{"id":60963,"date":"2023-12-08T20:23:35","date_gmt":"2023-12-08T11:23:35","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=60963"},"modified":"2026-01-12T11:07:48","modified_gmt":"2026-01-12T02:07:48","slug":"publicityrights","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/internet\/publicityrights","title":{"rendered":"Co je pr\u00e1vo na publicitu? Vysv\u011btlen\u00ed rozd\u00edlu mezi pr\u00e1vem na obraz a situac\u00ed, kdy dojde k poru\u0161en\u00ed pr\u00e1v"},"content":{"rendered":"\n<p>Ka\u017ed\u00fd \u010dlov\u011bk m\u00e1 jako sou\u010d\u00e1st sv\u00e9 osobn\u00ed svobody pr\u00e1vo na ochranu sv\u00e9ho vzhledu a postavy, co\u017e znamen\u00e1, \u017ee nem\u016f\u017ee b\u00fdt bezd\u016fvodn\u011b fotografov\u00e1n nebo nem\u016f\u017ee b\u00fdt jeho portr\u00e9t zve\u0159ejn\u011bn. Tento z\u00e1jem je pr\u00e1vn\u011b chr\u00e1n\u011bn jako pr\u00e1vo na ochranu obrazu (Japonsk\u00e9 &#8216;Sh\u014dz\u014dken&#8217;).<\/p>\n\n\n\n<p>Na druh\u00e9 stran\u011b, existuje pr\u00e1vo podobn\u00e9 pr\u00e1vu na ochranu obrazu, kter\u00e9 se naz\u00fdv\u00e1 pr\u00e1vo na publicitu (Japonsk\u00e9 &#8216;Paburishiti-ken&#8217;). Toto pr\u00e1vo je obecn\u011b uzn\u00e1v\u00e1no u slavn\u00fdch osob, jako jsou herci nebo profesion\u00e1ln\u00ed sportovci.<\/p>\n\n\n\n<p>V tomto \u010dl\u00e1nku vysv\u011btl\u00edme, co je pr\u00e1vo na publicitu, kdy m\u016f\u017ee doj\u00edt k poru\u0161en\u00ed tohoto pr\u00e1va a dal\u0161\u00ed podobn\u00e1 pr\u00e1va.<\/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\/internet\/publicityrights\/#Co_je_pravo_na_publicitu\" title=\"Co je pr\u00e1vo na publicitu\">Co je pr\u00e1vo na publicitu<\/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\/internet\/publicityrights\/#Porovnani_prava_na_publicitu_a_podobnych_prav\" title=\"Porovn\u00e1n\u00ed pr\u00e1va na publicitu a podobn\u00fdch pr\u00e1v\">Porovn\u00e1n\u00ed pr\u00e1va na publicitu a podobn\u00fdch pr\u00e1v<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/monolith.law\/cs\/internet\/publicityrights\/#Rozdil_mezi_pravem_na_publicitu_a_pravem_na_ochranu_obrazu\" title=\"Rozd\u00edl mezi pr\u00e1vem na publicitu a pr\u00e1vem na ochranu obrazu\">Rozd\u00edl mezi pr\u00e1vem na publicitu a pr\u00e1vem na ochranu obrazu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/monolith.law\/cs\/internet\/publicityrights\/#Rozdil_mezi_pravem_na_publicitu_a_autorskym_pravem\" title=\"Rozd\u00edl mezi pr\u00e1vem na publicitu a autorsk\u00fdm pr\u00e1vem\">Rozd\u00edl mezi pr\u00e1vem na publicitu a autorsk\u00fdm pr\u00e1vem<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/monolith.law\/cs\/internet\/publicityrights\/#Pripady_kde_se_stal_problemem_pravo_na_publicitu\" title=\"P\u0159\u00edpady, kde se stal probl\u00e9mem pr\u00e1vo na publicitu\">P\u0159\u00edpady, kde se stal probl\u00e9mem pr\u00e1vo na publicitu<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/monolith.law\/cs\/internet\/publicityrights\/#Pripad_Marka_Lestera\" title=\"P\u0159\u00edpad Marka Lestera\">P\u0159\u00edpad Marka Lestera<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/monolith.law\/cs\/internet\/publicityrights\/#Pripad_Bubka_Special_7\" title=\"P\u0159\u00edpad Bubka Special 7\">P\u0159\u00edpad Bubka Special 7<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/monolith.law\/cs\/internet\/publicityrights\/#Pripad_Pink_Lady\" title=\"P\u0159\u00edpad Pink Lady\">P\u0159\u00edpad Pink Lady<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/monolith.law\/cs\/internet\/publicityrights\/#Pripad_Gallop_Racer\" title=\"P\u0159\u00edpad Gallop Racer\">P\u0159\u00edpad Gallop Racer<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/monolith.law\/cs\/internet\/publicityrights\/#Budouci_diskuse_o_pravu_na_publicitu\" title=\"Budouc\u00ed diskuse o pr\u00e1vu na publicitu\">Budouc\u00ed diskuse o pr\u00e1vu na publicitu<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/monolith.law\/cs\/internet\/publicityrights\/#Povaha_prava_na_publicitu\" title=\"Povaha pr\u00e1va na publicitu\">Povaha pr\u00e1va na publicitu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/monolith.law\/cs\/internet\/publicityrights\/#Pravo_na_publicitu_na_internetu\" title=\"Pr\u00e1vo na publicitu na internetu\">Pr\u00e1vo na publicitu na internetu<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/monolith.law\/cs\/internet\/publicityrights\/#Shrnuti_Rozhodovani_o_poruseni_prava_na_publicitu_nechte_na_pravnicich\" title=\"Shrnut\u00ed: Rozhodov\u00e1n\u00ed o poru\u0161en\u00ed pr\u00e1va na publicitu nechte na pr\u00e1vn\u00edc\u00edch\">Shrnut\u00ed: Rozhodov\u00e1n\u00ed o poru\u0161en\u00ed pr\u00e1va na publicitu nechte na pr\u00e1vn\u00edc\u00edch<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/monolith.law\/cs\/internet\/publicityrights\/#Uvod_do_opatreni_nasi_kancelare\" title=\"\u00davod do opat\u0159en\u00ed na\u0161\u00ed kancel\u00e1\u0159e\">\u00davod do opat\u0159en\u00ed na\u0161\u00ed kancel\u00e1\u0159e<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_je_pravo_na_publicitu\"><\/span>Co je pr\u00e1vo na publicitu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pr\u00e1vo na publicitu nem\u00e1 v z\u00e1kon\u011b jasnou definici, ale jeho povaha se postupn\u011b vyjas\u0148uje prost\u0159ednictv\u00edm soudn\u00edch rozhodnut\u00ed a je uzn\u00e1v\u00e1no jako pr\u00e1vo.<\/p>\n\n\n\n<p>V judikatu\u0159e je pr\u00e1vo na publicitu ch\u00e1p\u00e1no jako &#8220;pr\u00e1vo v\u00fdhradn\u011b vyu\u017e\u00edvat p\u0159ita\u017elivost pro z\u00e1kazn\u00edky&#8221; (nejvy\u0161\u0161\u00ed soud, 2. \u00fanora 2012 (rok 24 \u00e9ry Heisei), Sb\u00edrka rozhodnut\u00ed a n\u00e1lez\u016f, svazek 66, \u010d\u00edslo 2, strana 89).<\/p>\n\n\n\n<p>Uve\u010fme konkr\u00e9tn\u00ed p\u0159\u00edklad.<\/p>\n\n\n\n<p>Na ob\u00e1lk\u00e1ch televizn\u00edch reklam a \u010dasopis\u016f jsou \u010dasto pou\u017e\u00edv\u00e1ny zn\u00e1m\u00e9 osobnosti, jako jsou herci nebo profesion\u00e1ln\u00ed sportovci. Kdyby sta\u010dilo jen nafotit osobu, mohly by firmy vys\u00edlaj\u00edc\u00ed reklamy nebo redakto\u0159i \u010dasopis\u016f pou\u017e\u00edt sv\u00e9 zam\u011bstnance a u\u0161et\u0159it tak na n\u00e1kladech a \u00fasil\u00ed. Ale takov\u00e9 p\u0159\u00edklady nejsou p\u0159\u00edli\u0161 \u010dast\u00e9. D\u016fvodem je, \u017ee pou\u017eit\u00ed portr\u00e9tu nebo jm\u00e9na zn\u00e1m\u00e9 osoby k propagaci produktu nebo slu\u017eby podporuje prodej v\u00edce ne\u017e pou\u017eit\u00ed nezn\u00e1m\u00e9ho zam\u011bstnance.<\/p>\n\n\n\n<p>Je o\u010dek\u00e1v\u00e1no, \u017ee pokud lid\u00e9 vid\u00ed, \u017ee jejich obl\u00edben\u00fd herec nebo sportovec pou\u017e\u00edv\u00e1 ur\u010dit\u00fd produkt, budou ho cht\u00edt tak\u00e9 vyzkou\u0161et, nebo pokud zn\u00e1m\u00e1 osoba doporu\u010duje produkt, budou si myslet, \u017ee je to ur\u010dit\u011b dobr\u00fd produkt. To zvy\u0161uje po\u010det lid\u00ed, kte\u0159\u00ed si produkt nebo slu\u017ebu vezmou do ruky.<\/p>\n\n\n\n<p>Tato schopnost p\u0159itahovat z\u00e1kazn\u00edky je silou, kterou osoba z\u00edskala t\u00edm, \u017ee se stala zn\u00e1mou osobnost\u00ed, a je to n\u011bco, co m\u016f\u017ee vyu\u017e\u00edvat pouze sama zn\u00e1m\u00e1 osoba, a nen\u00ed povoleno, aby to vyu\u017e\u00edval kdokoli jin\u00fd. Toto &#8220;pr\u00e1vo v\u00fdhradn\u011b vyu\u017e\u00edvat schopnost p\u0159itahovat z\u00e1kazn\u00edky&#8221; je pr\u00e1v\u011b pr\u00e1vo na publicitu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Porovnani_prava_na_publicitu_a_podobnych_prav\"><\/span>Porovn\u00e1n\u00ed pr\u00e1va na publicitu a podobn\u00fdch pr\u00e1v<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Rozdil_mezi_pravem_na_publicitu_a_pravem_na_ochranu_obrazu\"><\/span>Rozd\u00edl mezi pr\u00e1vem na publicitu a pr\u00e1vem na ochranu obrazu<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Podobn\u011b jako pr\u00e1vo na publicitu, pr\u00e1vo na ochranu obrazu je pr\u00e1vo souvisej\u00edc\u00ed s vzhledem \u010dlov\u011bka. Rozd\u00edl mezi t\u011bmito dv\u011bma pr\u00e1vy spo\u010d\u00edv\u00e1 v tom, &#8220;co chr\u00e1n\u00ed&#8221;.<\/p>\n\n\n\n<ul>\n<li>Pr\u00e1vo na ochranu obrazu: Pr\u00e1vo chr\u00e1n\u00edc\u00ed osobn\u00ed z\u00e1jmy, jako je soukrom\u00ed \u010dlov\u011bka<\/li>\n\n\n\n<li>Pr\u00e1vo na publicitu: Pr\u00e1vo chr\u00e1n\u00edc\u00ed komer\u010dn\u00ed a ekonomickou hodnotu<\/li>\n<\/ul>\n\n\n\n<p>P\u0159edstavme si nap\u0159\u00edklad situaci, kdy provozujete restauraci a n\u00e1hodou v\u00e1s nav\u0161t\u00edv\u00ed slavn\u00fd herec A. Potaj\u00ed ho vyfotografujete a pozd\u011bji na soci\u00e1ln\u00edch s\u00edt\u00edch zve\u0159ejn\u00edte fotografii s textem &#8220;I slavn\u00fd A n\u00e1s nav\u0161t\u00edvil!&#8221; a propagujete tak sv\u016fj podnik.<\/p>\n\n\n\n<p>V tomto p\u0159\u00edpad\u011b je zve\u0159ejn\u011bn\u00ed fotografie na soci\u00e1ln\u00edch s\u00edt\u00edch ot\u00e1zkou soukrom\u00ed fotografovan\u00e9 osoby, a tedy ot\u00e1zkou pr\u00e1va na ochranu obrazu.<\/p>\n\n\n\n<p>Na druhou stranu, pokus o zv\u00fd\u0161en\u00ed zisku propagac\u00ed &#8220;I slavn\u00fd A n\u00e1s nav\u0161t\u00edvil!&#8221; je ot\u00e1zkou komer\u010dn\u00edho a ekonomick\u00e9ho z\u00e1jmu spojen\u00e9ho s jm\u00e9nem a obrazem A, a tedy ot\u00e1zkou pr\u00e1va na publicitu.<\/p>\n\n\n\n<p>O pr\u00e1vu na ochranu obrazu se podrobn\u011bji do\u010dtete v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku.<\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/reputation\/instagram-stories-portrait-right?preview=true&amp;_thumbnail_id=20832\" target=\"_blank\" rel=\"noreferrer noopener\">Vztah mezi obr\u00e1zky a videi publikovan\u00fdmi na Instagram Stories a pr\u00e1vem na ochranu obrazu[ja]<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Rozdil_mezi_pravem_na_publicitu_a_autorskym_pravem\"><\/span>Rozd\u00edl mezi pr\u00e1vem na publicitu a autorsk\u00fdm pr\u00e1vem<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Pr\u00e1vo, kter\u00e9 m\u00e1 podobn\u011b jako pr\u00e1vo na publicitu ekonomick\u00fd aspekt a je exkluzivn\u00edm pr\u00e1vem, je autorsk\u00e9 pr\u00e1vo.<\/p>\n\n\n\n<p>Autorsk\u00e9 pr\u00e1vo je pr\u00e1vo spojen\u00e9 s &#8220;d\u00edlem&#8221; (\u010dl\u00e1nek 2, odstavec 1, bod 1, Japonsk\u00fd autorsk\u00fd z\u00e1kon), kter\u00e9 m\u00e1 kreativn\u00ed charakter, a znamen\u00e1 pr\u00e1vo v\u00fdhradn\u011b vyu\u017e\u00edvat d\u00edlo.<\/p>\n\n\n\n<p>Av\u0161ak, dr\u017eitelem autorsk\u00fdch pr\u00e1v je &#8220;autor&#8221; (\u010dl\u00e1nek 2, odstavec 1, bod 2, Japonsk\u00fd autorsk\u00fd z\u00e1kon), kter\u00fd vytvo\u0159il d\u00edlo, tak\u017ee dr\u017eitel pr\u00e1va na publicitu m\u016f\u017ee b\u00fdt jin\u00fd ne\u017e osoba, kter\u00e1 byla fotografov\u00e1na.<\/p>\n\n\n\n<p>P\u0159edstavme si nap\u0159\u00edklad situaci, kdy je rozhodnuto vytvo\u0159it plak\u00e1t pro propagaci ud\u00e1losti s vyu\u017eit\u00edm slavn\u00e9ho sportovce B jako modelu a fotograf C po\u0159\u00edd\u00ed fotografii. Co se stane, kdy\u017e t\u0159et\u00ed strana z\u00edsk\u00e1 tuto fotografii a bez svolen\u00ed ji pou\u017eije jako ob\u00e1lku \u010dasopisu? Kter\u00e9 pr\u00e1vo je v tomto p\u0159\u00edpad\u011b poru\u0161eno?<\/p>\n\n\n\n<p>V tomto p\u0159\u00edpad\u011b je na fotografii pro plak\u00e1t sportovec B a o\u010dek\u00e1v\u00e1 se, \u017ee fotografie bude vyu\u017eita kv\u016fli jeho schopnosti p\u0159il\u00e1kat z\u00e1kazn\u00edky, tak\u017ee m\u016f\u017eeme \u0159\u00edci, \u017ee je zde probl\u00e9m s pr\u00e1vem na publicitu B.<\/p>\n\n\n\n<p>Av\u0161ak, autorem d\u00edla, tedy fotografie pro plak\u00e1t, je fotograf C, tak\u017ee v z\u00e1sad\u011b je dr\u017eitelem autorsk\u00fdch pr\u00e1v C a neopr\u00e1vn\u011bn\u00e9 pou\u017eit\u00ed fotografie poru\u0161uje autorsk\u00e1 pr\u00e1va C.<\/p>\n\n\n\n<p>Je v\u0161ak t\u0159eba poznamenat, \u017ee v takov\u00e9m p\u0159\u00edpad\u011b m\u016f\u017ee nastat probl\u00e9m s autorsk\u00fdmi pr\u00e1vy v r\u00e1mci pracovn\u00edho pom\u011bru. O autorsk\u00fdch pr\u00e1vech v r\u00e1mci pracovn\u00edho pom\u011bru se do\u010dtete v jin\u00e9m \u010dl\u00e1nku.<\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/corporate\/requirements-works-for-hire\" target=\"_blank\" rel=\"noreferrer noopener\">Co je autorsk\u00e9 pr\u00e1vo v r\u00e1mci pracovn\u00edho pom\u011bru? Vysv\u011btlen\u00ed 4 po\u017eadavk\u016f a zp\u016fsob\u016f, jak z\u00edskat autorsk\u00e1 pr\u00e1va pro pr\u00e1vnick\u00e9 osoby[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pripady_kde_se_stal_problemem_pravo_na_publicitu\"><\/span>P\u0159\u00edpady, kde se stal probl\u00e9mem pr\u00e1vo na publicitu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"735\" height=\"490\" src=\"https:\/\/monolith.law\/cs\/wp-content\/uploads\/sites\/34\/2026\/01\/publicityrights-2.jpg\" alt=\"\" class=\"wp-image-69180\" style=\"aspect-ratio:1.5;width:840px;height:auto\" srcset=\"https:\/\/monolith.law\/cs\/wp-content\/uploads\/sites\/34\/2026\/01\/publicityrights-2.jpg 735w, https:\/\/monolith.law\/cs\/wp-content\/uploads\/sites\/34\/2026\/01\/publicityrights-2-300x200.jpg 300w, https:\/\/monolith.law\/cs\/wp-content\/uploads\/sites\/34\/2026\/01\/publicityrights-2-250x167.jpg 250w\" sizes=\"(max-width: 735px) 100vw, 735px\" \/><\/figure>\n\n\n\n<p>Jak jsme ji\u017e vysv\u011btlili na za\u010d\u00e1tku, pr\u00e1vo na publicitu je pr\u00e1vo, jeho\u017e povaha a obsah se staly jasn\u00fdmi prost\u0159ednictv\u00edm soudn\u00edch spor\u016f. N\u00ed\u017ee p\u0159edstav\u00edme n\u011bkter\u00e9 soudn\u00ed p\u0159\u00edpady, kde bylo pr\u00e1vo na publicitu p\u0159edm\u011btem sporu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pripad_Marka_Lestera\"><\/span>P\u0159\u00edpad Marka Lestera<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Tento p\u0159\u00edpad se t\u00fdkal situace, kdy filmov\u00e1 spole\u010dnost bez svolen\u00ed poskytla jednu sc\u00e9nu z filmu, ve kter\u00e9m hr\u00e1l tehdy popul\u00e1rn\u00ed d\u011btsk\u00fd herec Mark Lester, pro televizn\u00ed reklamu. V reklam\u011b byl zobrazen obraz herce s narac\u00ed: &#8220;Mark Lester to tak\u00e9 miluje.&#8221;<\/p>\n\n\n\n<p>Mark Lester po\u017eadoval od filmov\u00e9 spole\u010dnosti a v\u00fdrobce cukrovinek, kter\u00fd vytvo\u0159il reklamu, od\u0161kodn\u011bn\u00ed a omluvnou reklamu. Tokijsk\u00fd okresn\u00ed soud rozhodl, \u017ee<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>&#8220;Kdy\u017e se jm\u00e9no nebo podoba herce vyu\u017e\u00edv\u00e1 pro propagaci produktu, m\u016f\u017ee to m\u00edt pozitivn\u00ed efekt na propagaci a prodej produktu d\u00edky soci\u00e1ln\u00edmu hodnocen\u00ed, sl\u00e1v\u011b a dojmu herce. Z hlediska herce m\u00e1 herec pr\u00e1vo na v\u00fdhody z vyu\u017eit\u00ed sv\u00e9ho jm\u00e9na nebo podoby t\u0159et\u00edmi stranami za odm\u011bnu d\u00edky sv\u00e9 sl\u00e1v\u011b.&#8221;<\/p>\n<cite>Tokijsk\u00fd okresn\u00ed soud, 29. \u010dervna 1976 (Showa 51)<\/cite><\/blockquote>\n\n\n\n<p>Soud uznal pouze n\u00e1rok na od\u0161kodn\u011bn\u00ed proti filmov\u00e9 spole\u010dnosti.<\/p>\n\n\n\n<p>V tomto rozsudku se sice neuv\u00e1d\u00ed term\u00edn pr\u00e1vo na publicitu, ale &#8220;v\u00fdhoda z vyu\u017eit\u00ed jm\u00e9na nebo podoby herce t\u0159et\u00edmi stranami za odm\u011bnu&#8221; lze pova\u017eovat za koncept podobn\u00fd pr\u00e1vu na publicitu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pripad_Bubka_Special_7\"><\/span>P\u0159\u00edpad Bubka Special 7<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Tento p\u0159\u00edpad se t\u00fdkal situace, kdy bylo v \u010dasopise &#8220;Bubka Special vol.7&#8221; bez svolen\u00ed zve\u0159ejn\u011bno mnoho fotografi\u00ed, kter\u00e9 zachycuj\u00ed vzhled a chov\u00e1n\u00ed \u0161estn\u00e1cti \u017eensk\u00fdch um\u011blc\u016f p\u0159ed jejich debutem nebo b\u011bhem jejich pohybu na ve\u0159ejnosti. Byla vedena soudn\u00ed bitva o od\u0161kodn\u011bn\u00ed v\u016f\u010di vydavateli \u010dasopisu a dal\u0161\u00edm.<\/p>\n\n\n\n<p>Tokijsk\u00fd vrchn\u00ed soud rozhodl, \u017ee<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>&#8220;Je t\u0159eba pochopit, \u017ee \u010diny, kter\u00e9 bez svolen\u00ed vyu\u017e\u00edvaj\u00ed sl\u00e1vu, soci\u00e1ln\u00ed hodnocen\u00ed, zn\u00e1most atd. slavn\u00fdch osobnost\u00ed a jejich podoby, kter\u00e9 vyjad\u0159uj\u00ed p\u0159ita\u017elivost pro z\u00e1kazn\u00edky, mohou tvo\u0159it nez\u00e1konn\u00e9 \u010diny odli\u0161n\u00e9 od poru\u0161en\u00ed pr\u00e1va na soukrom\u00ed. To je v souladu s principem spravedlnosti.&#8221;<\/p>\n<cite>Tokijsk\u00fd vrchn\u00ed soud, 26. dubna 2006 (Heisei 18)<\/cite><\/blockquote>\n\n\n\n<p>Soud vyj\u00e1d\u0159il n\u00e1zor, \u017ee by m\u011bla b\u00fdt poskytnuta pr\u00e1vn\u00ed ochrana konceptu podobn\u00e9mu pr\u00e1vu na publicitu.<\/p>\n\n\n\n<p>Soud d\u00e1le stanovil krit\u00e9ria pro posouzen\u00ed, zda byla sl\u00e1va, soci\u00e1ln\u00ed hodnocen\u00ed, zn\u00e1most a podoba slavn\u00fdch osobnost\u00ed vyu\u017eity pro prodej a propagaci publikac\u00ed, a zda vyu\u017eit\u00ed t\u011bchto podob atd. p\u0159edstavuje neopr\u00e1vn\u011bn\u00e9 komer\u010dn\u00ed vyu\u017eit\u00ed, p\u0159i posuzov\u00e1n\u00ed, zda do\u0161lo k poru\u0161en\u00ed pr\u00e1va na publicitu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pripad_Pink_Lady\"><\/span>P\u0159\u00edpad Pink Lady<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Jako d\u016fle\u017eit\u00fd p\u0159\u00edpad, ve kter\u00e9m Nejvy\u0161\u0161\u00ed soud rozhodl o pr\u00e1vu na publicitu, je p\u0159\u00edpad Pink Lady. Tento p\u0159\u00edpad se t\u00fdkal situace, kdy byla v \u010dl\u00e1nku t\u00fdden\u00edku, kter\u00fd p\u0159edstavoval dietn\u00ed metodu vyu\u017e\u00edvaj\u00edc\u00ed choreografii Pink Lady, pou\u017eita fotografie Pink Lady, a vydavatel \u010dasopisu byl po\u017e\u00e1d\u00e1n o od\u0161kodn\u011bn\u00ed.<\/p>\n\n\n\n<p>Nejvy\u0161\u0161\u00ed soud rozhodl, \u017ee<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>&#8220;Jednotlivec m\u00e1 pr\u00e1vo, kter\u00e9 vych\u00e1z\u00ed z jeho osobnostn\u00edch pr\u00e1v, neb\u00fdt nespravedliv\u011b vyu\u017e\u00edv\u00e1n. A podoba atd. m\u016f\u017ee m\u00edt p\u0159ita\u017elivost pro z\u00e1kazn\u00edky, kter\u00e1 podporuje prodej zbo\u017e\u00ed atd. Toto pr\u00e1vo na v\u00fdhradn\u00ed vyu\u017eit\u00ed t\u00e9to p\u0159ita\u017elivosti pro z\u00e1kazn\u00edky (d\u00e1le jen &#8220;pr\u00e1vo na publicitu&#8221;) je zalo\u017eeno na komer\u010dn\u00ed hodnot\u011b podoby atd. a m\u016f\u017ee b\u00fdt pova\u017eov\u00e1no za sou\u010d\u00e1st pr\u00e1v vych\u00e1zej\u00edc\u00edch z v\u00fd\u0161e uveden\u00fdch osobnostn\u00edch pr\u00e1v.&#8221;<\/p>\n<cite>Nejvy\u0161\u0161\u00ed soud, 2. \u00fanora 2012 (Heisei 24)<\/cite><\/blockquote>\n\n\n\n<p>Soud poprv\u00e9 uznal existenci pr\u00e1va na publicitu. Tak\u00e9 uvedl krit\u00e9ria pro posouzen\u00ed poru\u0161en\u00ed, \u017ee<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>&#8220;Pou\u017eit\u00ed podoby atd. bez svolen\u00ed je nez\u00e1konn\u00e9 podle z\u00e1kona o nez\u00e1konn\u00fdch \u010dinech, pokud se pou\u017e\u00edv\u00e1 jako produkt atd., kter\u00fd je nez\u00e1visle p\u0159edm\u011btem obdivu, pokud se podoba atd. p\u0159ipojuje k produktu atd. za \u00fa\u010delem diferenciace produktu, nebo pokud se podoba atd. pou\u017e\u00edv\u00e1 jako reklama na produkt atd., s c\u00edlem vyu\u017e\u00edt p\u0159ita\u017elivost pro z\u00e1kazn\u00edky, kterou m\u00e1 podoba atd.&#8221;<\/p>\n<cite>Nejvy\u0161\u0161\u00ed soud, 2. \u00fanora 2012 (Heisei 24)<\/cite><\/blockquote>\n\n\n\n<p>V tomto p\u0159\u00edpad\u011b v\u0161ak byla fotografie Pink Lady pou\u017eita pouze na t\u0159ech str\u00e1nk\u00e1ch z celkov\u00fdch 200 str\u00e1nek t\u00fdden\u00edku, a obsah \u010dl\u00e1nku nebyl p\u0159edstaven\u00edm Pink Lady, ale p\u0159edstaven\u00edm dietn\u00ed metody spolu s p\u0159edstaven\u00edm vzpom\u00ednek na napodobov\u00e1n\u00ed choreografie p\u00edsn\u00ed Pink Lady.<\/p>\n\n\n\n<p>Nejvy\u0161\u0161\u00ed soud, kter\u00fd zv\u00e1\u017eil tyto okolnosti, rozhodl, \u017ee fotografie Pink Lady byla pou\u017eita pouze za \u00fa\u010delem dopln\u011bn\u00ed obsahu \u010dl\u00e1nku a nem\u016f\u017ee b\u00fdt pova\u017eov\u00e1na za c\u00edlen\u00e9 vyu\u017eit\u00ed p\u0159ita\u017elivosti pro z\u00e1kazn\u00edky, kterou m\u00e1 podoba atd., a proto nebylo uzn\u00e1no poru\u0161en\u00ed pr\u00e1va na publicitu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pripad_Gallop_Racer\"><\/span>P\u0159\u00edpad Gallop Racer<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>P\u0159\u00edpady, kter\u00e9 jsme dosud p\u0159edstavili, se t\u00fdkaly pr\u00e1va na publicitu osob, ale p\u0159\u00edpad Gallop Racer se t\u00fdkal pr\u00e1va na publicitu v\u011bci (z\u00e1vodn\u00edho kon\u011b).<\/p>\n\n\n\n<p>Majitel z\u00e1vodn\u00edho kon\u011b po\u017eadoval, aby v\u00fdrobce hry, kter\u00fd bez svolen\u00ed vyu\u017eil jm\u00e9no z\u00e1vodn\u00edho kon\u011b a vytvo\u0159il a prodal hru, zastavil v\u00fdrobu a prodej hry a zaplatil od\u0161kodn\u011bn\u00ed za poru\u0161en\u00ed pr\u00e1va na publicitu.<\/p>\n\n\n\n<p>Nejvy\u0161\u0161\u00ed soud rozhodl, \u017ee i kdy\u017e jm\u00e9no z\u00e1vodn\u00edho kon\u011b atd. m\u00e1 p\u0159ita\u017elivost pro z\u00e1kazn\u00edky, nen\u00ed spravedliv\u00e9 uznat majiteli z\u00e1vodn\u00edho kon\u011b v\u00fdhradn\u00ed pr\u00e1vo na pou\u017eit\u00ed atd. bez z\u00e1konn\u00e9ho z\u00e1kladu, a jasn\u011b stanovil, \u017ee pr\u00e1vo na publicitu v\u011bci nen\u00ed uzn\u00e1no (Nejvy\u0161\u0161\u00ed soud, 13. \u00fanora 2004 (Heisei 16)).<\/p>\n\n\n\n<p>Na pozad\u00ed tohoto rozhodnut\u00ed je skute\u010dnost, \u017ee v\u00fdhradn\u00ed pr\u00e1vo na pou\u017eit\u00ed n\u00e1zvu v\u011bci atd. je stanoveno v z\u00e1konech t\u00fdkaj\u00edc\u00edch se du\u0161evn\u00edho vlastnictv\u00ed, jako je z\u00e1kon o ochrann\u00fdch zn\u00e1mk\u00e1ch a autorsk\u00fd z\u00e1kon.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Budouci_diskuse_o_pravu_na_publicitu\"><\/span>Budouc\u00ed diskuse o pr\u00e1vu na publicitu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"735\" height=\"490\" src=\"https:\/\/monolith.law\/cs\/wp-content\/uploads\/sites\/34\/2026\/01\/publicityrights-3.jpg\" alt=\"\" class=\"wp-image-69181\" style=\"aspect-ratio:1.5;width:840px;height:auto\" srcset=\"https:\/\/monolith.law\/cs\/wp-content\/uploads\/sites\/34\/2026\/01\/publicityrights-3.jpg 735w, https:\/\/monolith.law\/cs\/wp-content\/uploads\/sites\/34\/2026\/01\/publicityrights-3-300x200.jpg 300w, https:\/\/monolith.law\/cs\/wp-content\/uploads\/sites\/34\/2026\/01\/publicityrights-3-250x167.jpg 250w\" sizes=\"(max-width: 735px) 100vw, 735px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Povaha_prava_na_publicitu\"><\/span>Povaha pr\u00e1va na publicitu<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Pr\u00e1vo na publicitu bylo pova\u017eov\u00e1no za sou\u010d\u00e1st &#8220;majetkov\u00fdch pr\u00e1v&#8221; kv\u016fli ochran\u011b komer\u010dn\u00ed hodnoty, ale Nejvy\u0161\u0161\u00ed soud rozhodl, \u017ee &#8220;pramen\u00ed z osobnostn\u00edch pr\u00e1v&#8221; (rozhodnut\u00ed Nejvy\u0161\u0161\u00edho soudu ze dne 2. \u00fanora 2012 (Heisei 24) v Civiln\u00ed sb\u00edrce rozhodnut\u00ed, svazek 66, \u010d\u00edslo 2, strana 89).<\/p>\n\n\n\n<p>Podle <a href=\"https:\/\/elaws.e-gov.go.jp\/document?lawid=345AC0000000048_20220617_504AC0000000068&amp;keyword=%E8%91%97%E4%BD%9C%E6%A8%A9#Mp-At_59\" target=\"_blank\" rel=\"noreferrer noopener\">\u010dl\u00e1nku 59 Japonsk\u00e9ho z\u00e1kona o autorsk\u00fdch pr\u00e1vech[ja]<\/a>, kter\u00fd je jedn\u00edm z osobnostn\u00edch pr\u00e1v, &#8220;autorsk\u00e1 osobnostn\u00ed pr\u00e1va jsou v\u00fdhradn\u011b u autora a nemohou b\u00fdt p\u0159evedena&#8221;. Pokud bychom tuto logiku aplikovali na pr\u00e1vo na publicitu, kter\u00e9 pramen\u00ed z osobnostn\u00edch pr\u00e1v, mohli bychom usoudit, \u017ee pr\u00e1vo na publicitu nem\u016f\u017ee b\u00fdt p\u0159evedeno.<\/p>\n\n\n\n<p>D\u00e1le, <a href=\"https:\/\/elaws.e-gov.go.jp\/document?lawid=129AC0000000089_20221216_504AC0000000102&amp;keyword=%E6%B0%91%E6%B3%95#Mp-At_896\" target=\"_blank\" rel=\"noreferrer noopener\">\u010dl\u00e1nek 896 Japonsk\u00e9ho ob\u010dansk\u00e9ho z\u00e1kon\u00edku[ja]<\/a> stanov\u00ed, \u017ee &#8220;d\u011bdicov\u00e9 p\u0159eb\u00edraj\u00ed v\u0161echna pr\u00e1va a povinnosti pat\u0159\u00edc\u00ed k majetku z\u016fstavitele od okam\u017eiku otev\u0159en\u00ed d\u011bdictv\u00ed. Av\u0161ak toto neplat\u00ed pro pr\u00e1va, kter\u00e1 jsou v\u00fdhradn\u011b u z\u016fstavitele&#8221;, a osobnostn\u00ed pr\u00e1va, kter\u00e1 jsou pr\u00e1va v\u00fdhradn\u011b u jednotlivce, nemohou b\u00fdt d\u011bd\u011bna.<\/p>\n\n\n\n<p>To by znamenalo, \u017ee pr\u00e1vo na publicitu slavn\u00fdch osobnost\u00ed, jako jsou herci nebo profesion\u00e1ln\u00ed sportovci, nebude p\u0159evedeno na d\u011bdice po smrti doty\u010dn\u00e9 osoby. Pokud v\u0161ak neexistuje \u017e\u00e1dn\u00fd dr\u017eitel pr\u00e1v, vznik\u00e1 ot\u00e1zka, zda je mo\u017en\u00e9 je voln\u011b pou\u017e\u00edvat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pravo_na_publicitu_na_internetu\"><\/span>Pr\u00e1vo na publicitu na internetu<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>V\u011bt\u0161ina p\u0159\u00edpad\u016f, kter\u00e9 jsme dosud p\u0159edstavili, se t\u00fdkala publikace fotografi\u00ed slavn\u00fdch osobnost\u00ed v ti\u0161t\u011bn\u00fdch m\u00e9di\u00edch, ale v budoucnu se o\u010dek\u00e1v\u00e1, \u017ee se probl\u00e9mem stane zach\u00e1zen\u00ed s nimi na internetu, nap\u0159\u00edklad na soci\u00e1ln\u00edch s\u00edt\u00edch nebo na video str\u00e1nk\u00e1ch.<\/p>\n\n\n\n<p>Digit\u00e1ln\u00ed prost\u0159ed\u00ed se li\u0161\u00ed od ti\u0161t\u011bn\u00fdch m\u00e9di\u00ed t\u00edm, \u017ee i p\u0159\u00edsp\u011bvky od b\u011b\u017en\u00fdch lid\u00ed mohou b\u00fdt \u0161iroce \u0161\u00ed\u0159eny po cel\u00e9m sv\u011bt\u011b.<\/p>\n\n\n\n<p>Je ot\u00e1zkou, jak budou tyto charakteristiky zohledn\u011bny p\u0159i rozhodov\u00e1n\u00ed o tom, zda do\u0161lo k poru\u0161en\u00ed pr\u00e1va na publicitu, a zda budou pou\u017eity stejn\u00e9 krit\u00e9ria a r\u00e1mce rozhodov\u00e1n\u00ed jako v p\u0159edchoz\u00edch soudn\u00edch p\u0159\u00edpadech. I p\u0159es dosavadn\u00ed soudn\u00ed praxi se o\u010dek\u00e1v\u00e1, \u017ee diskuse o pr\u00e1vu na publicitu budou pokra\u010dovat.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Shrnuti_Rozhodovani_o_poruseni_prava_na_publicitu_nechte_na_pravnicich\"><\/span>Shrnut\u00ed: Rozhodov\u00e1n\u00ed o poru\u0161en\u00ed pr\u00e1va na publicitu nechte na pr\u00e1vn\u00edc\u00edch<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Reklamn\u00ed aktivity firem vyu\u017e\u00edvaj\u00edc\u00edch talent\u016f, sportovc\u016f nebo influencer\u016f se v d\u016fsledku diverzifikace reklamn\u00edch prost\u0159edk\u016f, jako jsou soci\u00e1ln\u00ed s\u00edt\u011b, budou v budoucnu je\u0161t\u011b v\u00edce rozv\u00edjet a m\u011bnit sv\u00e9 form\u00e1ty.<\/p>\n\n\n\n<p>Na druh\u00e9 stran\u011b, roste tak\u00e9 pot\u0159eba pe\u010dliv\u011b posuzovat, zda dan\u00e1 reklama neporu\u0161uje pr\u00e1vo na publicitu. P\u0159i rozhodov\u00e1n\u00ed, zda vytvo\u0159en\u00e1 reklama nebo podobn\u00fd materi\u00e1l neporu\u0161uje pr\u00e1va subjektu, doporu\u010dujeme konzultovat s pr\u00e1vn\u00edkem s bohat\u00fdmi odborn\u00fdmi znalostmi a zku\u0161enostmi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Uvod_do_opatreni_nasi_kancelare\"><\/span>\u00davod do opat\u0159en\u00ed na\u0161\u00ed kancel\u00e1\u0159e<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pr\u00e1vn\u00ed kancel\u00e1\u0159 Monolith je pr\u00e1vn\u00ed kancel\u00e1\u0159 s vysokou odbornost\u00ed v oblasti IT, zejm\u00e9na internetu a pr\u00e1va. V posledn\u00edch letech m\u016f\u017ee p\u0159ehl\u00ed\u017een\u00ed informac\u00ed o \u0161kod\u011b zp\u016fsoben\u00e9 \u0161\u00ed\u0159en\u00edm pomluv na internetu zp\u016fsobit v\u00e1\u017en\u00e9 \u0161kody. Na\u0161e kancel\u00e1\u0159 poskytuje \u0159e\u0161en\u00ed pro \u0159\u00edzen\u00ed \u0161kod zp\u016fsoben\u00fdch \u0161patnou pov\u011bst\u00ed a zvl\u00e1d\u00e1n\u00ed krizov\u00fdch situac\u00ed. Podrobnosti jsou uvedeny v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku.<\/p>\n\n\n\n<p>Obory pr\u00e1ce pr\u00e1vn\u00ed kancel\u00e1\u0159e Monolith: <a href=\"https:\/\/monolith.law\/practices\/reputation\" target=\"_blank\" rel=\"noreferrer noopener\">\u0158\u00edzen\u00ed \u0161kod zp\u016fsoben\u00fdch \u0161patnou pov\u011bst\u00ed[ja]<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ka\u017ed\u00fd \u010dlov\u011bk m\u00e1 jako sou\u010d\u00e1st sv\u00e9 osobn\u00ed svobody pr\u00e1vo na ochranu sv\u00e9ho vzhledu a postavy, co\u017e znamen\u00e1, \u017ee nem\u016f\u017ee b\u00fdt bezd\u016fvodn\u011b fotografov\u00e1n nebo nem\u016f\u017ee b\u00fdt jeho portr\u00e9t zve\u0159ejn\u011bn. Tento z\u00e1jem je pr\u00e1v [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":69179,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[21,41],"acf":[],"_links":{"self":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/60963"}],"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=60963"}],"version-history":[{"count":3,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/60963\/revisions"}],"predecessor-version":[{"id":69182,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/60963\/revisions\/69182"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/69179"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=60963"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=60963"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=60963"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}