The Audiovisual and Digital Communication Regulatory Authority has ordered C8, which belongs to the Canal+ group, to no longer broadcast clandestine advertising, in a decision published Wednesday in the Official Journal.
The regulator notes several contentious sequences, in particular on March 4, 2021 during the flagship program of the channel "Touche pas à mon poste" (TPMP), hosted by Cyril Hanouna, who received the rapper Booba that evening.
"The main guest, present on the set for more than an hour, wore shoes and clothes whose brand was repeatedly viewed and mentioned twice by the person concerned", details the regulator.
This guest, whose cap with the identifiable logo "was the subject of a strong exhibition", "also indicated, at the request of the host who made laudatory remarks about this garment, the brand of a jacket he wore on a previous show and offered the host to order it."
"Object of a significant exhibition, the brands thus presented have been promoted by their association in the image of a renowned artist, particularly among young audiences", points out Arcom.
Also in question are the programs "Le 6 à 7", presented by Benjamin Castaldi, and "Touche pas à mon poste" of October 26, 2021: "from around 6:45 p.m. to 9:10 p.m., a columnist appeared on the air wearing a fully covered garment of the characteristic logo of its brand", thus benefiting "from frequent viewing without special precautions to reduce exposure".
The authority cites other passages relating, according to it, to clandestine advertising in these same programs on October 7, 2021, with an exposure "greater than two minutes" of a pair of glasses worn by the presenter, this one having "is the subject of laudatory remarks and whose brand has been quoted and thanked".
Finally, the regulator criticizes the channel for having contributed "to ensuring significant exposure" to a book during "a sequence of approximately eight minutes" on the TPMP set, even if it recognizes its "humorous dimension".
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