{"id":7226,"date":"2025-04-17T11:33:33","date_gmt":"2025-04-17T09:33:33","guid":{"rendered":"https:\/\/ks-cs.ch\/?p=7226"},"modified":"2025-04-17T12:16:34","modified_gmt":"2025-04-17T10:16:34","slug":"interdictions-publicitaires-une-politique-symbolique-nuisible","status":"publish","type":"post","link":"https:\/\/ks-cs.ch\/fr\/interdictions-publicitaires-une-politique-symbolique-nuisible\/","title":{"rendered":"News-Politiques : Interdictions publicitaires; une politique symbolique nuisible"},"content":{"rendered":"

ACTUALIT\u00c9S<\/h2>\n
\n

V\u00e9rification des faits: d\u00e9clarations sur la publicit\u00e9 ext\u00e9rieure \u00e0 Zurich<\/a><\/h4>\n

\"\"<\/a><\/p>\n

Dans le d\u00e9bat sur la restriction de la publicit\u00e9 ext\u00e9rieure sur le domaine public \u00e0 Zurich, il n’est pas rare que des faits impr\u00e9cis ou erron\u00e9s soient utilis\u00e9s comme arguments. KS\/CS a analys\u00e9 quatre de ces affirmations et les a replac\u00e9es dans leur contexte ici.<\/a><\/p>\n

 <\/p>\n

Zurich: la publicit\u00e9 en vitrine dans le collimateur<\/a><\/h4>\n

\"\"<\/a><\/h4>\n

Une interpellation parlementaire<\/a> d\u00e9pos\u00e9e au Conseil municipal de Zurich remet en question les autorisations actuelles d’installer des \u00e9crans publicitaires dans les vitrines \u00e0 des fins d\u2019auto-promotion et demande donc au Conseil municipal des r\u00e9ponses, par exemple sur le nombre d’autorisations demand\u00e9es et accord\u00e9es au cours des 15 derni\u00e8res ann\u00e9es. Les habitants sont fondamentalement g\u00ean\u00e9s par les \u00e9crans publicitaires et demandent un examen particulier de leur compatibilit\u00e9. Le Conseil municipal n’a pas encore r\u00e9pondu, mais KS\/CS suit de pr\u00e8s le sujet.<\/p>\n

 <\/p>\n

Nouvelles de la Berne f\u00e9d\u00e9rale<\/h2>\n
\n

CTT: deuxi\u00e8me proposition de contre-projet indirect \u00e0 l’initiative SSR \u00e9galement rejet\u00e9e<\/a><\/h4>\n

\"\"<\/a><\/p>\n

Dans le cadre de l’initiative populaire \u00ab200 francs, \u00e7a suffit! (initiative SSR) \u00bb<\/a>, les Commissions f\u00e9d\u00e9rales des transports et des t\u00e9l\u00e9communications (CTT) travaillent \u00e0 l’\u00e9laboration d’un contre-projet \u00e0 l’initiative. Un premier contre-projet indirect n’ayant pas convaincu les deux commissions, la CTT-N a tent\u00e9 une nouvelle fois sa chance avec l’initiative parlementaire 25.433<\/a>, que la CTT-E a \u00e9galement rejet\u00e9e aujourd’hui. La deuxi\u00e8me contre-proposition visait \u00e0 supprimer progressivement la redevance radio-t\u00e9l\u00e9vision des entreprises d’ici 2035. La CTT-N demandait \u00e9galement au Conseil f\u00e9d\u00e9ral d’abroger la modification de l’ORTV d\u00e9cid\u00e9e en 2024 (ici,<\/a> notre prise de position sur la consultation relative \u00e0 l’ORTV). Ce dernier propose \u00e9galement la suppression de la redevance des entreprises, ainsi qu’une r\u00e9duction progressive de la redevance des m\u00e9nages \u00e0 300 francs. Pour KS\/CS, l’essentiel reste de mener une discussion plus cibl\u00e9e sur les possibilit\u00e9s de financement de la SSR, par exemple en am\u00e9liorant l\u2019offre publicitaire. Vers l’initiative.<\/a><\/p>\n

 <\/p>\n

Actualit\u00e9s du secteur<\/h2>\n
\n

Publicit\u00e9 ext\u00e9rieure : \u00abUne interdiction locale de la publicit\u00e9 reste symbolique\u00bb<\/a><\/h4>\n

\"\"<\/a><\/p>\n

Dans une interview accord\u00e9e \u00e0 pers\u00f6nlich.com<\/a>, Marcus Sch\u00f6gel, expert en marketing \u00e0 l’universit\u00e9 de Saint-Gall, explique l’importance de trouver des solutions diff\u00e9renci\u00e9es plut\u00f4t que de recourir \u00e0 des mesures g\u00e9n\u00e9rales en mati\u00e8re de publicit\u00e9 ext\u00e9rieure. La restriction de la publicit\u00e9 ext\u00e9rieure d\u00e9cid\u00e9e par le Conseil municipal de Zurich reste symbolique et n’entra\u00eenera pas de changement structurel dans la consommation. Il est critiquable que la communication commerciale soit globalement consid\u00e9r\u00e9e comme manipulatrice dans le d\u00e9bat. Selon M. Sch\u00f6gel, une diminution des surfaces publicitaires ext\u00e9rieures pourrait acc\u00e9l\u00e9rer la tendance \u00e0 la num\u00e9risation et devenir un d\u00e9fi pour les petits annonceurs, qui perdraient une visibilit\u00e9 \u00e0 grande \u00e9chelle avec des moyens relativement faibles. Vers l’article.<\/a><\/p>\n

 <\/p>\n

 <\/p>\n

S’abonner maintenant<\/a><\/h3>\n","protected":false},"excerpt":{"rendered":"

Le march\u00e9 publicitaire suisse doit \u00eatre renforc\u00e9, et non restreint par des nouvelles interdictions. Ceci, en particulier, tenant compte de la croissance constante des plateformes internationales. C’est pourquoi nous nous engageons d’une part \u00e0 renforcer les moyens publicitaires suisses qui ont fait leurs preuves et d’autre part en demandant de bonnes conditions-cadres pour de nouvelles possibilit\u00e9s publicitaires innovantes.<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[12],"tags":[],"class_list":["post-7226","post","type-post","status-publish","format-standard","hentry","category-nouvelles"],"yoast_head":"\nNews-Politiques : Interdictions publicitaires; une politique symbolique nuisible - KS\/CS Communication Suisse<\/title>\n<meta name=\"description\" content=\"Le march\u00e9 publicitaire suisse doit \u00eatre renforc\u00e9, et non restreint par des nouvelles interdictions. 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