product \u2013 het bier Corona \u2013 prominent in beeld wordt gebracht met daarbij hashtags zoals #ad of #collab.<\/p>\n

De Jury is vooreerst van mening dat, in tegenstelling tot de posts van fans of medewerkers, de posts van de personen die een overeenkomst hebben met het agentschap in kwestie wel degelijk reclame voor een alcoholhoudende drank in de zin van het Convenant betreffen.<\/p>\n

Zij verwijst in dit verband naar de recente Jurybeslissing in het dossier Brouwerijen Alken-Maes \u2013 Strongbow 05-06-2019 die geraadpleegd kan worden op haar website.<\/p>\n

Wat betreft de in de klacht aangevoerde afwezigheid van de door het Convenant voorziene slogan, verwijst de Jury naar artikel 11.1 + Bijlage B van het Convenant, die bepalen dat voor reclame via digitale media de voorziene educatieve slogan duidelijk en leesbaar moet worden vermeld.<\/p>\n

Zij is derhalve van oordeel dat de Instagramposts in kwestie indruisen tegen deze bepaling door na te laten de educatieve slogan te vermelden.<\/p>\n

Gelet op het voorgaande en op basis van voormelde bepalingen, heeft de Jury de adverteerder derhalve verzocht om het nodige te doen opdat de educatieve slogan wordt vermeld in deze reclameboodschappen, en bij gebreke daaraan hun verspreiding te laten stopzetten.<\/p>\n

In dit verband heeft de Jury vastgesteld dat voor wat betreft de betrokken posts de educatieve slogan intussen toegevoegd werd.<\/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 examin\u00e9 ce dossier en tenant compte des arguments des parties concern\u00e9es et dans le cadre 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

Il a pris connaissance des posts Instagram en question et de la plainte qui les concerne.<\/p>\n

Suite \u00e0 la r\u00e9ponse du producteur de la boisson pr\u00e9sent\u00e9e dans les posts, le Jury a not\u00e9 que celui-ci fait la diff\u00e9rence entre 3 cat\u00e9gories de posts : ceux de collaborateurs, de fans et de personnes avec lesquelles une agence digitale collabore. Dans ce dernier cas, l\u2019agence les r\u00e9mun\u00e8re et contr\u00f4le entre autres le nombre de posts et les r\u00e9sultats atteints en nombre de vues et de clics.<\/p>\n

Le Jury a \u00e9galement constat\u00e9 que dans les posts de la derni\u00e8re cat\u00e9gorie, le produit concern\u00e9 \u2013 la bi\u00e8re Corona \u2013 est mis en \u00e9vidence accompagn\u00e9 de hashtags tels que #ad ou #collab.<\/p>\n

Le Jury est tout d\u2019abord d\u2019avis que, contrairement aux posts de fans ou de collaborateurs, les posts des personnes ayant un accord avec l\u2019agence en question concernent bien de la publicit\u00e9 pour une boisson contenant de l\u2019alcool au sens de la Convention.<\/p>\n

Il se r\u00e9f\u00e8re \u00e0 cet \u00e9gard \u00e0 la d\u00e9cision r\u00e9cente du Jury dans le dossier Brasseries Alken-Maes – Strongbow 05-06-2019 qui peut \u00eatre consult\u00e9e sur son site web.<\/p>\n

En ce qui concerne l\u2019absence all\u00e9gu\u00e9e dans la plainte du slogan pr\u00e9vu par la Convention, le Jury renvoie \u00e0 l\u2019article 11.1 et \u00e0 l\u2019Annexe B de la Convention qui stipulent que pour la publicit\u00e9 via les supports digitaux, le slogan \u00e9ducatif pr\u00e9vu doit \u00eatre mentionn\u00e9 de mani\u00e8re claire et lisible.<\/p>\n

Il a donc estim\u00e9 qu\u2019en omettant de mentionner le slogan \u00e9ducatif, les posts Instagram concern\u00e9s sont contraires \u00e0 cette disposition.<\/p>\n

Compte tenu de ce qui pr\u00e9c\u00e8de et sur la base des dispositons susmentionn\u00e9es, le Jury a demand\u00e9 \u00e0 l\u2019annonceur de faire le n\u00e9cessaire pour que le slogan \u00e9ducatif soit mentionn\u00e9 dans les messages publicitaires en question et \u00e0 d\u00e9faut, de les faire supprimer.<\/p>\n

A cet \u00e9gard, le Jury a constat\u00e9 que pour les posts concern\u00e9s, le slogan \u00e9ducatif a entretemps \u00e9t\u00e9 ajout\u00e9.<\/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: AB INBEV Product-Dienst \/ Produit-Service: Corona Media \/ M\u00e9dia: Internet (Instagram)   Beschrijving van de reclame \/ Description de la publicit\u00e9 De klaagster verwees naar diverse Instagramposts waarin telkens het betrokken product in beeld wordt gebracht met daarbij onder meer de hashtag #belgiumneedsabreak. \/\/\/\/\/\/\/\/\/\/ La plaignante a renvoy\u00e9 \u00e0 diff\u00e9rents posts sur […]<\/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-4725","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nAB InBev - Corona 01-10-2019: 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\/ab-inbev-corona-01-10-2019-decision-de-modificationarret\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AB InBev - 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