{"id":119486,"date":"2025-05-27T10:35:31","date_gmt":"2025-05-27T08:35:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=119486"},"modified":"2025-05-27T10:43:20","modified_gmt":"2025-05-27T08:43:20","slug":"des-regles-plus-strictes-en-matiere-de-publicite-pour-les-aliments-malsains-suscitent-le-scepticisme","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/des-regles-plus-strictes-en-matiere-de-publicite-pour-les-aliments-malsains-suscitent-le-scepticisme\/","title":{"rendered":"Des r\u00e8gles plus strictes en mati\u00e8re de publicit\u00e9 pour les aliments malsains suscitent le scepticisme"},"content":{"rendered":"\n<p>Les entreprises alimentaires et les d\u00e9taillants s&rsquo;imposent des r\u00e8gles plus strictes en mati\u00e8re de marketing aupr\u00e8s des jeunes : la limite d&rsquo;\u00e2ge augmente, l&rsquo;application dans les \u00e9coles et sur les m\u00e9dias sociaux devient plus stricte. Mais l&rsquo;autor\u00e9gulation fait \u00e9galement l&rsquo;objet de critiques.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Rester pertinent<\/h2>\n\n\n\n<p>\u00c0 partir de l&rsquo;ann\u00e9e prochaine, l&rsquo;industrie alimentaire belge ne ciblera plus la publicit\u00e9 pour les aliments malsains sur les enfants et les jeunes de moins de 16 ans (jusqu&rsquo;\u00e0 pr\u00e9sent, la limite \u00e9tait de 13 ans), il y aura un p\u00e9rim\u00e8tre de 150 m\u00e8tres autour des \u00e9coles secondaires (cela \u00e9tait d\u00e9j\u00e0 en place pour les \u00e9coles primaires) et il y aura \u00e9galement des lignes directrices concr\u00e8tes pour la publicit\u00e9 sur les m\u00e9dias sociaux et autour de l&rsquo;utilisation d&rsquo;influenceurs. Le Jury d&rsquo;\u00e9thique publicitaire (JEP) traitera les plaintes \u00e9ventuelles.<\/p>\n\n\n\n<p>L&rsquo;engagement belge, auquel les d\u00e9taillants, l&rsquo;industrie alimentaire, les annonceurs et le Conseil de la publicit\u00e9 ont souscrit depuis 2012, en est ainsi \u00e0 sa cinqui\u00e8me version. L&rsquo;industrie dit vouloir maintenir la pertinence des r\u00e8gles d&rsquo;autor\u00e9gulation concernant le marketing alimentaire aupr\u00e8s des enfants et attache \u00e9galement de l&rsquo;importance \u00e0 \u00ab un dialogue continu et constructif, tant avec les experts en alimentation et en sant\u00e9 qu&rsquo;avec les autorit\u00e9s comp\u00e9tentes et les organes consultatifs \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Une tactique de diversion \u00bb<\/h2>\n\n\n\n<p>Le probl\u00e8me est urgent : de plus en plus d&rsquo;enfants et de jeunes sont aux prises avec le surpoids ou l&rsquo;ob\u00e9sit\u00e9. Selon l&rsquo;institut de sant\u00e9 Sciensano, les enfants belges voient en moyenne trois publicit\u00e9s pour des aliments malsains toutes les heures. L&rsquo;autor\u00e9gulation ne fonctionne pas, affirme l&rsquo;institut : \u00ab Le code propos\u00e9 n&rsquo;est rien d&rsquo;autre qu&rsquo;une nouvelle tentative d&rsquo;\u00e9viter la r\u00e9glementation gouvernementale \u00bb, affirme la chercheuse Stefanie Vandevijvere dans De Standaard. \u00ab <a href=\"https:\/\/www.standaard.be\/opinies\/de-voedingsindustrie-die-zichzelf-reguleert-een-snoepje-voor-het-bloeden\/68825917.html\">Il s&rsquo;agit d&rsquo;une tactique de diversion<\/a>.&nbsp;\u00bb<\/p>\n\n\n\n<p>Elle rappelle que l&rsquo;Organisation mondiale de la sant\u00e9, l&rsquo;Unicef et le Conseil sup\u00e9rieur de la sant\u00e9 pr\u00e9conisent une limite d&rsquo;\u00e2ge de 18 ans, car les adolescents sont tr\u00e8s sensibles aux messages publicitaires, leur cerveau \u00e9tant encore en d\u00e9veloppement. Le marketing de marque, c&rsquo;est-\u00e0-dire les campagnes qui ne pr\u00e9sentent pas de produits mais renforcent l&rsquo;image de marque de <strong>McDonald&rsquo;s<\/strong> ou de <strong>Coca-Cola<\/strong>, n&rsquo;est pas non plus soumis \u00e0 ces r\u00e8gles. Des pays comme la Norv\u00e8ge et le Royaume-Uni imposent des r\u00e8gles strictes. Quoi qu&rsquo;il en soit, le ministre de la sant\u00e9, Frank Vandenbroucke, ne signera pas le code.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les entreprises alimentaires et les d\u00e9taillants s&rsquo;imposent des r\u00e8gles plus strictes en mati\u00e8re de marketing aupr\u00e8s des jeunes : la limite d&rsquo;\u00e2ge augmente, l&rsquo;application dans les \u00e9coles et sur les m\u00e9dias sociaux devient plus stricte. Mais l&rsquo;autor\u00e9gulation fait \u00e9galement l&rsquo;objet de critiques. <\/p>\n","protected":false},"author":3,"featured_media":119483,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[43],"company":[],"topic":[488],"region":[226],"class_list":["post-119486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","topic-marketing","region-belgique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Des r\u00e8gles plus strictes en mati\u00e8re de publicit\u00e9 pour les aliments malsains suscitent le scepticisme - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les entreprises alimentaires 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