{"id":60904,"date":"2023-12-08T20:22:24","date_gmt":"2023-12-08T11:22:24","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=60904"},"modified":"2024-03-27T18:07:47","modified_gmt":"2024-03-27T09:07:47","slug":"quasi-drug-advertisement-guidelines","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/general-corporate\/quasi-drug-advertisement-guidelines","title":{"rendered":"Jak\u00e9 jsou pokyny, na kter\u00e9 byste m\u011bli d\u00e1vat pozor p\u0159i reklam\u011b na l\u00e9ky mimo l\u00e9k\u00e1rny?"},"content":{"rendered":"\n<p>V\u00fdroba a prodej v\u00fdrobk\u016f, kter\u00e9 jsou klasifikov\u00e1ny jako &#8220;l\u00e9\u010div\u00e9 kosmetick\u00e9 p\u0159\u00edpravky&#8221; v Japonsku, vy\u017eaduje schv\u00e1len\u00ed ministra zdravotnictv\u00ed a soci\u00e1ln\u00edch v\u011bc\u00ed pro ka\u017ed\u00fd druh v\u00fdrobku. Po absolvov\u00e1n\u00ed kontroly a z\u00edsk\u00e1n\u00ed schv\u00e1len\u00ed, kdy\u017e kone\u010dn\u011b p\u0159ijde f\u00e1ze prodeje, je b\u011b\u017en\u00e9, \u017ee se sna\u017e\u00edte prodat v\u00edce z\u00e1kazn\u00edk\u016fm t\u00edm, \u017ee um\u00edst\u00edte reklamy na webov\u00e9 str\u00e1nky a relevantn\u00ed m\u00edsta.<\/p>\n\n\n\n<p>V t\u011bchto reklam\u00e1ch a na webov\u00fdch str\u00e1nk\u00e1ch budete pravd\u011bpodobn\u011b pou\u017e\u00edvat r\u016fzn\u00e9 v\u00fdrazy k prezentaci obsahu schv\u00e1len\u00fdch \u00fa\u010dinn\u00fdch slo\u017eek a jejich \u00fa\u010dink\u016f. Na str\u00e1nk\u00e1ch e-commerce, jako jsou \u00favodn\u00ed str\u00e1nky (LP), o\u010dek\u00e1v\u00e1me, \u017ee budete uv\u00e1d\u011bt informace, kter\u00e9 vypadaj\u00ed atraktivn\u011b.<\/p>\n\n\n\n<p>Av\u0161ak v\u011bt\u0161ina v\u00fdrobk\u016f, kter\u00e9 jsou klasifikov\u00e1ny jako &#8220;l\u00e9\u010div\u00e9 kosmetick\u00e9 p\u0159\u00edpravky&#8221; v Japonsku, obsahuje ur\u010dit\u00e9 \u00fa\u010dinn\u00e9 slo\u017eky a m\u00e1 farmakologick\u00e9 \u00fa\u010dinky, kter\u00e9 jsou n\u011bkde mezi l\u00e9ky a kosmetikou. Z\u00e1kon stanovuje pravidla pro to, jak\u00e9 reklamy jsou p\u0159ijateln\u00e9, aby se zabr\u00e1nilo nedorozum\u011bn\u00edm ze strany spot\u0159ebitel\u016f.<\/p>\n\n\n\n<p>V tomto \u010dl\u00e1nku podrobn\u011b vysv\u011btl\u00edme, jak\u00e1 pravidla reguluj\u00ed v\u00fdrazy pou\u017e\u00edvan\u00e9 v reklam\u00e1ch.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_53 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/quasi-drug-advertisement-guidelines\/#Co_je_to_regulace_reklamy_podle_zakona_o_lecivech_a_zdravotnickych_prostredcich\" title=\"Co je to regulace reklamy podle z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch?\">Co je to regulace reklamy podle z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/quasi-drug-advertisement-guidelines\/#Definice_leku_mimo_lekaren\" title=\"Definice l\u00e9k\u016f mimo l\u00e9k\u00e1ren\">Definice l\u00e9k\u016f mimo l\u00e9k\u00e1ren<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/quasi-drug-advertisement-guidelines\/#Regulace_reklamnich_projevu_na_%E2%80%9Elecivych_pripravcich_mimo_lekarny%E2%80%9C\" title=\"Regulace reklamn\u00edch projev\u016f na \u201el\u00e9\u010div\u00fdch p\u0159\u00edpravc\u00edch mimo l\u00e9k\u00e1rny\u201c\">Regulace reklamn\u00edch projev\u016f na \u201el\u00e9\u010div\u00fdch p\u0159\u00edpravc\u00edch mimo l\u00e9k\u00e1rny\u201c<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/quasi-drug-advertisement-guidelines\/#Definice_%E2%80%9Ereklamy%E2%80%9C\" title=\"Definice \u201ereklamy\u201c\">Definice \u201ereklamy\u201c<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/quasi-drug-advertisement-guidelines\/#Subjekty_regulovane_%E2%80%9Ereklamou%E2%80%9C\" title=\"Subjekty regulovan\u00e9 \u201ereklamou\u201c\">Subjekty regulovan\u00e9 \u201ereklamou\u201c<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/quasi-drug-advertisement-guidelines\/#Jaky_vyraz_je_%E2%80%9Eprehnany%E2%80%9C\" title=\"Jak\u00fd v\u00fdraz je \u201ep\u0159ehnan\u00fd\u201c\">Jak\u00fd v\u00fdraz je \u201ep\u0159ehnan\u00fd\u201c<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/quasi-drug-advertisement-guidelines\/#Shrnuti\" title=\"Shrnut\u00ed\">Shrnut\u00ed<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_je_to_regulace_reklamy_podle_zakona_o_lecivech_a_zdravotnickych_prostredcich\"><\/span>Co je to regulace reklamy podle z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch, neboli &#8220;Z\u00e1kon o zaji\u0161t\u011bn\u00ed kvality, \u00fa\u010dinnosti a bezpe\u010dnosti l\u00e9\u010div, zdravotnick\u00fdch prost\u0159edk\u016f atd.&#8221; (Z\u00e1kon \u010d. 145 ze dne 35. roku \u0160\u00f3wa (1960)), (d\u00e1le jen &#8220;Z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch&#8221;) stanovuje ur\u010dit\u00e1 omezen\u00ed pro reklamu, aby spot\u0159ebitel\u00e9 mohli bezpe\u010dn\u011b vyb\u00edrat produkty a udr\u017eovat sv\u00e9 zdrav\u00ed.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>(Nadsazen\u00e1 reklama atd.) \u010cl\u00e1nek 66 Z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch<br> 1 Nikdo nesm\u00ed v reklam\u011b, popisu nebo \u0161\u00ed\u0159en\u00ed informac\u00ed o n\u00e1zvu, v\u00fdrobn\u00edm postupu, \u00fa\u010dinnosti, \u00fa\u010dinku nebo vlastnostech l\u00e9\u010div, l\u00e9\u010div\u00fdch p\u0159\u00edpravk\u016f mimo l\u00e9k\u00e1rny, kosmetiky, zdravotnick\u00fdch prost\u0159edk\u016f nebo produkt\u016f regenerativn\u00ed medic\u00edny uv\u00e1d\u011bt l\u017eiv\u00e9 nebo nadsazen\u00e9 informace, a\u0165 u\u017e explicitn\u011b nebo implicitn\u011b.<br> 2 Reklama, popis nebo \u0161\u00ed\u0159en\u00ed informac\u00ed o \u00fa\u010dinnosti, \u00fa\u010dinku nebo vlastnostech l\u00e9\u010div, l\u00e9\u010div\u00fdch p\u0159\u00edpravk\u016f mimo l\u00e9k\u00e1rny, kosmetiky, zdravotnick\u00fdch prost\u0159edk\u016f nebo produkt\u016f regenerativn\u00ed medic\u00edny, kter\u00e9 by mohly v\u00e9st k omylu, \u017ee je zaru\u010duje l\u00e9ka\u0159 nebo jin\u00e1 osoba, se pova\u017euje za poru\u0161en\u00ed p\u0159edchoz\u00edho odstavce.<br> 3 Nikdo nesm\u00ed v souvislosti s l\u00e9\u010divy, l\u00e9\u010div\u00fdmi p\u0159\u00edpravky mimo l\u00e9k\u00e1rny, kosmetikou, zdravotnick\u00fdmi prost\u0159edky nebo produkty regenerativn\u00ed medic\u00edny nazna\u010dovat potrat nebo pou\u017e\u00edvat obsc\u00e9nn\u00ed texty nebo obr\u00e1zky.<\/p>\n<\/blockquote>\n\n\n\n<p>Z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch v \u010dl\u00e1nku 66 zakazuje reklamu &#8220;l\u017eiv\u00fdch nebo nadsazen\u00fdch informac\u00ed&#8221;. Proto je t\u0159eba b\u00fdt opatrn\u00fd, kdy\u017e zve\u0159ej\u0148ujete reklamu na l\u00e9\u010div\u00e9 p\u0159\u00edpravky mimo l\u00e9k\u00e1rny, aby nebyla v rozporu s t\u00edmto z\u00e1konem.<\/p>\n\n\n\n<p>&#8220;L\u017eiv\u00e9 nebo nadsazen\u00e9 informace&#8221; jsou reklamy, kter\u00e9 by mohly v\u00e9st k nespr\u00e1vn\u00e9mu pochopen\u00ed spot\u0159ebitele kv\u016fli vyj\u00e1d\u0159en\u00ed, kter\u00e9 je v rozporu s fakty nebo je p\u0159ehnan\u00e9. Ale jak\u00fd konkr\u00e9tn\u00ed popis se to t\u00fdk\u00e1? M\u016f\u017ee to b\u00fdt obt\u00ed\u017en\u00e9 pochopit, proto\u017ee je to abstraktn\u00ed.<\/p>\n\n\n\n<p>Pro tento konkr\u00e9tn\u00ed \u00fasudek Ministerstvo zdravotnictv\u00ed a pr\u00e1ce stanovilo krit\u00e9ria v &#8220;Standardu pro spr\u00e1vnou reklamu na l\u00e9\u010diva atd.&#8221; (Ozn\u00e1men\u00ed \u0159editele \u00da\u0159adu pro l\u00e9\u010diva a \u017eivotn\u00ed prost\u0159ed\u00ed Ministerstva zdravotnictv\u00ed a pr\u00e1ce ze dne 29. z\u00e1\u0159\u00ed 29. roku Heisei (2017)). Ministerstvo zdravotnictv\u00ed a pr\u00e1ce tak\u00e9 vyd\u00e1v\u00e1 vysv\u011btlen\u00ed a upozorn\u011bn\u00ed na prov\u00e1d\u011bn\u00ed t\u011bchto krit\u00e9ri\u00ed. V praxi se tato ozn\u00e1men\u00ed pova\u017euj\u00ed za pravidla pro zobrazov\u00e1n\u00ed reklamy.<\/p>\n\n\n\n<p>Nap\u0159\u00edklad u l\u00e9\u010div\u00fdch p\u0159\u00edpravk\u016f mimo l\u00e9k\u00e1rny, pokud je produkt schv\u00e1len s \u00fa\u010dinnost\u00ed a \u00fa\u010dinkem &#8220;prevence \u25cb\u25cb&#8221;, pak v\u00fdrazy jako &#8220;pro \u25cb\u25cb&#8221; nejsou povoleny. Jin\u00fdmi slovy, pokud byl produkt schv\u00e1len s tvrzen\u00edm &#8220;prevence vyr\u00e1\u017eky&#8221;, v\u00fdrazy jako &#8220;pro vyr\u00e1\u017eku&#8221; nebo &#8220;\u00fa\u010dinn\u00fd proti vyr\u00e1\u017ece&#8221; nejsou povoleny. Jak vid\u00edte, existuj\u00ed velmi konkr\u00e9tn\u00ed pokyny.<\/p>\n\n\n\n<p>Ministerstvo zdravotnictv\u00ed a pr\u00e1ce posuzuje z\u00e1konnost podle t\u011bchto krit\u00e9ri\u00ed. Pokud dojde k poru\u0161en\u00ed t\u011bchto pravidel, m\u016f\u017ee b\u00fdt vyd\u00e1no pokyn nebo na\u0159\u00edzen\u00ed k zaplacen\u00ed pokuty, tak\u017ee je t\u0159eba b\u00fdt opatrn\u00fd.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Definice_leku_mimo_lekaren\"><\/span>Definice l\u00e9k\u016f mimo l\u00e9k\u00e1ren<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2020\/05\/9-1024x704.jpg\" alt=\"\" class=\"wp-image-10143\" \/><\/figure>\n\n\n\n<p>Mimochodem, v p\u0159edchoz\u00edch provozn\u00edch norm\u00e1ch se l\u00e9ky, l\u00e9ky mimo l\u00e9k\u00e1rny a kosmetika li\u0161\u00ed. Nap\u0159\u00edklad, kosmetika nem\u016f\u017ee uv\u00e1d\u011bt farmakologick\u00e9 \u00fa\u010dinky, zat\u00edmco l\u00e9ky mimo l\u00e9k\u00e1rny mohou. Ozna\u010den\u00ed &#8220;obsahuje bylinn\u00e9 slo\u017eky&#8221; je v p\u0159\u00edpad\u011b l\u00e9k\u016f mimo l\u00e9k\u00e1rny povoleno, pokud souvis\u00ed s schv\u00e1len\u00fdmi \u00fa\u010dinky, zat\u00edmco v p\u0159\u00edpad\u011b kosmetiky je to obecn\u011b nep\u0159\u00edpustn\u00e9.<\/p>\n\n\n\n<p>Jak jsou tedy l\u00e9ky mimo l\u00e9k\u00e1rny definov\u00e1ny v z\u00e1kon\u011b o l\u00e9\u010divech (japonsk\u00fd z\u00e1kon o l\u00e9\u010divech)?<br>\nJe to definov\u00e1no v z\u00e1kon\u011b o l\u00e9\u010divech.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>Definice l\u00e9k\u016f mimo l\u00e9k\u00e1rny podle \u010dl\u00e1nku 2 odstavce 2 z\u00e1kona o l\u00e9\u010divech (\u010dl\u00e1nek 2 odstavec 2)<br> V tomto z\u00e1kon\u011b se pod &#8220;l\u00e9ky mimo l\u00e9k\u00e1rny&#8221; rozum\u00ed tyto v\u00fdrobky, kter\u00e9 maj\u00ed m\u00edrn\u00fd \u00fa\u010dinek na lidsk\u00e9 t\u011blo.<br> 1. V\u00fdrobky uveden\u00e9 v n\u00e1sleduj\u00edc\u00edch bodech od A do C, kter\u00e9 nejsou stroje nebo n\u00e1stroje, a kter\u00e9 se pou\u017e\u00edvaj\u00ed pro n\u00e1sleduj\u00edc\u00ed \u00fa\u010dely (s v\u00fdjimkou t\u011bch, kter\u00e9 se pou\u017e\u00edvaj\u00ed tak\u00e9 pro \u00fa\u010dely uveden\u00e9 v p\u0159edchoz\u00edm odstavci \u010dl\u00e1nku (2) nebo (3)).<br> A. Prevence nevolnosti a jin\u00fdch nep\u0159\u00edjemn\u00fdch pocit\u016f nebo z\u00e1pachu z \u00fast nebo t\u011bla<br> B. Prevence potni\u010dek, vyr\u00e1\u017eek atd.<br> C. Prevence vypad\u00e1v\u00e1n\u00ed vlas\u016f, podpora r\u016fstu vlas\u016f nebo odstra\u0148ov\u00e1n\u00ed vlas\u016f<br> 2. V\u00fdrobky, kter\u00e9 nejsou stroje nebo n\u00e1stroje, a kter\u00e9 se pou\u017e\u00edvaj\u00ed pro \u00fa\u010dely prevence \u0161k\u016fdc\u016f, jako jsou my\u0161i, mouchy, kom\u00e1\u0159i, blechy a jin\u00e9 podobn\u00e9 organismy, pro zdrav\u00ed lid\u00ed nebo zv\u00ed\u0159at (s v\u00fdjimkou t\u011bch, kter\u00e9 se pou\u017e\u00edvaj\u00ed tak\u00e9 pro \u00fa\u010dely uveden\u00e9 v p\u0159edchoz\u00edm odstavci \u010dl\u00e1nku (2) nebo (3)).<br> 3. V\u00fdrobky, kter\u00e9 se pou\u017e\u00edvaj\u00ed pro \u00fa\u010dely uveden\u00e9 v p\u0159edchoz\u00edm odstavci \u010dl\u00e1nku (2) nebo (3) (s v\u00fdjimkou t\u011bch uveden\u00fdch v p\u0159edchoz\u00edm bod\u011b 2), kter\u00e9 ur\u010d\u00ed ministr zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed.<\/p>\n<\/blockquote>\n\n\n\n<p>V tomto \u010dl\u00e1nku se objevuje fr\u00e1ze &#8220;pro \u00fa\u010dely uveden\u00e9 v p\u0159edchoz\u00edm odstavci \u010dl\u00e1nku (2) nebo (3)&#8221;, co\u017e odkazuje na \u010dl\u00e1nek 2 odstavec 1 z\u00e1kona o l\u00e9\u010divech, kter\u00fd definuje l\u00e9ky.<\/p>\n\n\n\n<p>Jin\u00fdmi slovy, &#8220;l\u00e9ky mimo l\u00e9k\u00e1rny&#8221; jsou ty, kter\u00e9 maj\u00ed m\u00edrn\u011bj\u0161\u00ed \u00fa\u010dinky ne\u017e l\u00e9ky, ale p\u0159in\u00e1\u0161ej\u00ed n\u011bjak\u00fd l\u00e9\u010debn\u00fd nebo zlep\u0161uj\u00edc\u00ed \u00fa\u010dinek na lidsk\u00e9 t\u011blo. Zahrnuje tak\u00e9 v\u00fdrobky pou\u017e\u00edvan\u00e9 pro prevenci \u0161k\u016fdc\u016f u zv\u00ed\u0159at.<\/p>\n\n\n\n<p>Pro rozli\u0161en\u00ed mezi &#8220;l\u00e9ky&#8221;, &#8220;l\u00e9ky mimo l\u00e9k\u00e1rny&#8221; a &#8220;kosmetikou&#8221; se pros\u00edm pod\u00edvejte na n\u00e1sleduj\u00edc\u00ed \u010dl\u00e1nek.<\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/corporate\/pharmaceutical-affairs-law\" target=\"_blank\" rel=\"noreferrer noopener\">Jak se li\u0161\u00ed &#8220;l\u00e9ky&#8221;, &#8220;l\u00e9ky mimo l\u00e9k\u00e1rny&#8221; a &#8220;kosmetika&#8221;?[ja]<\/a><\/p>\n\n\n\n<p>Konkr\u00e9tn\u011b, l\u00e9ky mimo l\u00e9k\u00e1rny zahrnuj\u00ed \u0161irokou \u0161k\u00e1lu v\u00fdrobk\u016f, jako jsou dezinfek\u010dn\u00ed prost\u0159edky, prost\u0159edky pro regulaci st\u0159ev, vitam\u00ednov\u00e9 dopl\u0148ky atd. Na webov\u00fdch str\u00e1nk\u00e1ch Tokyo Metropolitan Health and Safety Research Center je uveden seznam, kter\u00fd si m\u016f\u017eete prohl\u00e9dnout.<\/p>\n\n\n\n<p>L\u00e9ky mimo l\u00e9k\u00e1rny vy\u017eaduj\u00ed schv\u00e1len\u00ed ministra zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed, a ty, kter\u00e9 toto schv\u00e1len\u00ed z\u00edskaly, mohou uv\u00e1d\u011bt \u00fa\u010dinn\u00e9 slo\u017eky a prod\u00e1vat je.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Regulace_reklamnich_projevu_na_%E2%80%9Elecivych_pripravcich_mimo_lekarny%E2%80%9C\"><\/span>Regulace reklamn\u00edch projev\u016f na \u201el\u00e9\u010div\u00fdch p\u0159\u00edpravc\u00edch mimo l\u00e9k\u00e1rny\u201c<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2020\/05\/7-1024x576.jpg\" alt=\"\" class=\"wp-image-10141\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Definice_%E2%80%9Ereklamy%E2%80%9C\"><\/span>Definice \u201ereklamy\u201c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>D\u0159\u00edve jsme citovali \u010dl\u00e1nek 66 a uvedli, \u017ee z\u00e1kon o l\u00e9\u010divech (japonsk\u00fd \u201eYakki-h\u014d\u201c) zakazuje \u201eklamn\u00e9 nebo p\u0159ehnan\u00e9 \u010dl\u00e1nky\u201c v \u201ereklam\u00e1ch\u201c. Pod\u00edvejme se na to podrobn\u011bji.<br>\nReklama, kter\u00e1 m\u016f\u017ee b\u00fdt probl\u00e9mem i v z\u00e1kon\u011b o zobrazen\u00ed cen, m\u00e1 v souvislosti se z\u00e1konem o l\u00e9\u010divech n\u00e1sleduj\u00edc\u00ed definici:<\/p>\n\n\n\n<p>Tato definice byla objasn\u011bna v \u201eOzn\u00e1men\u00ed \u0159editele odd\u011blen\u00ed dohledu a pokyn\u016f pro bezpe\u010dnost l\u00e9\u010div Ministerstva zdravotnictv\u00ed a soci\u00e1ln\u00edch v\u011bc\u00ed ze dne 29. z\u00e1\u0159\u00ed 1998 (Heisei 10) \u010d. 148 pro prefektury a hygienick\u00e9 \u00fa\u0159ady\u201c. Podle tohoto ozn\u00e1men\u00ed:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>1. M\u00e1 b\u00fdt jasn\u00e9, \u017ee m\u00e1 za c\u00edl p\u0159il\u00e1kat z\u00e1kazn\u00edky (zv\u00fd\u0161it jejich n\u00e1kupn\u00ed touhu)<br> 2. N\u00e1zev konkr\u00e9tn\u00edho l\u00e9\u010diva nebo podobn\u00e9ho v\u00fdrobku mus\u00ed b\u00fdt jasn\u011b uveden<br> 3. Mus\u00ed b\u00fdt v takov\u00e9m stavu, \u017ee ho m\u016f\u017ee poznat b\u011b\u017en\u00fd \u010dlov\u011bk<\/p>\n<\/blockquote>\n\n\n\n<p>Pokud jsou spln\u011bny v\u0161echny tyto t\u0159i po\u017eadavky, je to pova\u017eov\u00e1no za reklamu.<\/p>\n\n\n\n<p>A v tomto ozn\u00e1men\u00ed je uvedeno:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u010cl\u00e1nek 2 (C\u00edlov\u00e1 reklama)<br> Tato norma se vztahuje na reklamu ve v\u0161ech m\u00e9di\u00edch, v\u010detn\u011b novin, \u010dasopis\u016f, televize, r\u00e1dia, webov\u00fdch str\u00e1nek a soci\u00e1ln\u00edch s\u00edt\u00ed.<\/p>\n<\/blockquote>\n\n\n\n<p>Jin\u00fdmi slovy, nejen venkovn\u00ed billboardy, novinov\u00e9 reklamy, televizn\u00ed reklamy a plak\u00e1ty na ulici, ale tak\u00e9 reklamy na internetu. To znamen\u00e1, \u017ee pokud je um\u00edst\u011bn v takov\u00e9m stavu, \u017ee ho m\u016f\u017ee poznat b\u011b\u017en\u00fd \u010dlov\u011bk, nap\u0159\u00edklad bannerov\u00e1 reklama na webov\u00e9 str\u00e1nce nebo newsletter, spl\u0148uje po\u017eadavky 1 a\u017e 3.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Subjekty_regulovane_%E2%80%9Ereklamou%E2%80%9C\"><\/span>Subjekty regulovan\u00e9 \u201ereklamou\u201c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>\u010cl\u00e1nky 1 a\u017e 3 \u010dl\u00e1nku 66 z\u00e1kona o l\u00e9\u010divech obsahuj\u00ed v\u00fdraz \u201ekdokoli\u201c. To znamen\u00e1, \u017ee se to m\u016f\u017ee t\u00fdkat v\u00fdrobc\u016f, prodejc\u016f, m\u00e9di\u00ed, kter\u00e1 zve\u0159ej\u0148uj\u00ed reklamy, a tak d\u00e1le.<\/p>\n\n\n\n<p>Nap\u0159\u00edklad, pokud v\u00fdrobce kosmetiky A po\u017e\u00e1d\u00e1 televizn\u00ed stanici B o vys\u00edl\u00e1n\u00ed televizn\u00ed reklamy a tato reklama odpov\u00edd\u00e1 zak\u00e1zan\u00e9 reklam\u011b, A i B poru\u0161uj\u00ed z\u00e1kon a mohou b\u00fdt potrest\u00e1ni.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jaky_vyraz_je_%E2%80%9Eprehnany%E2%80%9C\"><\/span>Jak\u00fd v\u00fdraz je \u201ep\u0159ehnan\u00fd\u201c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Co je pova\u017eov\u00e1no za klamn\u00e9 nebo p\u0159ehnan\u00e9 \u010dl\u00e1nky je uvedeno v provozn\u00edch norm\u00e1ch, kter\u00e9 jsme d\u0159\u00edve p\u0159edstavili.<\/p>\n\n\n\n<p>Tato norma konkretizuje \u010dl\u00e1nek 1 \u010dl\u00e1nku 66 z\u00e1kona o l\u00e9\u010divech. A \u010dl\u00e1nek 66 m\u00e1 za c\u00edl \u201ezajistit, aby obsah reklamy nebyl klamn\u00fd nebo p\u0159ehnan\u00fd, eliminovat nevhodnou reklamu a zabr\u00e1nit tomu, aby b\u011b\u017en\u00ed spot\u0159ebitel\u00e9 a dal\u0161\u00ed m\u011bli nespr\u00e1vn\u00e9 pochopen\u00ed l\u00e9\u010div a podobn\u00fdch v\u00fdrobk\u016f, a usilovat o spr\u00e1vnou reklamu\u201c.<\/p>\n\n\n\n<p>A v tomto hodnocen\u00ed je v koment\u00e1\u0159i k ozn\u00e1men\u00ed uvedeno, \u017ee \u201ehodnocen\u00ed, zda dan\u00e1 reklama je poru\u0161en\u00edm reklamy, by nem\u011blo b\u00fdt form\u00e1ln\u011b rozhodov\u00e1no pouze na z\u00e1klad\u011b p\u0159\u00edklad\u016f a text\u016f uveden\u00fdch v tomto koment\u00e1\u0159i a upozorn\u011bn\u00edch, ale m\u011blo by b\u00fdt rozhodov\u00e1no na z\u00e1klad\u011b celkov\u00e9ho zv\u00e1\u017een\u00ed r\u016fzn\u00fdch faktor\u016f\u201c. To znamen\u00e1, \u017ee rozhodnut\u00ed by nem\u011blo b\u00fdt univerz\u00e1ln\u00ed, ale m\u011blo by b\u00fdt zv\u00e1\u017eeno individu\u00e1ln\u011b.<\/p>\n\n\n\n<p>Podniky by m\u011bly tak\u00e9 pe\u010dliv\u011b posuzovat, zda jejich reklamy nejsou v rozporu s t\u011bmito normami, nejen form\u00e1ln\u011b, ale tak\u00e9 v souladu s c\u00edli z\u00e1kona.<\/p>\n\n\n\n<p>Nav\u00edc, pro l\u00e9\u010div\u00e9 p\u0159\u00edpravky mimo l\u00e9k\u00e1rny a kosmetiku, organizace nazvan\u00e1 Japan Cosmetic Industry Association stanovila dobrovoln\u00e1 pravidla nazvan\u00e1 \u201eSm\u011brnice pro spr\u00e1vnou reklamu na kosmetiku atd.\u201c. Pros\u00edm, pod\u00edvejte se na to tak\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Shrnuti\"><\/span>Shrnut\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Produkty mimo l\u00e9\u010div\u00e9 p\u0159\u00edpravky, v japon\u0161tin\u011b ozna\u010dovan\u00e9 jako &#8216;Japanese \u533b\u85ac\u90e8\u5916\u54c1&#8217;, jsou um\u00edst\u011bny mezi l\u00e9\u010div\u00fdmi p\u0159\u00edpravky a kosmetikou a mohou se pou\u017e\u00edvat ka\u017edodenn\u011b. Nicm\u00e9n\u011b, proto\u017ee obsahuj\u00ed l\u00e9\u010div\u00e9 slo\u017eky a jsou obecn\u011b siln\u011bj\u0161\u00ed ne\u017e kosmetika, je nutn\u00e9 pe\u010dliv\u011b postupovat p\u0159i jejich ozna\u010dov\u00e1n\u00ed a reklam\u011b.<\/p>\n\n\n\n<p>Co se t\u00fd\u010de reklamn\u00edho ozna\u010dov\u00e1n\u00ed, existuj\u00ed podrobn\u00e9 pokyny od Ministerstva zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed (Japanese \u539a\u751f\u52b4\u50cd\u7701), ale jejich interpretace nemus\u00ed b\u00fdt v\u017edy snadn\u00e1. <br> Pokud m\u00e1te jak\u00e9koliv nejasnosti p\u0159i zah\u00e1jen\u00ed podnik\u00e1n\u00ed nebo prodeji produkt\u016f, je nejbezpe\u010dn\u011bj\u0161\u00ed konzultovat se s pr\u00e1vn\u00edmi odborn\u00edky, jako jsou advok\u00e1ti.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>V\u00fdroba a prodej v\u00fdrobk\u016f, kter\u00e9 jsou klasifikov\u00e1ny jako &#8220;l\u00e9\u010div\u00e9 kosmetick\u00e9 p\u0159\u00edpravky&#8221; v Japonsku, vy\u017eaduje schv\u00e1len\u00ed ministra zdravotnictv\u00ed a soci\u00e1ln\u00edch v\u011bc\u00ed pro ka\u017ed\u00fd druh v\u00fdrobku. Po abso [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":63561,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[30,24],"acf":[],"_links":{"self":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/60904"}],"collection":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/users\/32"}],"replies":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/comments?post=60904"}],"version-history":[{"count":2,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/60904\/revisions"}],"predecessor-version":[{"id":63562,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/60904\/revisions\/63562"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/63561"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=60904"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=60904"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=60904"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}