‫‪ 3‬ـ ﺇﺷﻬـﺎﺭﺍ ﳑﻨﻮﻋـﺎ‪:‬‬ ‫ﺃ( ﺍﻹﺷﻬﺎﺭ ﺍﻟﺬﻱ ﻳﺤﺘﻮﻱ ﻋﻠﻰ ﻋﻨﺎﺻﺮ ﻟﻠﺘﻤﻴﻴﺰ ﺑﺴﺒﺐ ﺍﻟﻌﺮﻕ ﺃﻭ ﺍﳉﻨﺲ ﺃﻭ ﺍﳉﻨﺴﻴﺔ ﺃﻭ‬ ‫ﺍﻟﺪﻳﺎﻧﺔ ﺃﻭﻋﻠﻰ ﻣﺸﺎﻫﺪ ﲢﻂ ﻣﻦ ﻛﺮﺍﻣﺔ ﺍﻹﻧﺴﺎﻥ ﺃﻭ ﲤﺲ ﺑﺤﻘﻮﻗﻪ ﺃﻭ ﻣﺸﺎﻫﺪ ﺍﻟﻌﻨﻒ ﺃﻭ‬ ‫ﲢﺮﻳﺾ ﻋﻠﻰ ﺳﻠﻮﻛﺎﺕ ﻣﻀﺮﺓ ﺑﺎﻟﺼﺤﺔ ﻭﺑﺴﻼﻣﺔ ﺍﻷﺷﺨﺎﺹ ﻭﺍﳌﻤﺘﻠﻜﺎﺕ ﺃﻭ ﺑﺤﻤﺎﻳﺔ‬ ‫ﺍﻟﺒﻴﺌﺔ؛‬ ‫ﺏ( ﺍﻹﺷﻬﺎﺭ ﺫﻭ ﻃﺎﺑﻊ ﺳﻴﺎﺳﻲ؛‬ ‫ﺝ( ﺍﻹﺷﻬﺎﺭ ﺍﻟﺬﻱ ﻳﺘﻀﻤﻦ ﻣﺰﺍﻋﻢ ﻭﺑﻴﺎﻧﺎﺕ ﺃﻭ ﺗﻘﺪﳝﺎﺕ ﻣﻐﻠﻮﻃﺔ ﺃﻭ ﻣﻦ ﺷﺄﻧﻬﺎ ﺃﻥ ﺗﻮﻗﻊ‬ ‫ﺍﳌﺴﺘﻬﻠﻜﲔ ﻓﻲ ﺍﳋﻄﺄ؛‬ ‫ﺩ( ﺍﻹﺷﻬﺎﺭ ﺍﻟﺬﻱ ﻣﻦ ﺷﺄﻧﻪ ﺃﻥ ﻳﻠﺤﻖ ﺿﺮﺭﺍ ﻣﻌﻨﻮﻳﺎ ﺃﻭ ﺑﺪﻧﻴﺎ ﺑﺎﻟﻘﺎﺻﺮﻳﻦ ﻭﺍﻟﺬﻱ ﻳﻬﺪﻑ‬ ‫ﺑﺎﳋﺼﻮﺹ ﺇﻟﻰ ﻣﺎ ﻳﻠﻲ‪:‬‬ ‫• ﺗﺸﺠﻴﻊ ﺍﻟﻘﺎﺻﺮﻳﻦ ﺑﺼﻔﺔ ﻣﺒﺎﺷﺮﺓ ﻋﻠﻰ ﺷﺮﺍﺀ ﻣﻨﺘﻮﺝ ﺃﻭ ﺧﺪﻣﺔ ﻋﻦ ﻃﺮﻳﻖ ﺍﺳﺘﻐﻼﻝ‬ ‫ﻗﻠﺔ ﲡﺮﺑﺘﻬﻢ ﺃﻭ ﺳﺬﺍﺟﺘﻬﻢ ﺃﻭ ﺣﺜﻬﻢ ﺑﺼﻔﺔ ﻣﺒﺎﺷﺮﺓ ﻋﻠﻰ ﺇﻗﻨﺎﻉ ﺁﺑﺎﺋﻬﻢ ﺃﻭ ﺍﻷﻏﻴﺎﺭ ﻟﺸﺮﺍﺀ‬ ‫ﺍﳌﻨﺘﻮﺟﺎﺕ ﺃﻭ ﺍﳋﺪﻣﺎﺕ ﺍﳌﻌﻨﻴﺔ؛‬ ‫• ﺍﺳﺘﻐﻼﻝ ﺃﻭ ﺯﻋﺰﻋﺔ ﺍﻟﺜﻘﺔ ﺍﳋﺎﺻﺔ ﻟﻠﻘﺎﺻﺮﻳﻦ ﺇﺯﺍﺀ ﺁﺑﺎﺋﻬﻢ ﻭﻣﻌﻠﻤﻴﻬﻢ ﻭﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ‬ ‫ﻟﻬﻢ ﺳﻠﻄﺔ ﺷﺮﻋﻴﺔ ﻋﻠﻴﻬﻢ؛‬ ‫• ﺗﻘﺪﱘ ﻗﺎﺻﺮﻳﻦ ﻓﻲ ﻭﺿﻌﻴﺔ ﺧﻄﻴﺮﺓ ﺩﻭﻥ ﺳﺒﺐ ﻣﺸﺮﻭﻉ‪.‬‬ ‫ﻫـ( ﺍﻹﺷﻬﺎﺭ ﺍﻟﺬﻱ ﻳﺘﻀﻤﻦ ﺑﺄﻱ ﺷﻜﻞ ﻣﻦ ﺍﻷﺷﻜﺎﻝ ﺑﻴﺎﻧﺎﺕ ﻣﻦ ﺷﺄﻧﻬﺎ ﺃﻥ ﺗﻮﻗﻊ ﺍﳌﻮﺍﻃﻨﲔ‬ ‫ﻓﻲ ﺍﳋﻄﺄ ﺃﻭ ﺗﺨﺮﻕ ﺣﻘﻬﻢ ﻓﻲ ﺳﺮﻳﺔ ﺍﳌﻌﻠﻮﻣﺎﺕ ﺍﳌﺘﻌﻠﻘﺔ ﺑﺤﺎﻟﺘﻬﻢ ﺍﻟﺼﺤﻴﺔ ﺃﻭ ﺗﺘﻀﻤﻦ‬ ‫ﺑﻴﺎﻧﺎﺕ ﻛﺎﺫﺑﺔ ﻋﻦ ﺍﻟﺼﺤﺔ ﺃﻭ ﲢﺜﻬﻢ ﻋﻠﻰ ﺍﳌﻤﺎﺭﺳﺔ ﻏﻴﺮ ﺍﻟﻘﺎﻧﻮﻧﻴﺔ ﳌﻬﻨﺔ ﺍﻟﻄﺐ ﺃﻭ ﳑﺎﺭﺳﺔ‬ ‫ﺍﻟﺸﻌﻮﺫﺓ؛‬ ‫ﻭ( ﺍﻹﺷﻬﺎﺭ ﺍﻟﺬﻱ ﻳﺘﻀﻤﻦ ﺗﺸﻬﻴﺮﺍ ﲟﻘﺎﻭﻟﺔ ﺃﻭ ﻣﻨﻈﻤﺔ ﺃﻭ ﻧﺸﺎﻁ ﺻﻨﺎﻋﻲ ﺃﻭ ﲡﺎﺭﻱ ﺃﻭ‬ ‫ﻓﻼﺣﻲ ﺃﻭ ﺧﺪﻣﺎﺗﻲ ﺃﻭ ﻣﻨﺘﻮﺝ ﺃﻭ ﺧﺪﻣﺔ ﺳﻮﺍﺀ ﻣﻦ ﺧﻼﻝ ﻣﺤﺎﻭﻟﺔ ﺗﻌﺮﻳﻀﻪ ﻻﺣﺘﻘﺎﺭ ﺍﳉﻤﻬﻮﺭ‬ ‫ﺃﻭ ﺳﺨﺮﻳﺘﻪ ﺃﻭ ﺑﺄﻱ ﻭﺳﻴﻠﺔ ﺃﺧﺮﻯ‪.‬‬ ‫‪ 4‬ـ ﺭﻋـﺎﻳـــﺔ‪ :‬ﻛﻞ ﻣﺴﺎﻫﻤﺔ ﳌﻘﺎﻭﻟﺔ ﻋﺎﻣﺔ ﺃﻭ ﺧﺎﺻﺔ ﻓ��� ﲤﻮﻳﻞ ﺑﺮﺍﻣﺞ ﺑﻬﺪﻑ ﺗﺮﻭﻳﺞ‬ ‫‪8‬‬