{"id":14545,"date":"2023-09-19T11:00:20","date_gmt":"2023-09-19T09:00:20","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=14545"},"modified":"2023-09-19T16:54:45","modified_gmt":"2023-09-19T14:54:45","slug":"dsa-reglementation-marketing-digital","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/dsa-reglementation-marketing-digital\/","title":{"rendered":"Conformit\u00e9 DSA : o\u00f9 en sont les g\u00e9ants du web ?"},"content":{"rendered":"\n<p><strong>La date limite laiss\u00e9e aux g\u00e9ants du web par l\u2019UE pour se conformer \u00e0 son nouveau r\u00e8glement, le Digital Services Act (ou DSA), est pass\u00e9e. O\u00f9 en sont-ils&nbsp;? Qui sont les bons et les mauvais joueurs&nbsp;?<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"690\" height=\"388\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/09\/digital-services-act.png\" alt=\"DSA\" class=\"wp-image-14547\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Rappel liminaire&nbsp;: DS\u2026 quoi ?<\/h2>\n\n\n\n<p>Le Digital Services Act est un r\u00e8glement europ\u00e9en qui vise \u00e0 <strong>rendre ill\u00e9gal en ligne ce qui l\u2019est dans la vie r\u00e9elle<\/strong>. Les deux \u00e9l\u00e9ments extr\u00eamement importants portent sur&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>la <strong>lutte contre les contenus illicites<\/strong> ou haineux&nbsp;:<ul><li>les plateformes ont l\u2019obligation de faciliter leur signalement et d\u2019intervenir rapidement,<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>celles-ci doivent coop\u00e9rer avec des \u00ab&nbsp;signaleurs de confiance&nbsp;\u00bb dont les notifications sont trait\u00e9es en priorit\u00e9. En France, il s\u2019agit de la plateforme gouvernementale <a href=\"https:\/\/www.internet-signalement.gouv.fr\/PharosS1\/\">Pharos<\/a>&nbsp;;<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>le <strong>ciblage publicitaire<\/strong>&nbsp;:<ul><li>il est d\u00e9sormais interdit de cibler les mineurs,<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>l\u2019utilisation des donn\u00e9es sensibles en crit\u00e8re de ciblage, comme l\u2019orientation sexuelle, la religion ou l\u2019origine ethnique, est prohib\u00e9e&nbsp;;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p>Le DSA vise aussi \u00e0 instaurer plus de transparence des plateformes. Ces derni\u00e8res doivent&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>expliquer le fonctionnement des algorithmes<\/strong> qu\u2019elles utilisent pour recommander certains contenus publicitaires en fonction du profil des utilisateurs, <strong>y donner acc\u00e8s aux chercheurs<\/strong> et <strong>r\u00e9aliser des audits ind\u00e9pendants tous les ans<\/strong>, sous le contr\u00f4le de la Commission europ\u00e9enne. <strong>Le recours \u00e0 des <em>dark patterns<\/em><\/strong> (ou \u00ab&nbsp;pi\u00e8ges \u00e0 utilisateurs&nbsp;\u00bb) dans les interfaces <strong>et autres pratiques visant \u00e0 induire les utilisateurs en erreur sont interdites<\/strong>&nbsp;;<\/li>\n\n\n\n<li><strong>donner la possibilit\u00e9 aux utilisateurs de choisir une autre option<\/strong> (au moins)<strong> \u00e0 la recommandation de contenus<\/strong> s\u2019appuyant sur l\u2019utilisation des donn\u00e9es personnelles&nbsp;;<\/li>\n\n\n\n<li><strong>communiquer pour chaque publicit\u00e9 certaines informations<\/strong>, comme le nom de l\u2019annonceur et du payeur dans des \u00ab&nbsp;biblioth\u00e8ques publicitaires&nbsp;\u00bb.<\/li>\n<\/ul>\n\n\n\n<p>Ce r\u00e8glement s\u2019applique dans toute l\u2019Union europ\u00e9enne. Tous les services num\u00e9riques devront se mettre en conformit\u00e9 d\u2019ici le 17 f\u00e9vrier 2024. Cependant, 19 \u00ab&nbsp;tr\u00e8s grandes plateformes&nbsp;\u00bb, celles qui comptent plus de 45 millions d\u2019utilisateurs actifs mensuels) sont concern\u00e9s depuis le 25 ao\u00fbt dernier&nbsp;: Google, Microsoft, Amazon, Facebook, LinkedIn, TikTok, Snapchat, Instagram ou encore X (ex-Twitter).<\/p>\n\n\n\n<p>En cas de non-respect, elles peuvent recevoir une amende allant jusqu\u2019\u00e0 6% de leur chiffre d\u2019affaires annuel, voire \u00eatre exclues du territoire europ\u00e9en.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Qui est d\u00e9j\u00e0 dans les clous ?<\/h2>\n\n\n\n<p>Pour se mettre en conformit\u00e9, les plateformes ont introduit des changements ces derni\u00e8res semaines. \u00c0 ce jour, Meta, Pinterest, Snapchat, X et d&rsquo;autres se sont pli\u00e9s aux r\u00e8gles du DSA.<\/p>\n\n\n\n<p>De son c\u00f4t\u00e9, Google n\u2019a pas encore fait grand-chose, consid\u00e9rant avoir d\u00e9j\u00e0 mis en place une bonne partie des \u00e9l\u00e9ments impos\u00e9s par le r\u00e8glement. En effet, elle permet depuis 2012 de traiter en priorit\u00e9 les signalements de partenaires dans le cadre de son programme Priority Flagger. Et depuis 2021, elle ne permet plus de cr\u00e9er de publicit\u00e9 personnalis\u00e9e \u00e0 destination des personnes de moins de 18 ans. Elle indique seulement que le reste des obligations impos\u00e9es par le DSA est en cours de d\u00e9ploiement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cons\u00e9quences imm\u00e9diates<\/h2>\n\n\n\n<p>Le DSA a d\u00e9j\u00e0 eu des cons\u00e9quences tangibles et visibles par tous les utilisateurs. Certaines plateformes, comme Meta, TikTok et Snapchat, ont permis aux utilisateurs de d\u00e9sactiver les algorithmes de recommandations personnalis\u00e9es. Cela repr\u00e9sente une d\u00e9cision majeure pour TikTok, dont le c\u00e9l\u00e8bre \u00ab&nbsp;Pour toi&nbsp;\u00bb a \u00e9t\u00e9 le moteur de son succ\u00e8s \u2013 et de l\u2019addiction de certains de ses utilisateurs. LinkedIn, de son c\u00f4t\u00e9, a \u00e9tendu son fil chronologique.<\/p>\n\n\n\n<p><strong>Meta, TikTok et X exigent d\u00e9sormais des annonceurs qu&rsquo;ils fournissent des informations sur les b\u00e9n\u00e9ficiaires de l&rsquo;annonce et le payeur.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Amazon, l&rsquo;exception<\/h2>\n\n\n\n<p>Amazon<a id=\"_ftnref1\" href=\"#_ftn1\">[1]<\/a> fait bande \u00e0 part en contestant son statut de tr\u00e8s grande plateforme en ligne. Elle estime que seules les entreprises dont la publicit\u00e9 est la principale source de revenus devraient \u00eatre concern\u00e9es par le DSA. Amazon soutient que le DSA vise principalement \u00e0 lutter contre les fake news, un probl\u00e8me qui ne concerne pas un site de commerce \u00e9lectronique. La Cour de justice de l\u2019Union europ\u00e9enne tranchera dans les prochains mois.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>En conclusion, le DSA est en train de r\u00e9volutionner le paysage du marketing digital en Europe. Les plateformes et les annonceurs doivent s&rsquo;adapter rapidement pour se conformer \u00e0 ces nouvelles r\u00e8gles, qui placent la transparence et la protection des utilisateurs au premier plan. Et ce n\u2019est que la premi\u00e8re jambe d\u2019un dyptique que le DSA forme avec le DMA (Digital Market Act) dont les d\u00e9lais de mise en conformit\u00e9 arriveront \u00e0 terme en 2024\u00a0! Nous vous en parlerons dans les prochaines semaines.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><a href=\"#_ftnref1\" id=\"_ftn1\">[1]<\/a> Zalando conteste \u00e9galement son int\u00e9gration dans la liste des tr\u00e8s grandes plateformes en ligne, r\u00e9futant le nombre d\u2019utilisateurs mensuels de 45 millions.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>DSA en action. D\u00e9couvrez comment les g\u00e9ants du num\u00e9rique s&rsquo;adaptent apr\u00e8s presque un mois de mise en application en Europe.<\/p>\n","protected":false},"author":1,"featured_media":14549,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-14545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DSA : R\u00e9volution en cours dans le marketing digital europ\u00e9en ! - Keyade<\/title>\n<meta name=\"description\" content=\"DSA en action : D\u00e9couvrez comment les g\u00e9ants du num\u00e9rique s&#039;adaptent apr\u00e8s bient\u00f4t un mois de mise en application en Europe.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/fr\/blog\/dsa-reglementation-marketing-digital\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DSA : R\u00e9volution en cours dans le marketing digital europ\u00e9en ! 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