{"id":60996,"date":"2023-12-08T20:24:20","date_gmt":"2023-12-08T11:24:20","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=60996"},"modified":"2024-03-30T23:49:45","modified_gmt":"2024-03-30T14:49:45","slug":"stealth-marketing-regulations-r5","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/general-corporate\/stealth-marketing-regulations-r5","title":{"rendered":"Od \u0159\u00edjna 2025 (Roku Reiwa 5) se st\u00e1v\u00e1 povinn\u00fdm ozna\u010den\u00ed 'reklamy'. Vysv\u011btlen\u00ed provozn\u00edch standard\u016f pro regulaci stem."},"content":{"rendered":"\n<p>Stema (Stealth Marketing) je typ reklamy, kter\u00fd skr\u00fdv\u00e1 svou skute\u010dnou povahu. Pat\u0159\u00ed sem nap\u0159\u00edklad situace, kdy celebrita nebo influencer p\u0159edst\u00edr\u00e1, \u017ee je neutr\u00e1ln\u00ed t\u0159et\u00ed strana a propaguje nebo p\u0159edstavuje produkt \u010di slu\u017ebu, nebo kdy\u017e dodavatel, kter\u00fd dost\u00e1v\u00e1 odm\u011bnu od inzerenta, se vyd\u00e1v\u00e1 za b\u011b\u017en\u00e9ho spot\u0159ebitele a publikuje pozitivn\u00ed recenze \u010di hodnocen\u00ed.<\/p>\n\n\n\n<p>Od \u0159\u00edjna 2023 (Roku 5 Reiwa), se na stemu za\u010dnou vztahovat regulace zalo\u017een\u00e9 na japonsk\u00e9m z\u00e1kon\u011b o ozna\u010dov\u00e1n\u00ed cen (Japanese Premium Labeling Law). V p\u0159\u00edpad\u011b poru\u0161en\u00ed t\u011bchto pravidel m\u016f\u017ee b\u00fdt vyd\u00e1n p\u0159\u00edkaz k n\u00e1prav\u011b.<\/p>\n\n\n\n<p>V tomto \u010dl\u00e1nku se podrobn\u011bji zam\u011b\u0159\u00edme na regulace stemu, kter\u00e9 budou pos\u00edleny od \u0159\u00edjna 2023 (Roku 5 Reiwa).<\/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\/stealth-marketing-regulations-r5\/#Priklady_ze_Stematu\" title=\"P\u0159\u00edklady ze Stematu\">P\u0159\u00edklady ze Stematu<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/stealth-marketing-regulations-r5\/#Falesne_prispevky_na_Tabelogu_a_Yahoo_Chiebukuro\" title=\"Fale\u0161n\u00e9 p\u0159\u00edsp\u011bvky na Tabelogu a Yahoo! Chiebukuro\">Fale\u0161n\u00e9 p\u0159\u00edsp\u011bvky na Tabelogu a Yahoo! Chiebukuro<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/stealth-marketing-regulations-r5\/#Pripad_Penny_Auction\" title=\"P\u0159\u00edpad Penny Auction\">P\u0159\u00edpad Penny Auction<\/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\/general-corporate\/stealth-marketing-regulations-r5\/#Pripad_%E2%80%9CFrozen_2%E2%80%9D\" title=\"P\u0159\u00edpad &#8220;Frozen 2&#8221;\">P\u0159\u00edpad &#8220;Frozen 2&#8221;<\/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\/stealth-marketing-regulations-r5\/#Podezreni_ze_Stemy_v_kadernictvi_u_hlasatelu\" title=\"Podez\u0159en\u00ed ze Stemy v kade\u0159nictv\u00ed u hlasatel\u016f\">Podez\u0159en\u00ed ze Stemy v kade\u0159nictv\u00ed u hlasatel\u016f<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/stealth-marketing-regulations-r5\/#Prehled_regulace_stealth_marketingu\" title=\"P\u0159ehled regulace stealth marketingu\">P\u0159ehled regulace stealth marketingu<\/a><\/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\/stealth-marketing-regulations-r5\/#Nespravne_zobrazeni_v_ramci_Japonskeho_zakona_o_oznacovani_cen_a_darku\" title=\"Nespr\u00e1vn\u00e9 zobrazen\u00ed v r\u00e1mci Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a d\u00e1rk\u016f\">Nespr\u00e1vn\u00e9 zobrazen\u00ed v r\u00e1mci Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a d\u00e1rk\u016f<\/a><\/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\/stealth-marketing-regulations-r5\/#O_provoznich_standardech_pro_regulaci_stealth_marketingu\" title=\"O provozn\u00edch standardech pro regulaci stealth marketingu\">O provozn\u00edch standardech pro regulaci stealth marketingu<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/stealth-marketing-regulations-r5\/#Zobrazeni_je_provedeno_samotnym_poskytovatelem_zbozi_nebo_sluzeb\" title=\"Zobrazen\u00ed je provedeno samotn\u00fdm poskytovatelem zbo\u017e\u00ed nebo slu\u017eeb\">Zobrazen\u00ed je provedeno samotn\u00fdm poskytovatelem zbo\u017e\u00ed nebo slu\u017eeb<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/stealth-marketing-regulations-r5\/#Je_obtizne_pro_bezne_spotrebitele_rozhodnout_zda_se_jedna_o_obchodnika\" title=\"Je obt\u00ed\u017en\u00e9 pro b\u011b\u017en\u00e9 spot\u0159ebitele rozhodnout, zda se jedn\u00e1 o obchodn\u00edka\">Je obt\u00ed\u017en\u00e9 pro b\u011b\u017en\u00e9 spot\u0159ebitele rozhodnout, zda se jedn\u00e1 o obchodn\u00edka<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/stealth-marketing-regulations-r5\/#Sankce_za_poruseni_regulace_Stem\" title=\"Sankce za poru\u0161en\u00ed regulace Stem\">Sankce za poru\u0161en\u00ed regulace Stem<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/stealth-marketing-regulations-r5\/#Na_co_by_si_mely_firmy_davat_pozor_pri_zavadeni_regulace_%E2%80%9CStema%E2%80%9D\" title=\"Na co by si m\u011bly firmy d\u00e1vat pozor p\u0159i zav\u00e1d\u011bn\u00ed regulace &#8220;Stema&#8221;\">Na co by si m\u011bly firmy d\u00e1vat pozor p\u0159i zav\u00e1d\u011bn\u00ed regulace &#8220;Stema&#8221;<\/a><\/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\/general-corporate\/stealth-marketing-regulations-r5\/#Shrnuti_V_pripade_zprisneni_regulace_Stema_se_poradte_s_pravnikem\" title=\"Shrnut\u00ed: V p\u0159\u00edpad\u011b zp\u0159\u00edsn\u011bn\u00ed regulace Stema se pora\u010fte s pr\u00e1vn\u00edkem\">Shrnut\u00ed: V p\u0159\u00edpad\u011b zp\u0159\u00edsn\u011bn\u00ed regulace Stema se pora\u010fte s pr\u00e1vn\u00edkem<\/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\/general-corporate\/stealth-marketing-regulations-r5\/#Predstaveni_opatreni_nasi_kancelare\" title=\"P\u0159edstaven\u00ed opat\u0159en\u00ed na\u0161\u00ed kancel\u00e1\u0159e\">P\u0159edstaven\u00ed 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=\"Priklady_ze_Stematu\"><\/span>P\u0159\u00edklady ze Stematu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2023\/04\/0d40a5e4a645fc6b96e767d64ac0878e.jpg\" alt=\"P\u0159\u00edklady ze Stematu\" class=\"wp-image-60403\" \/><\/figure>\n\n\n\n<p>Dosud nebyly pro Stema stanoveny \u017e\u00e1dn\u00e9 konkr\u00e9tn\u00ed regulace, ale v\u017edy, kdy\u017e bylo odhaleno, bylo to pova\u017eov\u00e1no za probl\u00e9m.<\/p>\n\n\n\n<p>Stema se obecn\u011b d\u011bl\u00ed na n\u00e1sleduj\u00edc\u00ed dva typy:<\/p>\n\n\n\n<ul>\n<li>P\u0159evlek (fale\u0161n\u00e9 p\u0159\u00edsp\u011bvky): P\u0159\u00edpady, kdy dodavatel\u00e9 p\u0159edst\u00edraj\u00ed, \u017ee jsou b\u011b\u017en\u00ed spot\u0159ebitel\u00e9 a publikuj\u00ed pozitivn\u00ed recenze nebo \u010dl\u00e1nky (v\u010detn\u011b p\u0159\u00edpad\u016f, kdy d\u00e1vaj\u00ed \u0161patn\u00e9 hodnocen\u00ed konkuren\u010dn\u00edm produkt\u016fm nebo slu\u017eb\u00e1m).<\/li>\n\n\n\n<li>Typ influencer\u016f: P\u0159\u00edpady, kdy celebrita nebo influencer, kter\u00fd byl po\u017e\u00e1d\u00e1n o propagaci produktu od inzerenta, p\u0159edstavuje produkt nebo slu\u017ebu bez toho, \u017ee by uvedl, \u017ee jde o reklamu. Tento typ se tak\u00e9 naz\u00fdv\u00e1 &#8220;skryt\u00fd typ poskytov\u00e1n\u00ed v\u00fdhod&#8221;.<\/li>\n<\/ul>\n\n\n\n<p>V ka\u017ed\u00e9m p\u0159\u00edpad\u011b, reklama, kter\u00e1 nen\u00ed spot\u0159ebiteli prezentov\u00e1na jako reklama, je pova\u017eov\u00e1na za Stema. Plat\u00ed to bez ohledu na to, zda je za reklamu poskytnuta odm\u011bna. Dokonce i kdy\u017e je reklama prov\u00e1d\u011bna bez odm\u011bny, pokud jde o &#8220;reklamn\u00ed \u010dinnost, kter\u00e1 byla provedena tajn\u011b jako reklama&#8221;, je to pova\u017eov\u00e1no za &#8220;Stema&#8221;, tak\u017ee je t\u0159eba b\u00fdt opatrn\u00fd.<\/p>\n\n\n\n<p>Jak\u00e9 p\u0159\u00edpady tedy spadaj\u00ed pod Stema? Nejprve v\u00e1m p\u0159edstav\u00edme n\u011bkolik p\u0159\u00edklad\u016f z minulosti.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Falesne_prispevky_na_Tabelogu_a_Yahoo_Chiebukuro\"><\/span>Fale\u0161n\u00e9 p\u0159\u00edsp\u011bvky na Tabelogu a Yahoo! Chiebukuro<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>&#8220;Tabelog&#8221; je hodnot\u00edc\u00ed str\u00e1nka, na kter\u00e9 m\u016f\u017eete publikovat hodnocen\u00ed a recenze restaurac\u00ed, ale v roce 2011 bylo zji\u0161t\u011bno, \u017ee existuj\u00ed dodavatel\u00e9, kte\u0159\u00ed p\u0159ij\u00edmaj\u00ed platby od restaurac\u00ed a publikuj\u00ed na Tabelogu pozitivn\u00ed recenze. To je typick\u00fd p\u0159\u00edklad p\u0159evleku.<\/p>\n\n\n\n<p>Spole\u010dnost provozuj\u00edc\u00ed Tabelog p\u0159ijala opat\u0159en\u00ed proti fale\u0161n\u00fdm dodavatel\u016fm, jako je ov\u011b\u0159ov\u00e1n\u00ed pomoc\u00ed mobiln\u00edho telefonn\u00edho \u010d\u00edsla nebo z\u0159\u00edzen\u00ed kontaktn\u00edho m\u00edsta pro nahl\u00e1\u0161en\u00ed fale\u0161n\u00fdch dodavatel\u016f.<\/p>\n\n\n\n<p>Bylo tak\u00e9 zji\u0161t\u011bno, \u017ee na str\u00e1nce Q&amp;A &#8220;Yahoo! Chiebukuro&#8221; existuj\u00ed fale\u0161n\u00e9 p\u0159\u00edsp\u011bvky od podobn\u00fdch dodavatel\u016f (nap\u0159\u00edklad na ot\u00e1zku &#8220;Kde je dobr\u00e1 restaurace s ramenem pobl\u00ed\u017e stanice XX?&#8221;, dodavatel, kter\u00fd p\u0159ijal platbu od restaurace, publikuje n\u00e1zev t\u00e9to restaurace).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pripad_Penny_Auction\"><\/span>P\u0159\u00edpad Penny Auction<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>V roce 2012 bylo zji\u0161t\u011bno, \u017ee celebrita, kter\u00e1 napsala na sv\u00e9m blogu, \u017ee &#8220;z\u00edskala zbo\u017e\u00ed za velmi n\u00edzkou cenu na auk\u010dn\u00ed str\u00e1nce&#8221;, ve skute\u010dnosti zbo\u017e\u00ed na auk\u010dn\u00ed str\u00e1nce nez\u00edskala a napsala na sv\u00e9m blogu obsah, kter\u00fd byl po\u017eadov\u00e1n v\u00fdm\u011bnou za d\u00e1rek od zn\u00e1m\u00e9ho.<\/p>\n\n\n\n<p>Oper\u00e1tor t\u00e9to penny aukce byl zat\u010den za podvodn\u00e9 \u010diny, jako je odcizen\u00ed poplatk\u016f, a celebrita, kter\u00e1 se na tom pod\u00edlela, byla siln\u011b kritizov\u00e1na.<\/p>\n\n\n\n<p>Mo\u017en\u00e1 jste se o slov\u011b &#8220;Stema&#8221; dozv\u011bd\u011bli pr\u00e1v\u011b v d\u016fsledku tohoto p\u0159\u00edpadu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pripad_%E2%80%9CFrozen_2%E2%80%9D\"><\/span>P\u0159\u00edpad &#8220;Frozen 2&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>V roce 2019 se Walt Disney Japan omluvil za to, \u017ee nechal tv\u016frce publikovat sv\u00e9 dojmy z &#8220;Frozen 2&#8221; na soci\u00e1ln\u00edch s\u00edt\u00edch bez ozna\u010den\u00ed PR.<\/p>\n\n\n\n<p>Walt Disney Japan vysv\u011btlil, \u017ee pl\u00e1novali po\u017e\u00e1dat tv\u016frce, aby uvedli, \u017ee jde o PR, ale komunikace nebyla dostate\u010dn\u00e1.<\/p>\n\n\n\n<p>Reference: <a href=\"https:\/\/www.disney.co.jp\/corporate\/news\/2019\/20191205\" target=\"_blank\" rel=\"noreferrer noopener\">Walt Disney Japan Co., Ltd. | Omluva za projekt &#8220;Frozen 2&#8221; Impression Manga[ja]<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Podezreni_ze_Stemy_v_kadernictvi_u_hlasatelu\"><\/span>Podez\u0159en\u00ed ze Stemy v kade\u0159nictv\u00ed u hlasatel\u016f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>V roce 2021 bylo v report\u00e1\u017ei t\u00fdden\u00edku odhaleno, \u017ee sedm hlasatel\u016f Fuji TV dostalo st\u0159ih v\u00fdm\u011bnou za to, \u017ee neplatili v popul\u00e1rn\u00edm kade\u0159nictv\u00ed a publikovali fotografie po st\u0159ihu na soci\u00e1ln\u00edch s\u00edt\u00edch, co\u017e vyvolalo kritiku, \u017ee to m\u016f\u017ee b\u00fdt Stema.<\/p>\n\n\n\n<p>Fuji TV komentovalo, \u017ee &#8220;to nespad\u00e1 pod Stema&#8221;, ale vyvolalo to diskusi o tom, zda to nen\u00ed poru\u0161en\u00ed etiky.<\/p>\n\n\n\n<p>Reference: <a href=\"https:\/\/www.asahi.com\/articles\/ASP5X6DLJP5XUCVL01Y.html\" target=\"_blank\" rel=\"noreferrer noopener\">Asahi Shimbun | Fuji Female Announcer&#8217;s Beauty Salon SNS &#8220;Ne Stema, ale poru\u0161en\u00ed pravidel&#8221;[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Prehled_regulace_stealth_marketingu\"><\/span>P\u0159ehled regulace stealth marketingu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2023\/04\/Shutterstock_2290398131.jpg\" alt=\"P\u0159ehled regulace stealth marketingu\" class=\"wp-image-60405\" \/><\/figure>\n\n\n\n<p>Jak je uvedeno v\u00fd\u0161e, stealth marketing se opakovan\u011b stal spole\u010densk\u00fdm probl\u00e9mem. V reakci na to za\u010daly str\u00e1nky s recenzemi a soci\u00e1ln\u00ed s\u00edt\u011b dobrovoln\u011b uplat\u0148ovat regulace. Dosavadn\u00ed z\u00e1kony nezakazovaly stealth marketing p\u0159\u00edmo. To vedlo k tomu, \u017ee mnoho firem za\u010dalo vyu\u017e\u00edvat stealth marketing jako jednu ze sv\u00fdch reklamn\u00edch strategi\u00ed, co\u017e vedlo k tomu, \u017ee spot\u0159ebitel\u00e9 byli opakovan\u011b oklam\u00e1ni. Bylo tak\u00e9 kritizov\u00e1no, \u017ee Japonsko je jedinou zem\u00ed mezi \u010dleny OECD (9 nejv\u011bt\u0161\u00edch zem\u00ed podle nomin\u00e1ln\u00edho HDP), kter\u00e1 nem\u00e1 regulaci stealth marketingu.<\/p>\n\n\n\n<p>Proto Japonsk\u00e1 agentura pro ochranu spot\u0159ebitel\u016f (Japanese Consumer Agency) svolala panel expert\u016f, aby diskutovali o skute\u010dn\u00e9 podob\u011b a regulaci stealth marketingu, a tento panel sestavil n\u00e1vrh na pos\u00edlen\u00ed regulace. Na z\u00e1klad\u011b tohoto n\u00e1vrhu Japonsk\u00e1 agentura pro ochranu spot\u0159ebitel\u016f pokro\u010dila ve vytv\u00e1\u0159en\u00ed provozn\u00edch standard\u016f a dne 28. b\u0159ezna 2023 (Roku 5 \u00e9ry Reiwa) bylo ozn\u00e1meno, \u017ee stealth marketing bude pova\u017eov\u00e1n za neopr\u00e1vn\u011bn\u00e9 zobrazen\u00ed podle z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen.<\/p>\n\n\n\n<p>Reference: <a href=\"https:\/\/www.caa.go.jp\/notice\/assets\/representation_cms216_230328_03.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Japonsk\u00e1 agentura pro ochranu spot\u0159ebitel\u016f\uff5cStandardy provozu pro &#8216;zobrazen\u00ed, kter\u00e9 je pro b\u011b\u017en\u00e9 spot\u0159ebitele obt\u00ed\u017en\u00e9 rozli\u0161it jako zobrazen\u00ed podnikatele'[ja]<\/a><\/p>\n\n\n\n<p>Regulace stealth marketingu vstoup\u00ed v platnost v \u0159\u00edjnu 2023 (Roku 5 \u00e9ry Reiwa). Od \u0159\u00edjna 2023 bude reklama, kter\u00e1 nen\u00ed jasn\u011b ozna\u010dena jako reklama, pova\u017eov\u00e1na za stealth marketing a bude pova\u017eov\u00e1na za neopr\u00e1vn\u011bn\u00e9 zobrazen\u00ed podle z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen. To znamen\u00e1, \u017ee se stane c\u00edlem na\u0159\u00edzen\u00ed o opat\u0159en\u00edch a bude tak\u00e9 zve\u0159ejn\u011bno.<\/p>\n\n\n\n<p>Je t\u0159eba poznamenat, \u017ee c\u00edlem regulace stealth marketingu jsou podnikatel\u00e9 (inzerenti), nikoli influenceri, kte\u0159\u00ed skute\u010dn\u011b p\u0159isp\u00edvaj\u00ed recenzemi nebo p\u0159edstavuj\u00ed produkty a slu\u017eby.<\/p>\n\n\n\n<p>Taro Kono, ministr pro spot\u0159ebitelsk\u00e9 z\u00e1le\u017eitosti a bezpe\u010dnost potravin (Japanese Minister in charge of Consumer Affairs and Food Safety), uvedl: &#8220;Existuj\u00ed n\u00e1zory, \u017ee na\u0161e regulace jsou slab\u0161\u00ed ne\u017e v zahrani\u010d\u00ed, nap\u0159\u00edklad t\u00edm, \u017ee influenceri nejsou regulov\u00e1ni. Pokud se p\u0159i prov\u00e1d\u011bn\u00ed regulace stealth marketingu objev\u00ed probl\u00e9my, kter\u00e9 nelze vy\u0159e\u0161it, r\u00e1di bychom je p\u0159ezkoumali.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nespravne_zobrazeni_v_ramci_Japonskeho_zakona_o_oznacovani_cen_a_darku\"><\/span>Nespr\u00e1vn\u00e9 zobrazen\u00ed v r\u00e1mci Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a d\u00e1rk\u016f<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Nespr\u00e1vn\u00e9 zobrazen\u00ed v r\u00e1mci Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a d\u00e1rk\u016f se d\u011bl\u00ed na:<\/p>\n\n\n\n<ol type=\"1\" start=\"1\">\n<li>Zav\u00e1d\u011bj\u00edc\u00ed zobrazen\u00ed kvality: nespr\u00e1vn\u00e9 zobrazen\u00ed t\u00fdkaj\u00edc\u00ed se obsahu zbo\u017e\u00ed nebo slu\u017eeb<\/li>\n\n\n\n<li>Zav\u00e1d\u011bj\u00edc\u00ed zobrazen\u00ed v\u00fdhod: nespr\u00e1vn\u00e9 zobrazen\u00ed t\u00fdkaj\u00edc\u00ed se ceny zbo\u017e\u00ed nebo slu\u017eeb a dal\u0161\u00edch obchodn\u00edch podm\u00ednek<\/li>\n\n\n\n<li>Zobrazen\u00ed, kter\u00e9 m\u016f\u017ee v\u00e9st k nespr\u00e1vn\u00e9mu pochopen\u00ed ze strany b\u011b\u017en\u00fdch spot\u0159ebitel\u016f t\u00fdkaj\u00edc\u00ed se z\u00e1le\u017eitost\u00ed souvisej\u00edc\u00edch s obchodov\u00e1n\u00edm se zbo\u017e\u00edm nebo slu\u017ebami, kter\u00e9 ur\u010duje japonsk\u00fd premi\u00e9r<\/li>\n<\/ol>\n\n\n\n<p>Toto jsou t\u0159i hlavn\u00ed typy.<\/p>\n\n\n\n<p>Zav\u00e1d\u011bj\u00edc\u00ed zobrazen\u00ed kvality zahrnuje:<\/p>\n\n\n\n<ul>\n<li>Zobrazen\u00ed jako Matsusaka hov\u011bz\u00ed, p\u0159esto\u017ee to ve skute\u010dnosti Matsusaka hov\u011bz\u00ed nen\u00ed<\/li>\n\n\n\n<li>Zobrazen\u00ed jako &#8220;dopl\u0148ky stravy, kter\u00e9 v\u00e1s zhubnou jen t\u00edm, \u017ee je vypijete&#8221;, p\u0159esto\u017ee ve skute\u010dnosti nemaj\u00ed \u017e\u00e1dn\u00fd \u00fa\u010dinek<\/li>\n<\/ul>\n\n\n\n<p>Toto jsou p\u0159\u00edklady.<\/p>\n\n\n\n<p>Zav\u00e1d\u011bj\u00edc\u00ed zobrazen\u00ed kvality zahrnuje zobrazen\u00ed, kter\u00e9 spot\u0159ebitele vede k nespr\u00e1vn\u00e9mu p\u0159edstaven\u00ed, \u017ee skute\u010dn\u00fd produkt nebo slu\u017eba je &#8220;lep\u0161\u00ed&#8221;.<\/p>\n\n\n\n<p>Zav\u00e1d\u011bj\u00edc\u00ed zobrazen\u00ed v\u00fdhod zahrnuje:<\/p>\n\n\n\n<ul>\n<li>Zobrazen\u00ed jako &#8220;polovi\u010dn\u00ed cena&#8221;, i kdy\u017e to nen\u00ed polovi\u010dn\u00ed cena b\u011b\u017en\u00e9 prodejn\u00ed ceny<\/li>\n\n\n\n<li>Zobrazen\u00ed jako &#8220;jen nyn\u00ed za XX korun!&#8221;, i kdy\u017e je to cena, za kterou se prod\u00e1v\u00e1 st\u00e1le<\/li>\n<\/ul>\n\n\n\n<p>Toto jsou p\u0159\u00edklady.<\/p>\n\n\n\n<p>Zav\u00e1d\u011bj\u00edc\u00ed zobrazen\u00ed v\u00fdhod zahrnuje zobrazen\u00ed, kter\u00e9 spot\u0159ebitele vede k nespr\u00e1vn\u00e9mu p\u0159edstaven\u00ed, \u017ee je to &#8220;v\u00fdhodn\u011bj\u0161\u00ed&#8221;.<\/p>\n\n\n\n<p>Stealth marketing (Stema) byl dosud regulov\u00e1n pouze v p\u0159\u00edpad\u011b, \u017ee spadal do kategorie zav\u00e1d\u011bj\u00edc\u00edho zobrazen\u00ed kvality nebo v\u00fdhod. Nicm\u00e9n\u011b, nyn\u00ed je regulov\u00e1n, proto\u017ee byl za\u0159azen do kategorie &#8220;ur\u010den\u00e9 japonsk\u00fdm premi\u00e9rem&#8221;.<\/p>\n\n\n\n<p>Pro v\u00edce informac\u00ed o stealth marketingu a Japonsk\u00e9m z\u00e1kon\u011b o ozna\u010dov\u00e1n\u00ed cen a d\u00e1rk\u016f, pros\u00edm, odkazujte se na n\u00e1sleduj\u00edc\u00ed \u010dl\u00e1nek.<\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/corporate\/stealth-marketing-regulations\" target=\"_blank\" rel=\"noreferrer noopener\">Je stealth marketing nespr\u00e1vn\u00e9 zobrazen\u00ed? Vysv\u011btlen\u00ed pohybu k pos\u00edlen\u00ed regulace a Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a d\u00e1rk\u016f[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"O_provoznich_standardech_pro_regulaci_stealth_marketingu\"><\/span>O provozn\u00edch standardech pro regulaci stealth marketingu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2023\/04\/Shutterstock_1537432022.jpg\" alt=\"O provozn\u00edch standardech pro regulaci stealth marketingu\" class=\"wp-image-60412\" \/><\/figure>\n\n\n\n<p>Agentura pro ochranu spot\u0159ebitel\u016f (japonsk\u00e1 Consumer Agency) zve\u0159ejnila 28. b\u0159ezna 2023 (5. rok \u00e9ry Reiwa) provozn\u00ed standardy pro regulaci stealth marketingu.<\/p>\n\n\n\n<p>Reference: <a href=\"https:\/\/www.caa.go.jp\/notice\/assets\/representation_cms216_230328_03.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Agentura pro ochranu spot\u0159ebitel\u016f\uff5cProvozn\u00ed standardy pro &#8216;zobrazen\u00ed, kter\u00e9 je pro b\u011b\u017en\u00e9 spot\u0159ebitele obt\u00ed\u017en\u00e9 rozpoznat jako zobrazen\u00ed podnikatele'[ja]<\/a><\/p>\n\n\n\n<p>Podle provozn\u00edch standard\u016f, ozn\u00e1men\u00ed podle z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen (japonsk\u00fd Act against Unjustifiable Premiums and Misleading Representations) definuje stealth marketing jako &#8220;zobrazen\u00ed, kter\u00e9 podnikatel prov\u00e1d\u00ed v souvislosti s obchodem s v\u00fdrobky nebo slu\u017ebami, kter\u00e9 poskytuje, a kter\u00e9 je pro b\u011b\u017en\u00e9 spot\u0159ebitele obt\u00ed\u017en\u00e9 rozpoznat jako takov\u00e9&#8221;. Stru\u010dn\u011b \u0159e\u010deno, pokud se jedn\u00e1 o n\u00e1sleduj\u00edc\u00ed dva p\u0159\u00edpady, m\u016f\u017ee b\u00fdt pova\u017eov\u00e1no za stealth marketing.<\/p>\n\n\n\n<ol type=\"1\" start=\"1\">\n<li>Zobrazen\u00ed je prov\u00e1d\u011bno v souvislosti s obchodem s v\u00fdrobky nebo slu\u017ebami a subjekt, kter\u00fd zobrazen\u00ed provedl, je podnikatel, kter\u00fd v\u00fdrobky nebo slu\u017eby poskytuje<\/li>\n\n\n\n<li>Je obt\u00ed\u017en\u00e9 pro b\u011b\u017en\u00e9 spot\u0159ebitele rozhodnout, zda se jedn\u00e1 o zobrazen\u00ed podnikatele<\/li>\n<\/ol>\n\n\n\n<p>Nyn\u00ed se pod\u00edvejme na vysv\u011btlen\u00ed ka\u017ed\u00e9ho z t\u011bchto bod\u016f.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zobrazeni_je_provedeno_samotnym_poskytovatelem_zbozi_nebo_sluzeb\"><\/span>Zobrazen\u00ed je provedeno samotn\u00fdm poskytovatelem zbo\u017e\u00ed nebo slu\u017eeb<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Jak bylo uvedeno v\u00fd\u0161e, vysv\u011btlili jsme, \u017ee existuj\u00ed dva typy stealth marketingu. Tato novela reguluje oba typy.<\/p>\n\n\n\n<p>1. Zobrazen\u00ed prov\u00e1d\u011bn\u00e9 samotn\u00fdm podnikatelem<\/p>\n\n\n\n<p>P\u0159edstavte si, \u017ee podnikatel se maskuje jako b\u011b\u017en\u00fd spot\u0159ebitel a p\u00ed\u0161e recenze restaurac\u00ed, podobn\u011b jako v p\u0159\u00edpad\u011b stealth marketingu, o kter\u00e9m jsme hovo\u0159ili d\u0159\u00edve. V tomto p\u0159\u00edpad\u011b lze bez probl\u00e9m\u016f \u0159\u00edci, \u017ee se jedn\u00e1 o &#8220;zobrazen\u00ed podnikatele&#8221;.<\/p>\n\n\n\n<p>2. Zobrazen\u00ed, kter\u00e9 podnikatel nech\u00e1 prov\u00e9st t\u0159et\u00ed stranou<\/p>\n\n\n\n<p>Nap\u0159\u00edklad na soci\u00e1ln\u00edch s\u00edt\u00edch, kdy podnikatel po\u017e\u00e1d\u00e1 influencera, aby na soci\u00e1ln\u00edch s\u00edt\u00edch zve\u0159ejnil pozitivn\u00ed recenze nebo negativn\u00ed recenze konkuren\u010dn\u00edch produkt\u016f bez toho, aby uvedl, \u017ee se jedn\u00e1 o reklamu. I v tomto p\u0159\u00edpad\u011b je z\u0159ejm\u00e9, \u017ee podnikatel se pod\u00edlel na rozhodov\u00e1n\u00ed o obsahu zobrazen\u00ed, proto\u017ee po\u017e\u00e1dal o zve\u0159ejn\u011bn\u00ed konkr\u00e9tn\u00edch informac\u00ed a zaplatil za to odm\u011bnu.<\/p>\n\n\n\n<p>Opera\u010dn\u00ed standardy definuj\u00ed, kdy se pova\u017euje, \u017ee &#8220;podnikatel se pod\u00edlel na rozhodov\u00e1n\u00ed o obsahu recenz\u00ed atd. t\u0159et\u00ed strany&#8221;, na z\u00e1klad\u011b objektivn\u00edch okolnost\u00ed, pokud nen\u00ed mo\u017en\u00e9 uznat, \u017ee obsah zobrazen\u00ed byl ur\u010den vlastn\u00ed v\u016fl\u00ed t\u0159et\u00ed strany.<\/p>\n\n\n\n<p>Reference: <a href=\"https:\/\/www.caa.go.jp\/notice\/assets\/representation_cms216_230328_03.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Consumer Agency | Operational Standards for &#8216;Displays that are difficult for general consumers to determine are displays of businesses'[ja]<\/a><\/p>\n\n\n\n<p>Jin\u00fdmi slovy, i kdy\u017e neexistuje jasn\u00fd pokyn nebo po\u017eadavek, pokud existuje vztah mezi podnikatelem a t\u0159et\u00ed stranou, kter\u00fd umo\u017e\u0148uje podnikateli ovlivnit recenze atd. t\u0159et\u00ed strany, a pokud nen\u00ed mo\u017en\u00e9 uznat, \u017ee p\u0159\u00edsp\u011bvek byl proveden vlastn\u00ed v\u016fl\u00ed t\u0159et\u00ed strany, m\u016f\u017ee b\u00fdt p\u0159edm\u011btem regulace stealth marketingu.<\/p>\n\n\n\n<p>Toto rozhodnut\u00ed je u\u010din\u011bno na z\u00e1klad\u011b celkov\u00e9ho hodnocen\u00ed vztahu mezi podnikatelem a t\u0159et\u00ed stranou.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Je_obtizne_pro_bezne_spotrebitele_rozhodnout_zda_se_jedna_o_obchodnika\"><\/span>Je obt\u00ed\u017en\u00e9 pro b\u011b\u017en\u00e9 spot\u0159ebitele rozhodnout, zda se jedn\u00e1 o obchodn\u00edka<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Podle provozn\u00edch krit\u00e9ri\u00ed, pokud nen\u00ed z celkov\u00e9ho obsahu zobrazen\u00ed jasn\u00e9, \u017ee se jedn\u00e1 o reklamu obchodn\u00edka pro b\u011b\u017en\u00e9ho spot\u0159ebitele, je to pova\u017eov\u00e1no za stealth marketing. P\u0159\u00edpady, kdy nen\u00ed v\u016fbec uvedeno, \u017ee se jedn\u00e1 o reklamu, nebo p\u0159\u00edpady, kdy je to obt\u00ed\u017en\u00e9 pochopit, i kdy\u017e je uvedeno, jsou pova\u017eov\u00e1ny za stealth marketing.<\/p>\n\n\n\n<p>&#8220;P\u0159\u00edpady, kdy nen\u00ed v\u016fbec uvedeno, \u017ee se jedn\u00e1 o reklamu&#8221; zahrnuj\u00ed situace, kdy i kdy\u017e je skute\u010dn\u011b po\u017eadov\u00e1no od inzerenta, je to publikov\u00e1no jako pozitivn\u00ed recenze od b\u011b\u017en\u00e9ho z\u00e1kazn\u00edka bez uveden\u00ed tohoto faktu.<\/p>\n\n\n\n<p>&#8220;P\u0159\u00edpady, kdy je obt\u00ed\u017en\u00e9 pochopit, \u017ee se jedn\u00e1 o reklamu, i kdy\u017e je uvedeno&#8221; zahrnuj\u00ed nap\u0159\u00edklad:<\/p>\n\n\n\n<ul>\n<li>Je uvedeno &#8220;reklama&#8221;, ale je tak\u00e9 uvedeno &#8220;m\u016fj n\u00e1zor jako t\u0159et\u00ed strana&#8221;, co\u017e je obt\u00ed\u017en\u00e9 pochopit, zda je to reklama nebo ne<\/li>\n\n\n\n<li>Text, kter\u00fd uv\u00e1d\u00ed &#8220;reklama&#8221;, je velmi mal\u00fd, slab\u00fd, dlouh\u00fd, nebo je um\u00edst\u011bn na konci, co\u017e zt\u011b\u017euje spot\u0159ebiteli poznat, \u017ee se jedn\u00e1 o reklamu<\/li>\n\n\n\n<li>V p\u0159\u00edpad\u011b videa se &#8220;reklama&#8221; zobrazuje po tak kr\u00e1tkou dobu, \u017ee ji spot\u0159ebitel nem\u016f\u017ee rozpoznat, nebo se &#8220;reklama&#8221; zobrazuje pouze uprost\u0159ed nebo na konci videa<\/li>\n\n\n\n<li>V p\u0159\u00edpad\u011b soci\u00e1ln\u00edch s\u00edt\u00ed se &#8220;reklama&#8221; nebo &#8220;PR&#8221; skr\u00fdv\u00e1 mezi velk\u00fdm mno\u017estv\u00edm hashtag\u016f<\/li>\n<\/ul>\n\n\n\n<p>To jsou jen n\u011bkter\u00e9 p\u0159\u00edklady.<\/p>\n\n\n\n<p>M\u016f\u017eeme \u0159\u00edci, \u017ee pokud b\u011b\u017en\u00fd spot\u0159ebitel nerozpozn\u00e1, \u017ee se jedn\u00e1 o reklamu, je pravd\u011bpodobn\u00e9, \u017ee to bude pova\u017eov\u00e1no za stealth marketing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Sankce_za_poruseni_regulace_Stem\"><\/span>Sankce za poru\u0161en\u00ed regulace Stem<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Pokud dojde k poru\u0161en\u00ed regulace Stem, jedn\u00e1 se o poru\u0161en\u00ed nespr\u00e1vn\u00e9ho zobrazen\u00ed podle japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen (Japanese Premium Labeling Act), co\u017e m\u016f\u017ee v\u00e9st k vyd\u00e1n\u00ed p\u0159\u00edkazu k opat\u0159en\u00ed.<\/p>\n\n\n\n<p>V p\u0159\u00edkazu k opat\u0159en\u00ed se \u010dasto po\u017eaduje:<\/p>\n\n\n\n<ul>\n<li>\u0160irok\u00e9 informov\u00e1n\u00ed obecn\u00fdch spot\u0159ebitel\u016f o omylu<\/li>\n\n\n\n<li>Vytvo\u0159en\u00ed opat\u0159en\u00ed k zabr\u00e1n\u011bn\u00ed opakov\u00e1n\u00ed<\/li>\n\n\n\n<li>Zaji\u0161t\u011bn\u00ed, \u017ee se podobn\u00e9 poru\u0161en\u00ed neopakuje v budoucnosti<\/li>\n<\/ul>\n\n\n\n<p>Pokud nezastav\u00edte Stem, m\u016f\u017ee b\u00fdt vyd\u00e1n p\u0159\u00edkaz k jeho zastaven\u00ed.<\/p>\n\n\n\n<p>Pokud obdr\u017e\u00edte p\u0159\u00edkaz k opat\u0159en\u00ed, n\u00e1zev podniku, kter\u00fd po\u017e\u00e1dal o reklamu, bude zve\u0159ejn\u011bn na webov\u00fdch str\u00e1nk\u00e1ch Agentury pro spot\u0159ebitelsk\u00e9 z\u00e1le\u017eitosti nebo na webov\u00fdch str\u00e1nk\u00e1ch prefektury. Toto zve\u0159ejn\u011bn\u00ed samo o sob\u011b nen\u00ed pova\u017eov\u00e1no za &#8220;\u0161irok\u00e9 informov\u00e1n\u00ed obecn\u00fdch spot\u0159ebitel\u016f o omylu&#8221;, tak\u017ee podnikatel\u00e9 mus\u00ed zve\u0159ejnit informace o nespr\u00e1vn\u00e9m zobrazen\u00ed podle japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen (Japanese Premium Labeling Act) v denn\u00edm tisku a usilovat o \u0161irok\u00e9 informov\u00e1n\u00ed. Pokud dojde k poru\u0161en\u00ed p\u0159\u00edkazu k opat\u0159en\u00ed, m\u016f\u017ee b\u00fdt ulo\u017een trest odn\u011bt\u00ed svobody a\u017e na dva roky nebo pokuta a\u017e do v\u00fd\u0161e 3 milion\u016f jen\u016f.<\/p>\n\n\n\n<p>Krom\u011b toho m\u016f\u017ee b\u00fdt podnikateli ulo\u017eena pokuta a\u017e do v\u00fd\u0161e 300 milion\u016f jen\u016f a z\u00e1stupci pr\u00e1vnick\u00fdch osob m\u016f\u017ee b\u00fdt ulo\u017eena pokuta a\u017e do v\u00fd\u0161e 3 milion\u016f jen\u016f.<\/p>\n\n\n\n<p>Pokud dojde k zobrazen\u00ed nespr\u00e1vn\u00e9ho zobrazen\u00ed kvality nebo v\u00fdhodn\u00e9ho zobrazen\u00ed, m\u016f\u017ee b\u00fdt ulo\u017eena pokuta, ale v p\u0159\u00edpad\u011b regulace Stem nebude pokuta ulo\u017eena.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Na_co_by_si_mely_firmy_davat_pozor_pri_zavadeni_regulace_%E2%80%9CStema%E2%80%9D\"><\/span>Na co by si m\u011bly firmy d\u00e1vat pozor p\u0159i zav\u00e1d\u011bn\u00ed regulace &#8220;Stema&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2023\/04\/Shutterstock_2095080208.jpg\" alt=\"Na co by si m\u011bly firmy d\u00e1vat pozor p\u0159i zav\u00e1d\u011bn\u00ed regulace Stema\" class=\"wp-image-60413\" \/><\/figure>\n\n\n\n<p>Od 1. \u0159\u00edjna 2023 (rok 5 \u00e9ry Reiwa) bude zavedena regulace &#8220;Stema&#8221;. Do t\u00e9 doby je t\u0159eba zkontrolovat, zda va\u0161e reklama nespad\u00e1 pod &#8220;Stema&#8221;. Pokud se domn\u00edv\u00e1te, \u017ee by mohla, je t\u0159eba tuto reklamu zastavit nebo jasn\u011b uv\u00e9st, \u017ee se jedn\u00e1 o reklamu, a prov\u00e9st dal\u0161\u00ed pot\u0159ebn\u00e9 \u00fapravy.<\/p>\n\n\n\n<p>Jak je uvedeno v\u00fd\u0161e v &#8220;Z\u00e1kladn\u00edch krit\u00e9ri\u00edch pro prov\u00e1d\u011bn\u00ed regulace Stema&#8221;, i kdy\u017e mezi inzerentem a autorem p\u0159\u00edsp\u011bvku neexistuje jasn\u00e1 \u017e\u00e1dost, pokud autor p\u0159\u00edsp\u011bvku m\u00e1 n\u011bjak\u00fd vztah, kter\u00fd mu umo\u017e\u0148uje z\u00edskat n\u011bjakou protihodnotu, nem\u016f\u017ee b\u00fdt p\u0159\u00edsp\u011bvek pova\u017eov\u00e1n za dobrovoln\u00fd a m\u016f\u017ee spadat pod regulaci &#8220;Stema&#8221;. Je t\u0159eba b\u00fdt opatrn\u00fd.<\/p>\n\n\n\n<p>Pokud dojde k poru\u0161en\u00ed regulace &#8220;Stema&#8221;, m\u016f\u017ee b\u00fdt vyd\u00e1n p\u0159\u00edkaz k opat\u0159en\u00ed a m\u016f\u017ee b\u00fdt o tom informov\u00e1no v m\u00e9di\u00edch. V takov\u00e9m p\u0159\u00edpad\u011b se nejen zhor\u0161\u00ed image firmy, ale tak\u00e9 finan\u010dn\u00ed ztr\u00e1ty spojen\u00e9 se zastaven\u00edm nebo \u00fapravou reklamy se mohou zv\u00fd\u0161it.<\/p>\n\n\n\n<p>Aby se p\u0159ede\u0161lo takov\u00fdm situac\u00edm, je t\u0159eba vytv\u00e1\u0159et reklamy, kter\u00e9 nespadaj\u00ed pod &#8220;Stema&#8221;, na z\u00e1klad\u011b provozn\u00edch krit\u00e9ri\u00ed, kter\u00e9 zve\u0159ejnila Japonsk\u00e1 agentura pro ochranu spot\u0159ebitel\u016f. Pokud je obt\u00ed\u017en\u00e9 pochopit, jak\u00e9 z\u00e1pisy nebo zobrazen\u00ed nespadaj\u00ed pod &#8220;Stema&#8221;, doporu\u010dujeme se poradit s odborn\u00edky, jako jsou pr\u00e1vn\u00edci.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Shrnuti_V_pripade_zprisneni_regulace_Stema_se_poradte_s_pravnikem\"><\/span>Shrnut\u00ed: V p\u0159\u00edpad\u011b zp\u0159\u00edsn\u011bn\u00ed regulace Stema se pora\u010fte s pr\u00e1vn\u00edkem<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pokud dojde k poru\u0161en\u00ed regulace Stema, podnikatel\u00e9 se stanou p\u0159edm\u011btem na\u0159\u00edzen\u00ed o opat\u0159en\u00ed a jejich n\u00e1zev bude zve\u0159ejn\u011bn.<\/p>\n\n\n\n<p>St\u00e1t se p\u0159edm\u011btem na\u0159\u00edzen\u00ed o opat\u0159en\u00ed m\u016f\u017ee zna\u010dn\u011b po\u0161kodit d\u016fv\u011bryhodnost a image spole\u010dnosti. Je t\u0159eba p\u0159em\u00fd\u0161let o metod\u00e1ch reklamy a propagace, kter\u00e9 neporu\u0161uj\u00ed regulaci Stema, a to s ohledem na provozn\u00ed normy, kter\u00e9 zve\u0159ejnila Japonsk\u00e1 agentura pro spot\u0159ebitelsk\u00e9 z\u00e1le\u017eitosti.<\/p>\n\n\n\n<p>Pokud m\u00e1te n\u011bjak\u00e9 ot\u00e1zky nebo obavy t\u00fdkaj\u00edc\u00ed se regulace Stema, obra\u0165te se na pr\u00e1vn\u00edka, kter\u00fd je dob\u0159e obezn\u00e1men s japonsk\u00fdm z\u00e1konem o ozna\u010dov\u00e1n\u00ed cen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Predstaveni_opatreni_nasi_kancelare\"><\/span>P\u0159edstaven\u00ed 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 bohat\u00fdmi zku\u0161enostmi v oblasti IT, zejm\u00e9na internetu a pr\u00e1va. V posledn\u00edch letech se poru\u0161en\u00ed japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed zbo\u017e\u00ed (Japanese Premiums and Representations Act) v souvislosti s internetovou reklamou, jako je nap\u0159\u00edklad stealth marketing, st\u00e1v\u00e1 velk\u00fdm probl\u00e9mem a pot\u0159eba pr\u00e1vn\u00ed kontroly se st\u00e1le zvy\u0161uje. Na\u0161e kancel\u00e1\u0159 analyzuje pr\u00e1vn\u00ed rizika souvisej\u00edc\u00ed s podnik\u00e1n\u00edm, kter\u00e9 bylo zah\u00e1jeno nebo se pl\u00e1nuje zah\u00e1jit, na z\u00e1klad\u011b r\u016fzn\u00fdch pr\u00e1vn\u00edch p\u0159edpis\u016f, a sna\u017e\u00ed se legalizovat podnik\u00e1n\u00ed bez jeho zastaven\u00ed, pokud je to mo\u017en\u00e9. 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\/itlaw\" target=\"_blank\" rel=\"noreferrer noopener\">Pr\u00e1vn\u00ed z\u00e1le\u017eitosti IT a startupov\u00fdch spole\u010dnost\u00ed[ja]<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Stema (Stealth Marketing) je typ reklamy, kter\u00fd skr\u00fdv\u00e1 svou skute\u010dnou povahu. Pat\u0159\u00ed sem nap\u0159\u00edklad situace, kdy celebrita nebo influencer p\u0159edst\u00edr\u00e1, \u017ee je neutr\u00e1ln\u00ed t\u0159et\u00ed strana a propaguje nebo p\u0159edst [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":64253,"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\/60996"}],"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=60996"}],"version-history":[{"count":2,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/60996\/revisions"}],"predecessor-version":[{"id":64254,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/60996\/revisions\/64254"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/64253"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=60996"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=60996"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=60996"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}