the promotion policy of agricultural produits rules on visuals · webinar 29 june 2017 . welcome !...

The promotion policy of agricultural produits

Rules on visuals

Webinar

29 June 2017

WELCOME !

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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

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General disclaimer

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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.

The display of origin

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General requirements for mention of origin

Information provision and promotion measures shall not be origin-oriented.

If origin is mentioned:

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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


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

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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).

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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.

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What does that mean in practice?

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Acceptable Examples of mention of origin Origin on Internal market Origin on third countries

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The European milk from:

What is meant by:

"Complement the main Union message and reinforce it"?

Theoretical example

Goutez aux fromages européens! Les Français sont étonnants

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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 4005

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The reference to origin and potential breach of Art. 34

TFUE Not acceptable:

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Not acceptable:

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"Union message diverted by characteristics related to the national origin"

Example

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The quality of European Olive Oil

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Try European cheese

Union message diverted by characteristics related to the

national origin Improved visual (before/after)

Before After

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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!!)

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How mentioning Quality schemes?

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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

Example Internal Market : EU quality schemesPDO/PGI/STG

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Main EU message on EU schemes

Illustrations by specific products in secondary message

The European signs for quality

PDO Cheese N°1

PDO Cheese N°2

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Example: European quality schemes in the IM

Main EU message on EU schemes

Illustrations by specific products in secondary message

Example: European Quality schemes in third country

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The EU signs its Mountain Products

Discover the new EU label "MOUNTAIN PRODUCTS"

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Example: Optional quality terms

Main Message: the EU - OQT "Mountain products"

Illustrations by 1 or more products recognised under this term

Mountain origin

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

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Quality schemes: summary

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EU schemes National schemes

Quality scheme PDO/PGI/STG OQT Organic RUP NQS

"logo"

"Moutain products"

Mention of origin in the logo

NO NO NO YES YES or NO

Name registered at EU level

YES N/A N/A N/A N/A

Rules to mention origin 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

Reminder on the content of the DA

On IM : main message on the scheme. One or several products can illustrate the scheme – it/they shall be secondary

TASTE THE EUROPEAN CHEESES !! Source of

Diversity, Tradition and Authenticity

The Alpine cheeses are fabulous

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Example: common supra-national and pan-European origin

Generic information campaign on the internal market

Main EU message

Illustrations and/or secondary message with mention of Alpine cheeses

Alpine = origin supranational IM : 2nd

Examples of running campaigns (under Reg 3/2008 or 1144/2014):

The "EU message"

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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…

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European Message "A showcase for Europe's finest regional products"

"L'Europe signe les produits de ses terroirs"

• Targeting internal market : France/ Germany/ Italy

• Information programme on PDO/PGI

• Budget : 3,9 million € of which 50% from the EU budget

• AOP-IGP

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2014-2016 Multi country programme France/Italy/Spain

http://www.aop-igp.fr/



European Message

European Union standards | ECOEUROPE – QUALITY AND TRADITION

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http://www.eu-organic-food.eu/en/european-union-standards/




European message

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European message

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Visuals of a fair

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European message

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European message

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European message

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European message

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European message: to be improved

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Healthy eating campaigns examples

In line with Commission's white paper on a strategy on nutrition, overweight and obesity

http://www.nutritevideicoloridellavita.com/consigli-del-benessere/

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The display of brands

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EU generic promotion with recognition of the strategic importance of brands and origin

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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

EU generic promotion with recognition of the strategic

importance of brands and origin

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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)

Brands : example for poster

Banner with several brands under the main message

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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.

Main EU message

Brands : example for web-site

Rolling banner with several brands under an EU message

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Product n°1 Product n°2 Product n°3

EU MESSAGE

Individual but identical corner for each representative of brands Same size of the names of the brands (5%) – under an EU message

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Promoting the action

1) the EU emblem and the accompanying text:

2) ‘Enjoy, it’s from Europe!’ signature:

3) Disclaimer

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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.

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1) EU emblem and the accompanying text

• To download the EU emblem & guidelines for the beneficiaries https://europa.eu/european-union/about-eu/symbols/flag_en

• Administrative agreement with the Council of Europe regarding the use of the European emblem by third parties (2012/C 271/04) http://eur-lex.europa.eu/legal-content/EN/TXT/?uri=uriserv:OJ.C_.2012.271.01.0005.01.ENG&toc=OJ:C:2012:271:TOC

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https://europa.eu/european-union/about-eu/symbols/flag_en






http://eur-lex.europa.eu/legal-content/EN/TXT/?uri=uriserv:OJ.C_.2012.271.01.0005.01.ENG&toc=OJ:C:2012:271:TOC








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 Text

Environment The European Union supports campaigns that promote respect for the environment.

Quality and food safety The European Union supports campaigns that promote high quality agricultural products.

Health The European Union supports campaigns that promote a healthy lifestyle.

Diversity The European Union supports campaigns that promote a wide variety of agricultural products.

Tradition The European Union supports campaigns that promote agricultural traditions.

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• To download the signature & Guidelines on the use

• http://ec.europa.eu/chafea/agri/funding-opportunities/instructions-on-the-use-of-the-signature-enjoy-it-s-from-europe

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http://ec.europa.eu/chafea/agri/funding-opportunities/instructions-on-the-use-of-the-signature-enjoy-it-s-from-europe


























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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.”

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Thank you very much for your attention!

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the promotion policy of agricultural produits rules on visuals · webinar 29 june 2017 . welcome !...

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