{"id":4971,"date":"2021-09-20T00:00:00","date_gmt":"2021-09-19T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/delhaize-20-09-2021-decision-de-modificationarret\/"},"modified":"2021-09-20T00:00:00","modified_gmt":"2021-09-19T23:00:00","slug":"delhaize-20-09-2021-decision-de-modificationarret","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/delhaize-20-09-2021-decision-de-modificationarret\/","title":{"rendered":"Delhaize 20-09-2021: D\u00e9cision de modification\/arr\u00eat"},"content":{"rendered":"

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

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

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

 <\/p>\n

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

Le post sur la page Facebook de l\u2019annonceur contient en haut le texte suivant : \u00ab Hanne Claes, championne olympique du 400m, nous a partag\u00e9 l\u2019assiette id\u00e9ale selon elle ! D\u00e9couvrez-la ici \u00bb. En dessous, une photo de l\u2019athl\u00e8te avec le texte \u00ab Hey Hanne, de quoi est compos\u00e9e ton assiette ? \u00bb
En dessous, un lien vers le site de l\u2019annonceur pour plus d\u2019informations avec le texte \u00ab Delhaize.be – D\u00e9couvrez l\u2019assiette id\u00e9ale de Hanne – Pour r\u00e9cup\u00e9rer des forces \u00bb.<\/p>\n

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

Le plaignant a soulign\u00e9 que l\u2019annonceur pr\u00e9sente une certaine Hanne Claes comme \u00ab Championne Olympique du 400m \u00bb, alors qu’il n’en est rien. Cette athl\u00e8te n’a d’ailleurs m\u00eame jamais fait un seul Top 3 ni aux JO, ni aux championnats du monde ou d’Europe. Selon lui, l\u2019annonceur cr\u00e9e ici un effet d’accroche sur base d’un mensonge et c\u2019est totalement contraire \u00e0 l’\u00e9thique.<\/p>\n

Beslissing Jury in eerste aanleg: Beslissing tot wijziging\/stopzetting
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 pris connaissance de la plainte selon laquelle la publicit\u00e9 pr\u00e9sente Hanne Claes comme \u00ab championne olympique du 400m \u00bb alors que ce n\u2019est pas le cas.<\/p>\n

Suite \u00e0 la r\u00e9ponse de l\u2019annonceur, il a bien pris note du fait que sur d\u2019autres supports de la campagne d\u2019\u00e9t\u00e9 \u00ab Mangez et bougez comme un champion \u00bb, le palmar\u00e8s de Hanne Claes est d\u00e9taill\u00e9 et qu\u2019elle a notamment \u00e9t\u00e9 championne de Belgique du 400 m en 2020 et s\u00e9lectionn\u00e9e pour les Jeux Olympiques de Tokyo auxquels elle a brillamment particip\u00e9 en 2021. Il a \u00e9galement not\u00e9 que l\u2019annonceur a voulu mettre en avant ces deux qualit\u00e9s et que suite \u00e0 la plainte, il a chang\u00e9 le texte en fran\u00e7ais en \u00ab athl\u00e8te olympique \u00bb (la version en n\u00e9erlandais \u00e9tait : \u00ab kampioen \u00bb et n\u2019\u00e9tait donc pas concern\u00e9e par la plainte).<\/p>\n

Le Jury est d\u2019avis que la mani\u00e8re dont le post Facebook concern\u00e9 pr\u00e9sente Hanne Claes peut pr\u00eater \u00e0 confusion malgr\u00e9 les informations disponibles sur les autres supports de la campagne en question.<\/p>\n

Compte tenu de ce qui pr\u00e9c\u00e8de, le Jury a estim\u00e9 que la publicit\u00e9 en question est de nature \u00e0 pouvoir induire le consommateur moyen en erreur sur ce point, ce qui est contraire aux articles 4 et 5 du Code de la Chambre de Commerce Internationale (Code ICC).<\/p>\n

Sur la base des dispositions susmentionn\u00e9es, le Jury a d\u00e8s lors demand\u00e9 \u00e0 l\u2019annonceur de modifier la publicit\u00e9 et \u00e0 d\u00e9faut, de ne plus la diffuser.<\/p>\n

A cet \u00e9gard, le Jury a bien not\u00e9 que l\u2019annonceur a spontan\u00e9ment d\u00e9j\u00e0 adapt\u00e9 la publicit\u00e9 concern\u00e9e.<\/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: DELHAIZE Product-Dienst \/ Produit-Service: Delhaize Media \/ M\u00e9dia: Internet (Facebook)   Beschrijving van de reclame \/ Description de la publicit\u00e9 Le post sur la page Facebook de l\u2019annonceur contient en haut le texte suivant : \u00ab Hanne Claes, championne olympique du 400m, nous a partag\u00e9 l\u2019assiette id\u00e9ale selon elle ! D\u00e9couvrez-la ici \u00bb. En dessous, […]<\/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-4971","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nDelhaize 20-09-2021: 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\/delhaize-20-09-2021-decision-de-modificationarret\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Delhaize 20-09-2021: D\u00e9cision de modification\/arr\u00eat - JEP - Jury d'Ethique Publicitaire\" \/>\n<meta property=\"og:description\" content=\"Adverteerder \/ Annonceur: DELHAIZE Product-Dienst \/ Produit-Service: Delhaize Media \/ M\u00e9dia: Internet (Facebook)   Beschrijving van de reclame \/ Description de la publicit\u00e9 Le post sur la page Facebook de l\u2019annonceur contient en haut le texte suivant : \u00ab Hanne Claes, championne olympique du 400m, nous a partag\u00e9 l\u2019assiette id\u00e9ale selon elle ! 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