Publicité, médicaments et monopole : l’épilogue du feuilleton Leclerc ?

FlickR - Publicité, Quand Leclerc reprend les codes du Front National - dadavidovDéfendre le pouvoir d’achat en faveur des consommateurs, c’est toujours le credo des enseignes Leclerc, y compris dans le domaine protégé des médicaments. Utiliser le procédé de la publicité comparative des prix, c’est toujours le procédé favori de ces enseignes, en dépit des condamnations régulières des magistrats français ((Cf. la dernière en date : Cass. Crim., 4 mars 2008, D. 2008. AJ. 1051.)).

Savamment orchestrée à la suite d’une conférence de presse donnée le 4 avril 2008, le groupe Leclerc a lancé une campagne publicitaire destinée à promouvoir la mise en vente des médicaments déremboursés par la Sécurité sociale et en automédication dans ses espaces de vente dédiés à la parapharmacie. Presse, télévision, internet (site associé à une pétition), tous les supports y sont passés.

Les réactions ne se sont pas faites attendre. Dès la semaine suivante, la justice était saisie en référé par une société dont l’activité est notamment de proposer de nouveaux modes de distribution des médicaments aux pharmaciens, société à laquelle se sont jointes deux organisations professionnelles de défense des pharmaciens d’officine. Les demandes avaient pour objet à la fois la cessation de la campagne publicitaire fondée sur un trouble manifestement illicite à l’ordre public (article 809 du code de procédure civile) et l’allocation de dommages-intérêts (article 1382 du code civil).

Par ordonnance en date du 21 avril 2008, la présidente du tribunal de grande instance de Colmar faisait droit à la demande de cessation de la campagne, en précisant ses modalités :

– interdiction de diffusion du spot télévisé au plus tard le 23 avril, 18 heures, sous astreinte provisoire de 20 000 € par jour passé ce délai ;

– interdiction de diffusion de la campagne associée sur les différents supports presse et affichage, au plus tard le 28 avril, sous astreinte provisoire de 20 000 € par jour à défaut d’exécution ;

– injonction de modification du site Internet associé « www.sesoigner-moinscher.com », visant à introduire un avertissement à l’attention des consommateurs sur l’interdiction de citation de prix dans le cadre d’une campagne d’opinion, au plus tard le 1er mai, sous astreinte provisoire de 10 000 € passé ce délai.

Le groupe Leclerc a relevé appel de cette décision et les magistrats de la cour d’appel de Colmar lui ont donné raison, par arrêt du 7 mai 2008.

FlickR - Pre-root canal meds - vieux banditS’agissant en premier lieu de la qualification de publicité trompeuse, l’ordonnance de référé avait qualifié la campagne publicitaire de déloyale, trompeuse et agressive, tout en caractérisant les éléments constitutifs de la publicité trompeuse, ancienne dénomination de la nouvelle pratique commerciale trompeuse, définie à l’article L. 121-1 du code de la consommation. L’ordonnance relevait que la publicité est de nature à tromper le consommateur sur la disponibilité du produit, en créant un amalgame entre médicaments et parapharmacie, et les prix pratiqués.

La cour d’appel de Colmar souligne, elle, au contraire que les médicaments non remboursés ne sont pas proposés à la vente par le groupe Leclerc, le message diffusé sur l’ensemble des supports militant au contraire pour une modification en ce sens de la loi. Excluant la qualification de pratique commerciale au sens des dispositions du code de la consommation, elle qualifie cette campagne de « sorte de propagande en faveur d’un changement de législation ». En effet, le groupe Leclerc a souhaité – selon elle – instaurer un débat en ayant recours à une forme de communication – la publicité d’opinion – destinée à prendre à témoin l’opinion publique sur un sujet de controverse (en l’occurrence, la baisse du pouvoir d’achat et l’annonce de la prochaine mise en libre service de médicaments déremboursés par la sécurité sociale dans les officines).

Le site internet est conçu ici moins comme un instrument de promotion que d’information (énumération des classes de médicaments visés, relevé des prix et des augmentations, témoignage de professionnels du milieu médical, etc.) et d’action (ouverture à la signature d’une pétition). On s’éloigne donc de la publicité classique sous forme de « réclame ». La définition de la notion de pratique commerciale, donnée par la directive du 11 mai 2005, ne semble toutefois pas exclure la publicité ou communication d’opinion de son champ d’application, en visant « toute… démarche ou communication commerciale, y compris la publicité et le marketing, de la part d’un professionnel, en relation directe avec la promotion, la vente ou la fourniture d’un produit au consommateur ». Cette campagne ne fait en effet que mettre en valeur un service déjà offert par le groupe Leclerc, la vente de produits de parapharmacie au sein de ses espaces dédiés.

C’est à la juridiction du fond, si elle est saisie, qu’il appartiendra de déterminer si les éléments matériel et intentionnel du délit de pratique commerciale déloyale et/ou trompeuse étaient réunis en l’espèce.

S’agissant de la preuve d’un dénigrement, l’ordonnance de première instance avait, d’abord, à la manière de feu le Conseil de la concurrence, décrit le marché dans lequel évoluaient les parties, afin de déterminer s’il existait une situation de concurrence entre elles, pour en conclure que, si la situation de concurrence n’existait pas à proprement parler sur le marché des médicaments, le monopole des pharmacies d’officine n’étant pas remis en cause, y compris à la suite de l’annonce publique de la vente « en libre service » des médicaments déremboursés, les mêmes parties étaient en concurrence directe et actuelle sur le marché de la parapharmacie.

Les magistrats de la cour d’appel se bornent, quant à eux, à constater l’absence de concurrence actuelle sur le marché en cause.

Puis, le tribunal de grande instance de Colmar avait estimé que la preuve d’un dénigrement collectif de la profession de pharmacien était rapportée. Il s’agissait grosso modo de laisser le public croire à une corrélation entre le déremboursement de certains médicaments et la hausse des prix de ceux-ci, d’une part et un enrichissement injustifié des pharmaciens d’officine bénéficiant de cette hausse, portant, par suite, atteinte au pouvoir d’achat des consommateurs, d’autre part.

Pour la cour d’appel de Colmar, les allégations du groupe Leclerc comme les critiques des pharmaciens ne sont pas suffisamment probantes pour caractériser l’existence d’un tel dénigrement. Elle souligne à cet égard que l’image de parure « ne dépasse pas manifestement les limites de ce qui est permis en matière d’expression humoristique ». Là encore, il appartiendra au juge du fond d’apprécier in fine si le produit ainsi mis en scène n’est pas de nature à donner une image dégradée de la profession de pharmacien dans l’esprit des consommateurs et si la cohabitation de ce ton avec des données chiffrées sur le prix de médicaments déremboursés (sur l’origine duquel le consommateur n’est pas précisément informé) est possible.

Enfin, sur l’exercice de la liberté d’expression, les magistrats de la cour d’appel rappellent que le débat est « ouvert et permis ». Il est en effet acquis que le principe de liberté d’expression posé par l’article 10 de la Convention européenne de sauvegarde des droits de l’homme s’applique aussi à la communication commerciale d’une entreprise intervenant sur le marché ((C. Geiger, Droit des marques et liberté d’expression. De la proportionnalité de la libre critique, D. 2007. Chron. 884 ; A. Debet, Un an de jurisprudence de la Cour européenne des droits de l’homme en matière de communication, CCE 2006. Chron. 11 ; et CCE 2007. Chron. 10)). Le juge du fond devra aussi déterminer en l’espèce si le groupe Leclerc n’a pas excédé les limites de la liberté d’expression, au regard du sujet évoqué et des modalités d’information des consommateurs.

Enfin, par arrêt du 13 octobre dernier ((Cass. Com., 13 octobre 2009, n°08-16.972.)), la Chambre commerciale de la Cour de cassation a donné raison au groupe Leclerc en se retranchant derrière la souveraine appréciation des juges de la cour d’appel de Colmar. ce dont la presse se fait l’écho d’ailleurs. Les deux attendus importants à retenir sont les suivants :

« Mais attendu que l’arrêt retient que la campagne en cause valorise indirectement les activités de parapharmacie des magasins Leclerc, mais que, s’il a été discuté de la véracité de l’allégation selon laquelle la concurrence par les grandes surfaces apporterait un résultat bénéfique pour les consommateurs, une telle discussion restait ouverte, qu’il n’est pas possible de considérer a priori que l’allégation d’un effet bénéfique d’une ouverture à la concurrence est manifestement fausse et, à supposer même qu’il en soit ainsi, qu’une telle allégation fausse constitue automatiquement un acte illicite générateur d’un préjudice manifeste ; que, de ces constatations, la cour d’appel, qui a ainsi répondu, en les écartant, aux conclusions faisant état des divers griefs formulés par les parties demanderesses, a pu déduire qu’il n’existait pas de trouble manifestement illicite ; que le moyen n’est pas fondé ;

[…]

Mais attendu que l’arrêt retient qu’il importerait de préciser et de caractériser exactement ce qui constituerait un dénigrement, que l’allégation d’une hausse des médicaments qui ne sont plus remboursés est corroborée par la Commission des comptes de la sécurité sociale, et que la Mutualité française l’a effectivement chiffrée à 36 % pour 2006, qu’attribuer cette hausse aux seuls titulaires d’officines serait probablement inexact, mais dans une mesure qui reste cependant à préciser, que l’allégation d’un effet positif de la concurrence pour neutraliser les effets d’une telle hausse est probablement réductrice aussi, mais qu’il ne s’agit pas pour autant d’un véritable dénigrement des titulaires d’officines, et que l’image d’une parure faite de pilules et de gélules est sans doute d’une ironie un peu agressive, mais qu’elle ne dépasse pas manifestement les limites de ce qui est permis en matière d’expression humoristique ; qu’en l’état de ces énonciations, c’est dans l’exercice de son pouvoir d’appréciation que la cour d’appel, abstraction faite des motifs erronés, mais surabondants, visés aux deux dernières branches du moyen, a pu retenir qu’aucun des fondement assez imprécis allégués par les parties demanderesses ne caractérisait un trouble manifestement illicite ; que le moyen n’est pas fondé ; »

La controverse est-elle terminée pour autant ? Certainement pas.

Pour mémoire, les lecteurs trouveront ci-après le spot publicitaire du groupe Leclerc et la réponse des pharmaciens :

Réponse du berger à la bergère :


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