France: Havas Paris et le cabinet d'avocats August Debouzy s'associent pour défendre la réputation des entreprises et de leurs dirigeants
Last Updated: 25 February 2019

Alors qu'un Français sur trois* considère que la liberté d'expression est sans limite sur les réseaux sociaux, Havas Paris et le cabinet d'avocats August Debouzy s'associent pour défendre la réputation des entreprises et de leurs dirigeants

À l'heure où les réseaux sociaux et autres plateformes d'expression publique permettent à tous de créer, publier et partager librement toutes sortes de contenus et d'opinions, Havas Paris et August Debouzy s'associent pour accompagner les entreprises et leurs dirigeants dans la défense de leur e-réputation.

Comme le révèle un sondage IFOP pour Havas Paris et August Debouzy, les Français témoignent d'une certaine méconnaissance des règles de droit sur les réseaux sociaux qui deviennent un terrain toujours plus propice aux risques réputationnels et pourtant, sensibles aux dérives grandissantes, ils souhaitent plus de régulation.

LES RÉSEAUX SOCIAUX, LA NOUVELLE AGORA DE L'INFLUENCE

Au cours des 12 derniers mois, 68% des Français ont utilisé Internet pour exprimer une opinion sur un sujet d'actualité et 55% d'entre eux (66% chez les moins de 35 ans) ont publié un avis sur des entreprises, des marques ou des services. 42% des Français utilisent les réseaux sociaux dans le but d'influencer les autres. Un chiffre qui monte à 54% chez les moins de 35 ans.  Des outils qu'ils utilisent principalement pour s'exprimer sur les produits ou les services d'une entreprise tant pour signaler leur insatisfaction (86%) que pour en vanter les mérites (82%).

LES RÉSEAUX SOCIAUX : UNE ZONE DE NON DROIT ?

1 Français sur 2 considère qu'il a plutôt le droit de dire publiquement tout ce qu'il veut au sujet d'une marque, d'une entreprise ou d'un dirigeant. 1 Français sur 3 considère qu'il n'y a aucune règle à respecter lorsqu'il s'exprime sur les réseaux sociaux, et donc que la liberté d'expression y serait sans limite.

UN ENVIRONNEMENT CRISOGÈNE POUR LES ENTREPRISES

En cas de crise, le silence est une option risquée pour les entreprises, puisque 65% des Français attendent d'elles qu'elles s'expliquent ou s'excusent rapidement. Un souhait de transparence et de réactivité qui ne suffit pas toujours à endiguer la crise. Ainsi, 47 % des Français ont déjà renoncé à acheter un produit ou un service d'une marque suite à une atteinte à sa réputation. Un chiffre qui monte à 59 % chez les 18/24 ans.

UNE DEMANDE DE RÉGULATION PLUS FORTE

Les Français sont 74% à considérer avoir déjà été exposés à des « fake news ». Ils souhaitent d'ailleurs à 86 % que la récente loi anti « fake news », cantonnée aux périodes électorales, soit étendue à d'autres domaines comme l'économie, l'immigration, l'alimentation, l'environnement ou le climat. Ils sont également 87% à être favorable à l'adoption d'une loi qui viendrait durcir la responsabilité des hébergeurs.

Le partenariat proposé par Havas Paris et August Debouzy associe des expertises complémentaires pour circonscrire le dommage réputationnel dès la diffusion des contenus litigieux. Les avocats pour qualifier l'éventuelle infraction, la faire cesser et réparer le dommage. Les communicants pour évaluer l'ampleur de la crise et mettre en place les premières actions propres à contenir la déflagration réputationnelle.

« Savoir qualifier l'atteinte sur le plan juridique est l'élément crucial et doit être le point de départ de toute réflexion sur la stratégie à mettre en place sur le terrain judiciaire et de la communication. L'enjeu juridique consiste à identifier et qualifier l'atteinte perpétrée car de la qualification découle un régime juridique. Ce régime dicte non seulement le type d'action (pénale ou civile) qui peut être menée mais surtout le délai dans lequel il est possible d'agir, ce délai pouvant être très court », explique Véronique Dahan - Avocat Counsel chez August Debouzy.

« Comme le révèle notre sondage, il est très risqué pour les entreprises en situation de crise de rester silencieuses. Confrontés à un contenu à haut risque réputationnel, l'enjeu décisif pour les communicants est de mettre en place la stratégie de communication idoine pour faire cesser le dommage le plus rapidement possible tout en intégrant la dimension judiciaire qui prend nécessairement plus de temps", poursuit Mathieu Bonnefond - Directeur Associé chez Havas Paris.
 

Étude menée auprès d'un échantillon de 1 008 personnes, représentatif de la population française âgée de 18 ans et plus. La représentativité de l'échantillon a été assurée par la méthode des quotas (sexe, âge, profession de la personne interrogée) après stratification par région et catégorie d'agglomération. Les interviews ont été réalisées par questionnaire auto-administré en ligne du 24 au 25 janvier 2019. Toute publication totale ou partielle doit impérativement utiliser la mention complète suivante : « Sondage IFOP pour Havas Paris et August Debouzy » et aucune reprise de l'enquête ne pourra être dissociée de cet intitulé.

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