<\/em><\/p>\n–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Un prix maximal peut \u00eatre impos\u00e9 au revendeur<\/p>\n
Une telle interdiction est \u00e9nonc\u00e9e dans le r\u00e8glement 330\/2010 de la Commission Europ\u00e9enne en date du 20 avril 2010 et, concernant le droit fran\u00e7ais, \u00e0 l\u2019article L.442-5 du Code de commerce qui consid\u00e8re que c\u2019est un d\u00e9lit \u00ab\u00a0d\u2019imposer directement ou indirectement un caract\u00e8re minimal au prix de revente d\u2019un produit ou d\u2019un bien, au prix d\u2019une prestation de services ou \u00e0 une marge commerciale estim\u00e9e\u00a0\u00bb. A fortiori, si le prix est fix\u00e9, un prix minimal est impos\u00e9, donc la fixation d\u2019un prix uniforme est \u00e9galement interdite\u00a0!<\/p>\n
Les fournisseurs ont depuis longtemps trouv\u00e9 la parade par le biais de la pratique des \u00ab\u00a0prix public conseill\u00e9s\u00a0\u00bb ou des \u00ab\u00a0prix moyens constat\u00e9s\u00a0\u00bb sens\u00e9s donner une indication du prix auquel le revendeur devrait vendre.<\/p>\n
Ces prix ne rev\u00eatent aucun caract\u00e8re obligatoire et le revendeur est libre de vendre \u00e0 un prix diff\u00e9rent, inf\u00e9rieur ou sup\u00e9rieur, au prix qui est propos\u00e9. Une telle pratique est, par cons\u00e9quent, tol\u00e9r\u00e9e puisqu\u2019il ne s\u2019agit que d\u2019une recommandation de prix, mais une recommandation peut facilement constituer, de mani\u00e8re d\u00e9tourn\u00e9e, une obligation de revente \u00e0 un prix minimum ou uniforme. Un fournisseur peut de mani\u00e8re indirecte, par le biais de son comportement, ou de clauses contractuelles, imposer un prix minimum ou uniforme \u00e0 ses revendeurs.<\/p>\n
Les tribunaux n\u2019h\u00e9sitent alors pas \u00e0 sanctionner les fournisseurs dans de tels cas, comme par exemple, quand le fournisseur ne s\u2019engage \u00e0 prendre en charge les co\u00fbts promotionnels que si un certain niveau de prix est respect\u00e9, ou alors quand il menace d\u2019un arr\u00eat de l\u2019approvisionnement si le revendeur vend en dessous d\u2019un certain prix.<\/p>\n
Il est difficile de d\u00e9terminer la fronti\u00e8re entre\u00a0\u00ab\u00a0 prix conseill\u00e9\u00a0\u00bb et prix impos\u00e9 car l\u2019appr\u00e9ciation par les juridictions comp\u00e9tentes se fait au cas par cas mais celles-ci attachent de l\u2019importance au degr\u00e9 de contrainte qu\u2019impose le fournisseur au revendeur. Ainsi, un prix conseill\u00e9 est un prix minimum impos\u00e9 s\u2019il est interdit au revendeur de vendre \u00e0 un prix inf\u00e9rieur \u00e0 celui conseill\u00e9 sans l\u2019accord du fournisseur et que celui-ci s\u2019oppose syst\u00e9matiquement \u00e0 une telle demande de la part du revendeur.<\/p>\n
En cas de violation de l\u2019article L.442-5 du Code de commerce, la nullit\u00e9 du contrat sera prononc\u00e9e et le fournisseur sera puni d\u2019une amende pouvant s\u2019\u00e9lever \u00e0 15000\u20ac.<\/p>\n
<\/p>\n
A contrario, la fixation d\u2019un prix maximal de revente par le fournisseur est accept\u00e9e elle permet au revendeur d\u2019avoir la libert\u00e9 de vendre \u00e0 un prix inf\u00e9rieur au prix indiqu\u00e9. Il est cependant \u00e9vident que le prix maximal impos\u00e9 ne doit pas \u00eatre trop bas pour ne pas contraindre le revendeur \u00e0 revendre \u00e0 perte\u00a0!<\/p>\n
N\u00e9anmoins, le prix maximal impos\u00e9 peut\u00a0 se transformer de mani\u00e8re d\u00e9tourn\u00e9e, \u00e0 l\u2019instar des prix conseill\u00e9s, en un prix de revente uniforme, et les juridictions v\u00e9rifient que cela n\u2019est pas le cas.<\/p>\n
<\/p>\n
Il convient n\u00e9anmoins de pr\u00e9ciser que l\u2019imposition d\u2019un prix uniforme par le fournisseur peut constituer un cas d\u2019entente verticale (c’est-\u00e0-dire entre fournisseur et distributeurs) illicite au sens de l\u2019article L.420-1 du Code de commerce.<\/p>\n
Il en est de m\u00eame dans le cas o\u00f9 le prix maximal impos\u00e9 s\u2019av\u00e8re \u00eatre le prix pratiqu\u00e9 par la quasi-totalit\u00e9 des distributeurs. Dans une telle situation, l\u2019Autorit\u00e9 de la Concurrence recherche si des pressions ont pu \u00eatre exerc\u00e9es par le fournisseur sur les distributeurs ou s\u2019il y a eu un accord entre eux.<\/p>\n
<\/p>\n
<\/p>\n
Diane Mullenex \u2013 Avocat \u00e0 la Cour\u2013 Solicitor England & Wales- Ichay & Mullenex Avocats \u2013 www.ichay-mullenex.fr<\/a>.<\/p>\n <\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
Que ce soit au niveau communautaire ou fran\u00e7ais, la r\u00e9ponse est claire\u00a0: –\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Un prix minimum ou un prix uniforme et obligatoire ne peut \u00eatre impos\u00e9 au revendeur –\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Un prix maximal peut \u00eatre impos\u00e9 au revendeur Une telle interdiction est \u00e9nonc\u00e9e dans le r\u00e8glement 330\/2010 de la Commission Europ\u00e9enne en date du 20 avril […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[55],"class_list":["post-7256","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-pricing"],"yoast_head":"\n
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