The promotion policy of agricultural produits Rules on visuals

Transcription

1 The promotion policy of agricultural produits Rules on visuals Webinar 29 June 2017

2 WELCOME! 2

3 Structure I. The display of origin II. The display of brands III.The display of EU emblem IV. The display of the "Enjoy, it's from Europe" logo V. The display of the logo of the proposing organisation VI. The display of disclaimer 3

4 General disclaimer All examples are only for illustration purpose regarding how origin or brand names can appear or how the reporting can be done. Any EU co-financed programme shall respect all eligibility conditions of the promotion policy regulation. 4

5 The display of origin 5

6 General requirements for mention of origin Information provision and promotion measures shall not be originoriented. If origin is mentioned: MENTION OF ORIGIN Internal market : always secondary in relation to the main EU message of the campaign Third country market may be on the same level as the main EU message of the campaign Products recognised under EU quality schemes (PDO, PGI...) : the origin as registered in the denomination may be mentioned without any restriction 6

7 General requirements for mention of origin The main message of the programme shall be a Union message and shall not focus on a specific origin. Any mentioned of origin : Shall Not amount to a restriction of the free movement of products in breach of TFEU Shall Not encourage consumer to buy domestic products solely by virtue of their origin Shall complement the main Union message 7

8 General requirements for mention of origin The mention of origin on information and promotional material shall be limited to the national origin, namely the name of the Member State, or to a common supra-national and pan-european origin (such as Mediterranean, Alpine, Nordic, etc). The mention of origin may be explicit (name of the country) or implicit (flag, logo). 8

9 General requirements for mention of origin The main Union message of the programme shall not be obscured by material related to the origin of the product, such as pictures, colours, symbols or music. The mention of origin shall appear in a separate area from that devoted to the main Union message The mention of origin on information and promotional material shall be limited to visual material. 9

10 What does that mean in practice? 10

11 Acceptable Examples of mention of origin Origin on Internal market Origin on third countries The European milk from: 11

12 What is meant by: "Complement the main Union message and reinforce it"? Theoretical example Goutez aux fromages européens! Les Français sont étonnants 12

13 Not acceptable: programmes which encourage or give preference to the purchase of domestic products Article 34 TFUE Case 249/81 Commission v Ireland [1982] ECR

14 The reference to origin and potential breach of Art. 34 TFUE Not acceptable: 14

15 Not acceptable: 15

16 "Union message diverted by characteristics related to the national origin" Example The quality of European Olive Oil 16

17 Try European cheese 17

18 Union message diverted by characteristics related to the national origin Improved visual (before/after) Before After 18

19 Reference to origin with an existing logo? Could the reference to national origin take the form of an existing logo? Could the reference to PDO/PGI origin take the form of the official existing logo of the product? (distinct from commercial brand!!) 19

20 How mentioning Quality schemes? EU quality schemes which refer to origin may mention their specific origin without any restriction. In the internal market, the programem shall focus on this EU scheme in its main Union message; the product(s) illustrating the scheme should appear in a secondary message RUP logo may mention the name of the outermost regions in the related graphic symbols and related visual material National quality schemes which refer to origin may mention this origin, provided that: It is secondary in relation to the main Union message of the campaign in the IM, may be on the same level as the main Union message of the campaign in TC 20

21 Example Internal Market : EU quality schemespdo/pgi/stg Main EU message on EU schemes Illustrations by specific products in secondary message 21

22 Example: European quality schemes in the IM The European signs for quality Main EU message on EU schemes PDO Cheese N 1 PDO Cheese N 2 Illustrations by specific products in secondary message 22

23 Example: European Quality schemes in third country 23

24 Example: Optional quality terms The EU signs its Mountain Products Discover the new EU label "MOUNTAIN PRODUCTS" Main Message: the EU - OQT "Mountain products" Illustrations by 1 or more products recognised under this term Mountain origin 24

25 National Quality scheme should respect the conditions to display origin Almost all NQS refer to origin, explicitly or implicitly: therefore they should be secondary in relation to the main Union message of the campaign in the IM, same level as the main Union message of the campaign in TC Many NQS are registered as trademark: derogation for their display 25

26 Quality schemes: summary EU schemes National schemes Quality scheme PDO/PGI/STG OQT Organic RUP NQS "logo" "Moutain products" Mention of origin in the logo Name registered at EU level Rules to mention origin Reminder on the content of the DA NO NO NO YES YES or NO YES N/A N/A N/A N/A No restriction for the name provided that the reference corresponds exactly to that registered by the Union National origin also under general condition National only and : - IM secondary/ Main EU message - TC- same level as/ Main EU message National only and : - IM secondary/ Main EU message - TC- same level as/ Main EU message Mention the name of the outermost regions in the related graphic symbols without any restriction National origin also under general condition Mention of origin referred in the national scheme if any and : - IM secondary/ Main EU message - TC- same level as/ Main EU message National origin also under general condition On IM : main message on the scheme. One or several products can illustrate the scheme it/they shall be secondary 26

27 Example: common supra-national and pan-european origin Generic information campaign on the internal market TASTE THE EUROPEAN CHEESES!! Source of Diversity, Tradition and Authenticity Main EU message The Alpine cheeses are fabulous Illustrations and/or secondary message with mention of Alpine cheeses Alpine = origin supranational IM : 2 nd 27

28 Examples of running campaigns (under Reg 3/2008 or 1144/2014): The "EU message" 28

29 What is a EU message? Art. 3 of Regulation 1144/2014: A promotion programme shall aim to: highlight the specific features of agricultural production methods in the Union, particularly in terms of food safety, traceability, authenticity, labelling, nutritional and health aspects, animal welfare, respect for the environment and sustainability, and the characteristics of agricultural and food products, particularly in terms of their quality, taste, diversity or traditions; raise awareness of the authenticity of European protected designations of origin, protected geographical indication and traditional specialities guaranteed. Reference could be made to Europe in general, to the EU, to the CAP, EU legislation, EU products or EU production standards 29

30 European Message "A showcase for Europe's finest regional products" "L'Europe signe les produits de ses terroirs" Multi country programme France/Italy/Spain Targeting internal market : France/ Germany/ Italy Information programme on PDO/PGI Budget : 3,9 million of which 50% from the EU budget AOP-IGP 30

31 European Message European Union standards ECOEUROPE QUALITY AND TRADITION 31

32 European message 32

33 European message 33

34 Visuals of a fair 34

35 European message 35

36 European message 36

37 European message 37

38 European message 38

39 39

40 European message: to be improved 40

41 European message: to be improved 41

42 European message: to be improved 42

43 European message: to be improved 43

44 Healthy eating campaigns examples In line with Commission's white paper on a strategy on nutrition, overweight and obesity 44

45 The display of brands 45

46 EU generic promotion with recognition of the strategic importance of brands and origin VISIBILITY OF BRANDS Each brand equally visible Graphic presentation smaller format than the main European EU message of the campaign In general, several brands displayed 46

47 EU generic promotion with recognition of the strategic importance of brands and origin Brands : Trade marks Brands can be mentioned only for certain types of actions : Demonstrations (incl.fairs, B2B events) & tastings Websites Justification of why the mention of brands is necessary to meet the objectives of the campaign to be done in the application Equal visibility and in a distinct area compared to main EU message Minimum of 5 brands Maximum of 5% of the total surface area Conditions to derogate to the minimum number of 5: Less brands produced; and Not possible to build a multi-products or multi-country programme Derogation for national quality schemes registered as trademarks (Flandria, Label Rouge) 47

48 Brands : example for poster Banner with several brands under the main message Main EU message Only for illustration purpose regarding how brand names can appear. Any EU co-financed programme shall respect all eligibility conditions of the promotion policy regulation. 48

49 Brands : example for web-site Rolling banner with several brands under an EU message EU MESSAGE Product n 1 Product n 2 Product n 3 Only for illustration purpose regarding how brand names can appear. Any EU co-financed programme shall respect all eligibility conditions of the promotion policy regulation. 49

50 Individual but identical corner for each representative of brands Same size of the names of the brands (5%) under an EU message Only for illustration purpose regarding how brand names can appear. Any EU co-financed programme shall respect all eligibility conditions of the promotion policy regulation. 50

51 Only for illustration purpose regarding how brand names can appear. Any EU co-financed programme shall respect all eligibility conditions of the promotion policy regulation. 51

52 Promoting the action 1) the EU emblem and the accompanying text: 2) Enjoy, it s from Europe! signature: 3) Disclaimer 52

53 1) EU emblem and the accompanying text in the language(s) of the target market(s) all information and promotion material For visual media, the emblem and text must be clearly visible at the beginning, during or at the end of the message. For audio media, it must be clearly heard at the end of the message. When displayed in association with other beneficiaries' logos, the EU emblem must have appropriate prominence. 53

54 1) EU emblem and the accompanying text To download the EU emblem & guidelines for the beneficiaries Administrative agreement with the Council of Europe regarding the use of the European emblem by third parties (2012/C 271/04) 12:271:TOC 54

55 2) Enjoy, it s from Europe! signature all visual information and promotion material It does not replace the EU emblem or its accompanying text in English (possible to translate the text in a footnote) signature may be accompanied by one of the 5 thematic texts Theme Environment Quality and food safety Health Diversity Tradition Text The European Union supports campaigns that promote respect for the environment. The European Union supports campaigns that promote high quality agricultural products. The European Union supports campaigns that promote a healthy lifestyle. The European Union supports campaigns that promote a wide variety of agricultural products. The European Union supports campaigns that promote agricultural traditions. 55

56 2) Enjoy, it s from Europe! signature To download the signature & Guidelines on the use 56

57 2) Enjoy, it s from Europe! signature 57

58 3) Disclaimer all visual information and promotion material except for small promotional items (e.g. small gadgets, such as pens) For websites, this disclaimer must be included in the legal notice. The content of this [insert appropriate description, e.g. advertisement, publication, article, etc.] represents the views of the author only and is his/her sole responsibility. The European Commission does not accept any responsibility for any use that may be made of the information it contains. 58

59 Thank you very much for your attention! 59