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class="js-dropdown-wrapper nav menu--menu-menu-header"> <li class="menu-item menu-item-0"> <span class="menu-link menu-link-0 js-dropdown-toggle"> Ma conformité au RGPD </span> <ul class="menu-level-1"> <li class="menu-item menu-item-1"> <a href="/fr/comprendre-le-rgpd" class="menu-link menu-link-1" data-drupal-link-system-path="node/163964">Comprendre le RGPD</a> <ul class="menu-level-2"> <li class="menu-item menu-item-2"> <a href="/fr/rgpd-de-quoi-parle-t-on" class="menu-link menu-link-2" data-drupal-link-system-path="node/1183">Qu'est-ce que le RGPD ?</a> </li> <li class="menu-item menu-item-2"> <a href="/fr/comprendre-le-rgpd/les-six-grands-principes-du-rgpd" class="menu-link menu-link-2" data-drupal-link-system-path="node/902">Les six grands principes du RGPD</a> </li> <li class="menu-item menu-item-2"> <a href="/fr/comprendre-le-rgpd/le-mooc-de-la-cnil-est-de-retour-dans-une-nouvelle-version-enrichie" class="menu-link menu-link-2" data-drupal-link-system-path="node/9187">MOOC - 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le monde</a> </li> <li class="menu-item menu-item-2"> <a href="/fr/la-protection-des-donnees-dans-le-monde" class="menu-link menu-link-2" data-drupal-link-system-path="node/163814">La protection des données dans le monde</a> </li> <li class="menu-item menu-item-2"> <a href="/fr/le-comite-europeen-de-la-protection-des-donnees-cepd" class="menu-link menu-link-2" data-drupal-link-system-path="node/1172">Le Comité européen de la protection des données (CEPD)</a> </li> <li class="menu-item menu-item-2"> <a href="/fr/en-europe-dans-le-monde/les-instances-internationales-de-protection-de-la-vie-privee" class="menu-link menu-link-2" data-drupal-link-system-path="node/1173">Les instances internationales</a> </li> <li class="menu-item menu-item-2"> <a href="/fr/en-europe-dans-le-monde/la-cooperation-police-justice" class="menu-link menu-link-2" data-drupal-link-system-path="node/1174">La coopération Police-Justice</a> </li> </ul> </li> <li class="menu-item menu-item-1"> <div 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dropdown-close">Fermer</button> </li> </ul> </li> <li class="search-button"> <button class="search-btn js-search-btn"></button> </li> </ul> <div class="nav--top-nav"><a href="/fr" class="fr is-active" hreflang="fr">Fr</a><a href="/en" class="en" hreflang="en">En</a><a href="/fr/gestion-des-cookies" class="cookies">Gestionnaire de cookies</a></div> </div> </div> </div> <div class="block-search-wrapper js-block-search-wrapper"> <div class="cnil-search-form block block-cnil-search block-cnil-search-form-block" data-drupal-selector="cnil-search-form" id="block-search"> <h2 class="visually-hidden">CNIL: search form</h2> <form action="/fr/thematiques/commerce-et-publicite" method="post" id="cnil-search-form" accept-charset="UTF-8"> <div class="form-item js-form-item form-type-textfield js-form-type-textfield form-item-keyword js-form-item-keyword form-group"> <label for="edit-keyword" class="control-label">Poser une question ou rechercher un article, une délibération... </label> <input data-drupal-selector="edit-keyword" class="form-text form-control" type="text" id="edit-keyword" name="keyword" value="" size="60" maxlength="128" /> </div> <button data-drupal-selector="edit-submit" class="button js-form-submit form-submit btn-default btn" type="submit" id="edit-submit" name="op" value="Rechercher">Rechercher</button><input data-drupal-selector="form-mml90ybjaocbjaksuwjmv623th7itywa-bhjgklxcs0" type="hidden" name="form_build_id" value="form-MML90YbjaocbjAKSuwJMV623tH7iTywA_BhjgKLxCs0" /><input data-drupal-selector="edit-cnil-search-form" type="hidden" name="form_id" value="cnil_search_form" /> </form> </div> </div> </div> <div class="main-wrapper"> <div class=""> <div class="page"> <section> <div class="container"> </div> <div class="region region-breadcrumb container"> <ol class="breadcrumb"> <li > <a href="/fr">Accueil</a> </li> <li class="active"> Commerce et publicité </li> </ol> </div> <div class="container"> </div> <div class="container"> </div> <div class="container"> </div> <div class="container"> <div class="layout--page-content"> <div class="layout-inner"> <div class="region region-content"> <div data-drupal-messages-fallback class="hidden"></div> <div class="hub node-type-page-hub ctn-gen"> <div class="ctn-gen-titre js-zoom-wrapper zoom-wrapper"><h1> <span>Commerce et publicité</span> </h1></div> <hr class="separator" /> <div class="page-introduction js-zoom-wrapper zoom-wrapper clearfix"> <p>Les commerçants doivent respecter certaines règles pour protéger les données personnelles de leurs clients et prospects. Ils doivent également intégrer des garanties dans les dispositifs servant à analyser, surveiller ou tracer les consommateurs.</p> </div> <div class="page--tools"><div class="social"><ul><li><a href="" class="icon-print print-btn print" onClick="#">Print the article</a></li><li><a href="" class="icon-share-email email" onClick="#">Courriel</a></li></ul></div><div class="tools"><ul><li><a href="" class="js-zoom-link decrease" data-zoom="-2">Decrease the size of the font</a></li><li><a href="" class="js-zoom-link increase" data-zoom="2">Increase the size of the font</a></li></ul></div></div> <div class="content js-zoom-wrapper zoom-wrapper"> <div class="row"> <div class="contenus"> <div class="col-xs-12 col-sm-6 bloc"> <h2 class="titre">La prospection commerciale</h2> <a href="/fr/la-prospection-commerciale"> <div class='descriptif'>Si la prospection (mail, SMS, téléphone, adresse postale...) permet aux entreprises de fidéliser leur clientèle ou de recruter de nouveaux prospects, elle doit cependant être encadrée par un certain nombre de règles. </div> </a> <hr/> </div> <div class="col-xs-12 col-sm-6 bloc"> <h2 class="titre">La gestion commerciale</h2> <a href="/fr/la-gestion-commerciale"> <div class='descriptif'>Les traitements mis en œuvre aux fins de gestion des activités commerciales conduisent à collecter des données personnelles de clients, prospects, fournisseurs. Quelles sont les règles ? </div> </a> <hr/> </div> <div class="col-xs-12 col-sm-6 bloc"> <h2 class="titre">Les cookies et autres traceurs</h2> <a href="/fr/cookies-et-autres-traceurs"> <div class='descriptif'>La loi impose notamment aux éditeurs de sites et aux fournisseurs de solutions d'informer les internautes et, dans certains cas, de recueillir leur consentement avant l'insertion de cookies ou autres traceurs. </div> </a> <hr/> </div> <div class="col-xs-12 col-sm-6 bloc"> <h2 class="titre">Les dispositifs de mesure de fréquentation </h2> <a href="/fr/dispositifs-de-mesure-daudience-et-de-frequentation-dans-des-espaces-accessibles-au-public-la-cnil"> <div class='descriptif'>De plus en plus d’entreprises collectent des données personnelles depuis les terminaux mobiles afin de mesurer la fréquentation des espaces/panneaux publicitaires et/ou de réaliser des campagnes. La CNIL rappelle les règles applicables. </div> </a> <hr/> </div> <div class="col-xs-12 col-sm-6 bloc"> <h2 class="titre">L’analyse comportementale et le profilage </h2> <a href="/fr/profilage-et-decision-entierement-automatisee"> <div class='descriptif'>Différents outils permettent aux commerçants et aux publicitaires de mieux connaître les consommateurs et leurs attentes, afin d’adapter les annonces en fonction de leurs besoins supposés. Cette pratique est cependant particulièrement encadrée. </div> </a> <hr/> </div> <div class="col-xs-12 col-sm-6 bloc"> <h2 class="titre">Le paiement en ligne</h2> <a href="/fr/le-paiement-en-ligne"> <div class='descriptif'>À la suite de la mise à jour de sa recommandation sur la carte bancaire dans le cadre du paiement à distance, la CNIL fait le point sur l’utilisation des données de la carte bancaire dans le contexte des paiements à distance. </div> </a> <hr/> </div> <div class="col-xs-12 col-sm-6 bloc"> <h2 class="titre">Comment utiliser une liste repoussoir pour respecter l’opposition à la prospection commerciale ?</h2> <a href="/fr/comment-utiliser-une-liste-repoussoir-pour-respecter-lopposition-la-prospection-commerciale"> <div class='descriptif'> Principe général : Les personnes ont un droit absolu de s’opposer, simplement et gratuitement, à la prospection commerciale ; La constitution d’une liste repoussoir est l’un des mécanismes permettant de prendre en compte cette opposition…</div> </a> <hr/> </div> <div class="col-xs-12 col-sm-6 bloc"> <h2 class="titre">Les modèles de mentions d’information</h2> <a href="/fr/les-modeles-de-mentions-dinformation"> <div class='descriptif'>Pour vous aider à informer les personnes dans des conditions conformes au RGPD, la CNIL propose quelques exemples pratiques de mentions d’information à adapter et compléter selon la situation. </div> </a> <hr/> </div> <div class="col-xs-12 col-sm-6 bloc"> <img src="/sites/cnil/files/styles/contenu_generique_liste_visuel/public/2023-08/faq_bleu.png?itok=eBMGnU00" width="302" height="170" alt="" loading="lazy" typeof="foaf:Image" class="img-responsive" /> <h2 class="titre">Questions/réponses</h2> <h3 class="sous-titre">Commerce</h3> <div class='lien col-sm-10 col-sm-offset-1'> <a title="" href="/fr/cnil-direct/recherche/commerce">Voir la FAQ</a> </div> </div> <div class="col-xs-12 col-sm-6 bloc"> <img src="/sites/cnil/files/styles/contenu_generique_liste_visuel/public/2023-08/faq_rouge.png?itok=7bEHzzYl" width="302" height="170" alt="" loading="lazy" typeof="foaf:Image" class="img-responsive" /> <h2 class="titre">Questions/réponses</h2> <h3 class="sous-titre">Publicité</h3> <div class='lien col-sm-10 col-sm-offset-1'> <a title="" href="/fr/cnil-direct/thematique/publicite">Voir la FAQ</a> </div> </div> </div> </div> <hr /> <div class="articles-associes"><h2>Les articles associés les plus consultés</h2> <div class="row"><div class="article col-xs-12 col-sm-4 col-md-4"> <div class="conteneur-article-associe"> <img src="/sites/cnil/files/styles/interest_image/public/media/images/webinaire_prospection_2022.png?itok=pWUigbt7" width="385" height="246" alt="" loading="lazy" typeof="foaf:Image" class="img-responsive" /> <div class="article-inner"> <div class="titre"> <a href="/fr/revoir-le-webinaire-la-prospection-commerciale-quelles-sont-les-regles">Revoir le webinaire : la prospection 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