{"id":4812,"date":"2020-04-03T00:00:00","date_gmt":"2020-04-02T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/coronavirus-et-communication-commerciale-recommandations-du-centre-de-la-communication\/"},"modified":"2020-04-03T00:00:00","modified_gmt":"2020-04-02T23:00:00","slug":"coronavirus-et-communication-commerciale-recommandations-du-centre-de-la-communication","status":"publish","type":"post","link":"https:\/\/www.jep.be\/fr\/coronavirus-et-communication-commerciale-recommandations-du-centre-de-la-communication\/","title":{"rendered":"CORONAVIRUS ET COMMUNICATION COMMERCIALE: RECOMMANDATIONS DU CENTRE DE LA COMMUNICATION"},"content":{"rendered":"<p>En cette p\u00e9riode de crise du coronavirus, le JEP est de plus en plus confront\u00e9 \u00e0 des questions et plaintes qui ne se poseraient pas ou peu dans des circonstances normales mais qui expriment actuellement les sensibilit\u00e9s et pr\u00e9occupations tr\u00e8s compr\u00e9hensibles du public.<\/p>\n<p>Il est d\u2019une part fait r\u00e9f\u00e9rence \u00e0 des publicit\u00e9s qui semblent aller \u00e0 l\u2019encontre des mesures des pouvoirs publics en lien avec le coronavirus \/ Covid-19.<\/p>\n<p>Il s\u2019agit alors de publicit\u00e9s contenant des messages du style: \u00ab\u00a0passez chez votre conseiller\u00a0\u00bb, \u00ab\u00a0venez dans notre showroom\u00a0\u00bb, \u00ab\u00a0nos magasins restent ouverts en semaine\u00a0\u00bb, etc. Ces publicit\u00e9s ont probablement \u00e9t\u00e9 cr\u00e9\u00e9es et programm\u00e9es avant la crise actuelle.<\/p>\n<p>Il y a d\u2019autre part des plaintes portant sur des publicit\u00e9s faisant r\u00e9f\u00e9rence au renforcement du syst\u00e8me immunitaire, en mentionnant ou non sp\u00e9cifiquement le coronavirus.<\/p>\n<p>Le JEP a par ailleurs re\u00e7u des plaintes concernant une communication publicitaire digitale d\u2019un annonceur \u00e9tranger pr\u00e9cisant que deux masques \u00e9taient offerts \u00e0 l\u2019achat du produit en question. Cette publicit\u00e9 a entre-temps \u00e9t\u00e9 retir\u00e9e.<\/p>\n<p>Le Centre de la Communication a donc imm\u00e9diatement appel\u00e9 ses membres \u00e0 faire preuve de tact et de prudence dans leurs communications.<\/p>\n<p>Les r\u00e8gles auxquelles toute publicit\u00e9 responsable est tenue de se conformer, restent en effet identiques, m\u00eame en cette p\u00e9riode exceptionnelle. Ainsi, les r\u00e8gles g\u00e9n\u00e9rales du <a href=\"https:\/\/www.jep.be\/sites\/default\/files\/rule_reccommendation\/2018_icc_publicite_et_marketing_code_de_communications.pdf\">Code de la Chambre de Commerce Internationale (Code ICC) <\/a>concernant la responsabilit\u00e9 sociale, la loyaut\u00e9 et la v\u00e9racit\u00e9, continuent \u00e0 s\u2019appliquer.<\/p>\n<p>Dans ce contexte, le Centre de la Communication&nbsp;tient donc \u00e0 formuler une s\u00e9rie de recommandations sp\u00e9cifiques \u00e0 l\u2019ensemble du secteur :<\/p>\n<p>\u00b7 Evitez les r\u00e9f\u00e9rences non pertinentes \u00e0 la crise li\u00e9e au coronavirus dans le cadre de vos nouveaux messages publicitaires et veillez \u00e0 ce qu\u2019ils ne mettent pas en sc\u00e8ne des comportements portant atteinte aux mesures prises par les pouvoirs publics.<br \/>\u00b7 Portez une attention particuli\u00e8re aux circonstances actuelles lorsque vous poursuivez vos campagnes d\u00e9j\u00e0 planifi\u00e9es ou lorsque vous r\u00e9utilisez du mat\u00e9riel publicitaire existant. Une campagne qui n\u2019aurait pas pos\u00e9 de probl\u00e8mes dans des circonstances normales peut \u00e0 pr\u00e9sent \u00eatre per\u00e7ue comme inappropri\u00e9e par le public.<br \/>\u00b7 Ne jouez en aucune fa\u00e7on sur les sentiments de peur qui pr\u00e9valent au sein du public.<br \/>\u00b7 Ne mentionnez pas d\u2019all\u00e9gations explicites ou implicites sur l\u2019efficacit\u00e9 sp\u00e9cifique de votre produit pour pr\u00e9venir le coronavirus ou lutter contre celui-ci.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En cette p\u00e9riode de crise du coronavirus, le JEP est de plus en plus confront\u00e9 \u00e0 des questions et plaintes qui ne se poseraient pas ou peu dans des circonstances normales mais qui expriment actuellement les sensibilit\u00e9s et pr\u00e9occupations tr\u00e8s compr\u00e9hensibles du public. Il est d\u2019une part fait r\u00e9f\u00e9rence \u00e0 des publicit\u00e9s qui semblent aller [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35],"tags":[],"class_list":["post-4812","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>CORONAVIRUS ET COMMUNICATION COMMERCIALE: RECOMMANDATIONS DU CENTRE DE LA COMMUNICATION - 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:\/\/www.jep.be\/fr\/coronavirus-et-communication-commerciale-recommandations-du-centre-de-la-communication\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CORONAVIRUS ET COMMUNICATION COMMERCIALE: RECOMMANDATIONS DU CENTRE DE LA COMMUNICATION - JEP - Jury d&#039;Ethique Publicitaire\" \/>\n<meta property=\"og:description\" content=\"En cette p\u00e9riode de crise du coronavirus, le JEP est de plus en plus confront\u00e9 \u00e0 des questions et plaintes qui ne se poseraient pas ou peu dans des circonstances normales mais qui expriment actuellement les sensibilit\u00e9s et pr\u00e9occupations tr\u00e8s compr\u00e9hensibles du public. 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