{"id":2127,"date":"2014-12-29T10:41:40","date_gmt":"2014-12-29T08:41:40","guid":{"rendered":"https:\/\/www.legalife.fr\/blog\/?p=2127"},"modified":"2015-06-02T16:54:40","modified_gmt":"2015-06-02T14:54:40","slug":"microsoft-apple-et-la-confrontation-par-publicite","status":"publish","type":"post","link":"https:\/\/www.legalife.fr\/guides-juridiques\/microsoft-apple-et-la-confrontation-par-publicite\/","title":{"rendered":"Microsoft, Apple et la confrontation par publicit\u00e9"},"content":{"rendered":"<p>Depuis quelques jours, Microsoft diffuse en France une publicit\u00e9 pour sa nouvelle tablette. Il s\u2019agit de la premi\u00e8re publicit\u00e9 dite \u201c<em>comparative<\/em>\u201d sur des produits de haute technologie en France. En effet, Microsoft y compare les attributs de son produit avec celui de son concurrent Apple, en soulignant les avantages que pr\u00e9sente son produit par rapport \u00e0 celui de la Pomme.<\/p>\n<p style=\"text-align: justify;\">Naturellement, on pourrait se demander si cette publicit\u00e9 n\u2019est pas d\u00e9nigrante, et si Apple n\u2019aurait pas de quoi fonder une action en concurrence d\u00e9loyale.<\/p>\n<div id=\"toc_container\" class=\"no_bullets\"><p class=\"toc_title\">Table des mati&egrave;res<\/p><ul class=\"toc_list\"><li><a href=\"#Action_en_concurrence_deloyale\"><span class=\"toc_number toc_depth_1\">1<\/span> Action en concurrence d\u00e9loyale<\/a><\/li><li><a href=\"#Publicite_comparative_en_France\"><span class=\"toc_number toc_depth_1\">2<\/span> Publicit\u00e9 comparative en France<\/a><\/li><li><a href=\"#La_publicite_de_Microsoft_est-elle_comparative_ou_denigrante\"><span class=\"toc_number toc_depth_1\">3<\/span> La publicit\u00e9 de Microsoft est-elle comparative ou d\u00e9nigrante ?<\/a><\/li><\/ul><\/div>\n<h2 style=\"text-align: justify;\"><span id=\"Action_en_concurrence_deloyale\">Action en concurrence d\u00e9loyale<\/span><\/h2>\n<p style=\"text-align: justify;\">L\u2019action en concurrence d\u00e9loyale est fond\u00e9e sur le r\u00e9gime de responsabilit\u00e9 de droit commun, \u00e0 savoir l\u2019article 1382 du Code civil, qui dispose que \u201c<i>tout fait quelconque de l\u2019homme, qui cause un dommage, oblige celui par la faute duquel il est arriv\u00e9 \u00e0 le r\u00e9parer<\/i>\u201d. Par cons\u00e9quent, pour qu\u2019Apple puisse engager la responsabilit\u00e9 de Microsoft, il lui suffirait de prouver un pr\u00e9judice, une faute, et un lien de causalit\u00e9.<\/p>\n<p style=\"text-align: justify;\">Dans le cas d\u2019une publicit\u00e9 d\u00e9nigrante, la faute serait relativement facile \u00e0 \u00e9tablir : il suffit que le spot publicitaire, les affiches ou tout autre type de support publicitaire soient consid\u00e9r\u00e9s comme d\u00e9nigrants. Le dommage, quant \u00e0 lui, pourrait \u00eatre l\u2019atteinte \u00e0 la r\u00e9putation de l\u2019entreprise ou de ses produits, ou encore une chute des ventes suite \u00e0 cette publicit\u00e9.<\/p>\n<p style=\"text-align: justify;\">Il faut noter cependant, que l\u2019action en concurrence d\u00e9loyale peut \u00eatre entam\u00e9e en cas de d\u00e9nigrement. La comparaison de produits en soi ne constitue pas un d\u00e9nigrement \u00e0 elle seule.<\/p>\n<h2 style=\"text-align: justify;\"><span id=\"Publicite_comparative_en_France\">Publicit\u00e9 comparative en France<\/span><\/h2>\n<p>En France, la publicit\u00e9 comparative \u00e9tait interdite jusqu\u2019\u00e0 la moiti\u00e9 des ann\u00e9es 1980. Elle \u00e9tait assimil\u00e9e \u00e0 un type de concurrence d\u00e9loyale.<\/p>\n<p style=\"text-align: justify;\">En 1986, se produit alors le premier changement significatif. La Cour de cassation, dans un arr\u00eat du 22 juillet 1986, avait accept\u00e9 la publicit\u00e9 comparative, \u00e0 condition que celle-ci f\u00fbt r\u00e9alis\u00e9e \u00e0 propos d\u2019un produit identique, vendu dans les m\u00eames conditions par des commer\u00e7ants diff\u00e9rents. Naturellement, ceci r\u00e9duisait consid\u00e9rablement le champ d\u2019application de la publicit\u00e9 comparative.<\/p>\n<p style=\"text-align: justify;\">Au fur et \u00e0 mesure, le droit europ\u00e9en et le droit interne ont r\u00e9alis\u00e9 leurs apports en la mati\u00e8re, et ont bien d\u00e9fini le r\u00e9gime de la publicit\u00e9 comparative.<\/p>\n<p style=\"text-align: justify;\">Ce dernier est aujourd\u2019hui codifi\u00e9 dans le Code de la consommation, \u00e0 l\u2019article L.121-8, lequel dispose que \u201c<i>toute publicit\u00e9 qui met en comparaison des biens ou services en identifiant, implicitement ou explicitement, un concurrent ou des biens ou services offerts par un concurrent n\u2019est licite que si :<\/i><\/p>\n<ul>\n<li><i>Elle n\u2019est pas trompeuse ou de nature \u00e0 induire en erreur ;<\/i><\/li>\n<\/ul>\n<ul>\n<li><i>Elle porte sur des biens ou servies r\u00e9pondant aux m\u00eames besoins ou ayant le m\u00eame objectif ; et<\/i><\/li>\n<\/ul>\n<ul>\n<li><i>Elle compare objectivement une ou plusieurs caract\u00e9ristiques essentielles, pertinentes, v\u00e9rifiables et repr\u00e9sentatives de ces biens ou services, dont le prix peut faire partie (\u2026)\u201d.<\/i><\/li>\n<\/ul>\n<p style=\"text-align: justify;\">On peut donc voir, que depuis 1986 et l&#8217;arr\u00eat avant-gardiste de la Cour de cassation, le champ d\u2019application de la publicit\u00e9 comparative s\u2019est consid\u00e9rablement \u00e9tendu, puisque la comparaison peut \u00eatre r\u00e9alis\u00e9e entre des produits \u201c<i>r\u00e9pondant aux m\u00eames besoins ou ayant le m\u00eame objectif<\/i>\u201d et non seulement entre des produits identiques.<\/p>\n<h2 style=\"text-align: justify;\"><span id=\"La_publicite_de_Microsoft_est-elle_comparative_ou_denigrante\">La publicit\u00e9 de Microsoft est-elle comparative ou d\u00e9nigrante ?<\/span><\/h2>\n<p style=\"text-align: justify;\">Le spot publicitaire de la tablette de Microsoft semble \u00eatre conforme \u00e0 l\u2019article L.121-8 du Code de la consommation, dans la mesure o\u00f9 il compare des produits de m\u00eame nature : la tablette hybride de Microsoft et l\u2019ordinateur portable d\u2019Apple.<\/p>\n<p>Il ne semble pas non plus \u00eatre trompeur, puisque les avantages de la tablette soulign\u00e9s par le spot sont effectivement absents du produit d\u2019Apple (on pense notamment \u00e0 l\u2019\u00e9cran tactile).<\/p>\n<p>La comparaison est faite sur des \u201c<i>caract\u00e9ristiques essentielles, pertinentes, v\u00e9rifiables et repr\u00e9sentatives de ces biens ou services<\/i>\u201d.<\/p>\n<p style=\"text-align: justify;\">Il serait donc fort peu probable qu\u2019Apple engage une action en concurrence d\u00e9loyale, le gain de cause \u00e9tant difficile \u00e0 assurer, en l&#8217;absence de d\u00e9nigrement flagrant. La meilleure solution reste de <a title=\"Consulter un avocat sur legalife.fr\" href=\"https:\/\/www.legalife.fr\/consulter-un-avocat\">consulter un avocat<\/a> d\u00e8s qu&#8217;un probl\u00e8me de ce type survient.<\/p>\n\n<div class=\"kk-star-ratings\n     kksr-valign-bottom     kksr-align-left    \"\n    data-payload=\"{&quot;align&quot;:&quot;left&quot;,&quot;id&quot;:&quot;2127&quot;,&quot;slug&quot;:&quot;default&quot;,&quot;valign&quot;:&quot;bottom&quot;,&quot;reference&quot;:&quot;auto&quot;,&quot;count&quot;:&quot;4&quot;,&quot;readonly&quot;:&quot;&quot;,&quot;score&quot;:&quot;5&quot;,&quot;best&quot;:&quot;5&quot;,&quot;gap&quot;:&quot;5&quot;,&quot;greet&quot;:&quot;Rate this post&quot;,&quot;legend&quot;:&quot;5\\\/5 - (4 votes)&quot;,&quot;size&quot;:&quot;24&quot;,&quot;width&quot;:&quot;142.5&quot;,&quot;_legend&quot;:&quot;{score}\\\/{best} - ({count} {votes})&quot;}\">\n    \n<div class=\"kksr-stars\">\n    \n<div class=\"kksr-stars-inactive\">\n            <div class=\"kksr-star\" data-star=\"1\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 142.5px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n    \n<div class=\"kksr-legend\">\n            5\/5 - (4 votes)    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Depuis quelques jours, Microsoft diffuse en France une publicit\u00e9 pour sa nouvelle tablette. Il s\u2019agit de la premi\u00e8re publicit\u00e9 dite \u201ccomparative\u201d sur des produits de haute technologie en France. En effet, Microsoft y compare les attributs de son produit avec celui de son concurrent Apple, en soulignant les avantages que pr\u00e9sente son produit par rapport [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":2131,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[113],"tags":[164,165,143],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Microsoft, Apple et la confrontation par publicit\u00e9 - LegaLife<\/title>\n<meta name=\"description\" content=\"Microsoft a r\u00e9cemment lanc\u00e9 une publicit\u00e9 dans lequel elle compare un produit avec celui de son concurrent direct. 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