{"id":152331,"date":"2026-07-24T16:58:31","date_gmt":"2026-07-24T14:58:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=152331"},"modified":"2026-07-24T16:58:33","modified_gmt":"2026-07-24T14:58:33","slug":"tiktok-shop-se-lance-dans-la-vente-dalcool-malgre-les-critiques-concernant-le-controle-parental","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/tiktok-shop-se-lance-dans-la-vente-dalcool-malgre-les-critiques-concernant-le-controle-parental\/","title":{"rendered":"TikTok Shop se lance dans la vente d&rsquo;alcool malgr\u00e9 les critiques concernant le contr\u00f4le d&rsquo;\u00e2ge"},"content":{"rendered":"\n<p><strong>TikTok Shop<\/strong> teste la vente d&rsquo;alcool au Royaume-Uni : on peut notamment acheter du whisky, de la vodka et de la bi\u00e8re sur la plateforme, qui fait justement l&rsquo;objet de critiques en raison de sa popularit\u00e9 aupr\u00e8s des enfants et des adolescents.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Johnnie Walker sur TikTok<\/h2>\n\n\n\n<p>Au Royaume-Uni, on trouve actuellement sur TikTok Shop, entre autres, le whisky <strong>Johnnie Walker<\/strong> Black Label, <strong>la vodka AU Vodka<\/strong> et la bi\u00e8re d\u2019<strong>Estrella Damm<\/strong>. Cela s\u2019inscrit dans le cadre d\u2019un projet pilote portant sur la vente d\u2019alcool, qui reste toutefois limit\u00e9, pour l\u2019instant, \u00e0 un petit groupe de vendeurs agr\u00e9\u00e9s. TikTok ne fait pas (encore) appara\u00eetre automatiquement ces produits dans le fil \u00ab For You \u00bb des utilisateurs : ceux qui souhaitent les voir doivent les rechercher explicitement dans l\u2019onglet TikTok Shop.<\/p>\n\n\n\n<p>Afin d\u2019emp\u00eacher les mineurs d\u2019acheter de l\u2019alcool, la plateforme met en place, selon ses propres dires, un contr\u00f4le d\u2019\u00e2ge en trois \u00e9tapes. TikTok v\u00e9rifie l\u2019\u00e2ge d\u00e8s la cr\u00e9ation d\u2019un compte, puis \u00e0 nouveau lors de la finalisation de la commande et une troisi\u00e8me fois lors de la livraison, lorsque le livreur doit d\u2019abord contr\u00f4ler une pi\u00e8ce d\u2019identit\u00e9 officielle avant de remettre l\u2019alcool.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Enqu\u00eate sur la v\u00e9rification de l\u2019\u00e2ge<\/h2>\n\n\n\n<p>Selon TikTok, les utilisateurs de moins de 18 ans n\u2019ont en outre jamais acc\u00e8s \u00e0 TikTok Shop et ne voient pas non plus de contenu e-commerce via leur fil \u00ab For You \u00bb. Les utilisateurs peuvent par ailleurs indiquer qu\u2019ils ne souhaitent pas voir de publicit\u00e9s pour l\u2019alcool sur la plateforme.<\/p>\n\n\n\n<p>Les associations de consommateurs et l\u2019autorit\u00e9 de r\u00e9gulation britannique s\u2019inqui\u00e8tent toutefois depuis longtemps de la v\u00e9rification de l\u2019\u00e2ge sur TikTok, qui est particuli\u00e8rement populaire aupr\u00e8s des enfants et des adolescents. L\u2019Ofcom a d\u00e9j\u00e0 lanc\u00e9, le 16 juillet, une enqu\u00eate visant \u00e0 d\u00e9terminer si TikTok en fait suffisamment pour emp\u00eacher les enfants de tomber sur des contenus pr\u00e9judiciables, ind\u00e9pendamment de la question de la vente d\u2019alcool. Des doutes subsistent notamment quant \u00e0 l\u2019efficacit\u00e9 avec laquelle la plateforme estime l\u2019\u00e2ge des utilisateurs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un futur grand magasin en ligne<\/h2>\n\n\n\n<p>Pour TikTok, ce test autour de l\u2019alcool s\u2019inscrit dans une ambition plus large : transformer son application vid\u00e9o en une grande plateforme de vente. De grands magasins britanniques tels que <strong>Marks &amp; Spencer<\/strong> et <strong>John Lewis<\/strong> vendent d\u00e9j\u00e0 leurs produits via ce canal.<\/p>\n\n\n\n<p>Lors des derni\u00e8res \u00e9ditions du Black Friday et du Cyber Monday, le chiffre d\u2019affaires de TikTok Shop a augment\u00e9 de 50 % : selon ses propres chiffres, la plateforme a vendu 27 produits par seconde, tandis que le trafic de recherche a augment\u00e9 de 47 % au cours de l\u2019ann\u00e9e \u00e9coul\u00e9e. En effet, de plus en plus de consommateurs utilisent l\u2019application pour rechercher et d\u00e9couvrir des produits.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>TikTok Shop teste la vente d&rsquo;alcool au Royaume-Uni : on peut notamment y acheter du whisky, de la vodka et de la bi\u00e8re sur cette plateforme, qui fait d\u00e9j\u00e0 l&rsquo;objet de critiques en raison de sa popularit\u00e9 aupr\u00e8s des enfants et des adolescents.<\/p>\n","protected":false},"author":5,"featured_media":152332,"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":[418],"people":[],"extra":[],"company":[651],"topic":[198],"region":[381],"class_list":{"0":"post-152331","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"tag-sterkedrank","10":"company-tiktok","11":"topic-e-commerce","12":"region-royaume-uni"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>TikTok Shop se lance dans la vente d&#039;alcool malgr\u00e9 les critiques concernant le contr\u00f4le d&#039;\u00e2ge - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"TikTok Shop 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