Maître Antoine BRACI

Avocat au barreau de Paris

Compétences : Droit commercial, des affaires et de la concurrence, Droit immobilier, Droit de la propriété intellectuelle, Droit du numérique et des communications

Barreau : Paris

Adresse : 10 AVENUE DE L OPERA 75001 PARIS

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Publié le 19/01/2025

L'atteinte à la réputation commerciale de l'entreprise (le dénigrement commercial)

Article juridique - Droit commercial, des affaires et de la concurrence

Par Me Antoine BRACI

L’atteinte à la réputation commerciale de l’entreprise (le dénigrement commercial)

1. Qu’est-ce que le dénigrement commercial ?

Le dénigrement commercial consiste à diffuser des messages malveillants visant à nuire à l’image ou à l’activité d’une entreprise. Par exemple, annoncer à tort qu’une société a été condamnée pour concurrence déloyale est un acte de dénigrement. Ce comportement peut être direct ou résulter de mensonges ou omissions, et doit toujours avoir une intention malveillante. Les critiques doivent être diffusées publiquement (par écrit, internet, etc.) pour être considérées comme du dénigrement.

2. Qui peut être victime d’un dénigrement commercial ?

La victime peut être une personne physique ou morale. Cela inclut une entreprise, un entrepreneur ou même une profession entière. Le dénigrement doit concerner des personnes ou groupes facilement identifiables. Une entreprise peut être victime de dénigrement de la part d’un concurrent, d’un salarié mécontent ou d’un tiers.

3. Qui peut être auteur d’un dénigrement commercial ?

Le dénigrement peut être commis par un concurrent, un salarié ou même un partenaire commercial. Il n’est pas nécessaire que l’auteur soit un concurrent direct, l’intention de nuire à l’image suffit. Un salarié mécontent peut aussi chercher à porter atteinte à son employeur, ou une entreprise rivale peut nuire par la diffusion d’informations négatives. Les journalistes, cependant, peuvent critiquer sans constituer un dénigrement, s'ils ne cherchent pas à nuire intentionnellement.

4. Quels sont les préjudices liés au dénigrement ?

Les préjudices liés au dénigrement peuvent être commerciaux, financiers ou réputationnels. Par exemple, une entreprise peut perdre des clients ou voir ses ventes chuter suite à des informations fausses. Un autre préjudice courant est la dégradation de l’image de marque, ce qui peut affecter la fidélité des clients ou la valeur de l’entreprise. Le préjudice peut être difficile à quantifier, mais il peut inclure des pertes de chiffre d'affaires ou de parts de marché.

5. Comment sont indemnisés les préjudices de dénigrement ?

Les victimes peuvent obtenir des dommages-intérêts pour compenser les pertes subies. L’indemnisation peut couvrir les pertes commerciales, comme la baisse de chiffre d'affaires, ou les coûts liés à la correction de l’image (par exemple, une campagne de communication pour redorer la réputation), voire même le préjudice moral. Le juge peut aussi ordonner la publication de la décision de condamnation, pour limiter l'impact du dénigrement. Dans certains cas, des sanctions pécuniaires supplémentaires peuvent être appliquées à l’auteur du dénigrement.