{"id":4962,"date":"2021-09-01T00:00:00","date_gmt":"2021-08-31T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/bmw-01-09-2021-pas-de-remarques\/"},"modified":"2021-09-01T00:00:00","modified_gmt":"2021-08-31T23:00:00","slug":"bmw-01-09-2021-pas-de-remarques","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/bmw-01-09-2021-pas-de-remarques\/","title":{"rendered":"BMW 01-09-2021: Pas de remarques"},"content":{"rendered":"

Adverteerder \/ Annonceur: BMW<\/strong><\/h3>\n

Product-Dienst \/ Produit-Service: BMW iX et i4<\/strong> <\/h3>\n

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

 <\/p>\n

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

Le spot montre deux v\u00e9hicules de la marque et des personnes sur leur parcours. On voit successivement les phrases suivantes imprim\u00e9es sur les v\u00eatements des personnes : “There is no planet B”, “Tomorrow is too late”, “Shape your future” et “Make earth cool again”.
Les deux v\u00e9hicules s\u2019arr\u00eatent devant un passage pour pi\u00e9tons et le texte suivant appara\u00eet : \u00ab La puissance n\u2019est pas dans les mots \u00bb. L\u2019homme et la femme au volant se sourient. On voit ensuite les deux voitures l\u2019une \u00e0 c\u00f4t\u00e9 de l\u2019autre rouler sur un pont, avec le texte \u00ab La puissance est dans l\u2019action \u00bb. A l\u2019\u00e9cran appara\u00eet entre autres : \u00ab The iX & the i4 – 100% \u00e9lectrique. \u00bb.<\/p>\n

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

La plaignante a communiqu\u00e9 que la publicit\u00e9 \u201cThe power of action\u201d montre les mod\u00e8les en question avec en parall\u00e8le les messages suivants : “there is no planet B” – “tomorrow is too late” – “shape your future” et “make the earth cool again”. Selon elle, cela sugg\u00e8re lourdement que ces voitures sont b\u00e9n\u00e9fiques pour la plan\u00e8te et la nature. Selon elle, “It’s about the power of action” induit encore une fois en erreur sur le fait que l\u2019annonceur agit pour l’environnement en produisant ces voitures. Elle a ajout\u00e9 que le contenu de cette publicit\u00e9 fait croire que ces voitures ont un impact positif sur l’environnement en adoptant les discours des militants green.<\/p>\n

Beslissing Jury in eerste aanleg: Geen opmerkingen
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 du spot TV concern\u00e9 et plus pr\u00e9cis\u00e9ment des diff\u00e9rentes phrases (“There is no planet B”, “Tomorrow is too late”, “Shape your future” et “Make earth cool again”) imprim\u00e9es sur les v\u00eatements des personnes pr\u00e9sentent sur le parcours des deux v\u00e9hicules \u00e9lectriques de la marque mis en avant dans le spot, ainsi que du message principal \u00ab La puissance n\u2019est pas dans les mots. La puissance est dans l\u2019action. \u00bb.<\/p>\n

Selon le Jury, ces messages \u00e9voquent un contexte g\u00e9n\u00e9ral de mobilisation pour l\u2019environnement et une volont\u00e9 d\u2019am\u00e9lioration en mati\u00e8re d\u2019\u00e9missions de carbone et ne sont pas directement li\u00e9s aux v\u00e9hicules en question. Il est d\u2019avis qu\u2019il s\u2019agit davantage d\u2019un style de vie et d\u2019un \u00e9tat d\u2019esprit mis en avant via les personnes affichant les mentions en question sur leurs v\u00eatements.<\/p>\n

Il est \u00e9galement d\u2019avis que, par le biais du spot concern\u00e9, l\u2019annonceur n\u2019affirme pas que les v\u00e9hicules en question exercent un impact nul\u200a – ou un impact positif seulement \u200a- sur l\u2019environnement mais qu\u2019il pr\u00e9sente plut\u00f4t son univers et sa contribution \u00e0 la r\u00e9duction des \u00e9missions de CO2 et \u00e0 un avenir plus respectueux de l\u2019environnement.<\/p>\n

Compte tenu de ce qui pr\u00e9c\u00e8de, le Jury a estim\u00e9 que les textes du spot TV soulign\u00e9s par la plaignante ne constituent pas des affirmations trop absolues en la mati\u00e8re quant aux v\u00e9hicules promus.<\/p>\n

Il a d\u00e8s lors estim\u00e9 que la publicit\u00e9 concern\u00e9e, et l\u2019impression g\u00e9n\u00e9rale qui s\u2019en d\u00e9gage, n\u2019est pas de nature \u00e0 induire le consommateur moyen en erreur sur ce point.<\/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 ce point.<\/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: BMW Product-Dienst \/ Produit-Service: BMW iX et i4  Media \/ M\u00e9dia: TV   Beschrijving van de reclame \/ Description de la publicit\u00e9 Le spot montre deux v\u00e9hicules de la marque et des personnes sur leur parcours. On voit successivement les phrases suivantes imprim\u00e9es sur les v\u00eatements des personnes : “There is no […]<\/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-4962","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nBMW 01-09-2021: 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\/bmw-01-09-2021-pas-de-remarques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"BMW 01-09-2021: Pas de remarques - JEP - Jury d'Ethique Publicitaire\" \/>\n<meta property=\"og:description\" content=\"Adverteerder \/ Annonceur: BMW Product-Dienst \/ Produit-Service: BMW iX et i4  Media \/ M\u00e9dia: TV   Beschrijving van de reclame \/ Description de la publicit\u00e9 Le spot montre deux v\u00e9hicules de la marque et des personnes sur leur parcours. 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