{"id":61177,"date":"2023-12-08T20:24:56","date_gmt":"2023-12-08T11:24:56","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=61177"},"modified":"2024-03-30T23:25:15","modified_gmt":"2024-03-30T14:25:15","slug":"stealth-marketing-regulations","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/general-corporate\/stealth-marketing-regulations","title":{"rendered":"Je stem marketing neopr\u00e1vn\u011bn\u00fdm ozna\u010den\u00edm? Vysv\u011btlen\u00ed pohybu sm\u011brem k pos\u00edlen\u00ed regulace a Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen"},"content":{"rendered":"\n<p>Stejn\u011b jako na SNS nebo YouTube, se \u0161\u00ed\u0159\u00ed &#8220;stema&#8221; (stealth marketing), kde se p\u0159esto\u017ee se tv\u00e1\u0159\u00ed jako p\u0159irozen\u00e9 p\u0159\u00edsp\u011bvky, ve skute\u010dnosti jde o reklamu na produkty nebo slu\u017eby podnikatel\u016f. Ob\u00e1v\u00e1 se, \u017ee tato stema by mohla naru\u0161it spravedliv\u00fd tr\u017en\u00ed \u0159\u00e1d, a vl\u00e1da se proto za\u010dala pohybovat sm\u011brem k pos\u00edlen\u00ed regulace tohoto probl\u00e9mu. P\u0159i pl\u00e1nov\u00e1n\u00ed reklamy v budoucnu je t\u0159eba v\u011bnovat pozornost tak\u00e9 regulac\u00edm t\u00fdkaj\u00edc\u00edm se stemy.<\/p>\n\n\n\n<p>Zde vysv\u011btl\u00edme probl\u00e9my se stemou a nespr\u00e1vn\u00e9 zobrazen\u00ed v r\u00e1mci japonsk\u00e9ho &#8220;Z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen&#8221; na z\u00e1klad\u011b zpr\u00e1vy, kterou vydala japonsk\u00e1 Agentura pro ochranu spot\u0159ebitel\u016f dne 27. prosince 2022 (rok 2022 podle gregori\u00e1nsk\u00e9ho kalend\u00e1\u0159e).<\/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\/#Problemy_se_stealth_marketingem\" title=\"Probl\u00e9my se stealth marketingem\">Probl\u00e9my se stealth marketingem<\/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\/#Dva_typy_stealth_marketingu\" title=\"Dva typy stealth marketingu\">Dva typy stealth marketingu<\/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\/#Je_stealth_marketing_porusenim_zakona_o_oznacovani_cen\" title=\"Je stealth marketing poru\u0161en\u00edm z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen?\">Je stealth marketing poru\u0161en\u00edm z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen?<\/a><\/li><\/ul><\/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\/stealth-marketing-regulations\/#Zakaz_nespravneho_oznacovani_podle_Japonskeho_zakona_o_oznacovani_cen_a_premii\" title=\"Z\u00e1kaz nespr\u00e1vn\u00e9ho ozna\u010dov\u00e1n\u00ed podle Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a pr\u00e9mii\">Z\u00e1kaz nespr\u00e1vn\u00e9ho ozna\u010dov\u00e1n\u00ed podle Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a pr\u00e9mii<\/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\/stealth-marketing-regulations\/#Zavadejici_prezentace_kvality\" title=\"Zav\u00e1d\u011bj\u00edc\u00ed prezentace kvality\">Zav\u00e1d\u011bj\u00edc\u00ed prezentace kvality<\/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\/stealth-marketing-regulations\/#Zavadejici_prezentace_vyhod\" title=\"Zav\u00e1d\u011bj\u00edc\u00ed prezentace v\u00fdhod\">Zav\u00e1d\u011bj\u00edc\u00ed prezentace v\u00fdhod<\/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\/stealth-marketing-regulations\/#Neopravnene_oznaceni\" title=\"Neopr\u00e1vn\u011bn\u00e9 ozna\u010den\u00ed\">Neopr\u00e1vn\u011bn\u00e9 ozna\u010den\u00ed<\/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\/general-corporate\/stealth-marketing-regulations\/#Omezeni_regulace_podle_japonskeho_zakona_o_oznacovani_cen_a_vyhod_%E6%99%AF%E5%93%81%E8%A1%A8%E7%A4%BA%E6%B3%95\" title=\"Omezen\u00ed regulace podle japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a v\u00fdhod (\u666f\u54c1\u8868\u793a\u6cd5)\">Omezen\u00ed regulace podle japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a v\u00fdhod (\u666f\u54c1\u8868\u793a\u6cd5)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/stealth-marketing-regulations\/#Obsah_zpravy_o_stealth_marketingu\" title=\"Obsah zpr\u00e1vy o stealth marketingu\">Obsah zpr\u00e1vy o 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-10\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/stealth-marketing-regulations\/#Vztah_k_cilum_zakona_o_oznacovani_vyher\" title=\"Vztah k c\u00edl\u016fm z\u00e1kona o ozna\u010dov\u00e1n\u00ed v\u00fdher\">Vztah k c\u00edl\u016fm z\u00e1kona o ozna\u010dov\u00e1n\u00ed v\u00fdher<\/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\/#Zakon_regulujici_stealth_marketing\" title=\"Z\u00e1kon reguluj\u00edc\u00ed stealth marketing\">Z\u00e1kon reguluj\u00edc\u00ed stealth marketing<\/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\/#Shrnuti_Stealth_marketing_vyzaduje_odborne_posouzeni_konzultujte_s_pravnikem\" title=\"Shrnut\u00ed: Stealth marketing vy\u017eaduje odborn\u00e9 posouzen\u00ed, konzultujte s pr\u00e1vn\u00edkem\">Shrnut\u00ed: Stealth marketing vy\u017eaduje odborn\u00e9 posouzen\u00ed, konzultujte 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-13\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/stealth-marketing-regulations\/#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=\"Problemy_se_stealth_marketingem\"><\/span>Probl\u00e9my se stealth marketingem<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\/02\/Shutterstock_1728726862.jpg\" alt=\"Probl\u00e9my se stealth marketingem\" class=\"wp-image-59110\" \/><\/figure>\n\n\n\n<p>Stealth marketing, v Japonsku zn\u00e1m\u00fd jako &#8220;stema&#8221;, je zp\u016fsob reklamy, kdy inzerent skr\u00fdv\u00e1 skute\u010dnost, \u017ee se jedn\u00e1 o reklamu, aby spot\u0159ebitel nepoznal, \u017ee je to reklama.<\/p>\n\n\n\n<p>S rostouc\u00ed popularitou chytr\u00fdch telefon\u016f a mo\u017enost\u00ed ka\u017ed\u00e9ho sd\u00edlet informace, mnoho lid\u00ed pravideln\u011b sleduje fotografie a videa, kter\u00e9 influenceri sd\u00edlej\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch a YouTube. Mezi t\u011bmito p\u0159\u00edsp\u011bvky se \u010dasto objevuj\u00ed &#8220;stemy&#8221;, kter\u00e9 se tv\u00e1\u0159\u00ed jako b\u011b\u017en\u00e9 p\u0159\u00edsp\u011bvky, ale ve skute\u010dnosti jsou to skryt\u00e9 reklamy na produkty nebo slu\u017eby. Podle pr\u016fzkumu Japonsk\u00e9 agentury pro spot\u0159ebitelsk\u00e9 z\u00e1le\u017eitosti m\u00e1 zhruba 40% influencer\u016f zku\u0161enosti s t\u00edm, \u017ee jim byla nab\u00eddnuta &#8220;stema&#8221; reklama od firem.<\/p>\n\n\n\n<p>Stealth marketing, kter\u00fd se tv\u00e1\u0159\u00ed jako nestrann\u00fd t\u0159et\u00ed subjekt, zat\u00edmco ve skute\u010dnosti je to reklama, za kterou obchodn\u00edk poskytuje finan\u010dn\u00ed nebo jinou protihodnotu, byl v\u017edy pova\u017eov\u00e1n za probl\u00e9m, proto\u017ee naru\u0161uje spravedliv\u00fd tr\u017en\u00ed \u0159\u00e1d.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dva_typy_stealth_marketingu\"><\/span>Dva typy stealth marketingu<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Obecn\u011b lze stealth marketing rozd\u011blit do dvou typ\u016f: &#8220;p\u0159estrojen\u00ed&#8221; a &#8220;skryt\u00e9 poskytov\u00e1n\u00ed v\u00fdhod&#8221;.<\/p>\n\n\n\n<p>&#8220;P\u0159estrojen\u00ed&#8221; v stealth marketingu znamen\u00e1, \u017ee i kdy\u017e obchodn\u00edk nebo n\u011bkdo, kdo dostal finan\u010dn\u00ed odm\u011bnu od obchodn\u00edka, p\u0159isp\u00edv\u00e1 na str\u00e1nky s recenzemi, vytv\u00e1\u0159\u00ed dojem, \u017ee recenze poch\u00e1z\u00ed od nez\u00e1visl\u00e9 t\u0159et\u00ed strany.<\/p>\n\n\n\n<p>&#8220;Skryt\u00e9 poskytov\u00e1n\u00ed v\u00fdhod&#8221; v stealth marketingu znamen\u00e1, \u017ee obchodn\u00edk poskytuje finan\u010dn\u00ed v\u00fdhody t\u0159et\u00ed stran\u011b, aby prov\u00e1d\u011bla reklamu nebo propagaci produkt\u016f nebo aplikac\u00ed, ani\u017e by tuto skute\u010dnost zve\u0159ejnil.<\/p>\n\n\n\n<p>Oba typy stealth marketingu mohou potenci\u00e1ln\u011b br\u00e1nit spot\u0159ebitel\u016fm v autonomn\u00edm a racion\u00e1ln\u00edm rozhodov\u00e1n\u00ed.<\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/reputation\/stealth-marketing-delete\" target=\"_blank\" rel=\"noreferrer noopener\">Odstran\u011bn\u00ed \u010dl\u00e1nk\u016f o stealth marketingu (stema) od jin\u00fdch spole\u010dnost\u00ed[ja]<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Je_stealth_marketing_porusenim_zakona_o_oznacovani_cen\"><\/span>Je stealth marketing poru\u0161en\u00edm z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Z\u00e1kon o ozna\u010dov\u00e1n\u00ed cen je z\u00e1kon, jeho\u017e c\u00edlem je &#8220;chr\u00e1nit z\u00e1jmy obecn\u00fdch spot\u0159ebitel\u016f t\u00edm, \u017ee se omezuj\u00ed a zakazuj\u00ed praktiky, kter\u00e9 by mohly br\u00e1nit autonomn\u00edmu a racion\u00e1ln\u00edmu rozhodov\u00e1n\u00ed obecn\u00fdch spot\u0159ebitel\u016f t\u00edm, \u017ee se zabr\u00e1n\u00ed neopr\u00e1vn\u011bn\u00e9mu l\u00e1k\u00e1n\u00ed z\u00e1kazn\u00edk\u016f prost\u0159ednictv\u00edm nespravedliv\u00fdch nab\u00eddek a zobrazen\u00ed souvisej\u00edc\u00edch s obchodov\u00e1n\u00edm s produkty a slu\u017ebami&#8221; (\u010dl\u00e1nek 1 z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen).<\/p>\n\n\n\n<p>V souvislosti se stealth marketingem a z\u00e1konem o ozna\u010dov\u00e1n\u00ed cen je problematick\u00fd \u010dl\u00e1nek 5. Podrobn\u011bj\u0161\u00ed vysv\u011btlen\u00ed vztahu mezi stealth marketingem a z\u00e1konem o ozna\u010dov\u00e1n\u00ed cen najdete v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku.<\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/youtuber-vtuber\/stealth-marketing-youtuber\" target=\"_blank\" rel=\"noreferrer noopener\">Je stealth marketing YouTuber\u016f poru\u0161en\u00edm z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen? Jak\u00fd je rozd\u00edl mezi t\u00edm a firemn\u00edmi projekty?[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zakaz_nespravneho_oznacovani_podle_Japonskeho_zakona_o_oznacovani_cen_a_premii\"><\/span>Z\u00e1kaz nespr\u00e1vn\u00e9ho ozna\u010dov\u00e1n\u00ed podle Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a pr\u00e9mii<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\/02\/Shutterstock_2139108963.jpg\" alt=\"Z\u00e1kaz nespr\u00e1vn\u00e9ho ozna\u010dov\u00e1n\u00ed podle Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a pr\u00e9mii\" class=\"wp-image-59111\" \/><\/figure>\n\n\n\n<p>Japonsk\u00fd z\u00e1kon o ozna\u010dov\u00e1n\u00ed cen a pr\u00e9mii zakazuje n\u00e1sleduj\u00edc\u00ed ozna\u010den\u00ed, kter\u00e9 prov\u00e1d\u00ed podnikatel v souvislosti s produkty a slu\u017ebami, kter\u00e9 poskytuje, jako nespr\u00e1vn\u00e9 ozna\u010den\u00ed (\u010dl\u00e1nek 5 Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a pr\u00e9mii).<\/p>\n\n\n\n<ul>\n<li>Nespr\u00e1vn\u00e9 ozna\u010den\u00ed kvality: Nespr\u00e1vn\u00e9 ozna\u010den\u00ed t\u00fdkaj\u00edc\u00ed se kvality, standard\u016f a dal\u0161\u00edho obsahu produkt\u016f a slu\u017eeb (\u010dl\u00e1nek 5, odstavec 1)<\/li>\n\n\n\n<li>Nespr\u00e1vn\u00e9 ozna\u010den\u00ed v\u00fdhod: Nespr\u00e1vn\u00e9 ozna\u010den\u00ed t\u00fdkaj\u00edc\u00ed se ceny a dal\u0161\u00edch obchodn\u00edch podm\u00ednek produkt\u016f a slu\u017eeb (\u010dl\u00e1nek 5, odstavec 2)<\/li>\n\n\n\n<li>Specifick\u00e9 ozna\u010den\u00ed: Nespr\u00e1vn\u00e9 ozna\u010den\u00ed, kter\u00e9 japonsk\u00fd premi\u00e9r ur\u010d\u00ed v souvislosti s obchodn\u00edmi z\u00e1le\u017eitostmi produkt\u016f a slu\u017eeb, pokud existuje riziko, \u017ee by mohlo doj\u00edt k omylu ze strany obecn\u00fdch spot\u0159ebitel\u016f (\u010dl\u00e1nek 5, odstavec 3)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zavadejici_prezentace_kvality\"><\/span>Zav\u00e1d\u011bj\u00edc\u00ed prezentace kvality<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Zav\u00e1d\u011bj\u00edc\u00ed prezentace kvality jsou definov\u00e1ny v \u010dl\u00e1nku 5, odstavec 1, japonsk\u00e9ho &#8220;Z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a pr\u00e9mii&#8221; (Act against Unjustifiable Premiums and Misleading Representations) jako &#8220;prezentace, kter\u00e1 nazna\u010duje, \u017ee kvalita, standardy nebo jin\u00fd obsah zbo\u017e\u00ed nebo slu\u017eby jsou v\u00fdrazn\u011b lep\u0161\u00ed ne\u017e ve skute\u010dnosti, nebo \u017ee jsou v\u00fdrazn\u011b lep\u0161\u00ed ne\u017e zbo\u017e\u00ed nebo slu\u017eby, kter\u00e9 poskytuj\u00ed jin\u00ed obchodn\u00edci poskytuj\u00edc\u00ed stejn\u00e9 nebo podobn\u00e9 zbo\u017e\u00ed nebo slu\u017eby, a to v rozporu se skute\u010dnost\u00ed&#8221;.<\/p>\n\n\n\n<p>Jin\u00fdmi slovy, zav\u00e1d\u011bj\u00edc\u00ed prezentace kvality zahrnuje \u010diny, jako je fale\u0161n\u00e1 reklama, kter\u00e1 tvrd\u00ed, \u017ee kvalita zbo\u017e\u00ed nebo slu\u017eby je lep\u0161\u00ed ne\u017e ve skute\u010dnosti, nebo fale\u0161n\u00e1 reklama, kter\u00e1 nazna\u010duje, \u017ee jsou v\u00fdrazn\u011b lep\u0161\u00ed ne\u017e zbo\u017e\u00ed nebo slu\u017eby, kter\u00e9 prod\u00e1vaj\u00ed konkuren\u010dn\u00ed obchodn\u00edci, i kdy\u017e to tak ve skute\u010dnosti nen\u00ed.<\/p>\n\n\n\n<p>Nap\u0159\u00edklad, v p\u0159\u00edpad\u011b dopl\u0148k\u016f stravy, pokud se tvrd\u00ed, \u017ee maj\u00ed \u00fa\u010dinky na hubnut\u00ed, jako je &#8220;hubnut\u00ed p\u0159i j\u00eddle&#8221;, i kdy\u017e ve skute\u010dnosti \u017e\u00e1dn\u00fd takov\u00fd \u00fa\u010dinek nemaj\u00ed, takov\u00fd p\u0159\u00edpad by byl pova\u017eov\u00e1n za zav\u00e1d\u011bj\u00edc\u00ed prezentaci kvality.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zavadejici_prezentace_vyhod\"><\/span>Zav\u00e1d\u011bj\u00edc\u00ed prezentace v\u00fdhod<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Co se t\u00fd\u010de zav\u00e1d\u011bj\u00edc\u00ed prezentace v\u00fdhod, \u010dl\u00e1nek 5, odstavec 2 Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen (Premiums and Representations Act) stanov\u00ed, \u017ee &#8220;je zak\u00e1z\u00e1no uv\u00e1d\u011bt, \u017ee ceny zbo\u017e\u00ed nebo slu\u017eeb nebo jin\u00e9 obchodn\u00ed podm\u00ednky jsou v\u00fdrazn\u011b v\u00fdhodn\u011bj\u0161\u00ed pro z\u00e1kazn\u00edka ne\u017e skute\u010dn\u00e9 ceny nebo podm\u00ednky nebo ty, kter\u00e9 se vztahuj\u00ed na stejn\u00e9 nebo podobn\u00e9 zbo\u017e\u00ed nebo slu\u017eby poskytovan\u00e9 jin\u00fdmi podnikateli, co\u017e by mohlo v\u00e9st k omylu u b\u011b\u017en\u00fdch spot\u0159ebitel\u016f.&#8221;<\/p>\n\n\n\n<p>Jin\u00fdmi slovy, zav\u00e1d\u011bj\u00edc\u00ed prezentace v\u00fdhod se t\u00fdk\u00e1 situac\u00ed, kdy se fale\u0161n\u011b inzeruj\u00ed obchodn\u00ed podm\u00ednky zbo\u017e\u00ed nebo slu\u017eeb jako v\u00fdhodn\u011bj\u0161\u00ed ne\u017e ve skute\u010dnosti, nebo kdy se fale\u0161n\u011b inzeruje, \u017ee jsou v\u00fdrazn\u011b levn\u011bj\u0161\u00ed ne\u017e zbo\u017e\u00ed nebo slu\u017eby, kter\u00e9 prod\u00e1vaj\u00ed konkuren\u010dn\u00ed podniky, i kdy\u017e to tak ve skute\u010dnosti nen\u00ed. Nap\u0159\u00edklad, pokud se uv\u00e1d\u00ed, \u017ee zbo\u017e\u00ed, kter\u00e9 se obvykle prod\u00e1v\u00e1 za 1 000 jen\u016f, je &#8220;dnes za polovi\u010dn\u00ed cenu 500 jen\u016f&#8221;, i kdy\u017e ve skute\u010dnosti \u017e\u00e1dn\u00e1 takov\u00e1 sleva neexistuje, takov\u00e9 ozna\u010den\u00ed by bylo pova\u017eov\u00e1no za zav\u00e1d\u011bj\u00edc\u00ed prezentaci v\u00fdhod.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Neopravnene_oznaceni\"><\/span>Neopr\u00e1vn\u011bn\u00e9 ozna\u010den\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Krom\u011b t\u011bchto, podle \u010dl\u00e1nku 5 odstavce 3 japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a d\u00e1rk\u016f (Japanese Premiums and Representations Act), m\u016f\u017ee japonsk\u00fd premi\u00e9r ur\u010dit jako neopr\u00e1vn\u011bn\u00e9 ozna\u010den\u00ed &#8220;ozna\u010den\u00ed, kter\u00e9 by mohlo v\u00e9st k nespr\u00e1vn\u00e9mu pochopen\u00ed obecn\u00fdch spot\u0159ebitel\u016f o z\u00e1le\u017eitostech t\u00fdkaj\u00edc\u00edch se obchodov\u00e1n\u00ed s v\u00fdrobky nebo slu\u017ebami&#8221;. Podle tohoto ustanoven\u00ed bylo dosud ur\u010deno n\u00e1sleduj\u00edc\u00edch \u0161est p\u0159\u00edpad\u016f:<\/p>\n\n\n\n<p>1. &#8220;Ozna\u010den\u00ed pro nealkoholick\u00e9 n\u00e1poje bez ovocn\u00e9 \u0161\u0165\u00e1vy&#8221; (Ozn\u00e1men\u00ed Komise pro ve\u0159ejn\u00e9 obchodov\u00e1n\u00ed \u010d. 4, rok \u0160\u00f3wa 48 (1973))<\/p>\n\n\n\n<p>Ozna\u010den\u00ed pro nealkoholick\u00e9 n\u00e1poje bez ovocn\u00e9 \u0161\u0165\u00e1vy, kter\u00e9 pou\u017e\u00edvaj\u00ed n\u00e1zvy ovoce atd., ani\u017e by bylo jasn\u011b uvedeno, \u017ee neobsahuj\u00ed ovocnou \u0161\u0165\u00e1vu<\/p>\n\n\n\n<p>2. &#8220;Neopr\u00e1vn\u011bn\u00e9 ozna\u010den\u00ed p\u016fvodu zbo\u017e\u00ed&#8221; (Ozn\u00e1men\u00ed Komise pro ve\u0159ejn\u00e9 obchodov\u00e1n\u00ed \u010d. 34, rok \u0160\u00f3wa 48 (1973))<\/p>\n\n\n\n<p>Ozna\u010den\u00ed, kter\u00e9 zt\u011b\u017euje ur\u010den\u00ed p\u016fvodu zbo\u017e\u00ed, atd.<\/p>\n\n\n\n<p>3. &#8220;Neopr\u00e1vn\u011bn\u00e9 ozna\u010den\u00ed n\u00e1klad\u016f na \u00fav\u011br spot\u0159ebitel\u016f&#8221; (Ozn\u00e1men\u00ed Komise pro ve\u0159ejn\u00e9 obchodov\u00e1n\u00ed \u010d. 13, rok \u0160\u00f3wa 55 (1980))<\/p>\n\n\n\n<p>Ozna\u010den\u00ed, kde nen\u00ed jasn\u011b uvedena skute\u010dn\u00e1 ro\u010dn\u00ed \u00farokov\u00e1 sazba, atd.<\/p>\n\n\n\n<p>4. &#8220;Ozna\u010den\u00ed t\u00fdkaj\u00edc\u00ed se fale\u0161n\u00e9 reklamy na nemovitosti&#8221; (Ozn\u00e1men\u00ed Komise pro ve\u0159ejn\u00e9 obchodov\u00e1n\u00ed \u010d. 14, rok \u0160\u00f3wa 55 (1980))<\/p>\n\n\n\n<p>Ozna\u010den\u00ed t\u00fdkaj\u00edc\u00ed se nemovitost\u00ed, kter\u00e9 ve skute\u010dnosti nemohou b\u00fdt p\u0159edm\u011btem obchodov\u00e1n\u00ed, atd.<\/p>\n\n\n\n<p>5. &#8220;Ozna\u010den\u00ed t\u00fdkaj\u00edc\u00ed se fale\u0161n\u00e9 reklamy&#8221; (Ozn\u00e1men\u00ed Komise pro ve\u0159ejn\u00e9 obchodov\u00e1n\u00ed \u010d. 17, rok Heisei 5 (1993))<\/p>\n\n\n\n<p>Ozna\u010den\u00ed pro zbo\u017e\u00ed nebo slu\u017eby, kter\u00e9 ve skute\u010dnosti nemohou b\u00fdt p\u0159edm\u011btem obchodov\u00e1n\u00ed, pokud nebyly provedeny p\u0159\u00edpravy pro obchodov\u00e1n\u00ed, atd.<\/p>\n\n\n\n<p>6. &#8220;Neopr\u00e1vn\u011bn\u00e9 ozna\u010den\u00ed t\u00fdkaj\u00edc\u00ed se placen\u00fdch domov\u016f pro seniory&#8221; (Ozn\u00e1men\u00ed Komise pro ve\u0159ejn\u00e9 obchodov\u00e1n\u00ed \u010d. 3, rok Heisei 16 (2004))<\/p>\n\n\n\n<p>Ozna\u010den\u00ed, kde nen\u00ed jasn\u011b uveden obsah za\u0159\u00edzen\u00ed a slu\u017eeb placen\u00fdch domov\u016f pro seniory, kter\u00e9 jsou p\u0159edm\u011btem obchodov\u00e1n\u00ed<\/p>\n\n\n\n<p>Nap\u0159\u00edklad, pokud jde o bod 6, konkr\u00e9tn\u00ed p\u0159\u00edklady zahrnuj\u00ed &#8220;ozna\u010den\u00ed, kde nejsou jasn\u011b uvedeny podm\u00ednky t\u00fdkaj\u00edc\u00ed se zm\u011bny bydlen\u00ed po nast\u011bhov\u00e1n\u00ed do placen\u00e9ho domova pro seniory&#8221; nebo &#8220;ozna\u010den\u00ed, kde nen\u00ed jasn\u011b uveden po\u010det minim\u00e1ln\u00edch pe\u010dovatel\u016f nebo sester v noci, atd.&#8221;, kter\u00e9 jsou zak\u00e1z\u00e1ny jako &#8220;neopr\u00e1vn\u011bn\u00e9 ozna\u010den\u00ed t\u00fdkaj\u00edc\u00ed se placen\u00fdch domov\u016f pro seniory&#8221;.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Omezeni_regulace_podle_japonskeho_zakona_o_oznacovani_cen_a_vyhod_%E6%99%AF%E5%93%81%E8%A1%A8%E7%A4%BA%E6%B3%95\"><\/span>Omezen\u00ed regulace podle japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a v\u00fdhod (\u666f\u54c1\u8868\u793a\u6cd5)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Podnikatel\u016fm, kte\u0159\u00ed prov\u00e1d\u011bj\u00ed nespr\u00e1vn\u00e9 ozna\u010dov\u00e1n\u00ed, m\u016f\u017ee b\u00fdt na\u0159\u00edzeno zastaven\u00ed takov\u00e9ho jedn\u00e1n\u00ed a p\u0159ijet\u00ed opat\u0159en\u00ed k odstran\u011bn\u00ed nespr\u00e1vn\u00e9ho pochopen\u00ed ze strany obecn\u00fdch spot\u0159ebitel\u016f (paragraf 7 odstavec 1 japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a v\u00fdhod).<\/p>\n\n\n\n<p>Co se t\u00fd\u010de nespr\u00e1vn\u00e9ho ozna\u010dov\u00e1n\u00ed kvality nebo v\u00fdhod, pokud jsou spln\u011bny ur\u010dit\u00e9 podm\u00ednky, m\u016f\u017ee b\u00fdt na\u0159\u00edzeno zaplacen\u00ed pokuty do st\u00e1tn\u00ed pokladny, kter\u00e1 je vypo\u010d\u00edt\u00e1na na z\u00e1klad\u011b ur\u010dit\u00e9ho procenta z obratu dan\u00e9ho zbo\u017e\u00ed nebo slu\u017eby (paragraf 8 odstavec 1 japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a v\u00fdhod).<\/p>\n\n\n\n<p>Takto je mo\u017en\u00e9 podle sou\u010dasn\u00e9ho japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a v\u00fdhod uplatnit opat\u0159en\u00ed i v p\u0159\u00edpad\u011b nespr\u00e1vn\u00e9ho ozna\u010dov\u00e1n\u00ed kvality nebo v\u00fdhod. Av\u0161ak, pokud ozna\u010den\u00ed nespad\u00e1 pod nespr\u00e1vn\u00e9 ozna\u010den\u00ed, tedy pokud se nejedn\u00e1 o nespr\u00e1vn\u00e9 ozna\u010den\u00ed kvality, v\u00fdhod, nebo o ozna\u010den\u00ed ur\u010den\u00e9 jako nespr\u00e1vn\u00e9 v p\u0159\u00edslu\u0161n\u00e9m na\u0159\u00edzen\u00ed, nen\u00ed mo\u017en\u00e9 takov\u00e9 ozna\u010den\u00ed regulovat podle japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a v\u00fdhod.<\/p>\n\n\n\n<p>Nap\u0159\u00edklad v roce 2019 (rok 1 Reiwa) po\u017e\u00e1dala spole\u010dnost Walt Disney Japan n\u011bkolik mangak\u016f, aby na soci\u00e1ln\u00edch s\u00edt\u00edch zve\u0159ejnili sv\u00e9 dojmy z filmu &#8220;Frozen 2&#8221;, ani\u017e by toto ozna\u010dili jako reklamu. Dal\u0161\u00edm p\u0159\u00edkladem je p\u0159\u00edpad m\u011bsta Kyoto, kter\u00e9 uzav\u0159elo smlouvu s Yoshimoto Kogyo, podle kter\u00e9 zaplatilo popul\u00e1rn\u00edmu komick\u00e9mu duu milion jen\u016f za propagaci aktivit m\u011bsta na Twitteru, ani\u017e by toto bylo ozna\u010deno jako reklama. Tyto p\u0159\u00edpady v\u0161ak nespadaj\u00ed pod nespr\u00e1vn\u00e9 ozna\u010den\u00ed zak\u00e1zan\u00e9 japonsk\u00fdm z\u00e1konem o ozna\u010dov\u00e1n\u00ed cen a v\u00fdhod, a proto nebyly p\u0159edm\u011btem jeho regulace.<\/p>\n\n\n\n<p>Na druhou stranu, pokud se pod\u00edv\u00e1me na regulaci stealth marketingu v zahrani\u010d\u00ed, paragraf 5 americk\u00e9ho feder\u00e1ln\u00edho z\u00e1kona o obchodn\u00ed komisi (FTC Act) obecn\u011b zakazuje nekal\u00e9 obchodn\u00ed praktiky a klamav\u00e9 jedn\u00e1n\u00ed. To zahrnuje &#8220;vyjad\u0159ov\u00e1n\u00ed doporu\u010den\u00ed pod z\u00e1minkou, \u017ee jde o nez\u00e1visl\u00fd n\u00e1zor spot\u0159ebitele nebo odborn\u00edka, a\u010dkoli byla p\u0159ijata finan\u010dn\u00ed odm\u011bna&#8221;. Nav\u00edc, ve sv\u00fdch sm\u011brnic\u00edch ukl\u00e1d\u00e1 povinnost odhalit existenci v\u00fdznamn\u00e9ho vztahu mezi doporu\u010ditelem produktu nebo slu\u017eby a market\u00e9rem nebo inzerentem, v\u010detn\u011b p\u0159\u00edjmu pen\u011bz.<\/p>\n\n\n\n<p>Sm\u011brnice EU o nekal\u00fdch obchodn\u00edch praktik\u00e1ch tak\u00e9 obecn\u011b stanov\u00ed, \u017ee &#8220;nekal\u00e9 obchodn\u00ed praktiky jsou zak\u00e1z\u00e1ny&#8221;, a zakazuje &#8220;situace, kdy podnikatel zaplat\u00ed za naps\u00e1n\u00ed \u010dl\u00e1nku, ani\u017e by toto odhalil, a pot\u00e9 tento \u010dl\u00e1nek vyu\u017eije pro sv\u00e9 propaga\u010dn\u00ed aktivity&#8221;.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Obsah_zpravy_o_stealth_marketingu\"><\/span>Obsah zpr\u00e1vy o stealth marketingu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>V takov\u00e9to situaci byla sestavena <a href=\"https:\/\/www.caa.go.jp\/policies\/policy\/representation\/meeting_materials\/review_meeting_005\/\" target=\"_blank\" rel=\"noreferrer noopener\">zpr\u00e1va expertn\u00edho panelu Japonsk\u00e9 agentury pro ochranu spot\u0159ebitel\u016f[ja]<\/a>, kter\u00e1 uv\u00e1d\u00ed, \u017ee je nutn\u00e9 regulovat stealth marketing podle japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed v\u00fdher.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vztah_k_cilum_zakona_o_oznacovani_vyher\"><\/span>Vztah k c\u00edl\u016fm z\u00e1kona o ozna\u010dov\u00e1n\u00ed v\u00fdher<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Japonsk\u00fd z\u00e1kon o ozna\u010dov\u00e1n\u00ed v\u00fdher m\u00e1 za c\u00edl regulovat &#8220;\u010dinnosti, kter\u00e9 by mohly br\u00e1nit svobodn\u00e9 a racion\u00e1ln\u00ed volb\u011b obecn\u00fdch spot\u0159ebitel\u016f&#8221; (\u010dl\u00e1nek 1 z\u00e1kona o ozna\u010dov\u00e1n\u00ed v\u00fdher). Pokud je rozd\u00edl mezi dojmem a vn\u00edm\u00e1n\u00edm, kter\u00e9 obecn\u00ed spot\u0159ebitel\u00e9 z\u00edskaj\u00ed z celkov\u00e9ho ozna\u010den\u00ed, a skute\u010dnost\u00ed, m\u016f\u017ee to v\u00e9st k nespr\u00e1vn\u00e9mu pochopen\u00ed, i kdy\u017e tento rozd\u00edl &#8220;nen\u00ed v\u00fdrazn\u00fd&#8221;. Aby mohli obecn\u00ed spot\u0159ebitel\u00e9 prov\u00e1d\u011bt svobodn\u00e9 a racion\u00e1ln\u00ed volby, je nezbytn\u00e9, aby ozna\u010den\u00ed bylo spr\u00e1vn\u00e9 a nevedlo k nespr\u00e1vn\u00e9mu pochopen\u00ed, tedy aby nebyl \u017e\u00e1dn\u00fd rozd\u00edl mezi ozna\u010den\u00edm a skute\u010dnost\u00ed.<\/p>\n\n\n\n<p>Je mo\u017en\u00e9 se domn\u00edvat, \u017ee skryt\u00ed skute\u010dnosti, \u017ee se jedn\u00e1 o reklamu, p\u0159esto\u017ee je to reklama, vede k nespr\u00e1vn\u00e9mu pochopen\u00ed, \u017ee se jedn\u00e1 o nez\u00e1visl\u00e9 sd\u011blen\u00ed informac\u00ed spot\u0159ebitelem, p\u0159esto\u017ee je to propagace podnikatele. Toto nespr\u00e1vn\u00e9 pochopen\u00ed m\u016f\u017ee br\u00e1nit svobodn\u00e9 a racion\u00e1ln\u00ed volb\u011b obecn\u00fdch spot\u0159ebitel\u016f p\u0159i v\u00fdb\u011bru produkt\u016f.<\/p>\n\n\n\n<p>Proto zpr\u00e1va navrhuje, \u017ee skryt\u00ed skute\u010dnosti, \u017ee se jedn\u00e1 o reklamu, p\u0159esto\u017ee je to reklama, je &#8220;\u010dinnost\u00ed, kter\u00e1 by mohla br\u00e1nit svobodn\u00e9 a racion\u00e1ln\u00ed volb\u011b obecn\u00fdch spot\u0159ebitel\u016f&#8221;, a je tedy v rozporu s c\u00edlem japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed v\u00fdher, a je t\u0159eba to regulovat podle tohoto z\u00e1kona.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zakon_regulujici_stealth_marketing\"><\/span>Z\u00e1kon reguluj\u00edc\u00ed stealth marketing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Zpr\u00e1va konkluduje, \u017ee je &#8220;nutn\u00e9 regulovat&#8221; stealth marketing, a proto\u017ee je nutn\u00e9 ho regulovat co nejd\u0159\u00edve, navrhuje se p\u0159idat do \u010dl\u00e1nku 5, odstavec 3 japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed v\u00fdher, kter\u00fd se t\u00fdk\u00e1 nespr\u00e1vn\u00e9ho ozna\u010den\u00ed, nov\u00fd obsah, kter\u00fd &#8220;je t\u011b\u017ek\u00e9 pro spot\u0159ebitele rozpoznat, \u017ee se jedn\u00e1 o ozna\u010den\u00ed podnikatele = inzerenta&#8221;, a je pova\u017eov\u00e1no za vhodn\u00e9 to nov\u011b ur\u010dit jako zak\u00e1zanou \u010dinnost.<\/p>\n\n\n\n<p>Reklama, kterou prov\u00e1d\u00ed podnikatel, mus\u00ed b\u00fdt ozna\u010dena jako &#8220;reklama&#8221;, &#8220;propagace&#8221; nebo &#8220;PR&#8221; tak, aby spot\u0159ebitel\u00e9 pochopili, \u017ee se jedn\u00e1 o reklamu, a to nejen na soci\u00e1ln\u00edch s\u00edt\u00edch, ale tak\u00e9 na internetu, v televizi, v novin\u00e1ch a v jin\u00fdch m\u00e9di\u00edch. Pokud je ozna\u010den\u00ed nejasn\u00e9, nap\u0159\u00edklad pokud je men\u0161\u00ed ne\u017e okoln\u00ed text, je to pova\u017eov\u00e1no za zak\u00e1zanou \u010dinnost. Zpr\u00e1va tak\u00e9 navrhuje p\u0159idat toto do nespr\u00e1vn\u00e9ho ozna\u010den\u00ed podle japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed v\u00fdher a stanovit, \u017ee pokud je tento z\u00e1kon poru\u0161en, inzerent se stane c\u00edlem spr\u00e1vn\u00edch sankc\u00ed.<\/p>\n\n\n\n<p>Zpr\u00e1va tak\u00e9 zmi\u0148uje ot\u00e1zky, kter\u00e9 je t\u0159eba d\u00e1le zkoumat. Stealth marketing m\u016f\u017ee b\u00fdt prov\u00e1d\u011bn hlavn\u011b prost\u0159ednictv\u00edm &#8220;zprost\u0159edkovatel\u016f&#8221;, kte\u0159\u00ed shroma\u017e\u010fuj\u00ed podvodn\u00e9 recenze, a proto\u017ee japonsk\u00fd z\u00e1kon o ozna\u010dov\u00e1n\u00ed v\u00fdher se t\u00fdk\u00e1 pouze podnikatel\u016f = inzerent\u016f, je upozorn\u011bno na to, \u017ee &#8220;regulace pouze inzerent\u016f nemus\u00ed odstranit nespr\u00e1vn\u00e9 ozna\u010den\u00ed&#8221;. Zpr\u00e1va tak\u00e9 navrhuje, \u017ee je t\u0159eba zv\u00e1\u017eit roz\u0161\u00ed\u0159en\u00ed rozsahu regulace nejen na inzerenty, ale tak\u00e9 na zprost\u0159edkovatele a influencery, a \u017ee je t\u0159eba dal\u0161\u00ed regulace, v\u010detn\u011b revize st\u00e1vaj\u00edc\u00edho japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed v\u00fdher.<\/p>\n\n\n\n<p>(Dodatek) Na z\u00e1klad\u011b t\u00e9to zpr\u00e1vy bylo rozhodnuto, \u017ee regulace stealth marketingu se od \u0159\u00edjna 2023 (rok 5 \u00e9ry Reiwa) zp\u0159\u00edsn\u00ed. Podrobnosti naleznete v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku.<\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/corporate\/stealth-marketing-regulations-r5\" target=\"_blank\" rel=\"noreferrer noopener\">Od \u0159\u00edjna 2023 (rok 5 \u00e9ry Reiwa) je povinn\u00e9 ozna\u010den\u00ed &#8216;reklama&#8217;. Vysv\u011btlen\u00ed provozn\u00edch standard\u016f pro regulaci stealth marketingu[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Shrnuti_Stealth_marketing_vyzaduje_odborne_posouzeni_konzultujte_s_pravnikem\"><\/span>Shrnut\u00ed: Stealth marketing vy\u017eaduje odborn\u00e9 posouzen\u00ed, konzultujte s pr\u00e1vn\u00edkem<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Zde jsme vysv\u011btlili probl\u00e9my se stealth marketingem, jeho vztah k japonsk\u00e9mu z\u00e1konu o ozna\u010dov\u00e1n\u00ed cen a nespravedliv\u00e9mu ozna\u010dov\u00e1n\u00ed, na z\u00e1klad\u011b zpr\u00e1vy z &#8220;Diskusn\u00edho setk\u00e1n\u00ed o stealth marketingu&#8221; japonsk\u00e9 Agentury pro spot\u0159ebitelsk\u00e9 z\u00e1le\u017eitosti.<\/p>\n\n\n\n<p>V dob\u011b psan\u00ed (duben 2023) byla 28. b\u0159ezna 2023 na z\u00e1klad\u011b t\u00e9to zpr\u00e1vy zve\u0159ejn\u011bna <a href=\"https:\/\/www.caa.go.jp\/notice\/entry\/032672\/\" target=\"_blank\" rel=\"noreferrer noopener\">&#8220;Ozna\u010den\u00ed a provozn\u00ed standardy pro &#8216;Ozna\u010den\u00ed, kter\u00e9 je pro b\u011b\u017en\u00e9 spot\u0159ebitele obt\u00ed\u017en\u00e9 rozli\u0161it jako prezentaci podnikatele'&#8221;[ja]<\/a>. Toto ozna\u010den\u00ed a provozn\u00ed standardy budou zavedeny od 1. \u0159\u00edjna 2023.<\/p>\n\n\n\n<p>Posouzen\u00ed, zda ozna\u010den\u00ed poru\u0161uje japonsk\u00fd z\u00e1kon o ozna\u010dov\u00e1n\u00ed cen, vy\u017eaduje odborn\u00e9 znalosti. Je uklid\u0148uj\u00edc\u00ed, pokud reklama podstoup\u00ed pr\u00e1vn\u00ed kontrolu pr\u00e1vn\u00edkem.<\/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 zku\u0161enou pr\u00e1vn\u00ed kancel\u00e1\u0159\u00ed specializuj\u00edc\u00ed se na IT, zejm\u00e9na na internet a pr\u00e1vo. Pos\u00edlen\u00ed pr\u00e1vn\u00edch p\u0159edpis\u016f t\u00fdkaj\u00edc\u00edch se sou\u010dasn\u00fdch syst\u00e9m\u016f vzbuzuje velk\u00fd z\u00e1jem v oblasti podnik\u00e1n\u00ed. Pokud m\u00e1te jak\u00e9koliv probl\u00e9my t\u00fdkaj\u00edc\u00ed se reklamy atd., nev\u00e1hejte se na n\u00e1s obr\u00e1tit. Podrobnosti naleznete v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku.<\/p>\n\n\n\n<p>Obory, kter\u00fdmi se zab\u00fdv\u00e1 pr\u00e1vn\u00ed kancel\u00e1\u0159 Monolith: <a href=\"https:\/\/monolith.law\/operationofmedia\" target=\"_blank\" rel=\"noreferrer noopener\">Kontrola \u010dl\u00e1nk\u016f a LP podle japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch p\u0159\u00edstroj\u00edch[ja]<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Stejn\u011b jako na SNS nebo YouTube, se \u0161\u00ed\u0159\u00ed &#8220;stema&#8221; (stealth marketing), kde se p\u0159esto\u017ee se tv\u00e1\u0159\u00ed jako p\u0159irozen\u00e9 p\u0159\u00edsp\u011bvky, ve skute\u010dnosti jde o reklamu na produkty nebo slu\u017eby podnikatel\u016f. O [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":64241,"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\/61177"}],"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=61177"}],"version-history":[{"count":2,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/61177\/revisions"}],"predecessor-version":[{"id":64242,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/61177\/revisions\/64242"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/64241"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=61177"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=61177"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=61177"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}