{"id":19040,"date":"2026-06-02T15:14:15","date_gmt":"2026-06-02T13:14:15","guid":{"rendered":"https:\/\/www.jep.be\/?p=19040"},"modified":"2026-06-02T15:14:16","modified_gmt":"2026-06-02T13:14:16","slug":"hills-02-06-2026-pas-de-remarques","status":"publish","type":"post","link":"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/","title":{"rendered":"Hill’s 02-06-2026 : Pas de remarques"},"content":{"rendered":"

Adverteerder \/ Annonceur: HILL\u2019S<\/strong><\/h3>\n

Product-Dienst \/ Produit-Service: Aliments pour animaux<\/strong><\/h3>\n

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

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

Le spot montre diff\u00e9rentes personnes s\u2019occupant de leur chien ou chat.
\nVoix off : \u00ab Nous, parents d\u2019animaux, parfois on culpabilise. On ne peut pas tout faire. C\u2019est pour \u00e7a que de plus en plus de personnes font confiance \u00e0 Hill\u2019s. Des repas valid\u00e9s par la science. Pour leur donner plus d\u2019amour qu\u2019humainement possible. Parce qu\u2019on est juste humain, il y a Hill\u2019s. Donner plus gr\u00e2ce \u00e0 la science. \u00bb
\nTexte \u00e0 l\u2019\u00e9cran :
\n\u00ab \u00c0 tous les parents d\u2019animaux, logo Hill\u2019s. Parce qu\u2019on est juste humain. Donner plus gr\u00e2ce \u00e0 la science. Disponible en cliniques v\u00e9t\u00e9rinaires, animaleries, jardineries et en ligne. \u00bb<\/p>\n

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

Le plaignant se r\u00e9f\u00e8re \u00e0 une publicit\u00e9 qui d\u00e9bute avec l’image et le texte s’adressant au t\u00e9l\u00e9spectateur en tant que \u00ab Parents d\u2019animaux \u00bb. Il n’ignore pas que certaines personnes, propri\u00e9taires d’un animal de compagnie, le consid\u00e8rent comme leur \u00ab enfant \u00bb, mais app\u00e2ter le client en introduisant une telle confusion de langage est vicieux et choquant selon lui.
\nIl ajoute qu\u2019\u00eatre parent ne peut pas se r\u00e9sumer \u00e0 nourrir des animaux et qu\u2019introduire dans l’esprit des t\u00e9l\u00e9spectateurs une telle d\u00e9formation de signification du langage est r\u00e9pr\u00e9hensible.<\/p>\n

Beslissing Jury in eerste aanleg: Geen opmerkingen
\nD\u00e9cision Jury de premi\u00e8re instance: Pas de remarques<\/strong><\/h3>\n

De Jury voor Ethische Praktijken inzake reclame (JEP) in eerste aanleg heeft de volgende beslissing genomen in dit dossier.<\/p>\n

Le Jury a pris connaissance de la plainte concernant l’utilisation de l’expression \u00ab parents d’animaux \u00bb dans la publicit\u00e9.<\/p>\n

M\u00eame si cette formulation peut ne pas correspondre \u00e0 la conception g\u00e9n\u00e9rale du r\u00f4le de parent, le Jury consid\u00e8re qu’elle ne constitue toutefois pas une confusion r\u00e9pr\u00e9hensible du langage. Le terme \u00ab parent d’animal \u00bb est aujourd’hui utilis\u00e9 dans le langage courant, notamment comme expression imag\u00e9e destin\u00e9e \u00e0 illustrer le lien affectif fort qui unit certaines personnes \u00e0 leurs animaux de compagnie.<\/p>\n

Par ailleurs, la publicit\u00e9 recourt fr\u00e9quemment \u00e0 des figures de style, des m\u00e9taphores et des formulations symboliques afin de transmettre un message \u00e9motionnel. Dans ce contexte, le Jury est d\u2019avis que l’expression contest\u00e9e ne d\u00e9nature pas la notion de parentalit\u00e9 et que son usage vise simplement \u00e0 mettre en avant l’attention, les soins et l’attachement que les propri\u00e9taires portent \u00e0 leurs animaux.<\/p>\n

Il est \u00e9galement d\u2019avis que le consommateur moyen est en mesure de comprendre cette distinction et de percevoir le caract\u00e8re figur\u00e9 de l’expression. Le Jury estime d\u00e8s lors que la publicit\u00e9 n\u2019introduit pas de confusion dans leur chef quant au r\u00f4le de parent ou \u00e0 la nature de la relation entre un humain et un animal.<\/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.<\/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","protected":false},"excerpt":{"rendered":"

Adverteerder \/ Annonceur: HILL\u2019S Product-Dienst \/ Produit-Service: Aliments pour animaux Media \/ M\u00e9dia: TV Beschrijving van de reclame \/ Description de la publicit\u00e9 Le spot montre diff\u00e9rentes personnes s\u2019occupant de leur chien ou chat. Voix off : \u00ab Nous, parents d\u2019animaux, parfois on culpabilise. On ne peut pas tout faire. C\u2019est pour \u00e7a que de […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[107,108],"tags":[],"class_list":["post-19040","post","type-post","status-publish","format-standard","hentry","category-beslissingen","category-decisions"],"yoast_head":"\nHill's 02-06-2026 : 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:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hill's 02-06-2026 : Pas de remarques - JEP - Jury d'Ethique Publicitaire\" \/>\n<meta property=\"og:description\" content=\"Adverteerder \/ Annonceur: HILL\u2019S Product-Dienst \/ Produit-Service: Aliments pour animaux Media \/ M\u00e9dia: TV Beschrijving van de reclame \/ Description de la publicit\u00e9 Le spot montre diff\u00e9rentes personnes s\u2019occupant de leur chien ou chat. Voix off : \u00ab Nous, parents d\u2019animaux, parfois on culpabilise. On ne peut pas tout faire. C\u2019est pour \u00e7a que de […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/\" \/>\n<meta property=\"og:site_name\" content=\"JEP - Jury d'Ethique Publicitaire\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-02T13:14:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-02T13:14:16+00:00\" \/>\n<meta name=\"author\" content=\"Nele\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nele\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/\"},\"author\":{\"name\":\"Nele\",\"@id\":\"https:\/\/www.jep.be\/#\/schema\/person\/92d911ff457fb5b56da783db9ce56f9b\"},\"headline\":\"Hill’s 02-06-2026 : Pas de remarques\",\"datePublished\":\"2026-06-02T13:14:15+00:00\",\"dateModified\":\"2026-06-02T13:14:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/\"},\"wordCount\":544,\"publisher\":{\"@id\":\"https:\/\/www.jep.be\/#organization\"},\"articleSection\":[\"Beslissingen\",\"D\u00e9cisions r\u00e9centes\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/\",\"url\":\"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/\",\"name\":\"Hill's 02-06-2026 : Pas de remarques - JEP - Jury d'Ethique Publicitaire\",\"isPartOf\":{\"@id\":\"https:\/\/www.jep.be\/#website\"},\"datePublished\":\"2026-06-02T13:14:15+00:00\",\"dateModified\":\"2026-06-02T13:14:16+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.jep.be\/fr\/home\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Hill’s 02-06-2026 : Pas de remarques\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.jep.be\/#website\",\"url\":\"https:\/\/www.jep.be\/\",\"name\":\"JEP - Jury d'Ethique Publicitaire\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.jep.be\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.jep.be\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.jep.be\/#organization\",\"name\":\"JEP - Jury d'Ethique Publicitaire\",\"url\":\"https:\/\/www.jep.be\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/www.jep.be\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.jep.be\/wp-content\/uploads\/2023\/04\/cropped-jep-logo-favicon.png\",\"contentUrl\":\"https:\/\/www.jep.be\/wp-content\/uploads\/2023\/04\/cropped-jep-logo-favicon.png\",\"width\":512,\"height\":512,\"caption\":\"JEP - Jury d'Ethique Publicitaire\"},\"image\":{\"@id\":\"https:\/\/www.jep.be\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.jep.be\/#\/schema\/person\/92d911ff457fb5b56da783db9ce56f9b\",\"name\":\"Nele\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/www.jep.be\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/a33ab9c53d736c5d17d45017798cdfc2?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/a33ab9c53d736c5d17d45017798cdfc2?s=96&d=mm&r=g\",\"caption\":\"Nele\"},\"url\":\"https:\/\/www.jep.be\/fr\/author\/nele\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Hill's 02-06-2026 : Pas de remarques - JEP - Jury d'Ethique Publicitaire","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/","og_locale":"fr_FR","og_type":"article","og_title":"Hill's 02-06-2026 : Pas de remarques - JEP - Jury d'Ethique Publicitaire","og_description":"Adverteerder \/ Annonceur: HILL\u2019S Product-Dienst \/ Produit-Service: Aliments pour animaux Media \/ M\u00e9dia: TV Beschrijving van de reclame \/ Description de la publicit\u00e9 Le spot montre diff\u00e9rentes personnes s\u2019occupant de leur chien ou chat. Voix off : \u00ab Nous, parents d\u2019animaux, parfois on culpabilise. On ne peut pas tout faire. C\u2019est pour \u00e7a que de […]","og_url":"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/","og_site_name":"JEP - Jury d'Ethique Publicitaire","article_published_time":"2026-06-02T13:14:15+00:00","article_modified_time":"2026-06-02T13:14:16+00:00","author":"Nele","twitter_card":"summary_large_image","twitter_misc":{"\u00c9crit par":"Nele","Dur\u00e9e de lecture estim\u00e9e":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/#article","isPartOf":{"@id":"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/"},"author":{"name":"Nele","@id":"https:\/\/www.jep.be\/#\/schema\/person\/92d911ff457fb5b56da783db9ce56f9b"},"headline":"Hill’s 02-06-2026 : Pas de remarques","datePublished":"2026-06-02T13:14:15+00:00","dateModified":"2026-06-02T13:14:16+00:00","mainEntityOfPage":{"@id":"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/"},"wordCount":544,"publisher":{"@id":"https:\/\/www.jep.be\/#organization"},"articleSection":["Beslissingen","D\u00e9cisions r\u00e9centes"],"inLanguage":"fr-FR"},{"@type":"WebPage","@id":"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/","url":"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/","name":"Hill's 02-06-2026 : Pas de remarques - JEP - Jury d'Ethique Publicitaire","isPartOf":{"@id":"https:\/\/www.jep.be\/#website"},"datePublished":"2026-06-02T13:14:15+00:00","dateModified":"2026-06-02T13:14:16+00:00","breadcrumb":{"@id":"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.jep.be\/fr\/hills-02-06-2026-pas-de-remarques\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.jep.be\/fr\/home\/"},{"@type":"ListItem","position":2,"name":"Hill’s 02-06-2026 : Pas de remarques"}]},{"@type":"WebSite","@id":"https:\/\/www.jep.be\/#website","url":"https:\/\/www.jep.be\/","name":"JEP - Jury d'Ethique Publicitaire","description":"","publisher":{"@id":"https:\/\/www.jep.be\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.jep.be\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/www.jep.be\/#organization","name":"JEP - Jury d'Ethique Publicitaire","url":"https:\/\/www.jep.be\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/www.jep.be\/#\/schema\/logo\/image\/","url":"https:\/\/www.jep.be\/wp-content\/uploads\/2023\/04\/cropped-jep-logo-favicon.png","contentUrl":"https:\/\/www.jep.be\/wp-content\/uploads\/2023\/04\/cropped-jep-logo-favicon.png","width":512,"height":512,"caption":"JEP - Jury d'Ethique Publicitaire"},"image":{"@id":"https:\/\/www.jep.be\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.jep.be\/#\/schema\/person\/92d911ff457fb5b56da783db9ce56f9b","name":"Nele","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/www.jep.be\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/a33ab9c53d736c5d17d45017798cdfc2?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/a33ab9c53d736c5d17d45017798cdfc2?s=96&d=mm&r=g","caption":"Nele"},"url":"https:\/\/www.jep.be\/fr\/author\/nele\/"}]}},"_links":{"self":[{"href":"https:\/\/www.jep.be\/fr\/wp-json\/wp\/v2\/posts\/19040","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.jep.be\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.jep.be\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.jep.be\/fr\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.jep.be\/fr\/wp-json\/wp\/v2\/comments?post=19040"}],"version-history":[{"count":1,"href":"https:\/\/www.jep.be\/fr\/wp-json\/wp\/v2\/posts\/19040\/revisions"}],"predecessor-version":[{"id":19042,"href":"https:\/\/www.jep.be\/fr\/wp-json\/wp\/v2\/posts\/19040\/revisions\/19042"}],"wp:attachment":[{"href":"https:\/\/www.jep.be\/fr\/wp-json\/wp\/v2\/media?parent=19040"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.jep.be\/fr\/wp-json\/wp\/v2\/categories?post=19040"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.jep.be\/fr\/wp-json\/wp\/v2\/tags?post=19040"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}