{"id":61441,"date":"2023-12-08T20:25:33","date_gmt":"2023-12-08T11:25:33","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=61441"},"modified":"2025-11-19T17:45:13","modified_gmt":"2025-11-19T08:45:13","slug":"stealth-marketing-delete","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/internet\/stealth-marketing-delete","title":{"rendered":"Odstran\u011bn\u00ed \u010dl\u00e1nk\u016f o stealth marketingu (stema) od jin\u00fdch spole\u010dnost\u00ed"},"content":{"rendered":"\n<p>Stealth marketing (d\u00e1le jen &#8220;stema&#8221;) je forma reklamy, kter\u00e1 je navr\u017eena tak, aby spot\u0159ebitel\u00e9 nepoznali, \u017ee se jedn\u00e1 o reklamu. Pojmenov\u00e1n\u00ed poch\u00e1z\u00ed z anglick\u00e9ho slova Stealth (skr\u00fdvat se, b\u00fdt tajn\u00fd), stejn\u011b jako stealth st\u00edha\u010dky.<\/p>\n\n\n\n<p>Stema se prov\u00e1d\u00ed na Amazon z\u00e1kaznick\u00fdch recenz\u00edch, jin\u00fdch recenzn\u00edch str\u00e1nk\u00e1ch, blogy nebo affiliate str\u00e1nk\u00e1ch, kde se p\u0159edst\u00edr\u00e1 nestrann\u00e9 hodnocen\u00ed nebo n\u00e1zory obecn\u00e9 ve\u0159ejnosti bez z\u00e1jmu o dan\u00fd produkt. Je to metoda, kterou pou\u017e\u00edvaj\u00ed lid\u00e9 nebo firmy s z\u00e1jmem o zv\u00fd\u0161en\u00ed hodnocen\u00ed produktu, a proto\u017ee se jedn\u00e1 o &#8220;manipulaci&#8221; nebo &#8220;fale\u0161n\u00e9 recenze&#8221;, je to pova\u017eov\u00e1no za nemor\u00e1ln\u00ed. Pokud je to odhaleno, st\u00e1v\u00e1 se ter\u010dem kritiky a \u010dasto vede k &#8220;ho\u0159en\u00ed&#8221; na internetu.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_53 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/monolith.law\/cs\/internet\/stealth-marketing-delete\/#Dve_bezne_metody_Stem\" title=\"Dv\u011b b\u011b\u017en\u00e9 metody Stem\">Dv\u011b b\u011b\u017en\u00e9 metody Stem<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/monolith.law\/cs\/internet\/stealth-marketing-delete\/#Pripad_Penny_Aukce\" title=\"P\u0159\u00edpad Penny Aukce\">P\u0159\u00edpad Penny Aukce<\/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\/internet\/stealth-marketing-delete\/#Pripad_Rakuten_Market\" title=\"P\u0159\u00edpad Rakuten Market\">P\u0159\u00edpad Rakuten Market<\/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\/internet\/stealth-marketing-delete\/#Je_stemovani_v_rozporu_s_japonskym_zakonem_o_oznacovani_cen\" title=\"Je stemov\u00e1n\u00ed v rozporu s japonsk\u00fdm z\u00e1konem o ozna\u010dov\u00e1n\u00ed cen?\">Je stemov\u00e1n\u00ed v rozporu s japonsk\u00fdm z\u00e1konem o ozna\u010dov\u00e1n\u00ed cen?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/monolith.law\/cs\/internet\/stealth-marketing-delete\/#Dva_typy_skod_zpusobenych_stemou_od_konkurencnich_spolecnosti\" title=\"Dva typy \u0161kod zp\u016fsoben\u00fdch stemou od konkuren\u010dn\u00edch spole\u010dnost\u00ed\">Dva typy \u0161kod zp\u016fsoben\u00fdch stemou od konkuren\u010dn\u00edch spole\u010dnost\u00ed<\/a><\/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\/internet\/stealth-marketing-delete\/#Prime_skody_zpusobene_zapojenim_do_stealth_marketingu_a_dehonestaci_produktu\" title=\"P\u0159\u00edm\u00e9 \u0161kody zp\u016fsoben\u00e9 zapojen\u00edm do stealth marketingu a dehonestac\u00ed produkt\u016f\">P\u0159\u00edm\u00e9 \u0161kody zp\u016fsoben\u00e9 zapojen\u00edm do stealth marketingu a dehonestac\u00ed produkt\u016f<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dve_bezne_metody_Stem\"><\/span>Dv\u011b b\u011b\u017en\u00e9 metody Stem<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Existuj\u00ed dva vzorce pro metody Stem. <\/p>\n\n\n\n<ol>\n<li>&#8220;Maskovac\u00ed typ&#8221;, kde podnikatel s\u00e1m zve\u0159ej\u0148uje na str\u00e1nk\u00e1ch s recenzemi, ale vytv\u00e1\u0159\u00ed dojem, \u017ee to bylo zve\u0159ejn\u011bno t\u0159et\u00ed stranou<\/li>\n\n\n\n<li>&#8220;Typ skryt\u00e9ho poskytov\u00e1n\u00ed zisku&#8221;, kde podnikatel poskytuje t\u0159et\u00ed stran\u011b pen\u011b\u017en\u00ed nebo jin\u00e9 ekonomick\u00e9 v\u00fdhody a zobrazuje je, ani\u017e by tuto skute\u010dnost v\u00fdslovn\u011b uvedl<\/li>\n<\/ol>\n\n\n\n<p>Japonsk\u00e1 agentura pro ochranu spot\u0159ebitel\u016f uvedla p\u0159\u00edklady probl\u00e9m\u016f podle z\u00e1kona o zobrazov\u00e1n\u00ed cen v dokumentu &#8220;Probl\u00e9my a upozorn\u011bn\u00ed t\u00fdkaj\u00edc\u00ed se zobrazen\u00ed reklamy v internetov\u00fdch spot\u0159ebitelsk\u00fdch transakc\u00edch&#8221; ze dne 28. \u0159\u00edjna 2011 (Heisei 23).<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>Podnikatel provozuj\u00edc\u00ed obchod nab\u00edzej\u00edc\u00ed zbo\u017e\u00ed nebo slu\u017eby po\u017e\u00e1d\u00e1 podnikatele, kter\u00fd prov\u00e1d\u00ed recenze, aby napsal mnoho recenz\u00ed v sekci s informacemi o recenz\u00edch na str\u00e1nce t\u00fdkaj\u00edc\u00ed se zbo\u017e\u00ed nebo slu\u017eeb, kter\u00e9 poskytuje, a zm\u011bnil hodnocen\u00ed na str\u00e1nce s recenzemi, i kdy\u017e p\u016fvodn\u011b nebylo mnoho pozitivn\u00edch hodnocen\u00ed produktu nebo slu\u017eby na str\u00e1nce s recenzemi, a zobrazuje to tak, jako by zbo\u017e\u00ed nebo slu\u017eby, kter\u00e9 poskytuje, obdr\u017eely mnoho pozitivn\u00edch hodnocen\u00ed od b\u011b\u017en\u00fdch spot\u0159ebitel\u016f.<\/p>\n<cite>Probl\u00e9my a upozorn\u011bn\u00ed t\u00fdkaj\u00edc\u00ed se zobrazen\u00ed reklamy v internetov\u00fdch spot\u0159ebitelsk\u00fdch transakc\u00edch podle z\u00e1kona o zobrazov\u00e1n\u00ed cen<\/cite><\/blockquote>\n\n\n\n<p>To odpov\u00edd\u00e1 v\u00fd\u0161e uveden\u00e9mu &#8220;maskovac\u00edmu typu&#8221;. <\/p>\n\n\n\n<p>D\u00e1le byl 9. kv\u011btna 2012 (Heisei 24) \u010d\u00e1ste\u010dn\u011b revidov\u00e1n dokument &#8220;Probl\u00e9my a upozorn\u011bn\u00ed t\u00fdkaj\u00edc\u00ed se zobrazen\u00ed reklamy v internetov\u00fdch spot\u0159ebitelsk\u00fdch transakc\u00edch&#8221; a uvedeno, \u017ee i Stem typu &#8220;skryt\u00e9ho poskytov\u00e1n\u00ed zisku&#8221; m\u016f\u017ee b\u00fdt probl\u00e9mem jako nespravedliv\u00e9 zobrazen\u00ed podle z\u00e1kona o zobrazov\u00e1n\u00ed cen.<\/p>\n\n\n\n<p>Av\u0161ak p\u0159\u00edpady Stem se st\u00e1le objevuj\u00ed. <\/p>\n\n\n\n<p>Pod\u00edvejme se na n\u011bkolik p\u0159\u00edpad\u016f Stem, kter\u00e9 v minulosti zp\u016fsobily probl\u00e9my v Japonsku. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pripad_Penny_Aukce\"><\/span>P\u0159\u00edpad Penny Aukce<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>V prosinci 2012 (Heisei 24) byly \u010dty\u0159i osoby z provozovatelsk\u00e9 spole\u010dnosti seznamovac\u00edch web\u016f zat\u010deny na z\u00e1klad\u011b obvin\u011bn\u00ed z podvodu, kdy\u017e \u00fadajn\u011b podvedly u\u017eivatele o poplatky na str\u00e1nce Penny Aukce &#8220;World Auction&#8221;.<\/p>\n\n\n\n<p>Jedn\u00e1 se o zn\u00e1m\u00fd p\u0159\u00edpad Penny Aukce, kter\u00fd p\u0159inesl do \u0161ir\u0161\u00edho pov\u011bdom\u00ed term\u00edn &#8220;stealth marketing&#8221; (v Japonsku zn\u00e1m\u00fd jako &#8220;stema&#8221;). &#8220;Stema&#8221; se dokonce dostal mezi kandid\u00e1ty na slovo roku.<\/p>\n\n\n\n<p>Na n\u011bkolika str\u00e1nk\u00e1ch Penny Aukce, kter\u00e9 provozovaly zat\u010den\u00e9 osoby, za\u010d\u00ednaly aukce i na drah\u00e9 p\u0159edm\u011bty od nuly nebo za n\u00edzkou cenu, p\u0159i\u010dem\u017e cena se zvy\u0161ovala o jednotky od 1 do 15 jen\u016f. Ka\u017ed\u00e1 nab\u00eddka znamenala n\u00e1klady v \u0159\u00e1du des\u00edtek jen\u016f v p\u0159edem zaplacen\u00e9 virtu\u00e1ln\u00ed m\u011bn\u011b pro provozovatele str\u00e1nky a po vydra\u017een\u00ed byla z\u00e1kladn\u00edm syst\u00e9mem zaplacen\u00ed vydra\u017een\u00e9 \u010d\u00e1stky v t\u00e9to virtu\u00e1ln\u00ed m\u011bn\u011b.<\/p>\n\n\n\n<p>Av\u0161ak, provozovatel\u00e9 str\u00e1nek nastavili syst\u00e9m tak, \u017ee pomoc\u00ed BOTu a fiktivn\u00edch \u010dlen\u016f automaticky nab\u00edzeli, dokud cena nedos\u00e1hla 10 milion\u016f jen\u016f, a tak se struktura str\u00e1nky stala takovou, \u017ee \u010d\u00edm v\u00edce nab\u00eddek bylo u\u010din\u011bno, t\u00edm v\u00edce pen\u011bz \u0161lo provozovatel\u016fm str\u00e1nky. N\u011bkter\u00e9 levn\u00e9 produkty byly v\u00fdjime\u010dn\u011b k dispozici za n\u00edzkou cenu jako n\u00e1vnada, ale takov\u00e9 p\u0159\u00edpady tvo\u0159ily pouze asi 1% v\u0161ech nab\u00eddek. Anal\u00fdza materi\u00e1l\u016f z\u00edskan\u00fdch p\u0159i domovn\u00ed prohl\u00eddce tak\u00e9 odhalila, \u017ee nebyly nalezeny \u017e\u00e1dn\u00e9 stopy po n\u00e1kupu dra\u017een\u00fdch v\u00fdrobk\u016f a \u017ee provozovatel\u00e9 str\u00e1nky nem\u011bli v \u00famyslu p\u0159edat v\u00fdrobky nab\u00edzej\u00edc\u00edm.<\/p>\n\n\n\n<p>Bylo odhaleno, \u017ee tato spole\u010dnost si najala PR za 300 000 jen\u016f m\u011bs\u00ed\u010dn\u011b a na sv\u00e9m blogu zve\u0159ej\u0148ovala fale\u0161n\u00e9 reklamn\u00ed \u010dl\u00e1nky, jako nap\u0159\u00edklad &#8220;Z\u00edskal jsem tak drah\u00fd v\u00fdrobek za tak n\u00edzkou cenu!&#8221;. Jm\u00e9na n\u011bkolika celebrit byla zve\u0159ejn\u011bna a n\u011bkter\u00e9 z nich byly vyslechnuty za poru\u0161en\u00ed z\u00e1kona o drobn\u00fdch trestn\u00fdch \u010dinech. N\u011bkte\u0159\u00ed z nich nev\u011bd\u011bli, \u017ee se jedn\u00e1 o podvod, a po tomto incidentu se ji\u017e neobjevili v m\u00e9di\u00edch.<\/p>\n\n\n\n<p>Toto jedn\u00e1n\u00ed je klasifikov\u00e1no jako &#8220;stealth marketing&#8221; typu &#8220;skryt\u00e9 poskytov\u00e1n\u00ed zisku&#8221;.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pripad_Rakuten_Market\"><\/span>P\u0159\u00edpad Rakuten Market<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>V b\u0159eznu 2015 (Gregori\u00e1nsk\u00fd kalend\u00e1\u0159) bylo odhaleno, \u017ee na Rakuten Marketu do\u0161lo k rozs\u00e1hl\u00e9mu podvodu, kdy byly vytv\u00e1\u0159eny fiktivn\u00ed objedn\u00e1vky a l\u017eiv\u00e9 recenze. Rakuten tvrdil, \u017ee &#8220;tato nekal\u00e1 \u010dinnost naru\u0161ila spravedliv\u00e9 poskytov\u00e1n\u00ed slu\u017eeb&#8221; a podal \u017ealobu na syst\u00e9movou spole\u010dnost v \u00d3sace, kter\u00e1 toto zorganizovala, u \u00d3sack\u00e9ho okresn\u00edho soudu, po\u017eaduj\u00edc\u00ed od\u0161kodn\u011bn\u00ed ve v\u00fd\u0161i p\u0159ibli\u017en\u011b 198 milion\u016f jen\u016f.<\/p>\n\n\n\n<p>Rakuten nab\u00edz\u00ed &#8220;Recenze v\u0161ech&#8221; na &#8220;Rakuten Marketu&#8221;, kde mohou z\u00e1kazn\u00edci, kte\u0159\u00ed nakoupili zbo\u017e\u00ed, hodnotit produkty na p\u011btistup\u0148ov\u00e9 \u0161k\u00e1le a zve\u0159ej\u0148ovat koment\u00e1\u0159e. Tak\u00e9 zobrazuje nejprod\u00e1van\u011bj\u0161\u00ed produkty v \u017eeb\u0159\u00ed\u010dku, co\u017e je jedn\u00edm z krit\u00e9ri\u00ed, kter\u00e9 z\u00e1kazn\u00edci pou\u017e\u00edvaj\u00ed p\u0159i rozhodov\u00e1n\u00ed o n\u00e1kupu.<\/p>\n\n\n\n<p>Tato syst\u00e9mov\u00e1 spole\u010dnost p\u0159ijala po\u017eadavky od 121 obchod\u016f, kter\u00e9 cht\u011bly b\u00fdt zobrazeny na vrcholu \u017eeb\u0159\u00ed\u010dku, a uzav\u0159ela smlouvu o zve\u0159ej\u0148ov\u00e1n\u00ed 150 pozitivn\u00edch hodnocen\u00ed m\u011bs\u00ed\u010dn\u011b za m\u011bs\u00ed\u010dn\u00ed poplatek 80 000 jen\u016f. Tato spole\u010dnost opakovan\u011b vytv\u00e1\u0159ela fiktivn\u00ed objedn\u00e1vky a fale\u0161n\u00e9 recenze, a to a\u017e v po\u010dtu 114 327 p\u0159\u00edpad\u016f, kter\u00e9 byly prok\u00e1z\u00e1ny. Jedn\u00e1 se o &#8220;podvod typu p\u0159estrojen\u00ed&#8221;. Smluvn\u00ed prodejci vytv\u00e1\u0159eli mnoho pozitivn\u00edch recenz\u00ed chv\u00e1l\u00edc\u00edch jejich produkty, \u010d\u00edm\u017e je posunuli na vrchol \u017eeb\u0159\u00ed\u010dku a zv\u00fd\u0161ili jejich prodej. Toto je taktika vyu\u017e\u00edvaj\u00edc\u00ed spot\u0159ebitelskou psychologii, kter\u00e1 m\u00e1 tendenci vyb\u00edrat produkty s mnoha recenzemi jako popul\u00e1rn\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Je_stemovani_v_rozporu_s_japonskym_zakonem_o_oznacovani_cen\"><\/span>Je stemov\u00e1n\u00ed v rozporu s japonsk\u00fdm z\u00e1konem o ozna\u010dov\u00e1n\u00ed cen?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"735\" height=\"490\" src=\"https:\/\/monolith.law\/cs\/wp-content\/uploads\/sites\/34\/2025\/11\/stealth-marketing-delete-2.jpg\" alt=\"\" class=\"wp-image-66990\" style=\"aspect-ratio:1.5;width:840px;height:auto\" srcset=\"https:\/\/monolith.law\/cs\/wp-content\/uploads\/sites\/34\/2025\/11\/stealth-marketing-delete-2.jpg 735w, https:\/\/monolith.law\/cs\/wp-content\/uploads\/sites\/34\/2025\/11\/stealth-marketing-delete-2-300x200.jpg 300w, https:\/\/monolith.law\/cs\/wp-content\/uploads\/sites\/34\/2025\/11\/stealth-marketing-delete-2-250x167.jpg 250w\" sizes=\"(max-width: 735px) 100vw, 735px\" \/><figcaption class=\"wp-element-caption\">Jak\u00e9 jsou pravidla podle japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen?<\/figcaption><\/figure>\n\n\n\n<p>Japonsk\u00fd z\u00e1kon o ozna\u010dov\u00e1n\u00ed cen stanovuje pravidla pro reklamu a propagaci produkt\u016f a slu\u017eeb podniky, aby se zabr\u00e1nilo nespr\u00e1vn\u00e9mu rozhodov\u00e1n\u00ed kupuj\u00edc\u00edch.<\/p>\n\n\n\n<p>Podle \u010dl\u00e1nku 5 odstavce 1 tohoto japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen je zak\u00e1z\u00e1no:<\/p>\n\n\n\n<ol>\n<li>Ud\u011blat prohl\u00e1\u0161en\u00ed, kter\u00e9 nazna\u010duje, \u017ee produkt je v\u00fdrazn\u011b lep\u0161\u00ed ne\u017e ve skute\u010dnosti<\/li>\n\n\n\n<li>Ud\u011blat prohl\u00e1\u0161en\u00ed, kter\u00e9 nespr\u00e1vn\u011b nazna\u010duje, \u017ee produkt je v\u00fdrazn\u011b lep\u0161\u00ed ne\u017e produkty konkuren\u010dn\u00edch podnik\u016f<\/li>\n<\/ol>\n\n\n\n<p>Tato prohl\u00e1\u0161en\u00ed jsou zak\u00e1z\u00e1na, pokud by mohla nespravedliv\u011b p\u0159itahovat z\u00e1kazn\u00edky a br\u00e1nit jim v autonomn\u00edm a racion\u00e1ln\u00edm rozhodov\u00e1n\u00ed. Toto se naz\u00fdv\u00e1 &#8220;z\u00e1kaz klamav\u00e9ho ozna\u010dov\u00e1n\u00ed kvality&#8221;.<\/p>\n\n\n\n<p>D\u00e1le, podle \u010dl\u00e1nku 5 odstavce 2 je zak\u00e1z\u00e1no:<\/p>\n\n\n\n<p>Ud\u011blat prohl\u00e1\u0161en\u00ed, kter\u00e9 by mohlo v\u00e9st spot\u0159ebitele k nespr\u00e1vn\u00e9mu p\u0159edpokladu, \u017ee produkt je v\u00fdrazn\u011b v\u00fdhodn\u011bj\u0161\u00ed pro n\u011b ne\u017e skute\u010dn\u00fd produkt nebo produkty nebo slu\u017eby podobn\u00e9ho druhu poskytovan\u00e9 jin\u00fdmi podniky<\/p>\n\n\n\n<p>Tato prohl\u00e1\u0161en\u00ed jsou zak\u00e1z\u00e1na, pokud by mohla nespravedliv\u011b p\u0159itahovat z\u00e1kazn\u00edky a br\u00e1nit jim v autonomn\u00edm a racion\u00e1ln\u00edm rozhodov\u00e1n\u00ed. Toto se naz\u00fdv\u00e1 &#8220;z\u00e1kaz klamav\u00e9ho ozna\u010dov\u00e1n\u00ed v\u00fdhod&#8221;.<\/p>\n\n\n\n<p>Ob\u010das se \u0159\u00edk\u00e1, \u017ee stemov\u00e1n\u00ed by mohlo poru\u0161ovat tento \u010dl\u00e1nek 5, ale to, co je zak\u00e1z\u00e1no, jsou pouze &#8220;prohl\u00e1\u0161en\u00ed nazna\u010duj\u00edc\u00ed v\u00fdraznou kvalitu&#8221; a &#8220;prohl\u00e1\u0161en\u00ed, kter\u00e9 by mohlo v\u00e9st spot\u0159ebitele k nespr\u00e1vn\u00e9mu p\u0159edpokladu, \u017ee je v\u00fdrazn\u011b v\u00fdhodn\u011bj\u0161\u00ed&#8221;. Pokud jde o b\u011b\u017enou reklamu, nen\u00ed to probl\u00e9m podle japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen. Reklama a propagace jsou v podstat\u011b &#8220;prohl\u00e1\u0161en\u00ed nazna\u010duj\u00edc\u00ed kvalitu&#8221; a &#8220;prohl\u00e1\u0161en\u00ed ukazuj\u00edc\u00ed v\u00fdhody&#8221; pro spot\u0159ebitele.<\/p>\n\n\n\n<p>Proto neexistuje \u017e\u00e1dn\u00fd z\u00e1kon, kter\u00fd by obecn\u011b zakazoval stemov\u00e1n\u00ed. M\u016f\u017ee se \u0159\u00edci, \u017ee &#8220;p\u0159ehnan\u00e9 stemov\u00e1n\u00ed m\u016f\u017ee b\u00fdt neleg\u00e1ln\u00ed, stejn\u011b jako p\u0159ehnan\u00e1 reklama&#8221;.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dva_typy_skod_zpusobenych_stemou_od_konkurencnich_spolecnosti\"><\/span>Dva typy \u0161kod zp\u016fsoben\u00fdch stemou od konkuren\u010dn\u00edch spole\u010dnost\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Kdy\u017e konkuren\u010dn\u00ed spole\u010dnosti prov\u00e1d\u011bj\u00ed stemu, prim\u00e1rn\u00ed \u0161koda, kter\u00e1 vznik\u00e1, je zv\u00fd\u0161en\u00ed jejich prodeje na \u00fakor va\u0161eho trhu d\u00edky metod\u00e1m stemy, co\u017e vede k poklesu va\u0161eho prodeje. Nap\u0159\u00edklad, pokud konkuren\u010dn\u00ed spole\u010dnost prov\u00e1d\u00ed stemu v recenz\u00edch z\u00e1kazn\u00edk\u016f na Amazonu a p\u0159edst\u00edr\u00e1, \u017ee je popul\u00e1rn\u00ed produkt, m\u016f\u017ee to v\u00e9st k poklesu prodeje va\u0161eho produktu. Pokud by bylo mo\u017en\u00e9 zastavit stemu prov\u00e1d\u011bnou konkuren\u010dn\u00edmi spole\u010dnostmi, mohlo by se tomuto poklesu prodeje zabr\u00e1nit. Nicm\u00e9n\u011b, odstran\u011bn\u00ed stemy prov\u00e1d\u011bn\u00e9 konkuren\u010dn\u00edmi spole\u010dnostmi je obt\u00ed\u017en\u00e9.<\/p>\n\n\n\n<p>Obecn\u011b plat\u00ed, \u017ee pokud chcete odstranit \u010dl\u00e1nek na internetu pr\u00e1vn\u00edmi prost\u0159edky, budete muset po\u017e\u00e1dat o &#8220;opat\u0159en\u00ed k zabr\u00e1n\u011bn\u00ed odesl\u00e1n\u00ed&#8221;, tvrd\u00edc, \u017ee &#8220;m\u016fj pr\u00e1vn\u00ed status je naru\u0161en t\u00edmto \u010dl\u00e1nkem, pros\u00edm, odstra\u0148te ho&#8221;. Nicm\u00e9n\u011b, stema konkuren\u010dn\u00edch spole\u010dnost\u00ed neporu\u0161uje p\u0159\u00edmo pr\u00e1va va\u0161\u00ed spole\u010dnosti. Nav\u00edc, japonsk\u00fd z\u00e1kon o ozna\u010dov\u00e1n\u00ed cen (Premium Labeling Law) obecn\u011b neuzn\u00e1v\u00e1 pr\u00e1va spot\u0159ebitel\u016f, tak\u017ee nem\u016f\u017eete po\u017eadovat, &#8220;Jsem spot\u0159ebitel a moje pr\u00e1va podle z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen jsou naru\u0161ena t\u00edmto stemou, pros\u00edm, odstra\u0148te tento \u010dl\u00e1nek&#8221;. To je pr\u00e1vn\u011b trochu slo\u017eit\u00e9&#8230;<\/p>\n\n\n\n<p>Av\u0161ak, i kdy\u017e to nen\u00ed pr\u00e1vn\u00ed po\u017eadavek, v p\u0159\u00edpad\u011b poru\u0161en\u00ed podm\u00ednek pou\u017eit\u00ed m\u016f\u017ee b\u00fdt uzn\u00e1n. Nap\u0159\u00edklad, podm\u00ednky pou\u017eit\u00ed &#8220;NAVER Matome&#8221; uv\u00e1d\u011bj\u00ed n\u00e1sleduj\u00edc\u00ed:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u010cl\u00e1nek 3 (Z\u00e1kazan\u00e9 \u010dinnosti)<\/p>\n\n\n\n<p>U\u017eivatel nesm\u00ed p\u0159i pou\u017e\u00edv\u00e1n\u00ed t\u00e9to slu\u017eby prov\u00e1d\u011bt n\u00e1sleduj\u00edc\u00ed \u010dinnosti a zaru\u010duje, \u017ee tak neu\u010din\u00ed.<\/p>\n\n\n\n<p> (1) Jedn\u00e1n\u00ed, kter\u00e9 je v rozporu se z\u00e1kony, rozhodnut\u00edmi soud\u016f, rozhodnut\u00edmi nebo p\u0159\u00edkazy, nebo administrativn\u00edmi opat\u0159en\u00edmi s pr\u00e1vn\u00ed z\u00e1vaznost\u00ed. <\/p>\n\n\n\n<p> (vynech\u00e1no) <\/p>\n\n\n\n<p> \u010cl\u00e1nek 4 (Zach\u00e1zen\u00ed s obsahem) <\/p>\n\n\n\n<p> Spole\u010dnost m\u016f\u017ee, pokud u\u017eivatel poru\u0161\u00ed z\u00e1kony nebo tato pravidla v souvislosti s odeslan\u00fdm obsahem, nebo pokud spole\u010dnost uzn\u00e1, \u017ee existuje riziko poru\u0161en\u00ed, bez p\u0159edchoz\u00edho upozorn\u011bn\u00ed u\u017eivatele odstranit odeslan\u00fd obsah ze serveru spravovan\u00e9ho spole\u010dnost\u00ed nebo jin\u00fdmi zp\u016fsoby zabr\u00e1nit pou\u017eit\u00ed t\u00e9to slu\u017eby nebo odeslan\u00e9ho obsahu. Proto se u\u017eivatel\u016fm doporu\u010duje vytv\u00e1\u0159et z\u00e1lohy odeslan\u00e9ho obsahu. <\/p>\n<\/blockquote>\n\n\n\n<p>Jin\u00fdmi slovy, stema, kter\u00e1 poru\u0161uje japonsk\u00fd z\u00e1kon o ozna\u010dov\u00e1n\u00ed cen, je zak\u00e1z\u00e1na podle podm\u00ednek pou\u017eit\u00ed &#8220;NAVER Matome&#8221; jako jedn\u00e1n\u00ed v rozporu se z\u00e1kony. Podle t\u011bchto podm\u00ednek m\u016f\u017ee provozovatel odstranit p\u0159\u00edsp\u011bvky, kter\u00e9 poru\u0161uj\u00ed z\u00e1kony nebo kter\u00e9 mohou poru\u0161ovat z\u00e1kony. Proto je mo\u017en\u00e9 podat hl\u00e1\u0161en\u00ed provozovateli &#8220;NAVER Matome&#8221;, \u017ee konkuren\u010dn\u00ed spole\u010dnost prov\u00e1d\u00ed stemu a \u017ee by m\u011bla b\u00fdt odstran\u011bna v souladu s podm\u00ednkami pou\u017eit\u00ed.<\/p>\n\n\n\n<p>Podobn\u011b, na Amazonu a na jin\u00fdch diskusn\u00edch f\u00f3rech a webov\u00fdch str\u00e1nk\u00e1ch je \u010dasto zak\u00e1z\u00e1no &#8220;publikovat p\u0159\u00edsp\u011bvky, kter\u00e9 poru\u0161uj\u00ed z\u00e1kony&#8221;.<\/p>\n\n\n\n<p><a href=\"https:\/\/monolith.law\/reputation\/amazon-customers-reviews\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/monolith.law\/reputation\/amazon-customers-reviews[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Prime_skody_zpusobene_zapojenim_do_stealth_marketingu_a_dehonestaci_produktu\"><\/span>P\u0159\u00edm\u00e9 \u0161kody zp\u016fsoben\u00e9 zapojen\u00edm do stealth marketingu a dehonestac\u00ed produkt\u016f<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Existuje je\u0161t\u011b jeden typ \u0161kody zp\u016fsoben\u00fd stealth marketingem konkuren\u010dn\u00edch spole\u010dnost\u00ed.<\/p>\n\n\n\n<p>To je proto, \u017ee konkuren\u010dn\u00ed spole\u010dnosti mohou pou\u017e\u00edvat taktiku dehonestace sv\u00fdch konkuren\u010dn\u00edch produkt\u016f, aby propagovaly sv\u00e9 vlastn\u00ed produkty pomoc\u00ed stealth marketingu.<\/p>\n\n\n\n<p>Nap\u0159\u00edklad, affiliate webov\u00e1 str\u00e1nka m\u016f\u017ee na \u017e\u00e1dost spole\u010dnosti A propagovat zvlh\u010dova\u010d spole\u010dnosti A t\u00edm, \u017ee uv\u00e1d\u00ed nedostatky zvlh\u010dova\u010de spole\u010dnosti B, jako je &#8220;n\u00edzk\u00e1 schopnost odstra\u0148ov\u00e1n\u00ed pach\u016f a sb\u011bru prachu&#8221;, &#8220;nepom\u00e1h\u00e1 proti sv\u011bd\u011bn\u00ed nosu zp\u016fsoben\u00e9mu pyl\u016fm&#8221;, &#8220;doch\u00e1z\u00ed k \u00faniku vody&#8221;, atd., a doporu\u010duje n\u00e1kup produktu spole\u010dnosti A. Pokud je \u0159e\u010deno, \u017ee &#8220;efekt nen\u00ed tak siln\u00fd, jak se o\u010dek\u00e1valo&#8221;, pro spole\u010dnost B to p\u0159edstavuje p\u0159\u00edmou \u0161kodu na prodeji, kter\u00e1 p\u0159esahuje jednoduch\u00fd fakt, \u017ee &#8220;produkty spole\u010dnosti A se prod\u00e1vaj\u00ed na trhu, co\u017e zt\u011b\u017euje prodej na\u0161ich vlastn\u00edch produkt\u016f&#8221;.<\/p>\n\n\n\n<p>Jak by m\u011bla spole\u010dnost B reagovat v takov\u00e9 situaci?<\/p>\n\n\n\n<p>Toto je probl\u00e9m, kter\u00fd je spole\u010dn\u00fd i pro negativn\u00ed kampan\u011b. Pokud jsou va\u0161e vlastn\u00ed produkty um\u00edst\u011bny na n\u00edzk\u00e9 pozici na str\u00e1nk\u00e1ch s hodnocen\u00edm, m\u016f\u017ee to tak\u00e9 v\u00e9st k podobn\u00fdm p\u0159\u00edm\u00fdm \u0161kod\u00e1m. Je obt\u00ed\u017en\u00e9 a nep\u0159\u00edjemn\u00e9 b\u00fdt zapojen do strategie, kter\u00e1 znev\u00fdhod\u0148uje druh\u00e9 a zvy\u0161uje vlastn\u00ed hodnocen\u00ed.<\/p>\n\n\n\n<p>V takov\u00fdch p\u0159\u00edpadech je mo\u017en\u00e9, \u017ee m\u00edsto samotn\u00e9ho &#8220;stealth marketingu&#8221; m\u016f\u017ee b\u00fdt probl\u00e9m v tom, \u017ee va\u0161e vlastn\u00ed produkty jsou nespravedliv\u011b dehonestov\u00e1ny, a m\u016f\u017ee b\u00fdt mo\u017en\u00e9 po\u017eadovat odstran\u011bn\u00ed \u010dl\u00e1nku z d\u016fvodu po\u0161kozen\u00ed dobr\u00e9 pov\u011bsti. Nicm\u00e9n\u011b, proto\u017ee se to trochu li\u0161\u00ed od typick\u00fdch p\u0159\u00edpad\u016f po\u0161kozen\u00ed dobr\u00e9 pov\u011bsti, m\u016f\u017ee b\u00fdt obt\u00ed\u017en\u00e9 se s t\u00edm vypo\u0159\u00e1dat, pokud nem\u00e1te bohat\u00e9 zku\u0161enosti s po\u017eadavky na odstran\u011bn\u00ed \u010dl\u00e1nk\u016f a mnoha p\u0159\u00edpady po\u0161kozen\u00ed dobr\u00e9 pov\u011bsti.<\/p>\n\n\n\n<p>Co se t\u00fd\u010de reakce na situace, kdy jsou va\u0161e vlastn\u00ed produkty nespravedliv\u011b dehonestov\u00e1ny na str\u00e1nk\u00e1ch s hodnocen\u00edm vytvo\u0159en\u00fdch jinou spole\u010dnost\u00ed, podrobn\u011b to vysv\u011btlujeme v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku.<\/p>\n\n\n\n<p><a href=\"https:\/\/monolith.law\/reputation\/self-made-rankingsite\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/monolith.law\/reputation\/self-made-rankingsite[ja]<\/a><\/p>\n\n\n\n<p> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Stealth marketing (d\u00e1le jen &#8220;stema&#8221;) je forma reklamy, kter\u00e1 je navr\u017eena tak, aby spot\u0159ebitel\u00e9 nepoznali, \u017ee se jedn\u00e1 o reklamu. Pojmenov\u00e1n\u00ed poch\u00e1z\u00ed z anglick\u00e9ho slova Stealth (skr\u00fdvat se, [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":66989,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[21,41],"acf":[],"_links":{"self":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/61441"}],"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=61441"}],"version-history":[{"count":3,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/61441\/revisions"}],"predecessor-version":[{"id":66991,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/61441\/revisions\/66991"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/66989"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=61441"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=61441"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=61441"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}