{"id":684857,"date":"2026-04-25T20:05:02","date_gmt":"2026-04-25T18:05:02","guid":{"rendered":"https:\/\/kohenavocats.com\/tribunal-de-commerce-le-27-mars-1992-n22-12787\/"},"modified":"2026-04-25T20:05:02","modified_gmt":"2026-04-25T18:05:02","slug":"tribunal-de-commerce-le-27-mars-1992-n22-12787","status":"publish","type":"post","link":"https:\/\/kohenavocats.com\/en\/tribunal-de-commerce-le-27-mars-1992-n22-12787\/","title":{"rendered":"Tribunal de commerce, le 27 mars 1992, n\u00b022\/12787"},"content":{"rendered":"
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Cour d’appel de Paris, 4 juillet 2025. Un litige oppose deux enseignes de la grande distribution au sujet de 374 spots t\u00e9l\u00e9vis\u00e9s diffus\u00e9s entre 2017 et 2023. L\u2019appelante imputait \u00e0 sa concurrente des op\u00e9rations commerciales de promotion prohib\u00e9es par le d\u00e9cret du 27 mars 1992, des pratiques commerciales trompeuses, et des actes de concurrence d\u00e9loyale. Le tribunal de commerce avait rejet\u00e9 l\u2019ensemble des pr\u00e9tentions. La juridiction d\u2019appel, saisie de l\u2019entier litige y compris les faits post\u00e9rieurs, accueille \u00e9galement une demande de protection du secret des affaires sur un document financier. La question pos\u00e9e portait sur la qualification des spots au regard de l\u2019article 8 du d\u00e9cret pr\u00e9cit\u00e9, l\u2019appr\u00e9ciation de la tromperie au sens du code de la consommation, ainsi que la m\u00e9thode de r\u00e9paration du d\u00e9s\u00e9quilibre concurrentiel. L\u2019arr\u00eat retient l\u2019illic\u00e9it\u00e9 des publicit\u00e9s, caract\u00e9rise la tromperie, constate la concurrence d\u00e9loyale et fixe l\u2019indemnisation via une campagne miroir, tout en pronon\u00e7ant des injonctions et publications.<\/p>\n

I \u2014 La prohibition des op\u00e9rations promotionnelles r\u00e9affirm\u00e9e et la tromperie caract\u00e9ris\u00e9e<\/p>\n

A \u2014 La disponibilit\u00e9 garantie dans tous les points de vente pratiquant l\u2019offre comme crit\u00e8re d\u00e9cisif
\nLe c\u0153ur de la solution r\u00e9side dans la qualification d\u2019\u00ab op\u00e9ration commerciale de promotion \u00bb au sens du d\u00e9cret de 1992. La cour rappelle que \u00ab La publicit\u00e9 t\u00e9l\u00e9vis\u00e9e dans le secteur de la distribution est ainsi autoris\u00e9e, \u00e0 l\u2019exclusion des op\u00e9rations commerciales de promotion. Toute offre temporaire, limit\u00e9e dans le temps est inversement proscrite \u00bb. Elle pr\u00e9cise surtout que \u00ab Le caract\u00e8re occasionnel ou saisonnier d’une offre s’appr\u00e9cie au regard de son d\u00e9ploiement sur le terrain et non par r\u00e9f\u00e9rence au contenu du message publicitaire susceptible de la promouvoir \u00bb. Ce d\u00e9placement du regard vers les conditions r\u00e9elles de commercialisation fonde l\u2019exigence d\u2019une disponibilit\u00e9 garantie.<\/p>\n

La r\u00e8gle op\u00e9rationnelle est formul\u00e9e sans ambigu\u00eft\u00e9: \u00ab il faut, pour que cette offre \u00e9chappe \u00e0 la qualification d\u2019 “op\u00e9ration commerciale de promotion”, que tous les magasins qui vendent les produits aux conditions de l’offre, qu’ils figurent ou non sur la liste \u00e0 laquelle renvoient les publicit\u00e9s t\u00e9l\u00e9vis\u00e9es, garantissent leur disponibilit\u00e9 pendant une dur\u00e9e suffisante. A d\u00e9faut, la publicit\u00e9 t\u00e9l\u00e9vis\u00e9e d’une telle offre est interdite \u00bb (Com., 4 juin 2025, n\u00b0 23-23.419). L\u2019argument tir\u00e9 d\u2019une absence de preuve d\u2019indisponibilit\u00e9 hors magasins list\u00e9s est jug\u00e9 inop\u00e9rant, faute de garantie ex ante. L\u2019avis de diffusion favorable de l\u2019organisme d\u2019autor\u00e9gulation n\u2019a \u00ab pas de force contraignante \u00bb et \u00ab ne [peut] exon\u00e9rer l\u2019annonceur de sa responsabilit\u00e9 \u00bb.<\/p>\n

B \u2014 L\u2019insuffisance de la mention restrictive et l\u2019alt\u00e9ration du comportement
\nL\u2019analyse du caract\u00e8re trompeur s\u2019appuie sur la forme et l\u2019effet de l\u2019information. La cour constate que \u00ab cette mention ne figure pas dans les publicit\u00e9s de fa\u00e7on tr\u00e8s apparente, dans la mesure o\u00f9 elle n’appara\u00eet sur l’\u00e9cran que l’espace de quelques secondes, en petits caract\u00e8res, et tout en bas, \u00e0 droite de l’\u00e9cran \u00bb. Les \u00e9tudes produites montrent un d\u00e9faut de m\u00e9morisation significatif, une compr\u00e9hension erron\u00e9e de l\u2019\u00e9tendue de l\u2019offre et une incitation \u00e0 la visite.<\/p>\n

La formulation retenue consacre l\u2019insuffisance informationnelle au regard des articles L. 121-2 et L. 121-3 du code de la consommation: \u00ab La Cour dira, en cons\u00e9quence, que l’information selon laquelle les produits ne sont disponibles que dans certains magasins, selon une dur\u00e9e suffisante, ne figure pas en termes suffisamment clairs et intelligibles, et que les spots t\u00e9l\u00e9vis\u00e9s sont ainsi de nature \u00e0 induire en erreur le consommateur \u00bb. La mention n\u2019emp\u00eache donc pas l\u2019alt\u00e9ration substantielle du comportement \u00e9conomique d\u2019un consommateur normalement inform\u00e9 et raisonnablement attentif.<\/p>\n

II \u2014 La r\u00e9paration du d\u00e9s\u00e9quilibre concurrentiel et ses modalit\u00e9s<\/p>\n

A \u2014 La pr\u00e9somption de dommage et la validation de la campagne miroir
\nLe lien entre l\u2019illic\u00e9it\u00e9 et le dommage concurrentiel est admis dans le droit positif. L\u2019arr\u00eat cite la solution constante selon laquelle \u00ab Il s’inf\u00e8re n\u00e9cessairement un pr\u00e9judice, f\u00fbt-il seulement moral, d’un acte de concurrence d\u00e9loyale \u00bb (Com., 22 octobre 1985, n\u00b0 83-15.096; Com., 12 f\u00e9vrier 2020, n\u00b0 17-31.614). La preuve de l\u2019\u00e9tendue demeure requise. La m\u00e9thode contrefactuelle est \u00e9cart\u00e9e car elle agr\u00e8ge des d\u00e9terminants strat\u00e9giques h\u00e9t\u00e9rog\u00e8nes, rendant l\u2019impact pr\u00e9cis des spots difficile \u00e0 isoler.<\/p>\n

La \u00ab campagne miroir \u00bb est jug\u00e9e plus ad\u00e9quate au cas d\u2019esp\u00e8ce. Le quantum retient le co\u00fbt brut des investissements t\u00e9l\u00e9vis\u00e9s adverses rapport\u00e9 \u00e0 la part de march\u00e9 de la victime, puis major\u00e9 d\u2019un tiers pour l\u2019effet fid\u00e9lisant des publicit\u00e9s illicites. Le montant est ensuite net d\u2019usage, par application d\u2019un taux de remise sectoriel. L\u2019argument d\u2019un enrichissement indu est repouss\u00e9 par un rappel de principe: \u00ab La victime est, en tout \u00e9tat de cause, libre de disposer des dommages et int\u00e9r\u00eats qui lui sont allou\u00e9s \u00bb. La condamnation \u00e0 43.364.409 euros s\u2019aligne sur cette construction m\u00e9thodique et proportionn\u00e9e.<\/p>\n

B \u2014 Injonctions, publications et port\u00e9e normative
\nLa cessation des pratiques illicites compl\u00e8te la r\u00e9paration. L\u2019arr\u00eat rappelle que l\u2019article 1240 et le principe de r\u00e9paration int\u00e9grale \u00ab permettent \u00e0 la juridiction saisie d’ordonner \u00e0 l’auteur des faits la cessation de son comportement fautif \u00bb. L\u2019injonction de garantir une disponibilit\u00e9 de quinze semaines dans l\u2019ensemble du r\u00e9seau, sous astreinte, s\u2019inscrit dans la logique du crit\u00e8re de disponibilit\u00e9 g\u00e9n\u00e9ralis\u00e9e pos\u00e9 plus haut.<\/p>\n

La port\u00e9e pratique d\u00e9passe l\u2019esp\u00e8ce. L\u2019avis pr\u00e9alable de l\u2019autor\u00e9gulation ne constitue pas un bouclier, car \u00ab d\u00e9pourvu de force contraignante \u00bb. La publicit\u00e9 du dispositif sur les supports num\u00e9riques de l\u2019annonceur r\u00e9tablit l\u2019information, sans disproportion. L\u2019admission d\u2019une protection cibl\u00e9e du secret des affaires concilie droit \u00e0 la preuve et confidentialit\u00e9 utile. L\u2019ensemble trace une ligne claire: pour \u00e9viter la qualification promotionnelle prohib\u00e9e, l\u2019annonceur qui diffuse \u00e0 la t\u00e9l\u00e9vision doit garantir, dans tous les points de vente concern\u00e9s par l\u2019offre, une disponibilit\u00e9 suffisante dans la dur\u00e9e; \u00e0 d\u00e9faut, l\u2019information restrictive, m\u00eame pr\u00e9sente, n\u2019emp\u00eache ni la tromperie, ni la sanction concurrentielle.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Cour d’appel de Paris, 4 juillet 2025. Un litige oppose deux enseignes de la grande distribution au sujet de 374 spots t\u00e9l\u00e9vis\u00e9s diffus\u00e9s entre 2017 et 2023….<\/p>\n","protected":false},"author":232070755,"featured_media":3920,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_kj_source_type":"judilibre","_kj_official_id":"6868b37775a2d196dbc19155","_kj_official_url":"https:\/\/www.courdecassation.fr\/decision\/6868b37775a2d196dbc19155","_kj_judilibre_id":"6868b37775a2d196dbc19155","_kj_jur":"Cour d'appel","_kj_lieu":"Paris","_kj_chambre":"P\u00f4le 5 - Chambre 11","_kj_rg":"22\/12787","_kj_date":"2025-07-04","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[7597],"tags":[],"class_list":["post-684857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-jurisprudence"],"yoast_head":"\nTribunal de commerce, le 27 mars 1992, n\u00b022\/12787 - Ma\u00eetre Hassan Kohen, avocat en droit p\u00e9nal \u00e0 Paris<\/title>\n<meta name=\"description\" content=\"Cour d'appel de Paris, 4 juillet 2025. 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Une soci\u00e9t\u00e9 de travail temporaire poursuivait un club...","rel":"","context":"In "D\u00e9cisions juridiques"","block_context":{"text":"D\u00e9cisions juridiques","link":"https:\/\/kohenavocats.com\/category\/decisions-juridiques\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kohenavocats.com\/wp-content\/uploads\/2024\/11\/osarugue-igbinoba-GtkcrFqc5hE-unsplash.webp?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kohenavocats.com\/wp-content\/uploads\/2024\/11\/osarugue-igbinoba-GtkcrFqc5hE-unsplash.webp?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/kohenavocats.com\/wp-content\/uploads\/2024\/11\/osarugue-igbinoba-GtkcrFqc5hE-unsplash.webp?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/kohenavocats.com\/wp-content\/uploads\/2024\/11\/osarugue-igbinoba-GtkcrFqc5hE-unsplash.webp?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/kohenavocats.com\/wp-content\/uploads\/2024\/11\/osarugue-igbinoba-GtkcrFqc5hE-unsplash.webp?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/kohenavocats.com\/wp-content\/uploads\/2024\/11\/osarugue-igbinoba-GtkcrFqc5hE-unsplash.webp?resize=1400%2C800&ssl=1 4x"},"classes":[]},{"id":184319,"url":"https:\/\/kohenavocats.com\/en\/arret-de-la-cour-deuxieme-chambre-du-19-mars-1992-procedure-penale-contre-jose-antonio-batista-morais-demande-de-decision-prejudicielle-tribunal-de-relacao-de-lisboa-portugal-libre-circu\/","url_meta":{"origin":684857,"position":4},"title":"Arr\u00eat de la Cour (deuxi\u00e8me chambre) du 19 mars 1992. – Proc\u00e9dure p\u00e9nale contre Jos\u00e9 Ant\u00f3nio Batista Morais. – Demande de d\u00e9cision pr\u00e9judicielle: Tribunal de Rela\u00e7\u00e3o de Lisboa – Portugal. – Libre circulation des personnes et des services – Situation purement interne – Permis de conduire communautaire – Harmonisation. – Affaire C-60\/91.","author":"Kohen","date":"14 December 2025","format":false,"excerpt":"Par un arr\u00eat en date du 16 juillet 1992, la Cour de justice des Communaut\u00e9s europ\u00e9ennes a pr\u00e9cis\u00e9 les limites de l\u2019application du droit communautaire \u00e0 une r\u00e9glementation nationale encadrant l\u2019activit\u00e9 des \u00e9coles de conduite automobile. 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Le fourni...","rel":"","context":"In "Jurisprudence"","block_context":{"text":"Jurisprudence","link":"https:\/\/kohenavocats.com\/category\/jurisprudence\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kohenavocats.com\/wp-content\/uploads\/2024\/11\/getty-images-ya49u1qljBI-unsplash.webp?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kohenavocats.com\/wp-content\/uploads\/2024\/11\/getty-images-ya49u1qljBI-unsplash.webp?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/kohenavocats.com\/wp-content\/uploads\/2024\/11\/getty-images-ya49u1qljBI-unsplash.webp?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/kohenavocats.com\/wp-content\/uploads\/2024\/11\/getty-images-ya49u1qljBI-unsplash.webp?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/kohenavocats.com\/wp-content\/uploads\/2024\/11\/getty-images-ya49u1qljBI-unsplash.webp?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/kohenavocats.com\/wp-content\/uploads\/2024\/11\/getty-images-ya49u1qljBI-unsplash.webp?resize=1400%2C800&ssl=1 4x"},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/kohenavocats.com\/en\/wp-json\/wp\/v2\/posts\/684857","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kohenavocats.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kohenavocats.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kohenavocats.com\/en\/wp-json\/wp\/v2\/users\/232070755"}],"replies":[{"embeddable":true,"href":"https:\/\/kohenavocats.com\/en\/wp-json\/wp\/v2\/comments?post=684857"}],"version-history":[{"count":0,"href":"https:\/\/kohenavocats.com\/en\/wp-json\/wp\/v2\/posts\/684857\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kohenavocats.com\/en\/wp-json\/wp\/v2\/media\/3920"}],"wp:attachment":[{"href":"https:\/\/kohenavocats.com\/en\/wp-json\/wp\/v2\/media?parent=684857"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kohenavocats.com\/en\/wp-json\/wp\/v2\/categories?post=684857"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kohenavocats.com\/en\/wp-json\/wp\/v2\/tags?post=684857"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}