{"id":8329,"date":"2022-04-26T10:18:11","date_gmt":"2022-04-26T08:18:11","guid":{"rendered":"https:\/\/wemedia.be\/?p=8329"},"modified":"2022-04-29T10:38:33","modified_gmt":"2022-04-29T08:38:33","slug":"clarte-pour-les-influenceurs","status":"publish","type":"post","link":"https:\/\/wemedia.be\/fr\/nieuws\/clarte-pour-les-influenceurs\/","title":{"rendered":"Clart\u00e9 pour les influenceurs"},"content":{"rendered":"<p><strong><em>D\u00e9sormais, toute personne qui publie un message \u00e0 caract\u00e8re commercial sur les r\u00e9seaux sociaux doit le communiquer en des termes pr\u00e9d\u00e9termin\u00e9s \u00e0 ses followers. <\/em><\/strong><strong><em>Ceci est repris dans des directives concr\u00e8tes pour les influenceurs. C&rsquo;est le r\u00e9sultat d\u2019un accord entre le Centre de communication, le SPF Economie et Eva De Bleeker, secr\u00e9taire d&rsquo;\u00c9tat \u00e0 la Protection des consommateurs.<\/em><\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Le marketing des influenceurs est omnipr\u00e9sent en ligne. Si, en tant que consommateur, on scrolle son Instagram, on est bombard\u00e9 de jolies tenues, de shakes sains, d\u2019e-books, d&rsquo;\u00e9v\u00e9nements \u00e0 ne pas manquer, &#8230; Etc\u00e9t\u00e9ra. Cette publicit\u00e9 en ligne est parfaitement l\u00e9gale, mais il doit \u00eatre clair \u00e0 tout moment pour les consommateurs qu&rsquo;un tel message a un caract\u00e8re commercial.<\/p>\n<p>Bien que cette r\u00e8gle existe depuis un certain temps, les influenceurs eux-m\u00eames ne savaient pas exactement de quelle mani\u00e8re ils devaient indiquer qu&rsquo;il s&rsquo;agissait d\u2019une communication commerciale. Aujourd&rsquo;hui, la situation devient claire. D\u00e9sormais, les influenceurs ont le choix entre plusieurs termes concrets \u00e0 utiliser pour les messages, vid\u00e9os ou histoires \u00e0 caract\u00e8re commercial : #publicit\u00e9 (#advertising). Dans certains cas #sponsoris\u00e9 ou #placementdeproduit peuvent \u00e9galement \u00eatre utilis\u00e9s.<\/p>\n<p>Les influenceurs doivent donc utiliser l&rsquo;un de ces quatre termes dans les hashtags de chaque message commercial qu&rsquo;ils postent. Cela permet aux consommateurs de savoir imm\u00e9diatement s&rsquo;il s&rsquo;agit ou non d&rsquo;une publicit\u00e9. Les influenceurs eux-m\u00eames\u00a0savent d\u00e9sormais tr\u00e8s clairement ce qu&rsquo;ils doivent faire.<\/p>\n<p>Les consommateurs peuvent introduire une plainte aupr\u00e8s du <a href=\"https:\/\/www.jep.be\/fr\/\" target=\"_blank\" rel=\"noopener\">JEP<\/a> (Jury d\u2019Ethique Publicitaire).<\/p>\n<p>L&rsquo;Inspection Economique veillera \u00e0 l&rsquo;application des accords et r\u00e9digera \u00e9ventuellement des amendes administratives.<\/p>\n<p>Plus d\u2019infos sur les <a href=\"https:\/\/wemedia.be\/wp-content\/uploads\/influencers_FR.pdf\" target=\"_blank\" rel=\"noopener\">r\u00e8gles ICI.<\/a>.<\/p>\n<p><strong><em>Envie de lire plus ?<\/em><\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/fipp-world-congress-2022-les-premiers-orateurs-sont-connus\/\" target=\"_blank\" rel=\"noopener\">FIPP World Congress 2022 : les premiers orateurs sont connus !<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/en-pleine-acceleration\/\" target=\"_blank\" rel=\"noopener\">En pleine acc\u00e9l\u00e9ration !<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/photographies-sur-internet-que-faire\/\" target=\"_blank\" rel=\"noopener\">Photographies sur internet : que faire ?<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/les-pratiques-de-permission-machine-jugees-abusives\/\" target=\"_blank\" rel=\"noopener\">Les pratiques de Permission Machine jug\u00e9es abusives<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/de-nouveaux-tarifs-pour-la-copie-privee\/\" target=\"_blank\" rel=\"noopener\">De nouveaux tarifs pour la copie priv\u00e9e<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/le-droit-a-loubli-face-aux-archives-de-presse\/\" target=\"_blank\" rel=\"noopener\">Le droit \u00e0 l\u2019oubli face aux archives de presse<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/digital\/fr\/nieuws\/dat-belgium-dans-la-db-de-mediaspecs\/\" target=\"_blank\" rel=\"noopener\">DAT Belgium dans la base de donn\u00e9es de MediaSpecs<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9sormais, toute personne qui publie un message \u00e0 caract\u00e8re commercial sur les r\u00e9seaux sociaux doit le communiquer en des termes pr\u00e9d\u00e9termin\u00e9s \u00e0 ses followers. Ceci est repris dans des directives concr\u00e8tes pour les influenceurs. C&rsquo;est le r\u00e9sultat d\u2019un accord entre le Centre de communication, le SPF Economie et Eva De&#8230;<\/p>\n","protected":false},"author":8,"featured_media":8332,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[59],"tags":[351,352],"class_list":["post-8329","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-fr","tag-centre-communication","tag-influenceurs"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Clart\u00e9 pour les influenceurs - WE MEDIA<\/title>\n<meta name=\"description\" content=\"Directives concr\u00e8tes pour les influenceurs suite \u00e0 un accord entre le Centre de communication, le SPF Economie et Eva De Bleeker.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/fr\/nieuws\/clarte-pour-les-influenceurs\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Clart\u00e9 pour les influenceurs - 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