{"id":3325,"date":"2018-07-12T17:37:34","date_gmt":"2018-07-12T21:37:34","guid":{"rendered":"http:\/\/acaweb.ca\/fr\/?p=3325"},"modified":"2018-07-12T17:39:37","modified_gmt":"2018-07-12T21:39:37","slug":"marketing-dinfluence-divulgation-101","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2018\/marketing-dinfluence-divulgation-101\/","title":{"rendered":"Marketing d\u2019influence\u00a0: divulgation\u00a0101"},"content":{"rendered":"

\"\"<\/p>\n

Le saviez-vous\u2009? Lorsqu\u2019il y a lien d\u2019affaires entre une marque et un influenceur, ceux-ci doivent faire connaitre aux consommateurs cette relation. Car d\u2019une part, le Code canadien des normes de la publicit\u00e9 exige la divulgation de tout lien mat\u00e9riel. Et d\u2019autre part, le Bureau de la concurrence fait appliquer les lois concernant les pratiques marketing trompeuses.<\/p>\n

Mais quoi divulguer\u2009? Et comment\u2009? <\/strong><\/p>\n

Dans le but de clarifier la mise en application de la divulgation, le comit\u00e9 directeur sur le marketing d\u2019influence des Normes de la publicit\u00e9 a r\u00e9cemment d\u00e9velopp\u00e9 des Lignes directrices sur la Divulgation<\/a>. Aur\u00e9lie Sauthier, pr\u00e9sidente et cofondatrice de Made In et pr\u00e9sidente du comit\u00e9, ainsi que Danielle Lefran\u00e7ois, directrice des Communications, Normes de la publicit\u00e9, expliquent en quoi consistent ces r\u00e8gles dans un webinair en fran\u00e7ais<\/a> le 19 juillet 2018.<\/p>\n

Le principe g\u00e9n\u00e9ral de ces lignes est \u00ab\u2009d\u2019\u00eatre franc d\u00e8s le d\u00e9part\u2009\u00bb, remarque d\u2019embl\u00e9e Wong. Les divulgations ont pour but d\u2019\u00eatre transparent et honn\u00eate aux yeux des consommateurs expos\u00e9s \u00e0 du contenu commandit\u00e9. \u00ab\u2009Dans le doute, il est plus prudent de divulguer\u2009\u00bb, d\u2019ajouter Wong.<\/p>\n

 <\/p>\n

\u00c0 faire\u00a0:<\/u><\/h3>\n

Communiquez clairement les divulgations, en utilisant des mots-clics reconnus.<\/strong><\/p>\n

Les mots-clics consid\u00e9r\u00e9s comme clairs et reconnus sont\u00a0: #pub, #commandit\u00e9, #XYZ_ambassadeur, #XYZ_partenaire (o\u00f9 \u00ab\u2009WYZ\u2009\u00bb est le nom de la marque). En anglais, ils sont\u00a0: #ad, #sponsored, #XYZ_Ambassadeur et #XYZ_Partner. \u00c0 noter que les divulgations peuvent \u00e9galement \u00eatre faites en langage courant. Par exemple\u00a0: \u00ab\u2009Je suis fier d\u2019avoir collabor\u00e9 avec la marque X pour le lancement du produit Y\u2009\u00bb,<\/p>\n

Pr\u00e9sentez les divulgations en amont, de fa\u00e7on directe et identifiable, surtout dans le cas d\u2019une vid\u00e9o<\/strong><\/p>\n

Les divulgations doivent \u00eatre plac\u00e9es bien en \u00e9vidence, d\u00e8s le d\u00e9but de la vid\u00e9o ; une divulgation plac\u00e9e \u00e0 la fin de la vid\u00e9o \u00e9tant plus susceptible de ne pas \u00eatre vue. Ainsi, au d\u00e9but d\u2019une vid\u00e9o sur YouTube, l\u2019influenceur pourra faire connaitre la relation d’affaires en sous-titre, tout en la mentionnant \u00e0 l\u2019audio.<\/p>\n

G\u00e9rez les divulgations ind\u00e9pendamment des r\u00e9seaux de m\u00e9dias sociaux et de leurs r\u00e9glages en mati\u00e8re de divulgation<\/strong><\/p>\n

Certaines plateformes sociales offrent des fonctions permettant de divulguer les relations publicitaires, mais cela ne suffit pas. Par exemple, la mention \u00ab\u2009partenariat pay\u00e9\u2009\u00bb qui clignote \u00e0 l\u2019\u00e9cran quelques secondes seulement n\u2019est nettement pas suffisante. D\u00e8s lors, les fonctionnalit\u00e9s de divulgation des plateformes sociales doivent donc imp\u00e9rativement \u00eatre utilis\u00e9es de concert avec d\u2019autres bonnes pratiques.<\/p>\n

 <\/p>\n

\u00c0 ne pas faire\u00a0: <\/u><\/h3>\n

Ne dissimulez pas la divulgation<\/strong><\/p>\n

Les divulgations doivent \u00eatre claires et bien visibles. Si elles sont enfouies dans une longue liste de mots-clics, ou plac\u00e9es loin du message principal de la publication, elles pourraient \u00eatre consid\u00e9r\u00e9es comme \u00e9tant cach\u00e9es.<\/p>\n

N’utilisez pas une divulgation g\u00e9n\u00e9rale<\/strong><\/p>\n

Les divulgations g\u00e9n\u00e9rales dans une bio ou dans la section \u00ab\u2009\u00c0 propos\u2009\u00bb ne r\u00e9pondent pas aux crit\u00e8res de divulgation recommand\u00e9s puisque les visiteurs peuvent lire les critiques ou les vid\u00e9os, sans voir la divulgation plac\u00e9e sur une autre page.<\/p>\n

Ne recourez pas \u00e0 des phrases ou \u00e0 des mots-clics ambigus <\/strong><\/p>\n

#ambassadeur, #partenaire, #comm, #Promo, # RP et #marque sont des mots-clics ambigus puisqu\u2019ils n\u2019indiquent pas clairement qu\u2019il existe un lien mat\u00e9riel entre une marque et un influenceur. \u00ab\u2009Au bout du compte, il s\u2019agit encore une fois d\u2019\u00eatre clair et transparent face aux consommateurs expos\u00e9s \u00e0 ce type de contenu\u2009\u00bb, de conclure Wong.<\/p>\n

Une divulgation claire aura un impact positif sur vos marques <\/strong><\/p>\n

Pensez-y. Lorsque le lien mat\u00e9riel n\u2019est pas divulgu\u00e9 proprement, vous \u00eates non seulement expos\u00e9s \u00e0 de lourdes amendes, mais c\u2019est l\u2019image de vos marques elle-m\u00eame qui risque d\u2019\u00eatre ternie aux yeux des consommateurs.<\/p>\n

Madame Yates rappelle qu\u2019un sondage des Normes de publicit\u00e9 aupr\u00e8s de consommateurs a d\u00e9montr\u00e9 que 91\u00a0% des r\u00e9pondants consid\u00e9raient comme important d\u2019\u00eatre inform\u00e9 si un contenu marketing \u00e9tait commandit\u00e9. Et 85\u00a0% d\u2019entre eux ont pr\u00e9cis\u00e9 que leur appr\u00e9ciation d\u2019une marque augmente lorsque celle-ci \u00e9tait transparente en mati\u00e8re de placement de produits.<\/p>\n

\u00ab\u2009La bonne nouvelle est donc que, contrairement \u00e0 la fausse croyance des d\u00e9tracteurs de la divulgation, celle-ci n\u2019a pas d\u2019impact n\u00e9gatif sur les marques. C\u2019est tout le contraire qui se produit\u2009!\u2009\u00bb de conclure Yates.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le saviez-vous\u2009? Lorsqu\u2019il y a lien d\u2019affaires entre une marque et un influenceur, ceux-ci doivent faire connaitre aux consommateurs cette relation. Car d\u2019une part, le Code canadien des normes de la publicit\u00e9 exige la divulgation de tout lien mat\u00e9riel. Et d\u2019autre part, le Bureau de la concurrence fait appliquer les lois concernant les pratiques marketing […]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[482],"tags":[737,325,736],"acf":[],"yoast_head":"\nMarketing d\u2019influence\u00a0: divulgation\u00a0101 - Association canadienne des annonceurs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/fr\/2018\/marketing-dinfluence-divulgation-101\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing d\u2019influence\u00a0: divulgation\u00a0101 - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"Le saviez-vous\u2009? 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