{"id":139741,"date":"2026-01-13T14:55:50","date_gmt":"2026-01-13T13:55:50","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=139741"},"modified":"2026-01-13T14:55:52","modified_gmt":"2026-01-13T13:55:52","slug":"lidl-supprime-son-budget-television-en-france","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/lidl-supprime-son-budget-television-en-france\/","title":{"rendered":"Lidl supprime son budget t\u00e9l\u00e9vision en France"},"content":{"rendered":"\n

Apr\u00e8s avoir \u00e9t\u00e9 condamn\u00e9 pour publicit\u00e9 mensong\u00e8re, Lidl <\/strong>a d\u00e9cid\u00e9 de ne plus faire de publicit\u00e9 \u00e0 la t\u00e9l\u00e9vision fran\u00e7aise. Le d\u00e9taillant \u00e9tait pourtant l’un des plus gros annonceurs.<\/p>\n\n\n\n

\u00ab Ind\u00e9sirable \u00bb<\/h2>\n\n\n\n

Lidl ne se sent \u00ab plus le bienvenu \u00bb sur les cha\u00eenes de t\u00e9l\u00e9vision fran\u00e7aises et a donc d\u00e9cid\u00e9 de supprimer toute publicit\u00e9 t\u00e9l\u00e9vis\u00e9e en France<\/a>. C’est ce qu’a d\u00e9clar\u00e9 Jassine Ouali, directeur des relations clients chez Lidl, au magazine fran\u00e7ais Strat\u00e9gies. C’est un coup dur pour le monde de la t\u00e9l\u00e9vision : en 2024, Lidl a encore d\u00e9pens\u00e9 207 millions d’euros en publicit\u00e9 sur les cha\u00eenes de t\u00e9l\u00e9vision lin\u00e9aires. Le budget publicitaire est en grande partie transf\u00e9r\u00e9 vers les m\u00e9dias en ligne. Le discounter estime que la l\u00e9gislation fran\u00e7aise sur la publicit\u00e9 t\u00e9l\u00e9vis\u00e9e comporte trop de risques.<\/p>\n\n\n\n

La raison en est un proc\u00e8s intent\u00e9 par des concurrents. L’ann\u00e9e derni\u00e8re, Lidl s’est vu infliger une amende de 43 millions d’euros<\/a> en France pour avoir enfreint les r\u00e8gles en mati\u00e8re de publicit\u00e9, apr\u00e8s qu’un concurrent, Intermarch\u00e9<\/strong>, ait port\u00e9 plainte. Selon la l\u00e9gislation fran\u00e7aise, les produits faisant l’objet de promotions dans des spots t\u00e9l\u00e9vis\u00e9s doivent \u00eatre disponibles dans tous les magasins pendant quinze semaines. Cela n’a pas \u00e9t\u00e9 le cas pour 374 spots t\u00e9l\u00e9vis\u00e9s entre 2017 et 2023.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s avoir \u00e9t\u00e9 condamn\u00e9 pour publicit\u00e9 mensong\u00e8re, Lidl a d\u00e9cid\u00e9 de ne plus faire de publicit\u00e9 \u00e0 la t\u00e9l\u00e9vision fran\u00e7aise. Le d\u00e9taillant \u00e9tait pourtant l’un des plus gros annonceurs dans ce m\u00e9dia. <\/p>\n","protected":false},"author":3,"featured_media":139742,"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":[18,24],"tags":[],"people":[],"extra":[43],"company":[204],"topic":[488],"region":[342],"class_list":{"0":"post-139741","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"extra-plus","10":"company-lidl","11":"topic-marketing","12":"region-france"},"acf":[],"yoast_head":"\nLidl supprime son budget t\u00e9l\u00e9vision en France - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Apr\u00e8s avoir \u00e9t\u00e9 condamn\u00e9 pour publicit\u00e9 mensong\u00e8re, Lidl a d\u00e9cid\u00e9 de ne plus faire de 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