{"id":9762,"date":"2026-04-01T16:00:58","date_gmt":"2026-04-01T08:00:58","guid":{"rendered":"https:\/\/regask.com\/?p=9762"},"modified":"2026-04-06T10:36:08","modified_gmt":"2026-04-06T02:36:08","slug":"les-autorites-australiennes-de-la-publicite-confirment-une-plainte-concernant-la-publicite-non-divulguee-dun-influenceur-pour-une-boisson-sur-tiktok","status":"publish","type":"post","link":"https:\/\/regask.com\/fr\/australia-ad-standards-upholds-complaint-on-undisclosed-influencer-advertising-for-beverage-product-on-tiktok\/","title":{"rendered":"L&#039;autorit\u00e9 australienne de r\u00e9glementation publicitaire confirme une plainte concernant des informations non divulgu\u00e9es\u2026"},"content":{"rendered":"<p>Sur <strong>12 mars 2026,<\/strong> le <strong>Association australienne des annonceurs nationaux (AANA),<\/strong> \u00e0 travers son <strong>Comit\u00e9 communautaire,<\/strong> a rendu une d\u00e9cision concernant <strong>Exigences de transparence publicitaire dans le marketing d&#039;influence<\/strong> au sein du <strong>Secteur de l&#039;alimentation et des boissons.<\/strong> La d\u00e9cision fait suite \u00e0 une plainte concernant une publication TikTok faisant la promotion d&#039;une boisson, o\u00f9 <strong>La collaboration r\u00e9mun\u00e9r\u00e9e n&#039;a pas \u00e9t\u00e9 clairement divulgu\u00e9e.,<\/strong> et s&#039;applique aux entreprises qui font appel \u00e0 des influenceurs pour leurs promotions num\u00e9riques en Australie.<\/p>\n<div class=\"row\"  id=\"row-502737051\">\n\n\t<div id=\"col-537015963\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\t<div id=\"gap-1671589951\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1671589951 {\n  padding-top: 20px;\n}\n<\/style>\n\t<\/div>\n\t\n<h2>D\u00e9tails de la mise \u00e0 jour<\/h2>\n\t<div id=\"gap-917962420\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-917962420 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span data-contrast=\"auto\">Le\u00a0<\/span><b><span data-contrast=\"auto\">Panel communautaire AANA<\/span><\/b><span data-contrast=\"auto\">\u00a0Nous avons examin\u00e9 un cas concernant le contenu d&#039;un influenceur sur TikTok qui faisait la promotion d&#039;une boisson collaborative, mais\u00a0<\/span><b><span data-contrast=\"auto\">n&#039;a pas clairement identifi\u00e9 le contenu comme \u00e9tant de la publicit\u00e9<\/span><\/b><span data-contrast=\"auto\">. Le panel a conclu que pr\u00e9senter du contenu sponsoris\u00e9 comme organique ou personnel ne posait pas de probl\u00e8me.\u00a0<\/span><b><span data-contrast=\"auto\">enfreint les normes de transparence<\/span><\/b><span data-contrast=\"auto\">\u00a0en mati\u00e8re d&#039;\u00e9thique publicitaire.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Cette d\u00e9cision confirme que\u00a0<\/span><b><span data-contrast=\"auto\">Les publications des influenceurs doivent inclure une mention claire et visible des partenariats ou collaborations r\u00e9mun\u00e9r\u00e9s.<\/span><\/b><span data-contrast=\"auto\">\u00a0lors de la promotion de produits de marque. Il est pr\u00e9cis\u00e9 en outre que\u00a0<\/span><b><span data-contrast=\"auto\">Le contenu d&#039;apparence organique mais li\u00e9 \u00e0 des accords commerciaux reste soumis \u00e0 application de la loi<\/span><\/b><span data-contrast=\"auto\">, m\u00eame indirectement.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">La d\u00e9cision souligne \u00e9galement que\u00a0<\/span><b><span data-contrast=\"auto\">Les marques sont responsables du respect des r\u00e8gles par les influenceurs.<\/span><\/b><span data-contrast=\"auto\">, et pas seulement les cr\u00e9ateurs de contenu eux-m\u00eames. En cas de non-respect,\u00a0<\/span><b><span data-contrast=\"auto\">Les plateformes de m\u00e9dias sociaux peuvent supprimer le contenu suite \u00e0 des signalements des autorit\u00e9s r\u00e9glementaires.<\/span><\/b><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-537015963 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1201512403\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h2>Date limite<\/h2>\n\t<div id=\"gap-1975052191\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1975052191 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>La d\u00e9cision \u00e9tait <strong>publi\u00e9 le<\/strong> <strong>12 mars 2026,<\/strong> et s&#039;applique \u00e0 compter de cette date.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1201512403 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1996122518\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h2>Pourquoi c&#039;est important<\/h2>\n\t<div id=\"gap-1467444961\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1467444961 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Cette d\u00e9cision renforce <strong>clart\u00e9 r\u00e9glementaire autour de la transparence du marketing d&#039;influence<\/strong> et adapte l&#039;application de la loi \u00e0 l&#039;\u00e9volution de la situation<strong> Pratiques publicitaires num\u00e9riques.<\/strong> Elle favorise des normes de divulgation plus coh\u00e9rentes entre les plateformes et am\u00e9liore <strong>confiance des consommateurs,<\/strong> et encourage <strong>processus de conformit\u00e9 efficaces<\/strong> sans introduire de charge r\u00e9glementaire suppl\u00e9mentaire.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1996122518 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-448121861\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h2>Qui est concern\u00e9 ?<\/h2>\n\t<div id=\"gap-323170518\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-323170518 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Cette mise \u00e0 jour est pertinente pour <strong>\u00e9quipes marketing, professionnels des affaires r\u00e9glementaires, services juridiques et de conformit\u00e9, et \u00e9quipes de strat\u00e9gie num\u00e9rique<\/strong> au sein des organisations promouvant<strong> produits alimentaires et boissons via des influenceurs<\/strong> en Australie.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-448121861 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-538139024\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h2>Prochaines \u00e9tapes<\/h2>\n\t<div id=\"gap-1195570637\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1195570637 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span data-contrast=\"auto\">Les organisations devraient\u00a0<\/span><b><span data-contrast=\"auto\">examiner les accords de marketing d&#039;influence existants et le contenu num\u00e9rique<\/span><\/b><span data-contrast=\"auto\">\u00a0pour garantir que tout\u00a0<\/span><b><span data-contrast=\"auto\">Les relations commerciales sont clairement divulgu\u00e9es<\/span><\/b><span data-contrast=\"auto\">. Collaboration interfonctionnelle entre\u00a0<\/span><b><span data-contrast=\"auto\">\u00c9quipes juridiques, de conformit\u00e9 et de marketing<\/span><\/b><span data-contrast=\"auto\">\u00a0est essentiel \u00e0\u00a0<\/span><b><span data-contrast=\"auto\">mise \u00e0 jour des directives internes, approbation des flux de travail et programmes de formation<\/span><\/b><span data-contrast=\"auto\">\u00a0conform\u00e9ment aux exigences de transparence.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Face \u00e0 la surveillance r\u00e9glementaire croissante de la publicit\u00e9 num\u00e9rique, des solutions comme\u00a0<\/span><a href=\"http:\/\/regask.com\/fr\/\"><b><span data-contrast=\"auto\">RegASK<\/span><\/b><\/a><span data-contrast=\"auto\">\u00a0peut aider les organisations \u00e0 surveiller l&#039;\u00e9volution des exigences et \u00e0 garantir une conformit\u00e9 uniforme sur tous les march\u00e9s.\u00a0<a href=\"http:\/\/regask.com\/fr\/\"><strong>RegASK<\/strong><\/a>\u00a0est une plateforme de pointe d&#039;intelligence r\u00e9glementaire et d&#039;orchestration des flux de travail bas\u00e9e sur l&#039;IA agentique, qui permet aux organisations internationales des secteurs fortement r\u00e9glement\u00e9s, tels que les produits de consommation et les sciences de la vie, d&#039;anticiper les complexit\u00e9s r\u00e9glementaires. En combinant une IA agentique avanc\u00e9e et l&#039;expertise de sp\u00e9cialistes,\u00a0<a href=\"http:\/\/regask.com\/fr\/\">RegASK<\/a>\u00a0Elle fournit en temps opportun des informations pr\u00e9dictives exploitables et une automatisation de bout en bout, rationalisant les processus de conformit\u00e9, att\u00e9nuant les risques et acc\u00e9l\u00e9rant l&#039;acc\u00e8s au march\u00e9 dans plus de 160 pays. <strong><a href=\"http:\/\/regask.com\/fr\/\">En savoir plus<\/a> ou <a href=\"https:\/\/regask.com\/fr\/reserver-une-demo\/\">r\u00e9servez une d\u00e9mo maintenant.<\/a><\/strong><\/span><strong>\u00a0<\/strong><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-538139024 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n<\/div>\n<div class=\"row\"  id=\"row-1807028233\">\n\n\t<div id=\"col-830811063\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<div class=\"is-divider divider clearfix\" style=\"margin-top:2em;margin-bottom:2em;max-width:20%;height:1px;background-color:#a5acd9;\"><\/div>\n<h3>FAQ<\/h3>\n\t<div id=\"gap-743286945\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-743286945 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<h4><span class=\"TextRun MacChromeBold SCXW60762066 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW60762066 BCX0\">Qu\u2019a d\u00e9cid\u00e9 le comit\u00e9 communautaire de l\u2019AANA\u00a0?\u00a0<\/span><span class=\"NormalTextRun SCXW60762066 BCX0\">concernant<\/span><span class=\"NormalTextRun SCXW60762066 BCX0\">\u00a0La publicit\u00e9 d&#039;influenceurs ?<\/span><\/span><span class=\"EOP SCXW60762066 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h4>\n\t<div id=\"gap-1814111109\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1814111109 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span class=\"TextRun SCXW57770132 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW57770132 BCX0\">Le panel a confirm\u00e9 une plainte concernant le contenu d&#039;un influenceur faisant la promotion d&#039;une boisson.\u00a0<\/span><\/span><strong><span class=\"TextRun MacChromeBold SCXW57770132 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW57770132 BCX0\">a \u00e9chou\u00e9<\/span><span class=\"NormalTextRun SCXW57770132 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SCXW57770132 BCX0\">divulguer<\/span><span class=\"NormalTextRun SCXW57770132 BCX0\">\u00a0un partenariat r\u00e9mun\u00e9r\u00e9<\/span><\/span><\/strong><span class=\"TextRun SCXW57770132 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW57770132 BCX0\"><strong>,<\/strong> violation des normes de transparence publicitaire.<\/span><\/span><span class=\"EOP SCXW57770132 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-830811063 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1379750585\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h4><span class=\"TextRun MacChromeBold SCXW31461404 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW31461404 BCX0\">Quelles sont les obligations de divulgation en mati\u00e8re de marketing d&#039;influence en Australie\u00a0?<\/span><\/span><span class=\"EOP SCXW31461404 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h4>\n\t<div id=\"gap-1864309906\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1864309906 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Les publications des influenceurs doivent <strong>divulguer clairement et visiblement tout partenariat ou collaboration r\u00e9mun\u00e9r\u00e9(e)<\/strong> lors de la promotion de produits de marque.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1379750585 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-2105933541\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h4><span class=\"TextRun MacChromeBold SCXW16626374 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW16626374 BCX0\">Que se passe-t-il si le contenu des influenceurs n&#039;est pas conforme ?<\/span><\/span><span class=\"EOP SCXW16626374 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h4>\n\t<div id=\"gap-873136974\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-873136974 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span class=\"TextRun SCXW85634548 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW85634548 BCX0\">Le contenu non conforme peut \u00eatre\u00a0<\/span><\/span><strong><span class=\"TextRun MacChromeBold SCXW85634548 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW85634548 BCX0\">sous r\u00e9serve de mesures d&#039;ex\u00e9cution<\/span><\/span><\/strong><span class=\"TextRun SCXW85634548 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW85634548 BCX0\"><strong>,<\/strong> y compris<strong>\u00a0<\/strong><\/span><\/span><strong><span class=\"TextRun MacChromeBold SCXW85634548 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW85634548 BCX0\">Suppression par les plateformes de m\u00e9dias sociaux suite \u00e0 la r\u00e9glementation\u00a0<\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW85634548 BCX0\">r\u00e9f\u00e9rence<\/span><\/span><span class=\"TextRun SCXW85634548 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW85634548 BCX0\">.<\/span><\/span><span class=\"EOP SCXW85634548 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/strong><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-2105933541 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1742204392\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h4><span class=\"TextRun MacChromeBold SCXW467662 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW467662 BCX0\">Comment peut-on\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW467662 BCX0\">RegASK<\/span><span class=\"NormalTextRun SCXW467662 BCX0\">\u00a0aider les entreprises\u00a0<\/span><span class=\"NormalTextRun SCXW467662 BCX0\">se conformer \u00e0<\/span><span class=\"NormalTextRun SCXW467662 BCX0\">\u00a0R\u00e9glementation du marketing d&#039;influence ?<\/span><\/span><span class=\"EOP SCXW467662 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h4>\n\t<div id=\"gap-769584276\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-769584276 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><a href=\"http:\/\/regask.com\/fr\/\">RegASK<\/a> aide les organisations<strong> suivre les mises \u00e0 jour r\u00e9glementaires, \u00e9valuer les risques de non-conformit\u00e9 et rationaliser les processus d&#039;examen interne,<\/strong> veiller \u00e0 ce que les activit\u00e9s de marketing d&#039;influence soient align\u00e9es sur<strong> Exigences locales de divulgation selon les march\u00e9s. <\/strong><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1742204392 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n<\/div>","protected":false},"excerpt":{"rendered":"<p>On March 12, 2026, the Australian Association of National Advertisers (AANA), through its Community Panel, issued a decision addressing advertising disclosure requirements in influencer marketing within the food and beverage sector. The ruling followed a complaint \u0628\u0634\u0623\u0646 a TikTok post promoting a beverage product, where paid collaboration was not clearly disclosed, and applies to companies&#8230;<\/p>","protected":false},"author":41,"featured_media":9763,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33,511,34],"tags":[],"class_list":["post-9762","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-australia-regulations","category-food-beverage-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Australia Ad Standards Upholds Complaint on Marketing<\/title>\n<meta name=\"description\" content=\"The Australia Ad Standards ruling highlights transparency in influencer marketing for beverage 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