{"id":18319,"date":"2023-03-17T10:01:25","date_gmt":"2023-03-17T09:01:25","guid":{"rendered":"https:\/\/feral.law\/?post_type=publication&#038;p=18319"},"modified":"2023-05-02T11:52:55","modified_gmt":"2023-05-02T09:52:55","slug":"publicite-comparative-les-consommateurs-doivent-pouvoir-verifier-lexactitude-des-informations-presentees","status":"publish","type":"publication","link":"https:\/\/feral.law\/en\/publications\/publicite-comparative-les-consommateurs-doivent-pouvoir-verifier-lexactitude-des-informations-presentees\/","title":{"rendered":"Publicit\u00e9 comparative\u00a0: les consommateurs doivent pouvoir v\u00e9rifier l\u2019exactitude des informations pr\u00e9sent\u00e9es"},"content":{"rendered":"\n<p><strong><em>La Cour d\u2019appel de Rennes a condamn\u00e9 sur le fondement des pratiques commerciales trompeuses une soci\u00e9t\u00e9 qui avait r\u00e9alis\u00e9 une publicit\u00e9 comparative qui induisait le consommateur en erreur.&nbsp;<\/em><\/strong><\/p>\n\n\n\n<p>Dans un arr\u00eat du 14 f\u00e9vrier 2023, la Cour d\u2019appel de Rennes a eu l\u2019occasion de se prononcer sur des actes de concurrence d\u00e9loyale entre deux soci\u00e9t\u00e9s.&nbsp;<\/p>\n\n\n\n<p>L\u2019une des soci\u00e9t\u00e9s reprochait notamment \u00e0 son concurrent des actes de d\u00e9nigrement r\u00e9alis\u00e9s \u00e0 l\u2019aide de plusieurs publicit\u00e9s comparatives qui \u00e9taient selon elle illicites.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">La publication d\u2019un comparateur de prix n\u2019est licite que si le consommateur peut v\u00e9rifier l\u2019exactitude des informations pr\u00e9sent\u00e9es&nbsp;<\/h3>\n\n\n\n<p>Longtemps interdite, la publicit\u00e9 comparative<sup><a href=\"#20230317nbp1\">[1]<\/a><\/sup>&nbsp;est devenue licite en France dans les ann\u00e9es 1990 sous l\u2019impulsion du droit europ\u00e9en.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Cette lic\u00e9it\u00e9 est cependant conditionn\u00e9e au respect des dispositions du Code de la consommation<sup><a href=\"#20230317nbp2\">[2]<\/a><\/sup>.&nbsp;<\/p>\n\n\n\n<p>Aussi, une soci\u00e9t\u00e9 peut recourir \u00e0 la publicit\u00e9 pour comparer objectivement une ou plusieurs caract\u00e9ristiques essentielles, pertinentes, v\u00e9rifiables et repr\u00e9sentatives de ces biens ou services, \u00e0 condition que la publicit\u00e9 ne soit pas trompeuse ou de nature \u00e0 induire en erreur le consommateur.<\/p>\n\n\n\n<p>En l\u2019esp\u00e8ce, l\u2019une des soci\u00e9t\u00e9s avait publi\u00e9 sur son site Internet un comparateur de prix entre ses produits et ceux de ses concurrents sans que ces derniers ne soient nomm\u00e9ment d\u00e9sign\u00e9s.&nbsp;<\/p>\n\n\n\n<p>Son concurrent soutenait que ce comparateur de prix constituait une publicit\u00e9 comparative illicite en ce qu\u2019il \u00e9tait de nature \u00e0 induire en erreur le consommateur. Il avait alors saisi le service de la protection des consommateurs de sa pr\u00e9fecture.&nbsp;<\/p>\n\n\n\n<p>Ce service avait relev\u00e9 que le comparateur de prix ne respectait pas les dispositions du Code de la consommation et fait injonction \u00e0 l\u2019\u00e9diteur de le modifier. Il avait constat\u00e9 que&nbsp;:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>seuls les prix bruts des concurrents \u00e9taient pr\u00e9sent\u00e9s, \u00e0 l\u2019exclusion des promotions pratiqu\u00e9es ;&nbsp;<\/li>\n\n\n\n<li>les prix compar\u00e9s et les garanties propos\u00e9es ne portaient pas sur des produits strictement ou n\u00e9cessairement identiques&nbsp;;&nbsp;<\/li>\n\n\n\n<li>les frais et conditions n\u2019\u00e9taient pas identiques&nbsp;;<\/li>\n\n\n\n<li>les dates de constat de prix pratiqu\u00e9s par les concurrents n\u2019\u00e9taient pas mentionn\u00e9es.\u00a0<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>En plus de ces manquements, la Cour a relev\u00e9 que le comparateur de prix ne permettait pas aux consommateurs de v\u00e9rifier l\u2019exactitude des informations all\u00e9gu\u00e9es. Elle a en outre constat\u00e9 l\u2019impossibilit\u00e9 pour ces derniers de prendre connaissance du bar\u00e8me de notation utilis\u00e9 et de son mode de fonctionnement.&nbsp;<\/p>\n\n\n\n<p>La Cour d\u2019appel a alors jug\u00e9 que la soci\u00e9t\u00e9 \u00e9ditrice du comparateur de prix avait commis une pratique commerciale trompeuse.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Le fait, pour une soci\u00e9t\u00e9, de se pr\u00e9senter comme \u00ab&nbsp;<em>la meilleure<\/em>&nbsp;\u00bb ou \u00ab&nbsp;<em>la seule<\/em>&nbsp;\u00bb \u00e0 offrir un produit ne constitue pas un d\u00e9nigrement<\/h3>\n\n\n\n<p>L\u2019une des parties reprochait \u00e9galement \u00e0 son concurrent de se pr\u00e9senter comme \u00ab&nbsp;<em>la meilleure<\/em>&nbsp;\u00bb ou \u00ab&nbsp;<em>la seule<\/em>&nbsp;\u00bb \u00e0 offrir des produits sur son site Internet.&nbsp;&nbsp;Elle estimait que ces all\u00e9gations avaient pour unique but de d\u00e9nigrer ses propres produits et prestations.&nbsp;<\/p>\n\n\n\n<p>Si la Cour a reconnu que la soci\u00e9t\u00e9 concurrente s\u2019\u00e9tait adonn\u00e9e \u00e0 une concurrence agressive, elle a \u00e9galement relev\u00e9 que les actions publicitaires litigieuses ne relevaient pas de pratiques interdites.<\/p>\n\n\n\n<p>Elle a en outre estim\u00e9 que l\u2019emphase des termes utilis\u00e9s \u00e9tait suffisante pour que le consommateur comprenne que la vis\u00e9e des pages litigieuses, pr\u00e9sent\u00e9e comme informative, \u00e9tait en r\u00e9alit\u00e9 publicitaire.&nbsp;<\/p>\n\n\n\n<p>La Cour d\u2019appel a ici appliqu\u00e9 une solution classique \u2013 la jurisprudence ayant tendance \u00e0 accepter une plus grande exag\u00e9ration en mati\u00e8re publicitaire.<\/p>\n\n\n\n<p>D\u00e8s lors, la Cour a jug\u00e9 que la soci\u00e9t\u00e9 concurrente n\u2019avait pas d\u00e9nigr\u00e9 les produits de la premi\u00e8re soci\u00e9t\u00e9.<\/p>\n\n\n\n<p><em>Lire l\u2019arr\u00eat de la Cour d\u2019appel de Rennes du 14 f\u00e9vrier 2023, RG n\u00b0<\/em><a href=\"https:\/\/www.courdecassation.fr\/decision\/63ecb73a7ebb0d05de38f152?search_api_fulltext=20%2F06242&amp;op=Rechercher+sur+judilibre&amp;date_du=&amp;date_au=&amp;judilibre_juridiction=all&amp;previousdecisionpage=&amp;previousdecisionindex=&amp;nextdecisionpage=0&amp;nextdecisionindex=1\"><em>20\/06242<\/em><\/a><em>.&nbsp;<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<p><\/p>\n\n\n\n<p id=\"20230317nbp1\"><sup>[1]<\/sup>&nbsp;La publicit\u00e9 comparative est d\u00e9finie comme celle qui met en comparaison des produits ou services en identifiant son concurrent, ou ses produits et\/ou services, de mani\u00e8re implicite ou explicite.&nbsp;<\/p>\n\n\n\n<p id=\"20230317nbp2\"><sup>[2]<\/sup>&nbsp;Articles&nbsp;<a href=\"https:\/\/www.legifrance.gouv.fr\/codes\/article_lc\/LEGIARTI000006292011\">L.121-8<\/a>&nbsp;ancien et suiv. du Code de la consommation applicables \u00e0 l\u2019esp\u00e8ce, dispositions reprises aux articles&nbsp;<a href=\"https:\/\/www.legifrance.gouv.fr\/codes\/article_lc\/LEGIARTI000032227222\">L. 122-1<\/a>&nbsp;nouveau et suiv. du m\u00eame code.<\/p>\n","protected":false},"featured_media":18320,"menu_order":0,"template":"","expertises2":[6702],"class_list":["post-18319","publication","type-publication","status-publish","has-post-thumbnail","hentry","expertises2-contentieux-mediation-arbitrage"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pratiques commerciales trompeuses : rappels en mati\u00e8re de publicit\u00e9 comparative<\/title>\n<meta name=\"description\" content=\"Une soci\u00e9t\u00e9 qui se pr\u00e9sente comme la meilleure ne commet pas n\u00e9cessairement un acte illicite\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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