2015_Surreptitious advertising in radio programmes

EASA Info Request
Information request on surreptitious advertising in radio programmes
Requested by: SEE, GR
March 2015
Background
Recently in Greece there have been some cases of surreptitious advertising practices in
radio programmes.
It was not the content of the advertisements that was problematic, but omission of
notification about the fact these were advertisements, and/or unclear and insufficient
identification of advertising itself. As a result, some radio stations received fines from the
authorities.
Questions
Do you know of any specific definition of ‘surreptitious advertising’ providing an
explanation of the exact meaning of this term, in particular in regard to radio
advertising?
o If yes, please provide us with a summary or translation of the relevant definition
in English.
Do you know of any specific code or guidelines explaining rules regarding
surreptitious advertising, in particular in regard to radio advertising?
o If yes, please provide us with a summary or translation of the relevant rules in
English.
Surreptitious advertising in radio programmes
EASA Info Request
Answer
AER – Association of European Radios
The rules regarding surreptitious advertising are quite well defined in France. There are
stipulated in Décret n°92-280 du 27 mars 1992. Moreover, The Conseil supérieur de
l’audiovisuel (CSA) provides some guidance as far as surreptitious advertising is concerned.
1. Décret n°92-280 du 27 mars 1992
The law in a form of Décret n°92-280 du 27 mars 1992 (‘décret’ is a regulatory text from the
Government to implement the law adopted by the Parliament) indicates that:
‘L’article 9 du décret du 27 mars 1992 modifié qualifie de publicité clandestine « la
présentation verbale ou visuelle de marchandises, de services, du nom, de la marque ou des
activités d'un producteur de marchandises ou d'un prestataire de services dans des
programmes, lorsque cette présentation est faite dans un but publicitaire.’
The aforementioned reference to Article 9 can be translated as follows:
Article 9 of the March 27th, 1992, décret qualifies surreptitious advertising as “the verbal or
visual presentation of products, services, name, brand or activities of an operator providing a
product or a service in programmes, when this presentation is done with an advertising
aim”. This is preceded by a mention that states that “Surreptitious advertising is forbidden”
and by another article (10) stating specifically that “subliminal advertising is forbidden”.
Clearly, this has to be read in conjunction with other articles of the text, referring to the
format of an advertisement, especially Article 14, referring to the fact that advertising must
be easily identifiable and clearly separated from programmes by recognisable means
including the use of spots that are identifiable by sound.
The Décret n°92-280 du 27 mars 1992 can be accessed here.
Surreptitious advertising in radio programmes
EASA Info Request
2. The Conseil supérieur de l'audiovisuel (CSA)
The Conseil supérieur de l'audiovisuel (CSA) explains its practice as follows1:
‘C'est une pratique répandue et régulièrement sanctionnée par le CSA. En cas de non-respect
par le diffuseur de la réglementation existante, le Conseil a la possibilité d’engager une
procédure de sanction qui peut notamment déboucher sur une sanction financière.
Toute référence dans des émissions à des biens ou des services n’est pas pour autant exclue,
dès lors qu’elle revêt un caractère d’information.
Une publicité est qualifiée de clandestine lorsque sont présentés des biens, services ou autres
marques, en dehors des écrans publicitaires, et ce dans un « but publicitaire », c’est-à-dire
dans le but non pas d’informer, mais de promouvoir.
Le Conseil n’a pas à apporter la preuve que la promotion s’est faite contre rémunération ni
de manière intentionnelle. Il lui revient d’apprécier au cas par cas les différentes pratiques
décelées sur les antennes, et éventuellement d'intervenir lorsqu’une de celles-ci lui apparaît
litigieuse.
Le CSA dispose à cet effet d’un faisceau d’indices:
• l’absence de pluralité dans la présentation des biens, services ou marques;
• la complaisance affichée envers tel ou tel produit;
• la fréquence de la citation et/ou de la visualisation du produit ou de la marque;
• l’indication de l’adresse ou des coordonnées téléphoniques ou internet d’un annonceur;
• l’absence de tout regard critique.’
The main points can be translated as follows:
1
-
Any reference in a programme to products or services is not excluded, as long as it
has the nature of informing the people.
-
An advertisement is qualified as surreptitious when products, services or brands
are presented outside advertising spots and with an advertising aim, in other
words when the aim is not to inform, but to promote.
-
The CSA does not have to prove that the promotion was done against remuneration
or intentionally. The CSA can evaluate on a case by case basis this practice.
These rules apply both to TV and radio advertising.
Surreptitious advertising in radio programmes
EASA Info Request
-
There are some guidance to carry out this evaluation which include:
 Lack of plurality in the presentation of products, services or brands (this is why
show hosts usually try in France to present three brands at the same time
when informing on a product or service);
 Obvious indulgence/deference towards a given product;
 Frequent quoting or appearance of the product or brand;
 Communication of the alleged advertiser’s contact details;
 Lack of any critical perspective.
Specific reference to surreptitious advertising is also made on the Conseil supérieur de
l'audiovisuel website (at the bottom of the page).
Surreptitious advertising in radio programmes