{"id":40423,"date":"2023-06-16T07:28:18","date_gmt":"2023-06-16T07:28:18","guid":{"rendered":"https:\/\/ebrandservices.fr\/?p=36001"},"modified":"2024-12-10T10:16:13","modified_gmt":"2024-12-10T10:16:13","slug":"linfluence-une-solution-a-la-lutte-anti-contrefacon","status":"publish","type":"post","link":"https:\/\/ebrand.com\/fr\/blog\/linfluence-une-solution-a-la-lutte-anti-contrefacon\/","title":{"rendered":"L\u2019INFLUENCE, UNE SOLUTION \u00c0 LA LUTTE ANTI-CONTREFA\u00c7ON ?"},"content":{"rendered":"<p><span style=\"font-size: x-large;\">Lors de la journ\u00e9e mondiale anti-contrefa\u00e7on 2023, l\u2019Union des Fabricants a os\u00e9 demander si les influenceurs eux-m\u00eames ne pourraient pas jouer un r\u00f4le d\u00e9terminant et efficace dans le combat men\u00e9 sur Internet contre la contrefa\u00e7on, alors que le l\u00e9gislateur tente actuellement de r\u00e9guler leur profession afin de limiter les arnaques en ligne.<\/span><\/p>\n<p>Pour mieux lutter contre le piratage sur Internet, de nombreuses entreprises et\/ou administrations font appel \u00e0 des hackers \u00e9thiques. Afin de combattre la contrefa\u00e7on en ligne, pourquoi ne pas solliciter l\u2019aide des influenceurs vertueux ? C\u2019est la question que l\u2019<a href=\"https:\/\/www.unifab.com\">UNIFAB<\/a> n\u2019h\u00e9site pas \u00e0 poser \u00e0 l\u2019occasion de la journ\u00e9e mondiale anti-contrefa\u00e7on. Lorsqu\u2019on consid\u00e8re que 80,5 % des Fran\u00e7ais d\u00e9tiennent un compte sur un r\u00e9seau social (Instagram, Snapchat, Facebook, Twitter\u2026), y passent pr\u00e8s de 2 heures par jour et, souvent, y \u00e9coutent aveugl\u00e9ment les conseils des 150 000 cr\u00e9ateurs de contenus recens\u00e9s, cette piste pr\u00e9sente un certain int\u00e9r\u00eat.<\/p>\n<h2>POURQUOI ? DES \u00ab INFLUVOLEURS \u00bb DE PLUS EN PLUS NOMBREUX<\/h2>\n<p>Encore en minorit\u00e9 face aux cr\u00e9ateurs de contenus vertueux, les \u00ab influvoleurs \u00bb, du nom du hashtag #influvoleurs lanc\u00e9 en 2022 par le rappeur Booba pour tenter de les combattre, sont de plus en plus nombreux sur la toile. Ils se livrent \u00e0 la promotion de produits ill\u00e9gaux en incitant leur communaut\u00e9 \u00e0 se mettre en danger.<\/p>\n<h3>L&rsquo;influence<\/h3>\n<p>Le nombre d\u2019utilisateurs des plateformes et r\u00e9seaux sociaux, en constante augmentation, favorise l\u2019envol\u00e9e de la vente en ligne et constitue ainsi une opportunit\u00e9 unique pour les contrefacteurs qui profitent de la notori\u00e9t\u00e9 de certaines personnalit\u00e9s peu scrupuleuses du monde digital. Leur objectif est de convaincre et persuader que l\u2019achat de produits contrefaisants est anodin et sans risque. Des tests frauduleux qui comparent un vrai et un faux produit sont effectu\u00e9s : leur r\u00e9sultat fait croire qu\u2019il n\u2019y a aucune diff\u00e9rence entre les deux et d\u00e9clenche l\u2019achat de contrefa\u00e7ons en rendant les cyber acheteurs complices de ces activit\u00e9s illicites.<\/p>\n<h2>LES CHIFFRES CL\u00c9S<\/h2>\n<p>Un sondage, r\u00e9alis\u00e9 aupr\u00e8s de la communaut\u00e9 de 166 000 abonn\u00e9s (influenceurs et consommateurs) de la cr\u00e9atrice de contenus May Berthelot, permet d\u2019\u00e9valuer l\u2019ampleur du ph\u00e9nom\u00e8ne.<\/p>\n<h3>C\u00f4t\u00e9 consommateurs :<\/h3>\n<ul>\n<li>49 % ont d\u00e9j\u00e0 \u00e9t\u00e9 confront\u00e9s \u00e0 de la promotion de produits de contrefa\u00e7on via des contenus d\u2019influenceurs ;<\/li>\n<li>28 % se sont demand\u00e9 si le produit promu \u00e9tait authentique ;<\/li>\n<li>72 % des consommateurs expos\u00e9s ont clairement compris que le produit promu \u00e9tait de la contrefa\u00e7on ;<\/li>\n<li>30 % signalent les contenus illicites aux plateformes contre 70 % qui ne le font pas en raison d\u2019une proc\u00e9dure complexe ou parce qu\u2019ils ignorent comment faire.<\/li>\n<\/ul>\n<h3>C\u00f4t\u00e9 influenceurs :<\/h3>\n<ul>\n<li>20 % ont d\u00e9j\u00e0 \u00e9t\u00e9 sollicit\u00e9s pour promouvoir des produits de contrefa\u00e7on ;<\/li>\n<li>3 %, soit 95 sur 2 961 r\u00e9pondants, ont accept\u00e9 le contrat consciemment.<\/li>\n<\/ul>\n<p>Il est par ailleurs utile de rappeler que, selon un sondage IFOP, 37 % des consommateurs en France ont d\u00e9j\u00e0 achet\u00e9 une contrefa\u00e7on en pensant que le produit \u00e9tait authentique. Ce chiffre atteint 43 % pour la tranche des 15-24 ans.<\/p>\n<h2>L\u2019ADOPTION DE LA LOI \u00ab INFLUENCE \u00bb<\/h2>\n<p>Alert\u00e9 par ce type de pratiques trompeuses, le minist\u00e8re de l\u2019\u00c9conomie, des Finances et de la Souverainet\u00e9 Num\u00e9rique, s\u2019est r\u00e9cemment saisi du sujet, en impliquant notamment l\u2019<a href=\"https:\/\/www.unifab.com\">Unifab<\/a>.<\/p>\n<p>Les r\u00e9sultats des travaux men\u00e9s, ont permis aux d\u00e9put\u00e9s St\u00e9phane Vojetta et Arthur Delaporte de cor\u00e9diger la proposition de loi \u00ab influence \u00bb adopt\u00e9e \u00e0 l\u2019unanimit\u00e9, avec pour principal objectif : pallier les lacunes l\u00e9gislatives sur ce sujet et, par ricochet, pr\u00e9server l\u2019\u00e9conomie, l\u2019environnement ainsi que la sant\u00e9 et la s\u00e9curit\u00e9 des consommateurs.<\/p>\n<p>Les chiffres des saisies de la douane d\u00e9montrent ais\u00e9ment, s\u2019il en \u00e9tait besoin, \u00e0 quel point il est urgent d\u2019encadrer des pratiques d&rsquo;influence qui favorisent ce fl\u00e9au en pleine expansion : 11,53 millions de faux produits stopp\u00e9s aux fronti\u00e8res de la France en 2022 dont 30 % environ ont \u00e9t\u00e9 saisis dans des petits colis \u00e0 la suite d\u2019achats effectu\u00e9s sur Internet.<\/p>\n<blockquote><p>\u00ab Cette loi, au lendemain de son passage au S\u00e9nat, pose la question de la responsabilit\u00e9 de toutes les parties prenantes. Influenceurs, agents, annonceurs et plateformes doivent s\u2019engager \u00e0 respecter des r\u00e8gles \u00e9l\u00e9mentaires et fondamentales destin\u00e9es \u00e0 assurer la protection de leurs communaut\u00e9s\/utilisateurs quel que soit le canal d\u2019achat \u00bb d\u00e9clare Christian Peugeot, Pr\u00e9sident de l\u2019<a href=\"https:\/\/www.unifab.com\">Unifab<\/a>.<\/p>\n<p>\u00ab La contrefa\u00e7on et les ventes illicites en ligne ont suivi le mouvement exponentiel du digital dans nos vies de consommateurs comme dans nos entreprises. Mais les parades existent. Nous utilisons aujourd\u2019hui <a href=\"https:\/\/ebrandservices.fr\/services\/lutte-anti-contrefacon\/\">des outils<\/a> puissants qui permettent de surveiller la toile et de d\u00e9jouer en amont la majeure partie des atteintes \u00bb, souligne <a href=\"https:\/\/ebrandservices.fr\/qui-sommes-nous\/notre-equipe\/\">Pierre Berecz<\/a>, Pr\u00e9sident d\u2019EBRAND France et partenaire de l\u2019Unifab.<\/p><\/blockquote>\n<h2>CONSEIL D\u2019EXPERT<\/h2>\n<p>Les entreprises, et notamment les marques, sont les premi\u00e8res victimes de la contrefa\u00e7on et des pratiques ill\u00e9gales qui se d\u00e9veloppent sur le Web, en termes de chiffre d\u2019affaires, mais aussi d\u2019image et de confiance. Pour ces raisons, la ma\u00eetrise de leur r\u00e9seau de distribution sur Internet et leur lutte contre la vente de produits contrefaits ne peuvent que reposer sur la mise en place d\u2019une surveillance automatis\u00e9e de la toile. Celle-ci doit \u00eatre globale, afin de disposer en permanence d\u2019une vision \u00e9tendue sur l\u2019ensemble des plateformes et sites de vente, des r\u00e9seaux sociaux, des appstores ainsi que sur l\u2019enregistrement des noms de domaine et sous-domaines, quels que soient les pays o\u00f9 ils sont implant\u00e9s ou enregistr\u00e9s.<\/p>\n<p>Il est donc important de rappeler que la lutte anti-contrefa\u00e7on comme la protection du r\u00e9seau de distribution est un projet qui doit \u00eatre men\u00e9 comme tel au sein de l\u2019entreprise. Ce projet s\u2019organise avec l\u2019appui <a href=\"https:\/\/ebrandservices.fr\/qui-sommes-nous\/notre-equipe\/\">d\u2019experts<\/a> mais aussi et surtout <a href=\"https:\/\/ebrandservices.fr\/services\/lutte-anti-contrefacon\/\">des outils de nouvelle g\u00e9n\u00e9ration<\/a> qui permettent d\u2019industrialiser :<\/p>\n<ul>\n<li>la d\u00e9tection des annonces frauduleuses,<\/li>\n<li>la suppression de celles-ci,<\/li>\n<li>l\u2019identification et la notification des vendeurs en infraction.<\/li>\n<\/ul>\n<p><em>Par Rapha\u00ebl TESSIER et Sophie AUDOUSSET pour EBRAND France.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lors de la journ\u00e9e mondiale anti-contrefa\u00e7on 2023, l\u2019Union des Fabricants a os\u00e9 demander si les influenceurs eux-m\u00eames ne pourraient pas jouer un r\u00f4le d\u00e9terminant et efficace dans le combat men\u00e9 sur Internet contre la contrefa\u00e7on, alors que le l\u00e9gislateur tente actuellement de r\u00e9guler leur profession afin de limiter les arnaques en ligne. Pour mieux lutter [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":40641,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[900],"tags":[],"class_list":["post-40423","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contrefacon"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>L\u2019influence, une solution \u00e0 la lutte anti-contrefa\u00e7on ? - EBRAND<\/title>\n<meta name=\"description\" content=\"En 2023, l\u2019Union des Fabricants sugg\u00e8re un r\u00f4le cl\u00e9 des influenceurs contre la contrefa\u00e7on, alors que leur r\u00e9gulation est en d\u00e9bat.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ebrand.com\/fr\/blog\/linfluence-une-solution-a-la-lutte-anti-contrefacon\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019INFLUENCE, UNE SOLUTION \u00c0 LA LUTTE ANTI-CONTREFA\u00c7ON ?\" \/>\n<meta property=\"og:description\" content=\"En 2023, l\u2019Union des Fabricants sugg\u00e8re un r\u00f4le cl\u00e9 des influenceurs contre la contrefa\u00e7on, alors que leur r\u00e9gulation est en d\u00e9bat.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ebrand.com\/fr\/blog\/linfluence-une-solution-a-la-lutte-anti-contrefacon\/\" \/>\n<meta property=\"og:site_name\" content=\"EBRAND\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-16T07:28:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-10T10:16:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ebrand.com\/wp-content\/uploads\/2023\/06\/Influenceur.png\" \/>\n\t<meta property=\"og:image:width\" content=\"510\" \/>\n\t<meta property=\"og:image:height\" content=\"312\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Pierre Berecz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pierre Berecz\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/blog\\\/linfluence-une-solution-a-la-lutte-anti-contrefacon\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/blog\\\/linfluence-une-solution-a-la-lutte-anti-contrefacon\\\/\"},\"author\":{\"name\":\"Pierre Berecz\",\"@id\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/#\\\/schema\\\/person\\\/5135b414744106b1e8a8e81096553578\"},\"headline\":\"L\u2019INFLUENCE, UNE SOLUTION \u00c0 LA LUTTE ANTI-CONTREFA\u00c7ON ?\",\"datePublished\":\"2023-06-16T07:28:18+00:00\",\"dateModified\":\"2024-12-10T10:16:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/blog\\\/linfluence-une-solution-a-la-lutte-anti-contrefacon\\\/\"},\"wordCount\":1044,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/blog\\\/linfluence-une-solution-a-la-lutte-anti-contrefacon\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ebrand.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/Influenceur.png\",\"articleSection\":[\"Contrefa\u00e7on\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/ebrand.com\\\/fr\\\/blog\\\/linfluence-une-solution-a-la-lutte-anti-contrefacon\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/blog\\\/linfluence-une-solution-a-la-lutte-anti-contrefacon\\\/\",\"url\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/blog\\\/linfluence-une-solution-a-la-lutte-anti-contrefacon\\\/\",\"name\":\"L\u2019influence, une solution \u00e0 la lutte anti-contrefa\u00e7on ? 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