{"id":1979,"date":"2009-09-30T21:20:39","date_gmt":"2009-09-30T21:20:39","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=1979"},"modified":"2024-06-21T11:06:47","modified_gmt":"2024-06-21T09:06:47","slug":"twitter-illegal","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2009\/09\/30\/twitter-illegal\/","title":{"rendered":"M\u00e9dias sociaux : quand Twitter peut devenir ill\u00e9gal"},"content":{"rendered":"

Attention danger ! Twitter peut verser dans l’ill\u00e9gal si vous faites des tweets publicitaires sans transparence. Dans le cadre du \u201cConcours de Conseils Marketing 2009<\/strong><\/a>\u201d, J\u00e9r\u00f4me Le C\u0153ur<\/strong> du Blog juridique D\u00e9cryptage <\/a><\/strong>nous fait une synth\u00e8se sur les risques encourus\u00a0 si vous faites des Tweets publicitaires\u2026<\/strong><\/p>\n

M\u00e9dias sociaux : quand Twitter peut devenir ill\u00e9gal<\/h2>\n
\"M\u00e9dias
M\u00e9dias sociaux : quand Twitter peut devenir ill\u00e9gal<\/figcaption><\/figure>\n

L\u2019apparition de Twitter permet \u00e0 de plus en plus de monde de diffuser de l\u2019information. Toute entreprise doit donc se poser la question de diffuser de la publicit\u00e9 par ce biais<\/strong>.<\/p>\n

Cela peut \u00eatre de la publicit\u00e9 directe ou bien des tweets sponsoris\u00e9s<\/strong> comme il existe d\u00e9j\u00e0 des billets de blog sponsoris\u00e9s. Nous allons v\u00e9rifier la l\u00e9galit\u00e9 de ces deux proc\u00e9d\u00e9s.<\/p>\n

Twitter autorise-t-il \u00e0 faire de la pub ?<\/h3>\n

La premi\u00e8re question \u00e0 se poser est de savoir si Twitter autorise ou non cet usage.<\/strong><\/p>\n

En effet tout utilisateur de Twitter a lorsqu\u2019il s\u2019est inscrit accept\u00e9 des conditions d\u2019utilisation du service, conditions qui constituent le contrat. Une v\u00e9rification de ce contrat nous apprend que les utilisateurs ont une grande libert\u00e9 dans l\u2019utilisation du service<\/strong>.<\/p>\n

D\u2019ailleurs, Twitter indique que l\u2019utilisateur est l\u2019unique responsable de son comportement et de toutes les donn\u00e9es<\/strong>, textes, informations, nom d\u2019utilisateur, graphiques, photos, profils, audio, vid\u00e9o, lien (contenu) que vous soumettez, postez, laissez sur le service (1) (Basic term, art. 6). De plus, il n\u2019y a pas de cession de droit d\u2019auteur au profit de Twitter des contenu<\/strong>s (Copyright, art. 1).<\/p>\n

\u201cYou are solely responsible for your conduct and any data, text, information, screen names, graphics, photos, profiles, audio and video clips, links (\u201dContent\u201d) that you submit, post, and display on the Twitter.com service\u201d. \u201cYou must not, in the use of Twitter, violate any laws in your jurisdiction\u201d<\/em><\/p>\n

\u00ab\u00a0Vous \u00eates seul responsable de votre conduite et de toutes les donn\u00e9es, textes, informations, noms d’\u00e9cran, graphiques, photos, profils, clips audio et vid\u00e9o, liens (\u00ab\u00a0Contenu\u00a0\u00bb) que vous soumettez, publiez et affichez sur le service Twitter.com\u00a0\u00bb. \u00ab\u00a0Vous ne devez pas, dans l’utilisation de Twitter, violer les lois en vigueur dans votre juridiction\u00a0\u00bb<\/em><\/p>\n

Ainsi, le contrat qui lie Twitter \u00e0 l\u2019utilisateur autorise ce dernier \u00e0 avoir une utilisation commerciale<\/strong> du service. Toutefois, le contrat pr\u00e9voit que l\u2019utilisateur ne doit pas, violer la r\u00e9glementation du pays o\u00f9 il se trouve (Basic Term, art. 10). Aussi, les entreprises fran\u00e7aises doivent se conformer \u00e0 la r\u00e9glementation fran\u00e7aise (2). En mati\u00e8re de publicit\u00e9 commerciale, c\u2019est le code de la consommation qui a vocation \u00e0 s\u2019appliquer.<\/p>\n

Quelle est la r\u00e9glementation fran\u00e7aise en la mati\u00e8re ?<\/h3>\n

Une entreprise qui utilise Twitter pour faire la publicit\u00e9 de ses nouveaux produits ou service devra indiquer imp\u00e9rativement le caract\u00e8re publicitaire du tweet<\/strong>. Cela pourra par exemple prendre la forme d\u2019un hashtag : #pub ou encore la mention publicitaire comme ceci [pub]. La forme importe peu pourvu qu\u2019il n\u2019y ai pas de confusion possible entre une information et une publicit\u00e9<\/strong>.<\/p>\n

Recourir \u00e0 des tweets sponsoris\u00e9s est \u00e9galement possible<\/strong>, sous r\u00e9serve que le caract\u00e8re publicitaire du tweet sont express\u00e9ment mentionn\u00e9, sans quoi ce serait consid\u00e9r\u00e9 comme une pratique trompeuse (art. L. 121-1-1 11\u00b0c. conso).<\/p>\n

En effet, parmi l\u2019ensemble des tweets parlant de nouveaux produits la majorit\u00e9 sont faits \u00e0 l\u2019insu des entreprises. Dans ce l\u00e0, dans la mesure o\u00f9 la vocation commerciale n\u2019existe pas, la mention du caract\u00e8re publicitaire n\u2019a pas lieu d\u2019\u00eatre<\/strong>.<\/p>\n

Il est donc n\u00e9cessaire pour les followers de diff\u00e9rencier facilement un tweet sponsoris\u00e9 d\u2019un tweet spontan\u00e9<\/strong>. Pour ce faire, on voit de plus en plus fleurir la mention #spon<\/strong>. Nous sommes ici exactement dans le m\u00eame cas des publi-r\u00e9dactionnels<\/strong>.<\/p>\n

Le fait que le tweet sponsoris\u00e9 soit \u00e9crit ind\u00e9pendamment de l\u2019annonceur ne change rien \u00e0 son caract\u00e8re publicitaire. Ce qui compte pour la r\u00e9glementation c\u2019est le caract\u00e8re on\u00e9reux de la r\u00e9daction du message.<\/p>\n

En cas de violation de la r\u00e9glementation l\u2019entreprise ou l\u2019utilisateur risquent non seulement deux ann\u00e9es d\u2019emprisonnement<\/strong> et\/ou 37500 \u20ac d\u2019amende, peines encourues en cas de tromperie mais \u00e9galement la r\u00e9siliation du compte par Twitter.<\/p>\n

Au del\u00e0 de l\u2019aspect l\u00e9gal, la question qui se pose est de savoir si les entreprises vont se saisir de Twitter et r\u00e9ussir \u00e0 convertir leur investissement en chiffre d\u2019affaires\u2026 ce qui est une autre affaire !<\/p>\n

Si vous souhaitez en savoir plus sur le droit des affaires ou de la consommation<\/a><\/strong> visitez le Blog de J\u00e9r\u00f4me Le C\u0153ur<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Attention danger ! Twitter peut verser dans l’ill\u00e9gal si vous faites des tweets publicitaires sans transparence. Dans le cadre du \u201cConcours de Conseils Marketing 2009\u201d, J\u00e9r\u00f4me Le C\u0153ur du Blog juridique D\u00e9cryptage nous fait une synth\u00e8se sur les risques encourus\u00a0 si vous faites des Tweets publicitaires\u2026 M\u00e9dias sociaux : quand Twitter peut devenir ill\u00e9gal L\u2019apparition …<\/p>\n","protected":false},"author":13,"featured_media":61821,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-1979","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"\nM\u00e9dias sociaux : quand Twitter peut devenir ill\u00e9gal<\/title>\n<meta name=\"description\" content=\"Attention danger ! 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