{"id":79938,"date":"2024-08-27T10:02:04","date_gmt":"2024-08-27T08:02:04","guid":{"rendered":"https:\/\/energy-cities.eu\/?p=79938"},"modified":"2024-08-27T12:33:00","modified_gmt":"2024-08-27T10:33:00","slug":"des-rues-sans-publicite-rendons-lespace-public-aux-citoyens","status":"publish","type":"post","link":"https:\/\/energy-cities.eu\/fr\/des-rues-sans-publicite-rendons-lespace-public-aux-citoyens\/","title":{"rendered":"Des rues sans publicit\u00e9 : rendons l’espace public aux citoyens"},"content":{"rendered":"\n

Si nous avons des r\u00e9glementations pour les publicit\u00e9s sur le tabac et l’alcool, pourquoi n’en avons-nous pas pour limiter la promotion des produits et services li\u00e9s aux combustibles fossiles ? Pourquoi couvrir nos b\u00e2timents de gigantesques panneaux publicitaires qui nous incitent \u00e0 acheter des biens produits loin d’ici et dont nous n’avons pas vraiment besoin ?<\/strong><\/p>\n\n\n\n

Chez Energy Cities, nous aimons r\u00e9unir nos membres pour qu’ils s’inspirent mutuellement. Aujourd’hui, nous partageons un excellent exemple d’engagement envers un mode de vie bas\u00e9 sur la sobri\u00e9t\u00e9. Philippe Guelpa-Bonaro est Vice-Pr\u00e9sident de la M\u00e9tropole de Lyon pour le climat, l’\u00e9nergie, et la r\u00e9duction de la publicit\u00e9. Lors de la conf\u00e9rence annuelle d’Energy Cities en juin, nous l’avons interview\u00e9 pour en savoir plus sur les mesures que la M\u00e9tropole a prise pour chasser la publicit\u00e9 de l\u2019espace public.  <\/strong><\/p>\n\n\n\n

Comment la M\u00e9tropole de Lyon a-t-elle r\u00e9duit  la publicit\u00e9 dans l\u2019espace public ?<\/strong><\/h2>\n\n\n\n

On avait un engagement de campagne \u00e0 r\u00e9duire fortement la publicit\u00e9 et interdire les \u00e9crans num\u00e9riques. La m\u00e9tropole de Lyon a vot\u00e9 en juin 2023 un r\u00e8glement local de publicit\u00e9 pour l\u2019int\u00e9gralit\u00e9 du territoire m\u00e9tropolitain, les 58 communes et qui concerne \u00e0 la fois les publicit\u00e9s et les enseignes. Le r\u00e8glement permet de r\u00e9duire d\u2019au moins 75% le nombre de panneaux publicitaires sur la m\u00e9tropole de Lyon et la taille maximale des panneaux restants passe de 12 \u00e0 4m2<\/sup><\/strong>.  Aussi, on ne voulait plus de ces \u00e9crans num\u00e9riques sur l\u2019espace public, car ils attirent l\u2019\u0153il et captent notre attention sans notre consentement. On les a donc retir\u00e9s dans le m\u00e9tro, et comme on ne pouvait pas les interdire (la loi fran\u00e7aise nous interdit de le faire) dans les vitrines des magasins, nous avons r\u00e9duit leur taille \u00e0 1 ou 2m2 <\/sup>selon les espaces avec que des images fixes, ce qui enl\u00e8ve un peu l\u2019int\u00e9r\u00eat d\u2019avoir du num\u00e9rique\u2026 On enl\u00e8ve aussi les publicit\u00e9s en toiture, et on interdit les b\u00e2ches publicitaires de chantier qui font parfois 50 ou 100m2<\/sup> et sont une agression visuelle, surtout dans une ville au patrimoine historique aussi important que Lyon.<\/p>\n\n\n\n

\"\"
Philippe Guelpa-Bonaro est Vice-Pr\u00e9sident de la M\u00e9tropole de Lyon pour le climat, l’\u00e9nergie, et la r\u00e9duction de la publicit\u00e9<\/figcaption><\/figure><\/div>\n\n\n\n

Vous \u00eates Vice-Pr\u00e9sident \u00e0 l\u2019\u00e9nergie, au climat et \u00e0 la r\u00e9duction de la publicit\u00e9. En quoi ces sujets sont li\u00e9s ?<\/strong><\/strong><\/h2>\n\n\n\n

C\u2019est important de r\u00e9duire la publicit\u00e9 pour le climat, car on consomme trop de biens produits avec trop d\u2019\u00e9nergie. Il y a un enjeu d\u2019op\u00e9rer une descente \u00e9nerg\u00e9tique et mat\u00e9rielle : il faut produire moins, mais mieux. Or, la publicit\u00e9 ext\u00e9rieure incite \u00e0 la surconsommation de masse et nous fait acheter des choses dont on n\u2019a pas forc\u00e9ment besoin, qui vont avoir des impacts \u00e9nerg\u00e9tiques et sur les ressources humaines, mais aussi en eau et en minerais. Aussi, un panneau num\u00e9rique de 2 m\u00b2 consomme autant d\u2019\u00e9lectricit\u00e9 qu\u2019un foyer fran\u00e7ais en un an<\/strong>. On ne peut pas demander aux gens d\u2019\u00e9teindre les lumi\u00e8res ou de baisser le chauffage chez eux, d\u00e8s lors qu\u2019on a des \u00e9crans num\u00e9riques qui font la promotion de paris en ligne, de voitures n\u00e9fastes pour l\u2019environnement ou de voyages en avion qui continuent d\u2019aggraver le changement climatique. Enfin, l\u2019enjeu de cette r\u00e9duction de la publicit\u00e9 est aussi de donner plus de visibilit\u00e9 aux commerces de proximit\u00e9, artisans et autres professionnels qui font vivre l\u2019\u00e9cosyst\u00e8me \u00e9conomique de la M\u00e9tropole de Lyon, et qui cr\u00e9ent de l\u2019emploi et du lien social. La r\u00e9duction de la publicit\u00e9, c\u2019est un r\u00e9\u00e9quilibrage au b\u00e9n\u00e9fice de ces professionnels-l\u00e0.<\/p>\n\n\n\n

Parmi les membres d\u2019Energy Cities, plusieurs villes s\u2019int\u00e9ressent \u00e0 ce sujet. Par o\u00f9 commencer pour des villes qui souhaitent r\u00e9duire la publicit\u00e9 de l\u2019espace public ?<\/strong><\/strong><\/h2>\n\n\n\n

Je conseillerais d\u2019abord aux villes de demander leur avis aux gens. Quand on pose la question, au moins 80 % de nos concitoyens sont pour une r\u00e9duction de la publicit\u00e9<\/strong>. Cela aide beaucoup pour convaincre ensuite les professionnels et les autres \u00e9lu.e.s de mettre en \u0153uvre des mesures de r\u00e9duction de la publicit\u00e9. Les petits commer\u00e7ants verront aussi ces mesures d\u2019un tr\u00e8s bon \u0153il. Un autre enjeu est d\u2019oser y aller franchement, car quand on propose de passer de panneaux de 20 ou 30 m\u00b2 \u00e0 2 m\u00b2, peut-\u00eatre qu\u2019on arrivera seulement \u00e0 abaisser leur taille \u00e0 4 ou 8 m\u00b2, mais ce sera d\u00e9j\u00e0 un effort tr\u00e8s important pour r\u00e9duire la place de la publicit\u00e9 dans l\u2019espace public.<\/p>\n\n\n\n

Comment la France et l\u2019’Europe peuvent soutenir les villes et m\u00e9tropoles pour ce faire? <\/strong><\/strong><\/h2>\n\n\n\n

En France, les collectivit\u00e9s ont le droit de r\u00e9glementer la dimension et le nombre de panneaux publicitaires, mais pas le contenu. On ne peut pas interdire les publicit\u00e9s pour les voitures qui consomment de l\u2019essence, pour les avions, pour la consommation d\u2019alcool ou les publicit\u00e9s qui utilisent le corps des femmes comme levier publicitaire, ce qui pose aussi des probl\u00e8mes soci\u00e9taux au-del\u00e0 de l\u2019\u00e9nergie et du climat. On a fait la loi Evin dans les ann\u00e9es 90 pour r\u00e9duire la publicit\u00e9 pour l\u2019alcool et le tabac ; pourquoi n\u2019aurait-on pas une loi pour interdire la publicit\u00e9 pour les produits ou services qui aggravent le changement climatique ? Ou pour permettre aux territoires de pouvoir agir sur le contenu des publicit\u00e9s dans leur mobilier urbain et en g\u00e9n\u00e9ral sur leur territoire ? Chaque territoire pourrait d\u00e9cider librement ce qui lui convient le mieux et tout le monde y gagnerait. En France, on est assez prot\u00e9g\u00e9 : on n\u2019a pas d\u2019\u00e9crans num\u00e9riques sur des monuments historiques ou de publicit\u00e9s \u00e9normes, compar\u00e9 \u00e0 d\u2019autres territoires, comme ici \u00e0 Valence, sans r\u00e8gles de densit\u00e9 et avec des tailles maximales jusqu\u2019\u00e0 presque quatre fois plus importantes qu\u2019en France. Un enjeu dont l\u2019Europe pourrait se saisir est d\u2019uniformiser la taille maximale des publicit\u00e9s et les r\u00e8gles de densit\u00e9<\/strong>. L\u2019Europe a des objectifs de r\u00e9duction des gaz \u00e0 effet de serre ; elle pourrait aussi avoir une r\u00e9glementation qui permette d\u2019avoir une coh\u00e9rence dans le paysage urbain et dans la limitation de la publicit\u00e9 qui incite \u00e0 la surconsommation.<\/p>\n","protected":false},"excerpt":{"rendered":"

Si nous avons des r\u00e9glementations pour les publicit\u00e9s sur le tabac et l’alcool, pourquoi n’en avons-nous pas pour limiter la promotion des produits et services [\u2026]<\/a><\/p>\n","protected":false},"author":55,"featured_media":79923,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","ub_ctt_via":""},"categories":[4],"tags":[506,521,522],"hub":[309],"topic":[110,296,344,350,372,382,418],"legislative_initiative":[],"document_type":[],"acf":[],"author_meta":{"display_name":"M\u00e9lanie Bourgeois","author_link":"https:\/\/energy-cities.eu\/fr\/staff\/m-bourgeois\/"},"featured_img":"https:\/\/energy-cities.eu\/wp-content\/uploads\/2024\/08\/meg-von-haartman-wSD3fL_gNTg-unsplash-350x233.jpg","featured_image_src":"https:\/\/energy-cities.eu\/wp-content\/uploads\/2024\/08\/meg-von-haartman-wSD3fL_gNTg-unsplash.jpg","author_info":{"display_name":"M\u00e9lanie Bourgeois","author_link":"https:\/\/energy-cities.eu\/fr\/staff\/m-bourgeois\/"},"yoast_head":"\nDes rues sans publicit\u00e9 : rendons l'espace public aux citoyens - 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