{"id":18878,"date":"2026-04-07T13:31:00","date_gmt":"2026-04-07T11:31:00","guid":{"rendered":"https:\/\/www.jep.be\/?p=18878"},"modified":"2026-05-06T13:33:53","modified_gmt":"2026-05-06T11:33:53","slug":"le-jep-participe-au-programme-google-priority-flagger-pour-les-publicites","status":"publish","type":"post","link":"https:\/\/www.jep.be\/fr\/le-jep-participe-au-programme-google-priority-flagger-pour-les-publicites\/","title":{"rendered":"Rapport annuel 2025 : les plaintes relatives \u00e0 la responsabilit\u00e9 sociale et \u00e0 la publicit\u00e9 pour l\u2019alcool dominent les dossiers"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"18878\" class=\"elementor elementor-18878 elementor-18877\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7ebf207f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7ebf207f\" data-element_type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7dec5824\" data-id=\"7dec5824\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-43b9c112 elementor-widget elementor-widget-text-editor\" data-id=\"43b9c112\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 23-07-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><b><span data-contrast=\"auto\">Le rapport annuel 2025 d\u00e9montre que le syst\u00e8me d\u2019autor\u00e9gulation fonctionne de mani\u00e8re efficiente et offre une s\u00e9curit\u00e9 juridique rapide tant aux consommateurs qu\u2019aux annonceurs. Les d\u00e9cisions de modification ou\u00a0d\u2019arr\u00eat\u00a0ont \u00e9t\u00e9 respect\u00e9es par\u00a0tous les annonceurs\u00a0concern\u00e9s.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Au total, le Jury d\u2019\u00c9thique Publicitaire (JEP) a trait\u00e9 116 dossiers de plainte formels, correspondant \u00e0 139 plaintes distinctes.\u00a0<\/span><b><span data-contrast=\"auto\">La responsabilit\u00e9 sociale<\/span><\/b><span data-contrast=\"auto\">\u00a0(36 %) et la\u00a0<\/span><b><span data-contrast=\"auto\">publicit\u00e9 pour les boissons alcoolis\u00e9es<\/span><\/b><span data-contrast=\"auto\">\u00a0(28 %) ont constitu\u00e9 les principaux motifs d\u2019examen.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Apr\u00e8s l\u2019augmentation exceptionnelle enregistr\u00e9e en 2024 \u2013 \u00e0 la suite d\u2019une campagne men\u00e9e par le JEP afin d\u2019accro\u00eetre sa notori\u00e9t\u00e9 aupr\u00e8s du public \u2013 le nombre de dossiers est revenu en 2025 \u00e0 un niveau inf\u00e9rieur. Les d\u00e9lais de traitement sont rest\u00e9s courts :\u00a0De tous les dossiers de plaintes trait\u00e9s, 88 % ont \u00e9t\u00e9 cl\u00f4tur\u00e9s dans un d\u00e9lai d&rsquo;un mois, dont presque la moiti\u00e9 dans un d\u00e9lai de deux semaines. Dans 42 % des dossiers, le JEP a demand\u00e9 la modification ou\u00a0l\u2019arr\u00eat\u00a0de la publicit\u00e9 concern\u00e9e.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">La responsabilit\u00e9 sociale demeure le principal crit\u00e8re d\u2019\u00e9valuation<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">La responsabilit\u00e9\u00a0sociale concerne\u00a036 % des dossiers trait\u00e9s et est rest\u00e9e le principal crit\u00e8re d\u2019appr\u00e9ciation. Les plaintes portaient notamment sur des questions de discrimination, de d\u00e9nigrement et d\u2019impact soci\u00e9tal des messages publicitaires.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Par ailleurs, l\u2019application des codes sectoriels a jou\u00e9 un r\u00f4le de plus en plus important dans l\u2019\u00e9valuation des communications publicitaires.\u00a0L<\/span><span data-contrast=\"auto\">a\u00a0<\/span><a href=\"https:\/\/conseildelapublicite.be\/app\/uploads\/2024\/10\/RvR-10.24-Convention-en-matiere-de-publicite-et-de-commercialisation-des-boissons-contentant-de-lalcool.pdf\"><span data-contrast=\"auto\">Convention en mati\u00e8re de publicit\u00e9 et de commercialisation des boissons contenant de l\u2019alcool<\/span><\/a><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">et le Code de publicit\u00e9 pour les denr\u00e9es alimentaires ont notamment \u00e9t\u00e9 renforc\u00e9s par des r\u00e8gles plus strictes, lesquelles se sont r\u00e9v\u00e9l\u00e9es d\u00e9terminantes dans plusieurs dossiers.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">La publicit\u00e9 pour l\u2019alcool repr\u00e9sente 28 % des dossiers<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">La publicit\u00e9 pour les boissons alcoolis\u00e9es a fait l\u2019objet de 32 dossiers, soit 28 % du total. L\u2019application\u00a0de la\u00a0Convention\u00a0Alcool\u00a0&#8211;\u00a0notamment en ce qui concerne la publicit\u00e9 \u00e0 proximit\u00e9 des \u00e9tablissements scolaires et la mention correcte du slogan \u00e9ducatif obligatoire\u00a0&#8211;\u00a0reste\u00a0un point d\u2019attention important dans le traitement des plaintes.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">M\u00e9dias num\u00e9riques et t\u00e9l\u00e9vision,\u00a0les plus concern\u00e9s<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">S\u2019agissant des m\u00e9dias concern\u00e9s, les communications marketing\u00a0digitales\u00a0(35 %) et la t\u00e9l\u00e9vision (23 %) ont repr\u00e9sent\u00e9 conjointement la majorit\u00e9 des dossiers trait\u00e9s. Au sein des canaux num\u00e9riques, les r\u00e9seaux sociaux et les sites internet ont \u00e9t\u00e9 les plus fr\u00e9quemment vis\u00e9s par des plaintes.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">Plus de la moiti\u00e9 des dossiers conformes, respect volontaire des d\u00e9cisions<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Sur les 116 dossiers cl\u00f4tur\u00e9s, 52,5 % ont \u00e9t\u00e9\u00a0cl\u00f4tur\u00e9s\u00a0sans remarques, la publicit\u00e9 ayant \u00e9t\u00e9 jug\u00e9e conforme aux dispositions l\u00e9gales et aux r\u00e8gles d\u2019autor\u00e9gulation applicables. Dans 42 % des cas, le JEP a d\u00e9cid\u00e9 la modification ou\u00a0l\u2019arr\u00eat\u00a0de la publicit\u00e9. Dans 3,5 % des dossiers, il a formul\u00e9 un avis de r\u00e9serve. Dans 1,7 % des cas, le JEP s\u2019est abstenu de se prononcer, conform\u00e9ment \u00e0 son r\u00e8glement,\u00a0\u00e0 savoir\u00a0lorsqu\u2019une affaire \u00e9tait d\u00e9j\u00e0 pendante devant une juridiction ou une autorit\u00e9 administrative.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">Pr\u00e9vention par le biais d\u2019avis et d\u2019accompagnement<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Outre les plaintes, le JEP a trait\u00e9 23 demandes d\u2019avis \u00e9manant du secteur. Treize\u00a0dossiers\u00a0ont donn\u00e9 lieu \u00e0 une approbation, six \u00e0 une approbation sous conditions et quatre \u00e0 un avis n\u00e9gatif. Cette proc\u00e9dure d\u2019avis remplit une fonction pr\u00e9ventive au sein du cadre d\u2019autor\u00e9gulation.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">En 2025, le Certificat Influencer a en outre \u00e9t\u00e9 lanc\u00e9, \u00e0 l\u2019initiative notamment du JEP, du Conseil de la Publicit\u00e9 et de l\u2019Influencer Marketing Alliance (IMA). La formation, l\u2019examen et l\u2019obtention du certificat contribuent \u00e0 garantir que les influenceurs connaissent et respectent les r\u00e8gles en mati\u00e8re de transparence et d\u2019\u00e9thique publicitaire. Le JEP assure \u00e0 cet \u00e9gard un suivi et un accompagnement.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Par ailleurs, l\u2019exploration de nouveaux syst\u00e8mes de monitoring a \u00e9t\u00e9 entam\u00e9e, notamment avec le soutien de l\u2019intelligence artificielle, afin de renforcer davantage le respect des r\u00e8gles.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">Marc\u00a0Frederix, Pr\u00e9sident :<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><i><span data-contrast=\"auto\">\u00ab Par le d\u00e9veloppement continu d\u2019une approche int\u00e9gr\u00e9e de monitoring en 2026, nous confirmons notre ambition d\u2019\u00e9voluer en phase avec le paysage m\u00e9diatique tout en pr\u00e9servant notre mission fondamentale. Nous poursuivons nos efforts en faveur d\u2019une prise de d\u00e9cision coh\u00e9rente et fond\u00e9e sur l\u2019expertise, afin que le JEP demeure un point de r\u00e9f\u00e9rence ind\u00e9pendant et fiable en mati\u00e8re de publicit\u00e9 loyale et socialement responsable. \u00bb<\/span><\/i><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Le rapport annuel 2025 d\u00e9montre que le syst\u00e8me d\u2019autor\u00e9gulation fonctionne de mani\u00e8re efficiente et offre une s\u00e9curit\u00e9 juridique rapide tant aux consommateurs qu\u2019aux annonceurs. Les d\u00e9cisions de modification ou\u00a0d\u2019arr\u00eat\u00a0ont \u00e9t\u00e9 respect\u00e9es par\u00a0tous les annonceurs\u00a0concern\u00e9s.\u00a0 Au total, le Jury d\u2019\u00c9thique Publicitaire (JEP) a trait\u00e9 116 dossiers de plainte formels, correspondant \u00e0 139 plaintes distinctes.\u00a0La responsabilit\u00e9 sociale\u00a0(36 [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35],"tags":[],"class_list":["post-18878","post","type-post","status-publish","format-standard","hentry","category-nouvelles"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Rapport annuel 2025 : les plaintes relatives \u00e0 la responsabilit\u00e9 sociale et \u00e0 la publicit\u00e9 pour l\u2019alcool dominent les dossiers - JEP - Jury d&#039;Ethique Publicitaire<\/title>\n<meta name=\"description\" content=\"Het zelfregulerend systeem werkt effici\u00ebnt en biedt snelle rechtszekerheid. 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