{"id":533331,"date":"2026-09-17T07:30:00","date_gmt":"2026-09-17T05:30:00","guid":{"rendered":"https:\/\/leregardlibre.com\/?p=533331"},"modified":"2026-09-17T07:56:05","modified_gmt":"2026-09-17T05:56:05","slug":"creation-publicite-ia","status":"publish","type":"post","link":"https:\/\/leregardlibre.com\/en\/societe\/creation-publicite-ia\/","title":{"rendered":"Signaler tout contenu visuel publicitaire g\u00e9n\u00e9r\u00e9 par IA?"},"content":{"rendered":"<p class=\"has-drop-cap\"><strong>Les nouvelles technologies r\u00e9volutionnent la cr\u00e9ation publicitaire. A New York, une nouvelle loi impose de signaler les personnages synth\u00e9tiques utilis\u00e9s dans les publicit\u00e9s. Faut-il \u00e9tendre cette obligation \u00e0 tout contenu visuel g\u00e9n\u00e9r\u00e9 par intelligence artificielle (IA)?<\/strong><\/p>\n\n\n\n<!--more-->\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\" id=\"h-solange-ghernaouti\"><strong><strong><strong><br><strong><strong>Solange Ghernaouti<\/strong><\/strong><\/strong><\/strong><\/strong><\/h2>\n\n\n\n<p><em><br>Professeure honoraire de l\u2019Universit\u00e9 de Lausanne,<br>sp\u00e9cialiste de la cybers\u00e9curit\u00e9 et du num\u00e9rique<\/em><\/p>\n\n\n\n<p><strong>Yes.<\/strong> Le \u00abJe ne crois que ce que je vois\u00bb de saint Thomas n\u2019est plus valide avec l\u2019IA g\u00e9n\u00e9rative. Ce principe ne suffit plus \u00e0 garantir la r\u00e9alit\u00e9 physique des choses ni \u00e0 t\u00e9moigner de la v\u00e9rit\u00e9. L\u2019IA permet de g\u00e9n\u00e9rer des contenus pour les donner \u00e0 voir, \u00e0 lire, \u00e0 entendre et \u00e0 consommer. Qu\u2019elles soient esth\u00e9tiques, r\u00e9alistes, vraisemblables ou non, elles sont fabriqu\u00e9es pour des finalit\u00e9s d\u00e9termin\u00e9es (publicit\u00e9, divertissement, escroqueries\u2026). Elles repr\u00e9sentent une interpr\u00e9tation algorithmique de l\u2019intention de leurs auteurs, qui, pour susciter une r\u00e9action, peuvent cr\u00e9er des contenus non authentiques mais \u00e9motionnellement efficaces. D\u2019o\u00f9 l\u2019importance de les signaler \u00e0 leurs destinataires. Distinguer le vrai du faux, reconna\u00eetre ce qui rel\u00e8ve de l\u2019id\u00e9ologie d\u2019un cr\u00e9ateur de contenus, percevoir la manipulation cognitive et kinesth\u00e9sique passe par un signalement clair de la nature de l\u2019information partag\u00e9e. Cela permet de susciter l\u2019envie de r\u00e9aliser l\u2019effort n\u00e9cessaire \u00e0 la r\u00e9flexion et \u00e0 la prise de d\u00e9cision pour sortir de la confusion induite par la surinformation. Faire la diff\u00e9rence entre des images modifi\u00e9es et celles originales ou fausses \u00e9vite de tomber dans le pi\u00e8ge qui consiste \u00e0 voir uniquement ce que l\u2019on veut croire ou nous faire croire. Cela permet de r\u00e9tablir un peu de v\u00e9rit\u00e9 dans un monde qui a invent\u00e9 la l\u00e9gitimation des contre-v\u00e9rit\u00e9s et des v\u00e9rit\u00e9s alternatives amplifi\u00e9es par la puissance num\u00e9rique.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\" id=\"h-jan-de-schepper\"><strong><strong><strong><strong><strong><br><strong><strong>Jan De Schepper<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h2>\n\n\n\n<p><em><br>CEO de la n\u00e9obanque Yuh,<br>pr\u00e9sident l\u2019Association suisse des annonceurs<\/em><\/p>\n\n\n\n<p><strong>No.<\/strong> Une telle obligation partirait d\u2019une mauvaise question. Ce n\u2019est pas la technologie utilis\u00e9e qui doit \u00eatre r\u00e9glement\u00e9e, mais le risque de tromper le public. La publicit\u00e9 a toujours int\u00e9gr\u00e9 les innovations de son \u00e9poque: photographie, retouche num\u00e9rique, images de synth\u00e8se ou effets sp\u00e9ciaux. L\u2019IA n\u2019est qu\u2019un nouvel outil cr\u00e9atif. Exiger un avertissement sur chaque visuel g\u00e9n\u00e9r\u00e9 par IA reviendrait \u00e0 imposer une mention pour chaque photo retouch\u00e9e ou chaque logiciel utilis\u00e9 par un graphiste. En revanche, lorsqu\u2019un contenu met en sc\u00e8ne une personne ou un \u00e9v\u00e9nement de mani\u00e8re r\u00e9aliste au point de pouvoir induire le public en erreur, la transparence est indispensable. C\u2019est pr\u00e9cis\u00e9ment l\u2019esprit de la l\u00e9gislation europ\u00e9enne sur l\u2019IA, qui cible les \u00abdeepfakes\u00bb et les contenus susceptibles de tromper, sans imposer un \u00e9tiquetage g\u00e9n\u00e9ralis\u00e9 de toute publicit\u00e9. Une telle obligation cr\u00e9erait surtout une charge administrative suppl\u00e9mentaire, nuirait \u00e0 la qualit\u00e9 esth\u00e9tique des campagnes et p\u00e9naliserait l\u2019innovation sans apporter de r\u00e9elle protection aux consommateurs. En Suisse, le droit contre la concurrence d\u00e9loyale interdit d\u00e9j\u00e0 les pratiques publicitaires trompeuses. C\u2019est cette exigence de loyaut\u00e9 qui doit rester notre boussole. La confiance du public ne se construit pas en multipliant les mentions obligatoires. Elle repose sur un principe simple: sanctionner la tromperie, pas l\u2019innovation.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p><em>Tous les mois, notre <em><em>r\u00e9dacteur en chef<\/em><\/em> <strong>Pablo S\u00e1nchez<\/strong> brings together two personalities at odds with each other, whether or not they are members of the editorial team. <\/em>Regard Libre<em>.<\/em><\/p>\n\n\n\n<h6 class=\"wp-block-heading\" id=\"h-vous-venez-de-lire-un-contenu-publie-dans-notre-edition-papier-le-regard-libre-n-129\">You have just read content published in our print edition (<a href=\"https:\/\/leregardlibre.com\/en\/cpt-editions\/le-regard-libre-129-information\/\" data-type=\"link\" data-id=\"https:\/\/leregardlibre.com\/cpt-editions\/le-regard-libre-129-information\/\"><em>Le Regard Libre\u00a0<\/em>No. 129<\/a>).<\/h6>","protected":false},"excerpt":{"rendered":"<p>Les nouvelles technologies r\u00e9volutionnent la cr\u00e9ation publicitaire. A New York, une nouvelle loi impose de signaler les personnages synth\u00e9tiques utilis\u00e9s dans les publicit\u00e9s. Faut-il \u00e9tendre cette obligation \u00e0 tout contenu visuel g\u00e9n\u00e9r\u00e9 par intelligence artificielle (IA)?<\/p>","protected":false},"author":735,"featured_media":533334,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8796],"tags":[644344178,134004],"class_list":["post-533331","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-societe","tag-desaccords","tag-intelligence-artificielle"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Signaler tout contenu visuel publicitaire g\u00e9n\u00e9r\u00e9 par IA?<\/title>\n<meta name=\"description\" content=\"New York impose de signaler les personnages synth\u00e9tiques dans les publicit\u00e9s. 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