{"id":7481,"date":"2023-02-09T05:45:00","date_gmt":"2023-02-09T04:45:00","guid":{"rendered":"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/"},"modified":"2023-02-09T05:45:00","modified_gmt":"2023-02-09T04:45:00","slug":"referencement-web-seo-le-point-juridique-sur-le-brandjacking","status":"publish","type":"post","link":"https:\/\/www.cabinet-magar.fr\/de\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/","title":{"rendered":"R\u00e9f\u00e9rencement web (SEO) : le point (juridique) sur le \u00ab brandjacking \u00bb"},"content":{"rendered":"

Pour \u00eatre bien r\u00e9f\u00e9renc\u00e9es sur le Web, certaines entreprises ach\u00e8tent un ou plusieurs mots cl\u00e9s, ce qui leur permet d\u2019appara\u00eetre en t\u00eate de liste sur les moteurs de recherche. Une d\u00e9rive actuelle consiste \u00e0 acheter les mots cl\u00e9s de marques concurrentes (\u00ab brandjacking \u00bb). Une pratique ill\u00e9gale ? Pas si s\u00fbr\u2026<\/p>\n

\n

R\u00e9f\u00e9rencement web (SEO) : que pense le juge du \u00ab brandjacking \u00bb ?<\/h2>\n

Pour un d\u00e9put\u00e9, le \u00ab brandjacking \u00bb dans le monde du r\u00e9f\u00e9rencement web est une pratique qui se situe entre parasitisme et usurpation d\u2019identit\u00e9.<\/p>\n

Sch\u00e9matiquement, cela consiste \u00e0 acheter les mots cl\u00e9s de marques concurrentes, pour que les r\u00e9sultats des recherches Web renvoient sur le site de l\u2019acheteur\u2026 et non pas sur celui de la marque concurrente.<\/p>\n

Interrog\u00e9 sur ce qu\u2019il compte faire pour mettre fin \u00e0 cette pratique qui co\u00fbterait des millions d\u2019euros chaque ann\u00e9e aux entreprises fran\u00e7aises, le Gouvernement rappelle que le juge s\u2019est d\u00e9j\u00e0 prononc\u00e9 sur le sujet.<\/p>\n

Pour lui, cette pratique n’est pas illicite en soi. Toutefois, elle peut le devenir si, compte-tenu du contexte et des modalit\u00e9s de mise en \u0153uvre, il appara\u00eet qu’elle porte atteinte \u00e0 la protection l\u00e9gitime d’une marque.<\/p>\n

Dans ce cadre, pour caract\u00e9riser une pratique illicite, le juge doit d\u00e9terminer, par exemple, s’il est port\u00e9 atteinte aux fonctions de la marque \u00ab et notamment \u00e0 sa fonction essentielle qui est de garantir aux consommateurs la provenance du produit \u00bb.<\/p>\n

Pour conclure, le Gouvernement n\u2019envisage pas d\u2019intervenir \u00e0 grande \u00e9chelle pour le moment, et pr\u00e9cise que chaque situation doit faire l\u2019objet d\u2019une appr\u00e9ciation au cas par cas.<\/p>\n

Source<\/span> : R\u00e9ponse minist\u00e9rielle Potier du 7 f\u00e9vrier 2023, Assembl\u00e9e nationale, n\u00b0 2100 : \u00ab Dangers du brandjacking \u00bb<\/p>\n

R\u00e9f\u00e9rencement web (SEO) : le point (juridique) sur le \u00ab brandjacking \u00bb<\/a> \u00a9 Copyright WebLex – 2023<\/p>\n<\/div>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Pour \u00eatre bien r\u00e9f\u00e9renc\u00e9es sur le Web, certaines entreprises ach\u00e8tent un ou plusieurs mots cl\u00e9s, ce qui leur permet d\u2019appara\u00eetre en t\u00eate de liste sur les moteurs de recherche. Une d\u00e9rive actuelle consiste \u00e0 acheter les mots cl\u00e9s de marques concurrentes (\u00ab brandjacking \u00bb). Une pratique ill\u00e9gale ? Pas si s\u00fbr\u2026<\/p>\n","protected":false},"author":0,"featured_media":7482,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9,7],"tags":[],"class_list":["post-7481","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actu-juridique","category-actualites"],"acf":[],"yoast_head":"\nR\u00e9f\u00e9rencement web (SEO) : le point (juridique) sur le \u00ab brandjacking \u00bb - Cabinet Magar<\/title>\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.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"R\u00e9f\u00e9rencement web (SEO) : le point (juridique) sur le \u00ab brandjacking \u00bb - Cabinet Magar\" \/>\n<meta property=\"og:description\" content=\"Pour \u00eatre bien r\u00e9f\u00e9renc\u00e9es sur le Web, certaines entreprises ach\u00e8tent un ou plusieurs mots cl\u00e9s, ce qui leur permet d\u2019appara\u00eetre en t\u00eate de liste sur les moteurs de recherche. Une d\u00e9rive actuelle consiste \u00e0 acheter les mots cl\u00e9s de marques concurrentes (\u00ab brandjacking \u00bb). Une pratique ill\u00e9gale ? Pas si s\u00fbr\u2026\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/\" \/>\n<meta property=\"og:site_name\" content=\"Cabinet Magar\" \/>\n<meta property=\"article:published_time\" content=\"2023-02-09T04:45:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.cabinet-magar.fr\/wp-content\/uploads\/2023\/02\/referencementweb.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Gesch\u00e4tzte Lesezeit\" \/>\n\t<meta name=\"twitter:data1\" content=\"2\u00a0Minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"R\u00e9f\u00e9rencement web (SEO) : le point (juridique) sur le \u00ab brandjacking \u00bb\",\"datePublished\":\"2023-02-09T04:45:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/\"},\"wordCount\":327,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.cabinet-magar.fr\/wp-content\/uploads\/2023\/02\/referencementweb.jpg\",\"articleSection\":[\"Actu Juridique\",\"Actualit\u00e9s\"],\"inLanguage\":\"de\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/\",\"url\":\"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/\",\"name\":\"R\u00e9f\u00e9rencement web (SEO) : le point (juridique) sur le \u00ab brandjacking \u00bb - Cabinet Magar\",\"isPartOf\":{\"@id\":\"https:\/\/www.cabinet-magar.fr\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.cabinet-magar.fr\/wp-content\/uploads\/2023\/02\/referencementweb.jpg\",\"datePublished\":\"2023-02-09T04:45:00+00:00\",\"author\":{\"@id\":\"\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#breadcrumb\"},\"inLanguage\":\"de\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"de\",\"@id\":\"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#primaryimage\",\"url\":\"https:\/\/www.cabinet-magar.fr\/wp-content\/uploads\/2023\/02\/referencementweb.jpg\",\"contentUrl\":\"https:\/\/www.cabinet-magar.fr\/wp-content\/uploads\/2023\/02\/referencementweb.jpg\",\"width\":600,\"height\":400},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\/\/www.cabinet-magar.fr\/de\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"R\u00e9f\u00e9rencement web (SEO) : le point (juridique) sur le \u00ab brandjacking \u00bb\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.cabinet-magar.fr\/#website\",\"url\":\"https:\/\/www.cabinet-magar.fr\/\",\"name\":\"Cabinet Magar\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.cabinet-magar.fr\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"de\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"R\u00e9f\u00e9rencement web (SEO) : le point (juridique) sur le \u00ab brandjacking \u00bb - Cabinet Magar","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/","og_locale":"de_DE","og_type":"article","og_title":"R\u00e9f\u00e9rencement web (SEO) : le point (juridique) sur le \u00ab brandjacking \u00bb - Cabinet Magar","og_description":"Pour \u00eatre bien r\u00e9f\u00e9renc\u00e9es sur le Web, certaines entreprises ach\u00e8tent un ou plusieurs mots cl\u00e9s, ce qui leur permet d\u2019appara\u00eetre en t\u00eate de liste sur les moteurs de recherche. Une d\u00e9rive actuelle consiste \u00e0 acheter les mots cl\u00e9s de marques concurrentes (\u00ab brandjacking \u00bb). Une pratique ill\u00e9gale ? Pas si s\u00fbr\u2026","og_url":"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/","og_site_name":"Cabinet Magar","article_published_time":"2023-02-09T04:45:00+00:00","og_image":[{"width":600,"height":400,"url":"https:\/\/www.cabinet-magar.fr\/wp-content\/uploads\/2023\/02\/referencementweb.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Gesch\u00e4tzte Lesezeit":"2\u00a0Minuten"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#article","isPartOf":{"@id":"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/"},"author":{"name":"","@id":""},"headline":"R\u00e9f\u00e9rencement web (SEO) : le point (juridique) sur le \u00ab brandjacking \u00bb","datePublished":"2023-02-09T04:45:00+00:00","mainEntityOfPage":{"@id":"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/"},"wordCount":327,"commentCount":0,"image":{"@id":"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#primaryimage"},"thumbnailUrl":"https:\/\/www.cabinet-magar.fr\/wp-content\/uploads\/2023\/02\/referencementweb.jpg","articleSection":["Actu Juridique","Actualit\u00e9s"],"inLanguage":"de","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/","url":"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/","name":"R\u00e9f\u00e9rencement web (SEO) : le point (juridique) sur le \u00ab brandjacking \u00bb - Cabinet Magar","isPartOf":{"@id":"https:\/\/www.cabinet-magar.fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#primaryimage"},"image":{"@id":"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#primaryimage"},"thumbnailUrl":"https:\/\/www.cabinet-magar.fr\/wp-content\/uploads\/2023\/02\/referencementweb.jpg","datePublished":"2023-02-09T04:45:00+00:00","author":{"@id":""},"breadcrumb":{"@id":"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#breadcrumb"},"inLanguage":"de","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/"]}]},{"@type":"ImageObject","inLanguage":"de","@id":"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#primaryimage","url":"https:\/\/www.cabinet-magar.fr\/wp-content\/uploads\/2023\/02\/referencementweb.jpg","contentUrl":"https:\/\/www.cabinet-magar.fr\/wp-content\/uploads\/2023\/02\/referencementweb.jpg","width":600,"height":400},{"@type":"BreadcrumbList","@id":"https:\/\/www.cabinet-magar.fr\/actualites\/referencement-web-seo-le-point-juridique-sur-le-brandjacking\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/www.cabinet-magar.fr\/de\/"},{"@type":"ListItem","position":2,"name":"R\u00e9f\u00e9rencement web (SEO) : le point (juridique) sur le \u00ab brandjacking \u00bb"}]},{"@type":"WebSite","@id":"https:\/\/www.cabinet-magar.fr\/#website","url":"https:\/\/www.cabinet-magar.fr\/","name":"Cabinet Magar","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.cabinet-magar.fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"de"}]}},"_links":{"self":[{"href":"https:\/\/www.cabinet-magar.fr\/de\/wp-json\/wp\/v2\/posts\/7481","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cabinet-magar.fr\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cabinet-magar.fr\/de\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cabinet-magar.fr\/de\/wp-json\/wp\/v2\/comments?post=7481"}],"version-history":[{"count":0,"href":"https:\/\/www.cabinet-magar.fr\/de\/wp-json\/wp\/v2\/posts\/7481\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cabinet-magar.fr\/de\/wp-json\/wp\/v2\/media\/7482"}],"wp:attachment":[{"href":"https:\/\/www.cabinet-magar.fr\/de\/wp-json\/wp\/v2\/media?parent=7481"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cabinet-magar.fr\/de\/wp-json\/wp\/v2\/categories?post=7481"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cabinet-magar.fr\/de\/wp-json\/wp\/v2\/tags?post=7481"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}