{"id":4944,"date":"2021-06-09T00:00:00","date_gmt":"2021-06-08T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/boiron-metro-09-06-2021-decision-de-modificationarret\/"},"modified":"2021-06-09T00:00:00","modified_gmt":"2021-06-08T23:00:00","slug":"boiron-metro-09-06-2021-decision-de-modificationarret","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/boiron-metro-09-06-2021-decision-de-modificationarret\/","title":{"rendered":"Boiron &#8211; Metro 09-06-2021 : D\u00e9cision de modification\/arr\u00eat"},"content":{"rendered":"<h3><strong>Annonceur: BOIRON &#8211; METRO<\/strong><\/h3>\n<h3><strong>Produit-Service: Arnicr\u00e8me<\/strong><\/h3>\n<h3><strong>M\u00e9dia: <\/strong><strong>Quotidien<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<h3><strong>Description de la publicit\u00e9 <\/strong><\/h3>\n<p>Sous la mention \u00ab&nbsp;Editorial&nbsp;\u00bb, un article avec le titre \u00ab&nbsp;\u00c0 la d\u00e9couverte des bienfaits de l\u2019Arnica montana&nbsp;\u00bb qui cite notamment les laboratoires Boiron.<\/p>\n<p>En dessous, une publicit\u00e9 pour un produit \u00e0 l\u2019Arnica de l\u2019annonceur.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Plainte(s) <\/strong><\/h3>\n<p>Le plaignant a communiqu\u00e9 que, sous la forme d&#8217;un suppos\u00e9 &#8220;\u00e9ditorial&#8221;, le r\u00e9dacteur vante en fait les m\u00e9rites d&#8217;un produit et ne cite que le seul laboratoire qui a pay\u00e9 la publicit\u00e9 qui figure sur la m\u00eame page. Sous couvert journalistique (m\u00eame forme que pour un article), il s&#8217;agit selon lui d&#8217;une publicit\u00e9 d\u00e9guis\u00e9e qui induit le lecteur en erreur.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>D\u00e9cision Jury de premi\u00e8re instance: D\u00e9cision de modification\/arr\u00eat<\/strong><\/h3>\n<p>Le Jury d\u2019Ethique Publicitaire (JEP) de premi\u00e8re instance a pris la d\u00e9cision suivante dans ce dossier.<\/p>\n<p>Le Jury a not\u00e9 que le plaignant s\u2019est r\u00e9f\u00e9r\u00e9 \u00e0 un article paru dans le journal en question, sous la mention \u00ab Editorial \u00bb, avec le titre \u00ab \u00c0 la d\u00e9couverte des bienfaits de l\u2019Arnica montana \u00bb.<\/p>\n<p>Suite \u00e0 la r\u00e9ponse du m\u00e9dia concern\u00e9, il a not\u00e9 qu\u2019il s\u2019agit bien de contenu publicitaire et que la mention \u00ab Editorial \u00bb est due \u00e0 une erreur.<\/p>\n<p>Le Jury a examin\u00e9 le dossier \u00e0 la lumi\u00e8re de l\u2019article 7 du Code de la Chambre de Commerce Internationale qui stipule que la communication commerciale doit \u00eatre clairement identifiable en tant que telle, quelle que soit sa forme et quel que soit le support utilis\u00e9 et que, lorsqu\u2019une publicit\u00e9 est diffus\u00e9e dans un m\u00e9dia comportant des informations ou du contenu r\u00e9dactionnel, elle doit \u00eatre pr\u00e9sent\u00e9e de telle sorte que son caract\u00e8re publicitaire soit \u00e9vident.<\/p>\n<p>Le Jury est d\u2019avis que le consommateur moyen ne pouvait pas identifier clairement le contenu en question comme \u00e9tant du contenu publicitaire par rapport au contenu r\u00e9dactionnel pr\u00e9sent dans le m\u00eame journal.<\/p>\n<p>Compte tenu de ce qui pr\u00e9c\u00e8de et sur la base de la disposition susmentionn\u00e9e, le Jury a demand\u00e9 \u00e0 l\u2019annonceur et au m\u00e9dia de modifier la publicit\u00e9 et \u00e0 d\u00e9faut, de ne plus la diffuser.<\/p>\n<p>A cet \u00e9gard, le Jury a not\u00e9 que le m\u00e9dia a d\u00e9j\u00e0 pr\u00e9vu de publier une rectification.<\/p>\n<p>Veuillez noter que cette d\u00e9cision ne devient d\u00e9finitive qu\u2019apr\u00e8s l\u2019expiration du d\u00e9lai d\u2019appel.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Annonceur: BOIRON &#8211; METRO Produit-Service: Arnicr\u00e8me M\u00e9dia: Quotidien &nbsp; Description de la publicit\u00e9 Sous la mention \u00ab&nbsp;Editorial&nbsp;\u00bb, un article avec le titre \u00ab&nbsp;\u00c0 la d\u00e9couverte des bienfaits de l\u2019Arnica montana&nbsp;\u00bb qui cite notamment les laboratoires Boiron. En dessous, une publicit\u00e9 pour un produit \u00e0 l\u2019Arnica de l\u2019annonceur. &nbsp; Plainte(s) Le plaignant a communiqu\u00e9 que, sous [&hellip;]<\/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-4944","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Boiron - Metro 09-06-2021 : D\u00e9cision de modification\/arr\u00eat - JEP - Jury d&#039;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\/boiron-metro-09-06-2021-decision-de-modificationarret\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Boiron - Metro 09-06-2021 : D\u00e9cision de modification\/arr\u00eat - JEP - Jury d&#039;Ethique Publicitaire\" \/>\n<meta property=\"og:description\" content=\"Annonceur: BOIRON &#8211; METRO Produit-Service: Arnicr\u00e8me M\u00e9dia: Quotidien &nbsp; Description de la publicit\u00e9 Sous la mention \u00ab&nbsp;Editorial&nbsp;\u00bb, un article avec le titre \u00ab&nbsp;\u00c0 la d\u00e9couverte des bienfaits de l\u2019Arnica montana&nbsp;\u00bb qui cite notamment les laboratoires Boiron. 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