{"id":43621,"date":"2026-03-31T14:04:59","date_gmt":"2026-03-31T12:04:59","guid":{"rendered":"https:\/\/2b-advice.com\/?p=43621"},"modified":"2026-04-14T14:50:14","modified_gmt":"2026-04-14T12:50:14","slug":"preuve-dun-consentement-effectif-a-la-prospection-directe","status":"publish","type":"post","link":"https:\/\/2b-advice.com\/fr\/2026\/03\/31\/nachweis-einer-wirksamen-einwilligung-fuer-direktwerbung\/","title":{"rendered":"Preuve du consentement effectif \u00e0 la prospection directe"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"43621\" class=\"elementor elementor-43621\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5956037 e-flex e-con-boxed e-con e-parent\" data-id=\"5956037\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b1b7f89 elementor-widget elementor-widget-author-box\" data-id=\"b1b7f89\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"http:\/\/2b-advice.com\/fr\/aristotelis-zervos\/\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/2b-advice.com\/wp-content\/uploads\/2025\/09\/aristotelis-zervos-sq-300x300.jpg\" alt=\"Image de Aristotelis Zervos\" loading=\"lazy\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"http:\/\/2b-advice.com\/fr\/aristotelis-zervos\/\">\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\t Aristotelis Zervos\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-author-box__bio\">\n\t\t\t\t\t\t<p>Aristotelis Zervos, directeur de la r\u00e9daction de 2B Advice, allie expertise juridique et journalistique en <a href=\"https:\/\/2b-advice.com\/fr\/marcus-belke\/\">Protection des donn\u00e9es<\/a>, la conformit\u00e9 informatique et la r\u00e9glementation de l'IA.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-566eda6 elementor-widget elementor-widget-text-editor\" data-id=\"566eda6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Les exigences relatives \u00e0 la preuve d'un consentement effectif pour la publicit\u00e9 directe font l'objet d'une attention croissante de la part des autorit\u00e9s de surveillance de la protection des donn\u00e9es. C'est ce que montre \u00e9galement le rapport d'activit\u00e9 de l'Office bavarois de surveillance de la protection des donn\u00e9es pour l'ann\u00e9e 2025. On constate notamment une nette augmentation des plaintes dans le domaine du marketing par e-mail et de la g\u00e9n\u00e9ration de leads.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e42aa64 elementor-widget elementor-widget-heading\" data-id=\"e42aa64\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Les plaintes concernant la publicit\u00e9 directe sans consentement se multiplient<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-37055f4 elementor-widget elementor-widget-text-editor\" data-id=\"37055f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Les plaintes se concentrent sur des cas o\u00f9 les personnes concern\u00e9es re\u00e7oivent des e-mails publicitaires personnalis\u00e9s ou des newsletters d'entreprises avec lesquelles il n'existe aucun lien apparent. En r\u00e9ponse aux demandes d'information en vertu de l'article 15 du RGPD, il est souvent indiqu\u00e9 que les donn\u00e9es \u00e0 caract\u00e8re personnel proviennent de la participation \u00e0 des jeux-concours en ligne. Dans ce contexte, les services responsables invoquent r\u00e9guli\u00e8rement un consentement conform\u00e9ment \u00e0 l'article 6, paragraphe 1, point a), du RGPD, qui aurait \u00e9t\u00e9 obtenu dans le cadre d'une proc\u00e9dure de double opt-in.<\/p><p>Dans la pratique, on constate toutefois un probl\u00e8me consid\u00e9rable : de nombreuses personnes concern\u00e9es contestent aussi bien la participation aux jeux-concours que la remise d'un consentement. Parfois, elles peuvent m\u00eame le prouver de mani\u00e8re plausible, par exemple en \u00e9tant absentes au moment de la pr\u00e9tendue confirmation ou en n'utilisant pas l'adresse IP consign\u00e9e. Cela soul\u00e8ve des doutes consid\u00e9rables quant \u00e0 l'authenticit\u00e9 des consentements sous-jacents.<\/p><p>A cela s'ajoute la structure complexe du traitement des donn\u00e9es. Souvent, plusieurs acteurs sont impliqu\u00e9s, tels que les op\u00e9rateurs de jeux-concours, les interm\u00e9diaires de donn\u00e9es et les soci\u00e9t\u00e9s de publicit\u00e9. Les donn\u00e9es sont transmises tout au long de cette cha\u00eene, tous les participants s'appuyant sur le consentement initial. Ce sont pr\u00e9cis\u00e9ment ces flux de donn\u00e9es \u00e0 plusieurs niveaux qui augmentent consid\u00e9rablement le risque d'infraction \u00e0 la protection des donn\u00e9es.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-29ffbda elementor-widget elementor-widget-heading\" data-id=\"29ffbda\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">La preuve du double opt-in ne suffit pas<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-124a313 elementor-widget elementor-widget-text-editor\" data-id=\"124a313\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Du point de vue des autorit\u00e9s de surveillance, les preuves souvent pr\u00e9sent\u00e9es dans la pratique sont insuffisantes. Typiquement, les entreprises se limitent \u00e0 des informations sous forme de tableau comme la date du double opt-in, l'adresse IP, l'horodatage ou l'URL du jeu-concours. Or, ces informations ne suffisent pas \u00e0 prouver un consentement effectif et \u00e9clair\u00e9 au sens du RGPD.<\/p><p>Les exigences juridiques sont claires. Conform\u00e9ment \u00e0 l'article 7, paragraphe 1, du RGPD, le responsable du traitement assume l'enti\u00e8re responsabilit\u00e9 de la preuve de l'existence d'un consentement. Est consid\u00e9r\u00e9 comme responsable tout organisme qui d\u00e9termine les finalit\u00e9s et les moyens du traitement des donn\u00e9es (article 4, point 7, du RGPD). Ainsi, non seulement les exploitants de jeux-concours, mais aussi les commer\u00e7ants de donn\u00e9es et les entreprises faisant de la publicit\u00e9 sont tenus de pouvoir prouver un consentement effectif.<\/p><p>Un consentement valable au sens de l'article 4, point 11, du RGPD doit<\/p><ul><li>volontaire,<\/li><li>inform\u00e9,<\/li><li>dans un but pr\u00e9cis et<\/li><li>sans \u00e9quivoque<\/li><\/ul><p><br \/>doivent \u00eatre remises. Ces exigences ne sont pas seulement de nature formelle, il faut \u00e9galement une documentation sur le contenu.<\/p><p>Conseil de lecture : <a href=\"https:\/\/2b-advice.com\/fr\/2025\/11\/21\/newsletter-eugh-possible-sans-consentement-voici-les-conditions-prealables\/\" target=\"_blank\" rel=\"noopener\">Newsletter sans consentement ? La CJUE fixe les conditions<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3feae10 elementor-widget elementor-widget-heading\" data-id=\"3feae10\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">La Cour f\u00e9d\u00e9rale de justice exige une documentation compl\u00e8te du consentement<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-837b985 elementor-widget elementor-widget-text-editor\" data-id=\"837b985\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>La Cour f\u00e9d\u00e9rale de justice a pr\u00e9cis\u00e9 tr\u00e8s t\u00f4t que la preuve d'un consentement va bien au-del\u00e0 des donn\u00e9es techniques du protocole. Dans sa d\u00e9cision du 10 f\u00e9vrier 2011 (r\u00e9f. I ZR 164\/09), elle exige que le texte concret du consentement soit enti\u00e8rement document\u00e9 et reproductible \u00e0 tout moment. Dans le cas des consentements \u00e9lectroniques, cela signifie notamment que la d\u00e9claration doit pouvoir \u00eatre enregistr\u00e9e et imprim\u00e9e si n\u00e9cessaire. La simple attribution d'une adresse IP ne suffit pas.<\/p><p>Les preuves appropri\u00e9es sont notamment les d\u00e9clarations de consentement enregistr\u00e9es, les processus de consentement document\u00e9s ainsi que les e-mails de confirmation dans le cadre de la proc\u00e9dure de double opt-in. Ces derniers peuvent en outre \u00eatre s\u00e9curis\u00e9s par des proc\u00e9d\u00e9s techniques tels que les signatures DKIM afin de prouver leur authenticit\u00e9.<\/p><p>En compl\u00e9ment, les autorit\u00e9s de contr\u00f4le renvoient \u00e0 la note d'orientation de la Conf\u00e9rence sur la protection des donn\u00e9es sur la publicit\u00e9 directe ainsi qu'aux lignes directrices 05\/2020 du Comit\u00e9 europ\u00e9en de la protection des donn\u00e9es sur le consentement. Ces deux documents concr\u00e9tisent les exigences en mati\u00e8re de transparence, de preuve et de responsabilit\u00e9.<\/p><p>Conseil de lien : <a href=\"https:\/\/www.bundesgerichtshof.de\/SharedDocs\/Entscheidungen\/DE\/Zivilsenate\/I_ZS\/2009\/I_ZR_164-09.pdf?__blob=publicationFile&amp;v=1\" target=\"_blank\" rel=\"noopener\">Arr\u00eat de la BGH, r\u00e9f. I ZR 164\/09<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2020023 elementor-widget elementor-widget-heading\" data-id=\"2020023\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Documentation solide en cas de consentement obligatoire<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a86f3c elementor-widget elementor-widget-text-editor\" data-id=\"7a86f3c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Pour les entreprises, cela signifie que la preuve d'un consentement valable n'est pas un aspect formel secondaire, mais un enjeu central en mati\u00e8re de conformit\u00e9 dans le domaine de la protection des donn\u00e9es. Les entreprises qui utilisent des donn\u00e9es \u00e0 caract\u00e8re personnel \u00e0 des fins de marketing direct devraient mettre en place d\u00e8s le d\u00e9part des processus solides et infalsifiables pour documenter les consentements.<br \/><br \/>Une attention particuli\u00e8re doit \u00eatre port\u00e9e aux mod\u00e8les commerciaux bas\u00e9s sur les donn\u00e9es, tels que la g\u00e9n\u00e9ration de leads, le marketing d'affiliation ou la publicit\u00e9 bas\u00e9e sur les donn\u00e9es. En cas de plaintes fr\u00e9quentes, les autorit\u00e9s de surveillance exigent g\u00e9n\u00e9ralement une preuve solide et compl\u00e8te du consentement.<br \/><br \/>Le rapport d'activit\u00e9 de l'Office bavarois de surveillance de la protection des donn\u00e9es montre clairement que les entreprises qui s'appuient sur des consentements insuffisamment document\u00e9s s'exposent \u00e0 un risque juridique consid\u00e9rable. Une documentation propre des consentements est donc non seulement n\u00e9cessaire d'un point de vue juridique, mais aussi un facteur d\u00e9cisif pour des strat\u00e9gies de marketing durables et juridiquement s\u00fbres.<\/p><p>Source : <a href=\"https:\/\/www.lda.bayern.de\/media\/baylda_report_15.pdf\" target=\"_blank\" rel=\"noopener\">15e rapport d'activit\u00e9s 2025 de l'Office bavarois de surveillance de la protection des donn\u00e9es<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e84435b e-con-full e-flex e-con e-child\" data-id=\"e84435b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cd9b53c elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"cd9b53c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-72d782e elementor-widget elementor-widget-text-editor\" data-id=\"72d782e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>Aristotelis Zervos est directeur \u00e9ditorial chez 2B Advice, juriste et journaliste avec une connaissance approfondie de la protection des donn\u00e9es, du RGPD, de la conformit\u00e9 informatique et de la gouvernance de l'IA. Il publie r\u00e9guli\u00e8rement des articles approfondis sur la r\u00e9glementation de l'IA, la conformit\u00e9 au RGPD et la gestion des risques. Pour en savoir plus sur lui, consultez son <a id=\"menur29rv\" class=\"fui-Link ___1q1shib f2hkw1w f3rmtva f1ewtqcl fyind8e f1k6fduh f1w7gpdv fk6fouc fjoy568 figsok6 f1s184ao f1mk8lai fnbmjn9 f1o700av f13mvf36 f1cmlufx f9n3di6 f1ids18y f1tx3yz7 f1deo86v f1eh06m1 f1iescvh fhgqx19 f1olyrje f1p93eir f1nev41a f1h8hb77 f1lqvz6u f10aw75t fsle3fq f17ae5zn\" title=\"https:\/\/2b-advice.com\/de\/aristotelis-zervos\/\" href=\"https:\/\/2b-advice.com\/fr\/aristotelis-zervos\/\" rel=\"noreferrer noopener\" aria-label=\"Lien vers la page du profil de l&#039;auteur.\"><strong>Page du profil de l'auteur<\/strong><\/a>.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Les exigences relatives \u00e0 la preuve d'un consentement effectif pour la publicit\u00e9 directe attirent de plus en plus l'attention des autorit\u00e9s de surveillance de la protection des donn\u00e9es. Ce qui est important maintenant et quelles exigences vous devez absolument respecter.<\/p>","protected":false},"author":2,"featured_media":43631,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[72],"tags":[242,45,48,167,15],"class_list":["post-43621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-datenschutz-in-deutschland","tag-berechtigtes-interesse-dsgvo","tag-datenschutz-unternehmen","tag-datenschutz-grundverordnung-dsgvo","tag-dsgvo-verstoss","tag-einwilligung-dsgvo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nachweis einer wirksamen Einwilligung f\u00fcr Direktwerbung - Ailance<\/title>\n<meta name=\"description\" content=\"Die Anforderungen an den Nachweis einer wirksamen Einwilligung f\u00fcr Direktwerbung stehen zunehmend im Fokus der Datenschutzaufsichtsbeh\u00f6rden.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/2b-advice.com\/fr\/2026\/03\/31\/preuve-dun-consentement-effectif-a-la-prospection-directe\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nachweis einer wirksamen Einwilligung f\u00fcr Direktwerbung - 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