{"id":60970,"date":"2023-12-08T20:23:35","date_gmt":"2023-12-08T11:23:35","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=60970"},"modified":"2025-11-23T18:37:33","modified_gmt":"2025-11-23T09:37:33","slug":"regulations-on-hyperbole","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/general-corporate\/regulations-on-hyperbole","title":{"rendered":"Regulace vyjad\u0159ov\u00e1n\u00ed reklamy na kosmetiku na LP a dal\u0161\u00edch str\u00e1nk\u00e1ch EC str\u00e1nek"},"content":{"rendered":"\n<p>P\u0159i prodeji kosmetiky je nezbytn\u00e9, aby co nejv\u00edce z\u00e1kazn\u00edk\u016f poznalo v\u00fdhody va\u0161ich produkt\u016f, jako je image kosmetiky, slo\u017een\u00ed, \u00fa\u010dinky atd., aby si mohli koupit co nejv\u00edce produkt\u016f. Na \u00favodn\u00ed str\u00e1nce e-shopu (LP) a podobn\u011b budete cht\u00edt popsat v\u00fdrobek tak, aby ho z\u00e1kazn\u00edci cht\u011bli co nejv\u00edce koupit.<\/p>\n\n\n\n<p>Av\u0161ak v\u011bt\u0161ina reklam na produkty, jako je internet nebo let\u00e1ky, je ur\u010dena pro nespecifikovan\u00e9 mno\u017estv\u00ed lid\u00ed bez odborn\u00fdch znalost\u00ed, tak\u017ee u produkt\u016f jako je kosmetika, kter\u00e9 se p\u0159\u00edmo aplikuj\u00ed na t\u011blo, nem\u016f\u017eete ps\u00e1t, co chcete.<\/p>\n\n\n\n<p>Proto existuj\u00ed ur\u010dit\u00e1 pravidla zalo\u017een\u00e1 na z\u00e1kon\u011b pro reklamu. Tento z\u00e1kon je ofici\u00e1ln\u011b naz\u00fdv\u00e1n &#8220;Z\u00e1kon o zaji\u0161t\u011bn\u00ed kvality, \u00fa\u010dinnosti a bezpe\u010dnosti l\u00e9\u010div, zdravotnick\u00fdch prost\u0159edk\u016f atd. (Z\u00e1kon \u010d. 145 z roku 1960)&#8221; (1960), zn\u00e1m\u00fd jako z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch, nebo star\u00fd z\u00e1kon o l\u00e9\u010divech.<\/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\/regulations-on-hyperbole\/#Ustanoveni_o_regulaci_reklamy_podle_zakona_o_lecivech_a_zdravotnickych_prostredcich_Japonsky_zakon_o_lecivech_a_zdravotnickych_prostredcich\" title=\"Ustanoven\u00ed o regulaci reklamy podle z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch (Japonsk\u00fd z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch)\">Ustanoven\u00ed o regulaci reklamy podle z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch (Japonsk\u00fd z\u00e1kon 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\/regulations-on-hyperbole\/#Pozice_produktu_oznacovanych_jako_kosmetika\" title=\"Pozice produkt\u016f ozna\u010dovan\u00fdch jako kosmetika\">Pozice produkt\u016f ozna\u010dovan\u00fdch jako kosmetika<\/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\/regulations-on-hyperbole\/#Regulace_reklamnich_projevu_na_%E2%80%9Ekosmetiku%E2%80%9C\" title=\"Regulace reklamn\u00edch projev\u016f na \u201ekosmetiku\u201c\">Regulace reklamn\u00edch projev\u016f na \u201ekosmetiku\u201c<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/regulations-on-hyperbole\/#Definice_%E2%80%9Creklamy%E2%80%9D_je_siroka\" title=\"Definice &#8220;reklamy&#8221; je \u0161irok\u00e1\">Definice &#8220;reklamy&#8221; je \u0161irok\u00e1<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/regulations-on-hyperbole\/#Kdo_je_subjektem_regulace_%E2%80%9Creklamy%E2%80%9D\" title=\"Kdo je subjektem regulace &#8220;reklamy&#8221;?\">Kdo je subjektem regulace &#8220;reklamy&#8221;?<\/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\/regulations-on-hyperbole\/#Jaky_vyraz_je_%E2%80%9Cprehnany%E2%80%9D\" title=\"Jak\u00fd v\u00fdraz je &#8220;p\u0159ehnan\u00fd&#8221;?\">Jak\u00fd v\u00fdraz je &#8220;p\u0159ehnan\u00fd&#8221;?<\/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\/general-corporate\/regulations-on-hyperbole\/#Jake_ciny_jsou_predmetem_regulace\" title=\"Jak\u00e9 \u010diny jsou p\u0159edm\u011btem regulace?\">Jak\u00e9 \u010diny jsou p\u0159edm\u011btem regulace?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/regulations-on-hyperbole\/#Zakaz_zaruceni_ucinku_v_reklamach_na_kosmetiku_plati_i_pro_kaderniky\" title=\"Z\u00e1kaz zaru\u010den\u00ed \u00fa\u010dink\u016f v reklam\u00e1ch na kosmetiku plat\u00ed i pro kade\u0159n\u00edky\">Z\u00e1kaz zaru\u010den\u00ed \u00fa\u010dink\u016f v reklam\u00e1ch na kosmetiku plat\u00ed i pro kade\u0159n\u00edky<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ustanoveni_o_regulaci_reklamy_podle_zakona_o_lecivech_a_zdravotnickych_prostredcich_Japonsky_zakon_o_lecivech_a_zdravotnickych_prostredcich\"><\/span>Ustanoven\u00ed o regulaci reklamy podle z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch (Japonsk\u00fd z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>&#8220;Ur\u010dit\u00e1 pravidla&#8221; stanoven\u00e1 z\u00e1konem o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch jsou nap\u0159\u00edklad definov\u00e1na n\u00e1sledovn\u011b:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>(Nadsazen\u00e1 reklama atd.)<br>Z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch, \u010dl\u00e1nek 66<\/p>\n\n\n\n<p>Nikdo nesm\u00ed inzerovat, popisovat nebo \u0161\u00ed\u0159it nepravdiv\u00e9 nebo nadsazen\u00e9 informace o n\u00e1zvu, v\u00fdrobn\u00edm postupu, \u00fa\u010dinnosti, \u00fa\u010dinku nebo vlastnostech l\u00e9k\u016f, 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, a\u0165 u\u017e jsou tyto informace explicitn\u00ed nebo implicitn\u00ed.<br>2. Inzerov\u00e1n\u00ed, popisov\u00e1n\u00ed nebo \u0161\u00ed\u0159en\u00ed informac\u00ed, kter\u00e9 by mohly v\u00e9st k nespr\u00e1vn\u00e9mu pochopen\u00ed, \u017ee l\u00e9ka\u0159 nebo jin\u00e1 osoba zaru\u010duje \u00fa\u010dinnost, \u00fa\u010dinky nebo vlastnosti l\u00e9k\u016f, 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, se pova\u017euje za poru\u0161en\u00ed p\u0159edchoz\u00edho odstavce.<br>3. Nikdo nesm\u00ed nazna\u010dovat potrat nebo pou\u017e\u00edvat obsc\u00e9nn\u00ed dokumenty nebo obr\u00e1zky v souvislosti s l\u00e9ky, l\u00e9\u010div\u00fdmi p\u0159\u00edpravky mimo l\u00e9k\u00e1rny, kosmetikou, zdravotnick\u00fdmi prost\u0159edky nebo produkty regenerativn\u00ed medic\u00edny. <\/p>\n<\/blockquote>\n\n\n\n<p>Takzvan\u00fd z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch (d\u0159\u00edve z\u00e1kon o l\u00e9\u010divech) zakazuje, jak je uvedeno v\u00fd\u0161e, &#8220;reklamu&#8221; na &#8220;nepravdiv\u00e9 nebo nadsazen\u00e9 informace&#8221;. Jak budeme diskutovat n\u00ed\u017ee, landing pages e-commerce str\u00e1nek jsou tak\u00e9 pova\u017eov\u00e1ny za &#8220;reklamu&#8221;, pokud je jejich c\u00edlem jasn\u011b prodej zbo\u017e\u00ed.<\/p>\n\n\n\n<p>Av\u0161ak, i kdy\u017e se mluv\u00ed o &#8220;nepravdiv\u00fdch nebo nadsazen\u00fdch informac\u00edch&#8221;, je to velmi abstraktn\u00ed a nen\u00ed jasn\u00e9, co je v po\u0159\u00e1dku a co ne.<\/p>\n\n\n\n<p>Co se t\u00fd\u010de t\u011bchto konkr\u00e9tn\u00edch krit\u00e9ri\u00ed, Ministerstvo zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed p\u0159ipravilo <a href=\"https:\/\/www.mhlw.go.jp\/file\/06-Seisakujouhou-11120000-Iyakushokuhinkyoku\/0000179264.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">&#8220;Standardy pro spr\u00e1vnou reklamu na l\u00e9ky atd.&#8221;[ja]<\/a> (Ozn\u00e1men\u00ed \u0159editele \u00da\u0159adu pro l\u00e9ky a \u017eivotn\u00ed prost\u0159ed\u00ed Ministerstva zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed ze dne 29. z\u00e1\u0159\u00ed 2017 (Heisei 29). D\u00e1le budeme tento dokument naz\u00fdvat &#8220;Ozn\u00e1men\u00ed&#8221;.) a v praxi toto ozn\u00e1men\u00ed funguje jako &#8220;pravidlo&#8221;.<\/p>\n\n\n\n<p>V tomto ozn\u00e1men\u00ed jsou stanovena ur\u010dit\u00e1 konkr\u00e9tn\u00ed &#8220;pravidla&#8221;. Nap\u0159\u00edklad v p\u0159\u00edpad\u011b &#8220;kosmetiky&#8221;, kter\u00e1 nesm\u00ed tvrdit, \u017ee l\u00e9\u010d\u00ed nemoci (podrobnosti budou diskutov\u00e1ny n\u00ed\u017ee), jsou v\u00fdrazy jako &#8220;chr\u00e1n\u00ed nehty&#8221;, &#8220;udr\u017euje nehty zdrav\u00e9&#8221; nebo &#8220;dod\u00e1v\u00e1 vlhkost neht\u016fm&#8221; v po\u0159\u00e1dku, zat\u00edmco v\u00fdrazy jako &#8220;opravuje praskl\u00e9 nehty&#8221; jsou zak\u00e1z\u00e1ny. Ve srovn\u00e1n\u00ed s ustanoven\u00edmi z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch, lze \u0159\u00edci, \u017ee jsou pom\u011brn\u011b konkr\u00e9tn\u00ed.<\/p>\n\n\n\n<p>Ministerstvo zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed posuzuje z\u00e1konnost konkr\u00e9tn\u00ed reklamy atd. na z\u00e1klad\u011b tohoto ozn\u00e1men\u00ed a prov\u00e1d\u00ed dohled a pokyny, jako je v\u00fdzva k ozn\u00e1men\u00ed poru\u0161en\u00ed obsahu reklamy, nevhodn\u00fdch slov nebo v\u00fdraz\u016f atd. na webov\u00fdch str\u00e1nk\u00e1ch prost\u0159ednictv\u00edm e-mailu, zejm\u00e9na na \u00farovni prefektur. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pozice_produktu_oznacovanych_jako_kosmetika\"><\/span>Pozice produkt\u016f ozna\u010dovan\u00fdch jako kosmetika<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>V Japonsku jsou kosmetick\u00e9 produkty regulov\u00e1ny z\u00e1konem o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch (Japanese Pharmaceutical and Medical Device Act) spole\u010dn\u011b s l\u00e9ky a l\u00e9\u010divy mimo l\u00e9k\u00e1rny, a to za \u00fa\u010delem zlep\u0161en\u00ed ve\u0159ejn\u00e9ho zdrav\u00ed.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u010cl\u00e1nek 2, odstavec 3 z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch<br>V tomto z\u00e1kon\u011b se pod pojmem &#8220;kosmetika&#8221; rozum\u00ed v\u00fdrobky ur\u010den\u00e9 k udr\u017een\u00ed \u010distoty t\u011bla, zkr\u00e1\u0161len\u00ed, zv\u00fd\u0161en\u00ed atraktivity, zm\u011bn\u011b vzhledu nebo udr\u017een\u00ed zdrav\u00ed k\u016f\u017ee nebo vlas\u016f, kter\u00e9 se aplikuj\u00ed na t\u011blo t\u0159en\u00edm, rozpra\u0161ov\u00e1n\u00edm nebo jin\u00fdmi podobn\u00fdmi metodami. Tento term\u00edn se vztahuje na v\u00fdrobky s m\u00edrn\u00fdm \u00fa\u010dinkem na lidsk\u00e9 t\u011blo. Nicm\u00e9n\u011b, nezahrnuje v\u00fdrobky, kter\u00e9 maj\u00ed krom\u011b v\u00fd\u0161e uveden\u00fdch \u00fa\u010del\u016f tak\u00e9 \u00fa\u010del uveden\u00fd v \u010dl\u00e1nku 1, odstavci 2 nebo 3, nebo l\u00e9\u010diva mimo l\u00e9k\u00e1rny. <\/p>\n<\/blockquote>\n\n\n\n<p>Podle tohoto ustanoven\u00ed se &#8220;kosmetika&#8221; nevztahuje pouze na \u017eensk\u00e9 obli\u010deje, ale na cel\u00e9 lidsk\u00e9 t\u011blo. Jej\u00edm \u00fa\u010delem je nejen zkr\u00e1\u0161lit a zv\u00fd\u0161it atraktivitu, zm\u011bnit vzhled, ale tak\u00e9 udr\u017eovat \u010distotu a zdrav\u00ed k\u016f\u017ee a vlas\u016f. Kosmetika je ur\u010dena k pou\u017eit\u00ed na t\u011ble t\u0159en\u00edm, rozpra\u0161ov\u00e1n\u00edm a podobn\u00fdmi metodami. Jej\u00ed p\u016fvodn\u00ed \u00fa\u010del a \u00fa\u010dinky na lidsk\u00e9 t\u011blo se neobjevuj\u00ed okam\u017eit\u011b, ale postupn\u011b se rozv\u00edjej\u00ed. Tento term\u00edn se vztahuje na produkty vyvinut\u00e9 pro kosmetick\u00e9 \u00fa\u010dely.<\/p>\n\n\n\n<p>Na druhou stranu, tentokr\u00e1t se nebudeme zab\u00fdvat l\u00e9ky a l\u00e9\u010divy mimo l\u00e9k\u00e1rny, kter\u00e9 jsou ur\u010deny k diagnostice, l\u00e9\u010den\u00ed nebo prevenci nemoc\u00ed u lid\u00ed nebo zv\u00ed\u0159at.<\/p>\n\n\n\n<p>Pro rozli\u0161en\u00ed mezi &#8220;l\u00e9ky&#8221;, &#8220;l\u00e9\u010divy mimo l\u00e9k\u00e1rny&#8221; a &#8220;kosmetikou&#8221; se pros\u00edm odkazujte na jin\u00fd \u010dl\u00e1nek na na\u0161em webu.<\/p>\n\n\n\n<p><a href=\"https:\/\/monolith.law\/corporate\/pharmaceutical-affairs-law\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/monolith.law\/corporate\/pharmaceutical-affairs-law[ja]<\/a><\/p>\n\n\n\n<p>Na z\u00e1klad\u011b t\u011bchto definic konkr\u00e9tn\u011b pat\u0159\u00ed do kategorie kosmetiky \u0161ampony, kondicion\u00e9ry atd. Pro dal\u0161\u00ed produkty a podobn\u00e9 informace se pros\u00edm odkazujte na <a href=\"http:\/\/www.tokyo-eiken.go.jp\/kj_shoku\/cosme\/cosme2\/\" target=\"_blank\" rel=\"noreferrer noopener\">webov\u00e9 str\u00e1nky Tokyo Health and Safety Research Center (Tokyjsk\u00e9ho centra pro v\u00fdzkum zdrav\u00ed a bezpe\u010dnosti)[ja]<\/a>.<\/p>\n\n\n\n<p>P\u0159i tvorb\u011b reklamy na kosmetiku je charakteristick\u00e9, \u017ee na rozd\u00edl od l\u00e9k\u016f a podobn\u00fdch produkt\u016f nem\u016f\u017ee b\u00fdt uvedena &#8220;\u00fa\u010dinn\u00e1 slo\u017eka&#8221;. \u00da\u010dinn\u00e1 slo\u017eka je slo\u017eka, kter\u00e1 vyjad\u0159uje \u00fa\u010dinek produktu, jako je l\u00e9k. V p\u0159\u00edpad\u011b kosmetiky se v\u0161ak \u00fa\u010dinek a pocit z pou\u017eit\u00ed projevuje d\u00edky v\u0161em obsa\u017een\u00fdm slo\u017ek\u00e1m, tak\u017ee term\u00edn &#8220;\u00fa\u010dinn\u00e1 slo\u017eka&#8221; nelze pou\u017e\u00edt. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Regulace_reklamnich_projevu_na_%E2%80%9Ekosmetiku%E2%80%9C\"><\/span>Regulace reklamn\u00edch projev\u016f na \u201ekosmetiku\u201c<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>(Nadsazen\u00e1 reklama atd.)<br> \u010cl\u00e1nek 66 z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch (Japonsk\u00fd z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch): Nikdo nesm\u00ed vyd\u00e1vat, popisovat nebo \u0161\u00ed\u0159it fale\u0161n\u00e9 nebo nadsazen\u00e9 informace o n\u00e1zvu, v\u00fdrobn\u00edm postupu, \u00fa\u010dinnosti, \u00fa\u010dinc\u00edch nebo vlastnostech l\u00e9k\u016f, l\u00e9\u010div\u00fdch p\u0159\u00edpravk\u016f, kosmetiky, zdravotnick\u00fdch prost\u0159edk\u016f nebo produkt\u016f regenerativn\u00ed medic\u00edny, a\u0165 u\u017e jsou tyto informace explicitn\u00ed nebo implicitn\u00ed.<br> 2. Reklamy, popisy nebo \u0161\u00ed\u0159en\u00ed informac\u00ed o \u00fa\u010dinnosti, \u00fa\u010dinc\u00edch nebo vlastnostech l\u00e9k\u016f, l\u00e9\u010div\u00fdch p\u0159\u00edpravk\u016f, kosmetiky, zdravotnick\u00fdch prost\u0159edk\u016f nebo produkt\u016f regenerativn\u00ed medic\u00edny, kter\u00e9 by mohly v\u00e9st k nedorozum\u011bn\u00ed, \u017ee je zaru\u010duje l\u00e9ka\u0159 nebo jin\u00e1 osoba, se pova\u017euj\u00ed za shodn\u00e9 s p\u0159edchoz\u00edm odstavcem.<br> 3. Nikdo nesm\u00ed nazna\u010dovat potrat nebo pou\u017e\u00edvat obsc\u00e9nn\u00ed dokumenty nebo obr\u00e1zky v souvislosti s l\u00e9ky, l\u00e9\u010div\u00fdmi p\u0159\u00edpravk\u016fmi, kosmetikou, zdravotnick\u00fdmi prost\u0159edky nebo produkty regenerativn\u00ed medic\u00edny. <\/p>\n<\/blockquote>\n\n\n\n<p>Tento \u010dl\u00e1nek zakazuje fale\u0161nou nebo nadsazenou reklamu na l\u00e9ky a podobn\u00e9 produkty.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Definice_%E2%80%9Creklamy%E2%80%9D_je_siroka\"><\/span>Definice &#8220;reklamy&#8221; je \u0161irok\u00e1<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>&#8220;Reklama&#8221; je definov\u00e1na jako:<\/p>\n\n\n\n<ol>\n<li> M\u00e1 jasn\u00fd z\u00e1m\u011br p\u0159il\u00e1kat z\u00e1kazn\u00edky (zv\u00fd\u0161it jejich n\u00e1kupn\u00ed touhu) <\/li>\n\n\n\n<li> Jm\u00e9no konkr\u00e9tn\u00edho v\u00fdrobku nebo l\u00e9ku je jasn\u011b uvedeno <\/li>\n\n\n\n<li> Je v takov\u00e9m stavu, \u017ee ho m\u016f\u017ee rozpoznat \u0161irok\u00e1 ve\u0159ejnost <\/li>\n<\/ol>\n\n\n\n<p>Je stanoveno, \u017ee pokud jsou spln\u011bny v\u0161echny tyto t\u0159i po\u017eadavky, jedn\u00e1 se o reklamu podle ozn\u00e1men\u00ed \u0159editele odboru dohledu a pokyn\u016f pro bezpe\u010dnost l\u00e9k\u016f Ministerstva zdravotnictv\u00ed ze dne 29. z\u00e1\u0159\u00ed 1998 (Heisei 10).<\/p>\n\n\n\n<p>Tak\u017ee pokud pou\u017eijete metodu, kter\u00e1 \u0161iroce informuje ve\u0159ejnost s jasn\u00fdm \u00famyslem prodat konkr\u00e9tn\u00ed v\u00fdrobek, m\u016f\u017ee se to pova\u017eovat za reklamu.<\/p>\n\n\n\n<p>Nap\u0159\u00edklad na internetu, v p\u0159\u00edpad\u011b LP, banner\u016f, affiliate marketingu, e-mailov\u00fdch newsletter\u016f, e-mail\u016f atd., nejen v jednotliv\u00fdch p\u0159\u00edpadech, ale i kdy\u017e p\u0159id\u00e1te zobrazen\u00ed c\u00edlov\u00e9 str\u00e1nky, pokud je jm\u00e9no konkr\u00e9tn\u00edho v\u00fdrobku jasn\u011b uvedeno a je v takov\u00e9m stavu, \u017ee ho m\u016f\u017ee \u0161irok\u00e1 ve\u0159ejnost rozpoznat s jasn\u00fdm \u00famyslem zv\u00fd\u0161it n\u00e1kupn\u00ed touhu z\u00e1kazn\u00edk\u016f, je to pova\u017eov\u00e1no za reklamu. To plat\u00ed i pro osobn\u00ed blogy. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Kdo_je_subjektem_regulace_%E2%80%9Creklamy%E2%80%9D\"><\/span>Kdo je subjektem regulace &#8220;reklamy&#8221;?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>&#8220;Ka\u017ed\u00fd&#8221;, kter\u00fd je p\u0159edm\u011btem \u010dl\u00e1nku 66 odst. 1 a 3 Japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech (Pharmaceutical and Medical Devices Act), zahrnuje v\u0161echny subjekty, v\u010detn\u011b v\u00fdrobc\u016f a prodejc\u016f, v\u00fdrobc\u016f nebo prodejc\u016f. Pokud tito subjekty jednodu\u0161e zadaj\u00ed reklamu prost\u0159ednictv\u00edm m\u00e9di\u00ed, jako je televize, noviny, \u010dasopisy, internet atd., tato m\u00e9dia poru\u0161uj\u00ed tato ustanoven\u00ed.<\/p>\n\n\n\n<p>Nap\u0159\u00edklad, pokud kosmetick\u00e1 zna\u010dka, kter\u00e1 vyr\u00e1b\u00ed a prod\u00e1v\u00e1 kosmetiku, zad\u00e1 p\u0159ehnanou reklamu v novin\u00e1ch na \u017e\u00e1dost t\u00e9to spole\u010dnosti, tyto noviny poru\u0161uj\u00ed tato ustanoven\u00ed.<\/p>\n\n\n\n<p>A &#8220;ostatn\u00ed subjekty&#8221;, kter\u00e9 jsou p\u0159edm\u011btem \u010dl\u00e1nku 66 odst. 2 Japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech, zahrnuj\u00ed tak\u00e9 kade\u0159n\u00edky a kosmeti\u010dky v p\u0159\u00edpad\u011b kosmetiky.<\/p>\n\n\n\n<p>Jin\u00fdmi slovy, v reklam\u011b na l\u00e9ky atd., existuje specifick\u00fd p\u0159edpis, kter\u00fd zakazuje z\u00e1ruky pro reklamy na kosmetiku prov\u00e1d\u011bn\u00e9 kade\u0159n\u00edky a kosmeti\u010dkami.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p> Ozn\u00e1men\u00ed 10 &#8211; Doporu\u010den\u00ed l\u00e9ka\u0159sk\u00fdch pracovn\u00edk\u016f atd.<br> L\u00e9ka\u0159sk\u00fd person\u00e1l, kade\u0159n\u00edci, kosmeti\u010dky, nemocnice, kliniky, l\u00e9k\u00e1rny, ve\u0159ejn\u00e9 \u00fa\u0159ady, \u0161koly nebo organizace, kter\u00e9 maj\u00ed v\u00fdznamn\u00fd vliv na ve\u0159ejn\u00e9 vn\u00edm\u00e1n\u00ed \u00fa\u010dinnosti l\u00e9k\u016f atd., nesm\u00ed prov\u00e1d\u011bt reklamu, kter\u00e1 je ur\u010dena, schv\u00e1lena, doporu\u010dena, \u0159\u00edzena nebo v\u00fdhradn\u011b pou\u017e\u00edv\u00e1na.<br> Av\u0161ak, pokud je nutn\u00e9 reklamovat skute\u010dnost, \u017ee ve\u0159ejn\u00e9 \u00fa\u0159ady nebo podobn\u00e9 subjekty ur\u010duj\u00ed atd. pro udr\u017een\u00ed a zlep\u0161en\u00ed ve\u0159ejn\u00e9ho zdrav\u00ed, neplat\u00ed toto omezen\u00ed. <\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jaky_vyraz_je_%E2%80%9Cprehnany%E2%80%9D\"><\/span>Jak\u00fd v\u00fdraz je &#8220;p\u0159ehnan\u00fd&#8221;?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p> Rozhodnut\u00ed, zda je n\u011bco fale\u0161n\u00e9 nebo p\u0159ehnan\u00e9, se prov\u00e1d\u00ed na z\u00e1klad\u011b ozn\u00e1men\u00ed jako krit\u00e9ria pro rozhodov\u00e1n\u00ed a pokyny. Tato krit\u00e9ria byla vytvo\u0159ena s c\u00edlem &#8220;zajistit, aby obsah reklamy nebyl fale\u0161n\u00fd nebo p\u0159ehnan\u00fd, eliminovat nevhodnou reklamu a zabr\u00e1nit tomu, aby b\u011b\u017en\u00ed spot\u0159ebitel\u00e9 m\u011bli nespr\u00e1vn\u00e9 pochopen\u00ed l\u00e9k\u016f atd.&#8221;<\/p>\n\n\n\n<p>Na webov\u00fdch str\u00e1nk\u00e1ch Ministerstva zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed <a href=\"https:\/\/www.mhlw.go.jp\/stf\/seisakunitsuite\/bunya\/kenkou_iryou\/iyakuhin\/koukokukisei\/index.html\" target=\"_blank\" rel=\"noreferrer noopener\">&#8220;O regulaci reklamy na l\u00e9ky atd.&#8221;[ja]<\/a> je uvedeno, \u017ee &#8220;konkr\u00e9tn\u00ed rozhodnut\u00ed se prov\u00e1d\u00ed pro ka\u017ed\u00fd jednotliv\u00fd p\u0159\u00edpad&#8221;. To znamen\u00e1, \u017ee stejn\u00fd v\u00fdraz nebude automaticky pova\u017eov\u00e1n za &#8220;neplatn\u00fd&#8221; vzhledem k &#8220;zm\u011bn\u00e1m v prost\u0159ed\u00ed kolem reklamy na l\u00e9ky atd.&#8221;, jak je uvedeno v ozn\u00e1men\u00ed, v d\u016fsledku nap\u0159\u00edklad charakteristiky m\u00e9dia, inovac\u00ed atd., kter\u00e9 mohou m\u00edt r\u016fzn\u00e9 \u00fa\u010dinky. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jake_ciny_jsou_predmetem_regulace\"><\/span>Jak\u00e9 \u010diny jsou p\u0159edm\u011btem regulace?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Je ch\u00e1p\u00e1no, \u017ee &#8220;nesm\u00ed b\u00fdt pops\u00e1no nebo \u0161\u00ed\u0159eno&#8221; zahrnuje v\u0161echny metody pou\u017e\u00edvan\u00e9 k \u0161irok\u00e9mu informov\u00e1n\u00ed ve\u0159ejnosti, nejen psan\u00ed nebo \u0161\u00ed\u0159en\u00ed.<\/p>\n\n\n\n<p>Nap\u0159\u00edklad metoda, kdy je n\u011bco zobrazeno na LP e-commerce str\u00e1nky, je jasn\u011b &#8220;popis&#8221;, a tak\u00e9 je zahrnuto, kdy\u017e prodejci sd\u00edlej\u00ed informace prost\u0159ednictv\u00edm prodejn\u00edch manu\u00e1l\u016f atd. a vysv\u011btluj\u00ed je ve\u0159ejnosti \u00fastn\u011b.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zakaz_zaruceni_ucinku_v_reklamach_na_kosmetiku_plati_i_pro_kaderniky\"><\/span>Z\u00e1kaz zaru\u010den\u00ed \u00fa\u010dink\u016f v reklam\u00e1ch na kosmetiku plat\u00ed i pro kade\u0159n\u00edky<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Podle ustanoven\u00ed odstavce 2 \u010dl\u00e1nku 66 je zak\u00e1z\u00e1no v reklam\u00e1ch a podobn\u011b uv\u00e1d\u011bt \u010dl\u00e1nky, kter\u00e9 by mohly v\u00e9st k omylu, \u017ee l\u00e9ka\u0159i a podobn\u00ed garantuj\u00ed \u00fa\u010dinnost, \u00fa\u010dinky nebo vlastnosti kosmetiky.<\/p>\n\n\n\n<p>A pod &#8220;ostatn\u00edmi&#8221; se rozum\u00ed nap\u0159\u00edklad zubn\u00ed l\u00e9ka\u0159i a l\u00e9k\u00e1rn\u00edci, ale tak\u00e9 ti, kte\u0159\u00ed maj\u00ed v\u00fdznamn\u00fd vliv na vn\u00edm\u00e1n\u00ed \u00fa\u010dinnosti, \u00fa\u010dink\u016f nebo vlastnost\u00ed lidmi. V tomto kontextu se p\u0159edpokl\u00e1d\u00e1, \u017ee to zahrnuje kade\u0159n\u00edky a kosmeti\u010dky, ale pouze v p\u0159\u00edpad\u011b kosmetiky.<\/p>\n\n\n\n<p>Takto se interpretuje zahrnut\u00ed kade\u0159n\u00edk\u016f a kosmeti\u010dek do z\u00e1ruky v reklam\u00e1ch na kosmetiku. N\u00e1zev profese &#8220;kade\u0159n\u00edk a kosmeti\u010dka&#8221; je ud\u011blen po absolvov\u00e1n\u00ed vzd\u011bl\u00e1vac\u00edch za\u0159\u00edzen\u00ed ur\u010den\u00fdch ministrem zdravotnictv\u00ed a pr\u00e1ce a \u00fasp\u011b\u0161n\u00e9m slo\u017een\u00ed zkou\u0161ky z kade\u0159nictv\u00ed, kosmetiky a hygieny. Jejich odbornost je uzn\u00e1na v oblasti &#8220;kosmetiky&#8221;, kter\u00e1 m\u00e1 za c\u00edl jejich podporu, a je pova\u017eov\u00e1na za &#8220;osoby, kter\u00e9 maj\u00ed v\u00fdznamn\u00fd vliv na vn\u00edm\u00e1n\u00ed \u00fa\u010dinnosti, \u00fa\u010dink\u016f nebo vlastnost\u00ed lidmi&#8221;.<\/p>\n\n\n\n<p>Proto se obecn\u011b p\u0159edpokl\u00e1d\u00e1, \u017ee reklamy na kosmetiku od kade\u0159n\u00edk\u016f a kosmeti\u010dek jsou pova\u017eov\u00e1ny za p\u0159ehnan\u00e9 reklamy atd., proto\u017ee samotn\u00fd akt reklamy zvy\u0161uje pravd\u011bpodobnost &#8220;omylu o z\u00e1ruce&#8221; uveden\u00e9ho v odstavci 2, a nen\u00ed to pova\u017eov\u00e1no za p\u0159ijateln\u00e9.<\/p>\n\n\n\n<p>Av\u0161ak,<\/p>\n\n\n\n<ul>\n<li>p\u0159edstaven\u00ed historie a p\u016fvodu v\u00fdrobn\u00ed spole\u010dnosti produktu<\/li>\n\n\n\n<li>myt\u00ed vlas\u016f<\/li>\n\n\n\n<li>aplikace na krk po nastaven\u00ed atd., co\u017e vede k tomu, \u017ee se obecn\u00e1 ve\u0159ejnost c\u00edt\u00ed dob\u0159e<\/li>\n<\/ul>\n\n\n\n<p>pravd\u011bpodobn\u011b nespadaj\u00ed pod &#8220;z\u00e1ruku&#8221;.<\/p>\n\n\n\n<p>Kdy\u017e za\u010d\u00edn\u00e1te podnikat nebo chcete roz\u0161\u00ed\u0159it do nov\u00e9 oblasti, m\u016f\u017eete se obr\u00e1tit na pr\u00e1vn\u00edka s zku\u0161enostmi v budov\u00e1n\u00ed podnik\u00e1n\u00ed vlastn\u00edma rukama. I p\u0159ed zd\u00e1nliv\u011b vysok\u00fdmi p\u0159ek\u00e1\u017ekami m\u016f\u017eete naj\u00edt zp\u016fsob, jak je p\u0159ekonat, a flexibiln\u011b vymyslet strategie z r\u016fzn\u00fdch \u00fahl\u016f pohledu.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>P\u0159i prodeji kosmetiky je nezbytn\u00e9, aby co nejv\u00edce z\u00e1kazn\u00edk\u016f poznalo v\u00fdhody va\u0161ich produkt\u016f, jako je image kosmetiky, slo\u017een\u00ed, \u00fa\u010dinky atd., aby si mohli koupit co nejv\u00edce produkt\u016f. Na \u00favodn\u00ed str\u00e1nce e- [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":67002,"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\/60970"}],"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=60970"}],"version-history":[{"count":3,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/60970\/revisions"}],"predecessor-version":[{"id":67003,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/60970\/revisions\/67003"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/67002"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=60970"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=60970"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=60970"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}