{"id":19069,"date":"2017-01-06T00:30:41","date_gmt":"2017-01-05T23:30:41","guid":{"rendered":"https:\/\/valoxy.org\/blog\/?p=19069"},"modified":"2024-09-26T16:59:50","modified_gmt":"2024-09-26T14:59:50","slug":"ventes-promotionnelles-regime-juridique","status":"publish","type":"post","link":"https:\/\/valoxy.org\/blog\/ventes-promotionnelles-regime-juridique\/","title":{"rendered":"Les ventes promotionnelles : quel r\u00e9gime juridique ?"},"content":{"rendered":"<p style=\"text-align: justify;\">Il est possible, <strong>en dehors des p\u00e9riodes de soldes<\/strong>, de vendre des produits \u00e0 un prix avantageux dans le cadre d\u2019op\u00e9rations promotionnelles ponctuelles, en respectant certaines r\u00e8gles. Les ventes promotionnelles se rapprochent des soldes, mais d\u00e9pendent d&rsquo;un r\u00e9gime juridique\u00a0 diff\u00e9rent.<\/p>\n<p style=\"text-align: justify;\">Valoxy, cabinet d&rsquo;expertise comptable dans les Hauts de France, expose les r\u00e8gles des ventes promotionnelles.<\/p>\n<h2 style=\"text-align: justify;\">I. Qu\u2019est ce qu\u2019une vente promotionnelle ?<\/h2>\n<p style=\"text-align: justify;\">Une <strong>promotion<\/strong> d\u00e9signe toute pratique qui tend, afin d\u2019inciter \u00e0 l\u2019achat ou \u00e0 la location de produits ou de services, \u00e0 accompagner ces produits ou services de certains avantages. <img decoding=\"async\" class=\"alignright wp-image-11798\" src=\"https:\/\/valoxy.org\/blog\/wp-content\/uploads\/2015\/10\/choisir2-gimp-70-1.jpg\" alt=\"d\u00e9finition juridique de la vente promotionnelle\" width=\"182\" height=\"226\" srcset=\"https:\/\/valoxy.org\/blog\/wp-content\/uploads\/2015\/10\/choisir2-gimp-70-1.jpg 289w, https:\/\/valoxy.org\/blog\/wp-content\/uploads\/2015\/10\/choisir2-gimp-70-1-242x300.jpg 242w\" sizes=\"(max-width: 182px) 100vw, 182px\" \/><\/p>\n<p style=\"text-align: justify;\"><strong>Les promotions se pratiquent pour une dur\u00e9e\u00a0 limit\u00e9e, et sur certains produits ou familles de produits visant \u00e0 stimuler les ventes. Elles ne doivent pas avoir pour objectif d\u2019\u00e9couler de fa\u00e7on acc\u00e9l\u00e9r\u00e9e tout ou partie d\u2019un stock de marchandises.<\/strong><\/p>\n<p style=\"text-align: justify;\"><strong>S\u2019agissant des textes :<\/strong> l\u2019article L.121-1 du Code de la consommation et l\u2019arr\u00eat\u00e9 du 11 mars 2015 sont applicables et posent les principes suivants :<\/p>\n<ul style=\"text-align: justify;\">\n<li>Une promotion se pratique par rapport \u00e0 un prix de r\u00e9f\u00e9rence clairement mentionn\u00e9<\/li>\n<li>Il est interdit de majorer un prix pour ensuite annoncer une promotion<\/li>\n<li>Le prix de r\u00e9f\u00e9rence sur lequel se base la promotion doit pouvoir se justifier<\/li>\n<li>La publicit\u00e9 de la promotion indique sa dur\u00e9e ou la date de d\u00e9but et le volume des produits concern\u00e9s, tout en indiquant le prix de r\u00e9f\u00e9rence.<\/li>\n<\/ul>\n<h2 style=\"text-align: justify;\">II. La publicit\u00e9<\/h2>\n<h3 style=\"padding-left: 30px; text-align: justify;\">A. Hors du lieu de vente<\/h3>\n<p style=\"text-align: justify;\"><strong>La publicit\u00e9 est possible mais doit faire appara\u00eetre :<\/strong><\/p>\n<ul style=\"text-align: justify;\">\n<li>L\u2019importance de la ou des r\u00e9ductions de prix en valeur absolue ou pourcentage<\/li>\n<li>L\u2019utilisation de \u00ab\u00a0fourchettes de prix\u00a0\u00bb est interdite, hors cas sp\u00e9cifiques<\/li>\n<li>Les produits et services concern\u00e9s<\/li>\n<li>La p\u00e9riode de validit\u00e9 de l\u2019offre ou le volume initial de produits, accompagn\u00e9 de la mention \u00ab jusqu\u2019\u00e0 \u00e9puisement des stocks \u00bb<\/li>\n<\/ul>\n<h3 style=\"padding-left: 30px; text-align: justify;\">B. Sur le lieu de vente<\/h3>\n<p style=\"text-align: justify;\">On utilise g\u00e9n\u00e9ralement <strong>le double marquage,<\/strong> qui fait appara\u00eetre \u00e0 la fois le prix de r\u00e9f\u00e9rence et le prix r\u00e9duit.<\/p>\n<p style=\"text-align: justify;\"><strong>Si le taux de l\u2019annonce de r\u00e9duction de prix est uniforme et se rapporte \u00e0 des produits ou services identifi\u00e9s, alors la r\u00e9duction peut se faire par escompte de caisse.<\/strong> Dans ce cas il faut en informer les clients. L\u2019indication du prix r\u00e9duit n\u2019est alors pas obligatoire.<\/p>\n<h2 style=\"text-align: justify;\">III. Les marchandises concern\u00e9es<\/h2>\n<p style=\"text-align: justify;\"><img decoding=\"async\" class=\" wp-image-11554 alignleft\" src=\"https:\/\/valoxy.org\/blog\/wp-content\/uploads\/2015\/10\/reunion-de-travail-12.jpg\" alt=\"marchandises concern\u00e9es par les ventes promotionnelles\" width=\"221\" height=\"147\" srcset=\"https:\/\/valoxy.org\/blog\/wp-content\/uploads\/2015\/10\/reunion-de-travail-12.jpg 539w, https:\/\/valoxy.org\/blog\/wp-content\/uploads\/2015\/10\/reunion-de-travail-12-300x200.jpg 300w\" sizes=\"(max-width: 221px) 100vw, 221px\" \/>Les op\u00e9rations de promotion peuvent porter sur tout ou partie du stock de l\u2019entreprise.<\/p>\n<p style=\"text-align: justify;\"><strong>Les articles qui font l\u2019objet de la promotion doivent \u00eatre disponibles \u00e0 la vente pendant toute la dur\u00e9e de l\u2019op\u00e9ration. Le commer\u00e7ant doit donc pouvoir satisfaire les demandes au prix annonc\u00e9, sous peine de sanction pour publicit\u00e9 mensong\u00e8re.<\/strong><\/p>\n<p style=\"text-align: justify;\">Pour \u00e9viter ce genre de probl\u00e8me, on peut indiquer le d\u00e9but de la vente avec le nombre de produits mis en vente, ou la mention \u00ab jusqu\u2019\u00e0 \u00e9puisement des stocks \u00bb, mais dans ce cas l\u2019op\u00e9ration doit cesser d\u00e8s l\u2019\u00e9puisement.<\/p>\n<h2 style=\"text-align: justify;\">IV. Le prix<\/h2>\n<p style=\"text-align: justify;\">Le prix fait l\u2019objet d\u2019une r\u00e9duction.<\/p>\n<p style=\"text-align: justify;\"><strong>Toutefois :<\/strong><\/p>\n<ul style=\"text-align: justify;\">\n<li>Il ne doit pas y avoir de revente \u00e0 perte, autrement dit une revente inf\u00e9rieure au prix d\u2019achat<\/li>\n<li>Il ne faut pas de distorsion de concurrence en pratiquant des prix abusivement bas ou des prix d\u2019appel (annonce de bas prix sur des biens indisponibles ou disponibles en tr\u00e8s faibles quantit\u00e9s)<br \/>\nDans certains cas sp\u00e9cifiques (exemple : les livres) le montant de la r\u00e9duction est limit\u00e9.<\/li>\n<\/ul>\n<h2 style=\"text-align: justify;\">V. Dur\u00e9e de la promotion<\/h2>\n<p style=\"text-align: justify;\"><strong>La promotion doit \u00eatre occasionnelle et rester de courte dur\u00e9e.\u00a0<\/strong><\/p>\n<p style=\"text-align: justify;\">Son but est de re-dynamiser des vente et non de s\u2019inscrire dans une strat\u00e9gie de dur\u00e9e.<\/p>\n<h2 style=\"text-align: justify;\">VI. Les sanctions en cas de non-respect des r\u00e8gles <img decoding=\"async\" class=\"alignright wp-image-11105\" src=\"https:\/\/valoxy.org\/blog\/wp-content\/uploads\/2015\/09\/juridique-2-1.jpg\" alt=\"sanction non respect r\u00e8gles vente promotionnelle\" width=\"211\" height=\"140\" srcset=\"https:\/\/valoxy.org\/blog\/wp-content\/uploads\/2015\/09\/juridique-2-1.jpg 539w, https:\/\/valoxy.org\/blog\/wp-content\/uploads\/2015\/09\/juridique-2-1-300x200.jpg 300w\" sizes=\"(max-width: 211px) 100vw, 211px\" \/><\/h2>\n<p style=\"text-align: justify;\">Des amendes sanctionnent toutes les infractions relatives \u00e0 la publicit\u00e9. Elles peuvent devenir lourdes du fait qu\u2019il sera inflig\u00e9 autant d\u2019amendes qu\u2019il y a d\u2019infractions.<\/p>\n<p style=\"text-align: justify;\"><strong>Si le consommateur a \u00e9t\u00e9 induit en erreur, les sanctions pour la publicit\u00e9 mensong\u00e8re peuvent s\u2019appliquer.<\/strong> De m\u00eame que les sanctions en mati\u00e8re de droit de la concurrence. (<a href=\"https:\/\/valoxy.org\/blog\/concurrence-deloyale\/\">concurrence d\u00e9loyale<\/a>, prix abusivement bas, revente \u00e0 perte,\u2026).<\/p>\n<p>Retrouvez notre article :\u00a0<a class=\"mkd-pt-link\" href=\"https:\/\/valoxy.org\/blog\/le-regime-juridique-des-soldes\/\" target=\"_self\" rel=\"noopener\">Le r\u00e9gime juridique des soldes<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il est possible, en dehors des p\u00e9riodes de soldes, de vendre des produits \u00e0 un prix avantageux dans le cadre d\u2019op\u00e9rations promotionnelles ponctuelles, en respectant certaines r\u00e8gles. Les ventes promotionnelles se rapprochent des soldes, mais d\u00e9pendent d&rsquo;un r\u00e9gime juridique\u00a0 diff\u00e9rent&#8230;.<\/p>\n","protected":false},"author":1,"featured_media":16746,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[53,108],"class_list":["post-19069","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-juridique","tag-juridique","tag-ventes-promotionnelles"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les ventes promotionnelles : quel r\u00e9gime juridique ?<\/title>\n<meta name=\"description\" content=\"Hors des p\u00e9riodes de soldes il est possible de pratiquer des r\u00e9ductions de prix sur des produits et services : il s&#039;agit des ventes promotionnelles\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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