{"id":146116,"date":"2026-04-16T12:17:21","date_gmt":"2026-04-16T10:17:21","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=146116"},"modified":"2026-04-16T12:17:23","modified_gmt":"2026-04-16T10:17:23","slug":"les-publicites-de-lidl-et-iceland-interdites-au-royaume-uni","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/les-publicites-de-lidl-et-iceland-interdites-au-royaume-uni\/","title":{"rendered":"Les publicit\u00e9s de Lidl et Iceland interdites au Royaume-Uni"},"content":{"rendered":"\n

Lidl <\/strong>et Iceland <\/strong>ont tous deux d\u00fb <\/strong>retirer des publicit\u00e9s au Royaume-Uni. Ce sont les premiers distributeurs \u00e0 \u00eatre sanctionn\u00e9s en raison de la r\u00e9cente interdiction britannique de la publicit\u00e9 pour la malbouffe.<\/p>\n\n\n\n

Premi\u00e8re op\u00e9ration de contr\u00f4le<\/h2>\n\n\n\n

Depuis janvier, il est interdit au Royaume-Uni de faire de la publicit\u00e9 \u00e0 la t\u00e9l\u00e9vision avant 21 heures pour les produits dits HFSS (riches en graisses, en sel et en sucre). Les publicit\u00e9s payantes en ligne pour les aliments malsains sont \u00e9galement interdites. Ces mesures s’inscrivent dans le cadre d’efforts plus larges du gouvernement visant \u00e0 lutter contre l’ob\u00e9sit\u00e9 infantile croissante au Royaume-Uni.<\/p>\n\n\n\n

Lors de la premi\u00e8re op\u00e9ration de contr\u00f4le depuis l’entr\u00e9e en vigueur de ces mesures, les cha\u00eenes de supermarch\u00e9s Lidl et Iceland ont imm\u00e9diatement \u00e9t\u00e9 prises en flagrant d\u00e9lit : l’Advertising Standards Authority (ASA) a jug\u00e9 que les deux supermarch\u00e9s enfreignaient les r\u00e8gles et que les publicit\u00e9s en question ne devaient plus \u00eatre diffus\u00e9es.<\/p>\n\n\n\n

P\u00e2tisseries et bonbons<\/h2>\n\n\n\n

Dans le cas de Lidl, il s’agissait d’une publication Instagram en collaboration avec l’influenceuse beaut\u00e9 et lifestyle Emma Kearney, connue en ligne sous le nom de Baby Emzo. La publicit\u00e9 diffus\u00e9e en Irlande du Nord faisait la promotion des produits de boulangerie de Lidl et montrait un plateau de petits pains aux raisins, consid\u00e9r\u00e9s comme malsains.<\/p>\n\n\n\n

Lidl a d\u00e9clar\u00e9 que la campagne \u00e9tait con\u00e7ue comme une campagne de marque, ce qui est autoris\u00e9 tant qu’aucun produit HFSS identifiable n’appara\u00eet \u00e0 l’image. L’entreprise a toutefois reconnu que la publicit\u00e9 faisait en r\u00e9alit\u00e9 la promotion d’un produit individuel interdit.<\/p>\n\n\n\n

La cha\u00eene de produits surgel\u00e9s Iceland a enfreint les r\u00e8gles avec une publicit\u00e9 num\u00e9rique sous forme de banni\u00e8re et d’affichage sur le site web du Daily Mail, qui pr\u00e9sentait notamment du chocolat et des confiseries. Iceland a r\u00e9pondu qu’un fournisseur de donn\u00e9es avait \u00e9t\u00e9 mandat\u00e9 pour compiler chaque mois les informations nutritionnelles de tous les produits sur le site web afin d’identifier les articles moins sains, mais qu’il subsistait des lacunes dans les donn\u00e9es.<\/p>\n","protected":false},"excerpt":{"rendered":"

Lidl et Iceland ont tous deux d\u00fb retirer leurs publicit\u00e9s au Royaume-Uni. Ce sont les premiers d\u00e9taillants \u00e0 \u00eatre sanctionn\u00e9s en raison de la r\u00e9cente interdiction britannique de la publicit\u00e9 pour la malbouffe.<\/p>\n","protected":false},"author":5,"featured_media":146117,"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":[597,1909],"people":[],"extra":[43],"company":[497,204],"topic":[710,488],"region":[381],"class_list":{"0":"post-146116","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"tag-chocolade","10":"tag-reclame","11":"extra-plus","12":"company-iceland","13":"company-lidl","14":"topic-legislation","15":"topic-marketing","16":"region-royaume-uni"},"acf":[],"yoast_head":"\nLes publicit\u00e9s de Lidl et Iceland interdites au Royaume-Uni - 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