[ Publicité télévisée à Cotonou et viol du droit à l’information du consommateur ]
Volume 51, Issue 2, November 2020, Pages 96–104
Rémi Kodjo1 and Jean Euloge Gbaguidi2
1 Laboratoire d’Etude des Médias, de l’Information et de la Communication (LEMIC), Département des Sciences du Langage et de la Communication (DSLC), Université d’Abomey-Calavi (UAC), Abomey-Calavi (AB), Benin
2 Laboratoire d’Etude des Médias, de l’Information et de la Communication (LEMIC), Département des Sciences du Langage et de la Communication (DSLC), Université d’Abomey-Calavi (UAC), Abomey-Calavi (AB), Benin
Original language: French
Copyright © 2020 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
The consumer's right to information is intended to protect their consent, health and safety and allow them to make informed decisions. This study aims to contribute to the eradication of the violation of the consumer’s right to information in Benin. The methodological approach adopted consisted of a review followed by field investigation with the various stakeholders, using interviews conducted from a previously established guide. The data collected has been processed by suitable statistical methods. The results revealed that of the 468 surveyed, there were 277 men and 191 women whose ages varied from 18 to over 50 years. The majority of respondents were aware of the notion of advertising. 59% of respondents bought through advertising. 70.1% said they wanted to be informed about the content of the products they buy and believed that they have the right to information. For the professionals met, the advertisement does not reveal all the informations on the products with the most convincing aim is to make the product flow more quickly. It then becomes urgent that measures be taken to avoid this imbalance between the position of consumers and that of professionals. These measures must lead to sufficient consumer protection provisions.
Author Keywords: Television advertising, consumer, right to information, protection, Benin.
Volume 51, Issue 2, November 2020, Pages 96–104
Rémi Kodjo1 and Jean Euloge Gbaguidi2
1 Laboratoire d’Etude des Médias, de l’Information et de la Communication (LEMIC), Département des Sciences du Langage et de la Communication (DSLC), Université d’Abomey-Calavi (UAC), Abomey-Calavi (AB), Benin
2 Laboratoire d’Etude des Médias, de l’Information et de la Communication (LEMIC), Département des Sciences du Langage et de la Communication (DSLC), Université d’Abomey-Calavi (UAC), Abomey-Calavi (AB), Benin
Original language: French
Copyright © 2020 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
The consumer's right to information is intended to protect their consent, health and safety and allow them to make informed decisions. This study aims to contribute to the eradication of the violation of the consumer’s right to information in Benin. The methodological approach adopted consisted of a review followed by field investigation with the various stakeholders, using interviews conducted from a previously established guide. The data collected has been processed by suitable statistical methods. The results revealed that of the 468 surveyed, there were 277 men and 191 women whose ages varied from 18 to over 50 years. The majority of respondents were aware of the notion of advertising. 59% of respondents bought through advertising. 70.1% said they wanted to be informed about the content of the products they buy and believed that they have the right to information. For the professionals met, the advertisement does not reveal all the informations on the products with the most convincing aim is to make the product flow more quickly. It then becomes urgent that measures be taken to avoid this imbalance between the position of consumers and that of professionals. These measures must lead to sufficient consumer protection provisions.
Author Keywords: Television advertising, consumer, right to information, protection, Benin.
Abstract: (french)
Le droit à l'information du consommateur a pour but de protéger son consentement, sa santé et sa sécurité et lui permettre de décider en pleine connaissance de cause. La présente étude a pour objectif de faire l’état des lieux de la pratique publicitaire à Cotonou, au regard du droit à l’information du consommateur. L’approche méthodologique adoptée a consisté en une revue documentaire suivie d’investigation de terrain auprès des différents acteurs, à l’aide d’entretiens déroulés à partir d’un guide préalablement établi. Les données collectées ont été traitées par des méthodes statistiques adéquates. Les résultats ont révélé que sur les 468 enquêtés, on décompte 277 hommes et 191 femmes dont l’âge les âges avaient varié de 18 à plus de 50 ans. La majorité des enquêtés connaissaient la notion de publicité. 59% des enquêtés achetaient grâce à la publicité. 70,1% des enquêtés avaient affirmé qu’ils souhaitent être informés sur le contenu des produits qu’ils achètent et estimaient qu’ils ont le droit à l’information. Pour les professionnels rencontrés, la publicité ne dévoile pas toutes les informations sur les produits dans le but probant de faire écouler plus rapidement les produits. Il devient alors urgent que des dispositions soient prise pour éviter ce déséquilibre entre la position des consommateurs et celles des professionnels. Ces mesures doivent déboucher sur des dispositions protectrices suffisantes des consommateurs.
Author Keywords: Publicité télévisée, consommateur, droit à l’information, protection, Bénin.
How to Cite this Article
Rémi Kodjo and Jean Euloge Gbaguidi, “Television advertising in Cotonou and violation of the consumer's right to information,” International Journal of Innovation and Scientific Research, vol. 51, no. 2, pp. 96–104, November 2020.
