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Catalog

Newsletter

IRIS Plus 2017-2 - Les communications commerciales dans la révision de la Directive SMAV (2017)

European Audiovisual Observatory
978-92-871-8535-8
Type of document :
Book
Format :
Paper
Language :
French
Size :
A4
Number of pages :
124
Observatoire européen de l’audiovisuel
8.50 € / 8.50 $US

Un état des lieux du marché de la publicité en ligne et son évolution

Les progrès de la technologie entraînent une expansion parallèle du marché de l’audiovisuel, où elle joue un rôle majeur. L’IRIS Spécial publié fin 2014 et intitulé Les nouvelles formes de communications commerciales à l’heure de la convergence était déjà présenté en ces termes: «Qui a peur des grandes méchantes données? Le visage de la publicité a changé pour toujours. Les «communications commerciales» (ainsi que nous les nommons désormais) existent dans un univers médiatique de plus en plus convergent. Par conséquent, les lignes séparant contenu réel et publicité sont de plus en plus floues.»

Cette affirmation est plus que jamais d’actualité. Nous voyons émerger un duopole numérique dans lequel Google et Facebook ont représenté 85% de la croissance du marché de lapublicité numérique en 2016, une situation qui lance de nombreux défis à l’ensemble du secteur. Parmi ceux-ci figure l’avenir des sociétés de médias traditionnelles, financées par la publicité, telles que les chaînes de télévision commerciales, les journaux et les revues, dont l’audience est bien plus limitée. Il convient également d’évoquer la question connexe du rôle des données: ces dernières sont devenues les ressources les plus précieuses de l’économie en ligne et sont à l’origine de nouvelles fractures sociales entre les citoyens qui sont en mesure d’acheter des services et ceux qui utilisent leurs données à caractère personnel comme monnaie d’échange et s’exposent du même coup à la publicité. Dans le même temps, les consommateurs se font plus exigeants et rejettent les formats publicitaires interruptifs, ce qui pousse les annonceurs et les médias à redéfinir leur stratégie pour capter l’attention du grand public.

Face à ces réalités du marché, la législation fait actuellement l’objet d’un important processus de révision qui passe par une réforme de la Directive Services de médias audiovisuels (Directive SMAV).

1. Contexte
1.1. Introduction
1.2. Les défis actuels pour l’écosystème de la publicité numérique
     1.2.1. L’émergence d’un duopole numérique
     1.2.2. Quel avenir pour les sociétés de médias traditionnelles financées par la publicité?
     1.2.3. Le rôle des données et les inquiétudes croissantes au sujet du respect de la vie privée numérique des consommateurs
     1.2.4. Le rejet croissant par les consommateurs des formats publicitaires interruptifs
     1.2.5. Les inquiétudes en matière de sécurité des marques et de fraude publicitaire
     1.2.6. Les évolutions à prévoir dans le secteur publicitaire
1.3. Observations en guise de conclusion
2. Le cadre européen
2.1. La Directive Services de médias audiovisuels
     2.1.1. La définition des communications commerciales audiovisuelles
     2.1.2. Les dispositions générales applicables aux communications commerciales audiovisuelles
     2.1.3. La publicité télévisée et le téléachat
     2.1.4. Le parrainage et le placement de produit
2.2. Les autres directives mentionnées dans la Directive SMAV
     2.2.1. La Directive relative aux pratiques commerciales déloyales
     2.2.2. La Directive relative à la publicité en faveur des produits du tabac
     2.2.3. La Directive relative aux médicaments à usage humain
     2.2.4. La Directive en matière de publicité trompeuse et de publicité comparative
2.3. Les autres directives pertinentes en lien avec la Directive SMAV
     2.3.1. La Directive relative au commerce électronique
3. La transposition nationale
3.1. La mise en œuvre des restrictions quantitatives générales
3.2. La mise en œuvre de restrictions qualitatives plus strictes applicables au parrainage et au placement de produit
3.3. La mise en œuvre des restrictions quantitatives applicables aux diffusions linéaires
     3.3.1. Les interprétations divergentes de certaines notions fondamentales
     3.3.2. La mise en œuvre de la règle des 12 minutes
4. L’autorégulation et la corégulation
4.1. Les normes internationales en matière d’autorégulation et de corégulation dans le secteur publicitaire
4.2. La promotion par l’Union européenne de l’autorégulation et de la corégulation dans le secteur publicitaire
     4.2.1. L’obligation générale de promotion au titre du droit de l’Union européenne
     4.2.2. L’autorégulation et la corégulation dans les communications commerciales relatives à des produits particuliers
     4.2.3. Aperçu des dispositifs d’autorégulation et de corégulation en matière de communications commerciales dans les 28 Etats membres de l’Union européenne
5. La jurisprudence
5.1. La Cour européenne des droits de l’homme
5.2. La Cour de justice de l’Union européenne
     5.2.1. La Directive Services de médias audiovisuels
     5.2.2. La Directive en matière de publicité en faveur des produits du tabac
     5.2.3. La Directive en matière de publicité trompeuse et de publicité comparative
5.3. La jurisprudence dans les Etats membres
6. Etat des lieux
6.1. La proposition de révision de la Commission européenne
6.2. Les amendements proposés par le Parlement européen et le Conseil
     6.2.1. Les définitions et principes généraux (articles 1 et 9 de la Directive SMAV)
     6.2.2. La publicité et le téléachat (articles19 à 24 de la Directive SMAV)
     6.2.3. Le parrainage et le placement de produit (articles10 et 11 de la Directive SMAV)
6.3. Les prochaines étapes
7. Annexes