{"id":61462,"date":"2023-12-08T20:25:34","date_gmt":"2023-12-08T11:25:34","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=61462"},"modified":"2025-12-04T17:46:23","modified_gmt":"2025-12-04T08:46:23","slug":"defamation-dueto-stealthmarketing","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/internet\/defamation-dueto-stealthmarketing","title":{"rendered":"Je mo\u017en\u00e9 odstranit n\u00e1pis 'Stema - Samo\u00fa\u010dinkov\u00e1n\u00ed' pro pomluvu?"},"content":{"rendered":"\n<p>Pro firmy je velk\u00fdm m\u00ednusem, pokud se na anonymn\u00edch diskusn\u00edch f\u00f3rech jako 2chan nebo 5chan, v historick\u00fdch z\u00e1znamech nebo aktu\u00e1ln\u00edch vl\u00e1knech, na recenzn\u00edch str\u00e1nk\u00e1ch jako Yahoo! Chiebukuro nebo Amazon Customer Reviews, objev\u00ed n\u00e1zory, \u017ee jejich spole\u010dnost prov\u00e1d\u00ed &#8220;stema&#8221; (stealth marketing) nebo &#8220;sebevlastn\u00ed hodnocen\u00ed&#8221;. V dne\u0161n\u00ed dob\u011b je b\u011b\u017en\u00e9, \u017ee spot\u0159ebitel\u00e9 vyhled\u00e1vaj\u00ed n\u00e1zev produktu, kter\u00fd cht\u011bj\u00ed koupit, nebo n\u00e1zev firmy, kter\u00e1 ho prod\u00e1v\u00e1, v internetov\u00e9m vyhled\u00e1va\u010di p\u0159ed n\u00e1kupem. Pokud se v t\u011bchto v\u00fdsledc\u00edch objev\u00ed n\u00e1zory, \u017ee firma zvy\u0161uje sv\u00e9 prodeje pomoc\u00ed stematu, stealth marketingu nebo sebevlastn\u00edho hodnocen\u00ed, m\u016f\u017ee to z\u00e1kazn\u00edky odradit od n\u00e1kupu. Stejn\u011b tak, pokud se objev\u00ed podez\u0159en\u00ed na stemu, stealth marketing nebo sebevlastn\u00ed hodnocen\u00ed u firmy, u kter\u00e9 se uchaze\u010di o pr\u00e1ci cht\u011bj\u00ed p\u0159ihl\u00e1sit, m\u016f\u017ee to v\u00e9st k v\u00e1h\u00e1n\u00ed p\u0159i pod\u00e1v\u00e1n\u00ed \u017e\u00e1dosti o pr\u00e1ci.<\/p>\n\n\n\n<p>Je mo\u017en\u00e9 odstranit tvrzen\u00ed jako &#8220;prov\u00e1d\u00edme stemu&#8221;, &#8220;prov\u00e1d\u00edme stealth marketing&#8221; nebo &#8220;d\u011bl\u00e1me sebevlastn\u00ed hodnocen\u00ed&#8221;?<\/p>\n\n\n\n<p>Na podobn\u00e9 t\u00e9ma, konkr\u00e9tn\u011b zda je mo\u017en\u00e9 odstranit \u010dl\u00e1nky nebo str\u00e1nky stematu od jin\u00fdch spole\u010dnost\u00ed, kter\u00e9 zjevn\u011b pou\u017e\u00edvaj\u00ed metody stematu, se podrobn\u011bji zam\u011b\u0159ujeme v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku.<\/p>\n\n\n\n<p><a href=\"https:\/\/monolith.law\/reputation\/stealth-marketing-delete\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/monolith.law\/reputation\/stealth-marketing-delete[ja]<\/a><\/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\/defamation-dueto-stealthmarketing\/#Je_oznaceni_%E2%80%9Cstema%E2%80%9D_nebo_%E2%80%9Csam_pro_sebe%E2%80%9D_povazovano_za_%E2%80%9Cpomluvu%E2%80%9D\" title=\"Je ozna\u010den\u00ed &#8220;stema&#8221; nebo &#8220;s\u00e1m pro sebe&#8221; pova\u017eov\u00e1no za &#8220;pomluvu&#8221;?\">Je ozna\u010den\u00ed &#8220;stema&#8221; nebo &#8220;s\u00e1m pro sebe&#8221; pova\u017eov\u00e1no za &#8220;pomluvu&#8221;?<\/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\/defamation-dueto-stealthmarketing\/#Co_znamena_%E2%80%9Ckonkretni_skutecnosti_veci%E2%80%9D\" title=\"Co znamen\u00e1 &#8220;konkr\u00e9tn\u00ed skute\u010dnosti (v\u011bci)&#8221;\">Co znamen\u00e1 &#8220;konkr\u00e9tn\u00ed skute\u010dnosti (v\u011bci)&#8221;<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/monolith.law\/cs\/internet\/defamation-dueto-stealthmarketing\/#Definice_stealth_marketingu_stema\" title=\"Definice stealth marketingu (stema)\">Definice stealth marketingu (stema)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/monolith.law\/cs\/internet\/defamation-dueto-stealthmarketing\/#Definice_sock_puppeting_ji-saku-ji-en\" title=\"Definice sock puppeting (ji-saku-ji-en)\">Definice sock puppeting (ji-saku-ji-en)<\/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\/internet\/defamation-dueto-stealthmarketing\/#Posouzeni_na_zaklade_%E2%80%9Cbezne_pozornosti_a_cteni_obecneho_ctenare%E2%80%9D\" title=\"Posouzen\u00ed na z\u00e1klad\u011b &#8220;b\u011b\u017en\u00e9 pozornosti a \u010dten\u00ed obecn\u00e9ho \u010dten\u00e1\u0159e&#8221;\">Posouzen\u00ed na z\u00e1klad\u011b &#8220;b\u011b\u017en\u00e9 pozornosti a \u010dten\u00ed obecn\u00e9ho \u010dten\u00e1\u0159e&#8221;<\/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\/internet\/defamation-dueto-stealthmarketing\/#Co_je_to_%E2%80%9Espolecenske_hodnoceni%E2%80%9C\" title=\"Co je to \u201espole\u010densk\u00e9 hodnocen\u00ed\u201c\">Co je to \u201espole\u010densk\u00e9 hodnocen\u00ed\u201c<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/monolith.law\/cs\/internet\/defamation-dueto-stealthmarketing\/#Stealth_marketing_a_podvodne_recenze_snizuji_spolecenske_hodnoceni\" title=\"Stealth marketing a podvodn\u00e9 recenze sni\u017euj\u00ed spole\u010densk\u00e9 hodnocen\u00ed\">Stealth marketing a podvodn\u00e9 recenze sni\u017euj\u00ed spole\u010densk\u00e9 hodnocen\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\/internet\/defamation-dueto-stealthmarketing\/#Argument_ze_%E2%80%9Estealth_marketing_je_nelegalni%E2%80%9C\" title=\"Argument, \u017ee \u201estealth marketing je neleg\u00e1ln\u00ed\u201c\">Argument, \u017ee \u201estealth marketing je neleg\u00e1ln\u00ed\u201c<\/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\/internet\/defamation-dueto-stealthmarketing\/#Dukaz_o_%E2%80%9Cnesouladu_s_pravdou%E2%80%9D\" title=\"D\u016fkaz o &#8220;nesouladu s pravdou&#8221;\">D\u016fkaz o &#8220;nesouladu s pravdou&#8221;<\/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\/internet\/defamation-dueto-stealthmarketing\/#Dukaz_prostrednictvim_prohlaseni_PR_zastupce_atd\" title=\"D\u016fkaz prost\u0159ednictv\u00edm prohl\u00e1\u0161en\u00ed PR z\u00e1stupce atd.\">D\u016fkaz prost\u0159ednictv\u00edm prohl\u00e1\u0161en\u00ed PR z\u00e1stupce atd.<\/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\/internet\/defamation-dueto-stealthmarketing\/#Potreba_rozhodovani_na_zaklade_jednotlivych_pripadu\" title=\"Pot\u0159eba rozhodov\u00e1n\u00ed na z\u00e1klad\u011b jednotliv\u00fdch p\u0159\u00edpad\u016f\">Pot\u0159eba rozhodov\u00e1n\u00ed na z\u00e1klad\u011b jednotliv\u00fdch p\u0159\u00edpad\u016f<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Je_oznaceni_%E2%80%9Cstema%E2%80%9D_nebo_%E2%80%9Csam_pro_sebe%E2%80%9D_povazovano_za_%E2%80%9Cpomluvu%E2%80%9D\"><\/span>Je ozna\u010den\u00ed &#8220;stema&#8221; nebo &#8220;s\u00e1m pro sebe&#8221; pova\u017eov\u00e1no za &#8220;pomluvu&#8221;?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pokud vzniknou pochybnosti o tom, \u017ee va\u0161e spole\u010dnost prov\u00e1d\u00ed stema, stealth marketing nebo s\u00e1m pro sebe, budete muset zv\u00e1\u017eit, zda takov\u00e9 ozna\u010den\u00ed odpov\u00edd\u00e1 pomluv\u011b. Pokud je to pomluva, m\u016f\u017eete po\u017e\u00e1dat o odstran\u011bn\u00ed \u010dl\u00e1nku nebo o zve\u0159ejn\u011bn\u00ed IP adresy osoby, kter\u00e1 tento \u010dl\u00e1nek zve\u0159ejnila.<\/p>\n\n\n\n<p>Tak\u017ee, je ozna\u010den\u00ed &#8220;tato spole\u010dnost prov\u00e1d\u00ed stema&#8221;, &#8220;pou\u017e\u00edv\u00e1 metody stealth marketingu&#8221; nebo &#8220;d\u011bl\u00e1 s\u00e1m pro sebe&#8221; pova\u017eov\u00e1no za pomluvu?<\/p>\n\n\n\n<p>Pomluva je, jednodu\u0161e \u0159e\u010deno,<\/p>\n\n\n\n<ul>\n<li>ozna\u010den\u00ed, kter\u00e9 uv\u00e1d\u00ed &#8220;konkr\u00e9tn\u00ed skute\u010dnosti (v\u011bci)&#8221; o va\u0161\u00ed spole\u010dnosti,<\/li>\n\n\n\n<li>kv\u016fli kter\u00e9mu se &#8220;spole\u010densk\u00e9 hodnocen\u00ed&#8221; va\u0161\u00ed spole\u010dnosti sn\u00ed\u017eilo, a<\/li>\n\n\n\n<li>kter\u00e9 je v rozporu s pravdou.<\/li>\n<\/ul>\n\n\n\n<p>Toto je situace, kdy dojde k pomluv\u011b.<\/p>\n\n\n\n<p><a href=\"https:\/\/monolith.law\/reputation\/defamation\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/monolith.law\/reputation\/defamation[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_znamena_%E2%80%9Ckonkretni_skutecnosti_veci%E2%80%9D\"><\/span>Co znamen\u00e1 &#8220;konkr\u00e9tn\u00ed skute\u010dnosti (v\u011bci)&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Ur\u00e1\u017eka na cti nen\u00ed zalo\u017eena pouze na tom, \u017ee &#8220;je naps\u00e1no n\u011bco nep\u0159\u00edjemn\u00e9ho pro na\u0161i spole\u010dnost&#8221;. To, co je naps\u00e1no, mus\u00ed b\u00fdt &#8220;konkr\u00e9tn\u00ed skute\u010dnost (v\u011bc)&#8221;. Nap\u0159\u00edklad, pokud je naps\u00e1no pouze &#8220;\u0161patn\u00e1 spole\u010dnost&#8221;, je t\u011b\u017ek\u00e9 \u0159\u00edci, co p\u0159esn\u011b znamen\u00e1 &#8220;\u0161patn\u00e1&#8221;, a tedy je t\u011b\u017ek\u00e9 \u0159\u00edci, co je &#8220;konkr\u00e9tn\u00ed&#8221;.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Definice_stealth_marketingu_stema\"><\/span>Definice stealth marketingu (stema)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Stealth marketing, zn\u00e1m\u00fd tak\u00e9 jako stema, je obecn\u011b definov\u00e1n jako<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>Stealth marketing je forma reklamy a propagace, kter\u00e1 se prov\u00e1d\u00ed tak, aby spot\u0159ebitel\u00e9 nebyli v\u011bdomi, \u017ee se jedn\u00e1 o reklamn\u00ed nebo propaga\u010dn\u00ed aktivitu. V angli\u010dtin\u011b se \u010dasto ozna\u010duje jako undercover marketing. <br> (vynech\u00e1no) <br> Stealth marketing typicky zahrnuje osobu, kter\u00e1 byla najata prodejcem nebo inzerentem, aby se vyd\u00e1vala za nesouvisej\u00edc\u00ed t\u0159et\u00ed stranu a \u0161\u00ed\u0159ila pozitivn\u00ed hodnocen\u00ed. To se d\u011bje pod z\u00e1minkou, \u017ee se jedn\u00e1 o nestrann\u00e9 hodnocen\u00ed z neutr\u00e1ln\u00edho hlediska, nebo jako up\u0159\u00edmn\u00fd n\u00e1zor b\u011b\u017en\u00e9ho spot\u0159ebitele. Stealth marketing je tedy &#8220;nastaven\u00ed&#8221;, kter\u00e9 je provedeno na z\u00e1klad\u011b po\u017eadavku od prodejce. Jin\u00fdmi slovy, je to &#8220;inscenace&#8221;. <\/p>\n<cite> <a href=\"https:\/\/www.weblio.jp\/content\/%E3%82%B9%E3%83%86%E3%83%AB%E3%82%B9%E3%83%9E%E3%83%BC%E3%82%B1%E3%83%86%E3%82%A3%E3%83%B3%E3%82%B0\" target=\"_blank\" rel=\"noreferrer noopener\">Co je stealth marketing? Weblio slovn\u00edk [ja]<\/a><\/cite><\/blockquote>\n\n\n\n<p>Jedn\u00e1 se tedy o slovo s konkr\u00e9tn\u00edm v\u00fdznamem, kter\u00e9 popisuje situaci, kdy spole\u010dnost zad\u00e1 t\u0159et\u00ed stran\u011b \u00fakol a tato t\u0159et\u00ed strana se vyd\u00e1v\u00e1 za nestrannou a \u0161\u00ed\u0159\u00ed pozitivn\u00ed hodnocen\u00ed ve form\u011b &#8220;inscenace&#8221;.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Definice_sock_puppeting_ji-saku-ji-en\"><\/span>Definice sock puppeting (ji-saku-ji-en)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Podobn\u011b, sock puppeting, nebo tak\u00e9 ji-saku-ji-en, je definov\u00e1n jako<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>Sock puppeting na internetu je \u010din, kdy jedna osoba na jednom webu vytv\u00e1\u0159\u00ed dojem, \u017ee tam sou\u010dasn\u011b p\u016fsob\u00ed v\u00edce lid\u00ed. Kdy\u017e se tento term\u00edn pou\u017e\u00edv\u00e1 na internetu, \u010dasto se zkracuje na &#8220;ji-en&#8221;. <\/p>\n<cite><a href=\"https:\/\/ja.wikipedia.org\/wiki\/%E8%87%AA%E4%BD%9C%E8%87%AA%E6%BC%94_(%E3%82%A4%E3%83%B3%E3%82%BF%E3%83%BC%E3%83%8D%E3%83%83%E3%83%88)\" target=\"_blank\" rel=\"noreferrer noopener\"> Sock puppeting (Internet) &#8211; Wikipedia [ja]<\/a><\/cite><\/blockquote>\n\n\n\n<p>Tak\u00e9 toto je slovo s konkr\u00e9tn\u00edm v\u00fdznamem.<\/p>\n\n\n\n<p>Na internetu, zda negativn\u00ed hodnocen\u00ed va\u0161\u00ed spole\u010dnosti, nap\u0159\u00edklad &#8220;prov\u00e1d\u00ed stealth marketing&#8221;, spad\u00e1 pod ur\u00e1\u017eku na cti, z\u00e1le\u017e\u00ed na konkr\u00e9tn\u00edm v\u00fdznamu tohoto slova. Proto je t\u0159eba se pod\u00edvat do slovn\u00edku a ov\u011b\u0159it konkr\u00e9tn\u00ed v\u00fdznam tohoto slova. Zde jsme citovali informace z internetu, ale v re\u00e1ln\u00fdch soudn\u00edch p\u0159\u00edpadech se \u010dasto pou\u017e\u00edvaj\u00ed slovn\u00edky a encyklopedie s ur\u010ditou histori\u00ed a autoritou.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Posouzeni_na_zaklade_%E2%80%9Cbezne_pozornosti_a_cteni_obecneho_ctenare%E2%80%9D\"><\/span>Posouzen\u00ed na z\u00e1klad\u011b &#8220;b\u011b\u017en\u00e9 pozornosti a \u010dten\u00ed obecn\u00e9ho \u010dten\u00e1\u0159e&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Je t\u0159eba poznamenat, \u017ee to, co lze pova\u017eovat za &#8220;napsanou skute\u010dnost&#8221;, je posuzov\u00e1no na z\u00e1klad\u011b &#8220;b\u011b\u017en\u00e9 pozornosti a \u010dten\u00ed obecn\u00e9ho \u010dten\u00e1\u0159e&#8221;. To znamen\u00e1, \u017ee i kdy\u017e nen\u00ed p\u0159\u00edmo naps\u00e1no &#8220;stealth marketing&#8221;, pokud je z kontextu mo\u017en\u00e9 vy\u010d\u00edst, \u017ee &#8220;prov\u00e1d\u00ed stealth marketing&#8221;, lze to pova\u017eovat za skute\u010dnost, \u017ee &#8220;prov\u00e1d\u00ed stealth marketing&#8221;. Nap\u0159\u00edklad, pokud n\u011bkdo napsal &#8220;Kolik jste dostali za reklamu?&#8221; na recenzi chv\u00e1l\u00edc\u00ed produkt, lze to pova\u017eovat za nar\u00e1\u017eku na skute\u010dnost, \u017ee &#8220;tato spole\u010dnost prov\u00e1d\u00ed stealth marketing&#8221;.<\/p>\n\n\n\n<p>I kdy\u017e nen\u00ed p\u0159\u00edmo \u0159e\u010deno &#8220;stealth marketing&#8221; nebo &#8220;sock puppeting&#8221;, pokud lze z kontextu vy\u010d\u00edst, \u017ee se jedn\u00e1 o &#8220;stealth marketing&#8221; nebo &#8220;sock puppeting&#8221;, je velmi d\u016fle\u017eit\u00e9, jak p\u0159esv\u011bd\u010div\u011b m\u016f\u017eete tuto tvrzen\u00ed prezentovat, a\u0165 u\u017e v p\u0159edb\u011b\u017en\u00e9m opat\u0159en\u00ed, soudn\u00edm \u0159\u00edzen\u00ed, nebo v jedn\u00e1n\u00edch mimo soud s t\u00edmto na pam\u011bti.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_je_to_%E2%80%9Espolecenske_hodnoceni%E2%80%9C\"><\/span>Co je to \u201espole\u010densk\u00e9 hodnocen\u00ed\u201c<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Ur\u00e1\u017eka na cti nen\u00ed jen o tom, \u017ee \u201eje naps\u00e1no n\u011bco, co nen\u00ed pravda\u201c, ale tak\u00e9 o tom, \u017ee \u201ekdy\u017e se to \u0159ekne, hodnocen\u00ed na\u0161\u00ed firmy klesne\u201c. Hodnocen\u00ed, o kter\u00e9m se zde mluv\u00ed, je hodnocen\u00ed od t\u0159et\u00edch stran mimo na\u0161i firmu, jako jsou spot\u0159ebitel\u00e9 nebo uchaze\u010di o zam\u011bstn\u00e1n\u00ed, co\u017e se odborn\u011b naz\u00fdv\u00e1 \u201espole\u010densk\u00e9 hodnocen\u00ed\u201c.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Stealth_marketing_a_podvodne_recenze_snizuji_spolecenske_hodnoceni\"><\/span>Stealth marketing a podvodn\u00e9 recenze sni\u017euj\u00ed spole\u010densk\u00e9 hodnocen\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Mus\u00edme tedy prok\u00e1zat, \u017ee stealth marketing a podvodn\u00e9 recenze sni\u017euj\u00ed hodnocen\u00ed na\u0161\u00ed firmy. Existuj\u00ed soudn\u00ed p\u0159\u00edpady, kter\u00e9 rozhodly, \u017ee ozna\u010den\u00ed \u201estealth marketing\u201c sni\u017euje spole\u010densk\u00e9 hodnocen\u00ed.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p> Zda dan\u00e9 ozna\u010den\u00ed po\u0161kozuje \u010dest nebo d\u016fv\u011bryhodnost, by m\u011blo b\u00fdt posuzov\u00e1no na z\u00e1klad\u011b b\u011b\u017en\u00e9 pozornosti a \u010dten\u00ed obecn\u00e9ho \u010dten\u00e1\u0159e. Pokud se tak stane, v\u00fd\u0161e uveden\u00e9 (vynech\u00e1no) ozna\u010den\u00ed m\u016f\u017ee vytv\u00e1\u0159et dojem, \u017ee recenze v\u00fdukov\u00e9ho materi\u00e1lu \u017ealobce nebyly vytvo\u0159eny osobami, kter\u00e9 skute\u010dn\u011b zakoupily a pou\u017e\u00edvaly v\u00fdukov\u00fd materi\u00e1l \u017ealobce, ale \u017ee jsou to l\u017ei vytvo\u0159en\u00e9 \u017ealobcem prost\u0159ednictv\u00edm stealth marketingu, tedy \u017ee je mo\u017en\u00e9, \u017ee je vytvo\u0159il s\u00e1m \u017ealobce nebo na jeho \u017e\u00e1dost t\u0159et\u00ed strana. \u017dalobce je korporace, kter\u00e1 se zab\u00fdv\u00e1 pl\u00e1nov\u00e1n\u00edm, v\u00fdvojem a prodejem v\u00fdukov\u00fdch materi\u00e1l\u016f pro ciz\u00ed jazyky, jak je uvedeno v (vynech\u00e1no), a skute\u010dnost, \u017ee \u017ealobce m\u016f\u017ee vytv\u00e1\u0159et pozitivn\u00ed recenze na sv\u016fj v\u00fdukov\u00fd materi\u00e1l, by m\u011bla sni\u017eovat jeho spole\u010densk\u00e9 hodnocen\u00ed, \u010dest a d\u016fv\u011bryhodnost. <br><\/p>\n<cite> Soud v Tokiu, 4. \u010dervna 2014 (Heisei 26) <\/cite><\/blockquote>\n\n\n\n<p>Tento rozsudek neuv\u00e1d\u00ed \u017e\u00e1dn\u00e9 konkr\u00e9tn\u00ed d\u016fvody, ale jasn\u011b rozhoduje, \u017ee kdy\u017e se \u0159ekne, \u017ee spole\u010dnost, kter\u00e1 se zab\u00fdv\u00e1 \u201epl\u00e1nov\u00e1n\u00edm, v\u00fdvojem a prodejem v\u00fdukov\u00fdch materi\u00e1l\u016f pro ciz\u00ed jazyky\u201c, m\u016f\u017ee vytv\u00e1\u0159et pozitivn\u00ed recenze na sv\u016fj v\u00fdukov\u00fd materi\u00e1l, spole\u010densk\u00e9 hodnocen\u00ed kles\u00e1. Obecn\u011b \u0159e\u010deno, pro spole\u010dnosti, kter\u00e9 provozuj\u00ed podnik\u00e1n\u00ed, je pov\u011bst, \u017ee prov\u00e1d\u011bj\u00ed stealth marketing a podvodn\u00e9 recenze na sv\u00e9 produkty, n\u011bco, co sni\u017euje jejich spole\u010densk\u00e9 hodnocen\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Argument_ze_%E2%80%9Estealth_marketing_je_nelegalni%E2%80%9C\"><\/span>Argument, \u017ee \u201estealth marketing je neleg\u00e1ln\u00ed\u201c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>V praxi se zd\u00e1, \u017ee je \u010dasto argumentov\u00e1no, \u017ee skute\u010dnost, \u017ee \u201eprov\u00e1d\u00edme stealth marketing\u201c, sni\u017euje spole\u010densk\u00e9 hodnocen\u00ed, jak je uvedeno n\u00ed\u017ee.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>(Argument \u017ealobce)<br>(vynech\u00e1no)<br> \u201eStealth marketing\u201c je zkratka pro \u201estealth marketing\u201c, co\u017e je metoda reklamy, kter\u00e1 nen\u00ed z\u0159ejm\u00e1 pro b\u011b\u017en\u00e9 spot\u0159ebitele, nap\u0159\u00edklad zobrazov\u00e1n\u00ed reklamy na vlastn\u00ed produkty ve form\u011b recenz\u00ed nebo dojm\u016f, jako by m\u011bly dobr\u00e9 hodnocen\u00ed od b\u011b\u017en\u00fdch spot\u0159ebitel\u016f. Takov\u00e9to jedn\u00e1n\u00ed m\u016f\u017ee b\u00fdt v p\u0159\u00edpad\u011b, kdy b\u011b\u017en\u00ed spot\u0159ebitel\u00e9 nespr\u00e1vn\u011b pochop\u00ed, \u017ee obsah produktu nebo slu\u017eby dan\u00e9ho podnikatele je v\u00fdrazn\u011b lep\u0161\u00ed nebo v\u00fdhodn\u011bj\u0161\u00ed ne\u017e skute\u010dnost, poru\u0161en\u00edm z\u00e1kona o prevenci nespravedliv\u00e9ho ozna\u010dov\u00e1n\u00ed a reklamy (d\u00e1le jen \u201ez\u00e1kona o reklam\u011b\u201c) (vynech\u00e1no) <\/p>\n<cite> Soud v Tokiu, 4. \u010dervna 2014 (Heisei 26) <\/cite><\/blockquote>\n\n\n\n<p>Tento argument je,<\/p>\n\n\n\n<ol>\n<li>Stealth marketing m\u016f\u017ee b\u00fdt poru\u0161en\u00edm z\u00e1kona o reklam\u011b<\/li>\n\n\n\n<li>Z 1 vypl\u00fdv\u00e1, \u017ee tvrzen\u00ed \u201eprov\u00e1d\u00edme stealth marketing\u201c je tvrzen\u00ed o skute\u010dnosti, \u017ee prov\u00e1d\u00edme \u010dinnost, kter\u00e1 m\u016f\u017ee b\u00fdt poru\u0161en\u00edm z\u00e1kona o reklam\u011b<\/li>\n\n\n\n<li>Pro spole\u010dnosti je tvrzen\u00ed, \u017ee poru\u0161uj\u00ed z\u00e1kon, n\u011bco, co sni\u017euje jejich spole\u010densk\u00e9 hodnocen\u00ed<\/li>\n<\/ol>\n\n\n\n<p>M\u016f\u017eeme \u0159\u00edci, \u017ee je to argument. Z praktick\u00e9ho hlediska je tvrzen\u00ed, \u017ee \u201ekdy\u017e se \u0159ekne, \u017ee poru\u0161ujeme z\u00e1kon, spole\u010densk\u00e9 hodnocen\u00ed kles\u00e1\u201c, n\u011bco, co soudy snadno p\u0159ijmou, a m\u016f\u017eeme \u0159\u00edci, \u017ee v\u00fd\u0161e uveden\u00fd argument vyu\u017e\u00edv\u00e1 tento r\u00e1mec.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dukaz_o_%E2%80%9Cnesouladu_s_pravdou%E2%80%9D\"><\/span>D\u016fkaz o &#8220;nesouladu s pravdou&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Ur\u00e1\u017eka na cti je zalo\u017eena pouze v p\u0159\u00edpad\u011b, \u017ee uveden\u00e9 skute\u010dnosti jsou v rozporu s pravdou. Proto je kl\u00ed\u010dov\u00fdm bodem pro uzn\u00e1n\u00ed obvin\u011bn\u00ed z ur\u00e1\u017eky na cti v souvislosti s podez\u0159en\u00edm z takov\u00fdch praktik jako je stealth marketing nebo p\u0159edst\u00edr\u00e1n\u00ed, zda va\u0161e firma tyto metody pou\u017e\u00edv\u00e1 nebo ne.<\/p>\n\n\n\n<p>Jak tedy m\u016f\u017eeme shrom\u00e1\u017edit d\u016fkazy, \u017ee &#8220;nepraktikujeme stealth marketing&#8221;?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dukaz_prostrednictvim_prohlaseni_PR_zastupce_atd\"><\/span>D\u016fkaz prost\u0159ednictv\u00edm prohl\u00e1\u0161en\u00ed PR z\u00e1stupce atd.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>A\u010dkoli je to ot\u00e1zka, kter\u00e1 vy\u017eaduje strategick\u00e9 uva\u017eov\u00e1n\u00ed pro ka\u017ed\u00fd konkr\u00e9tn\u00ed p\u0159\u00edpad, n\u00ed\u017ee uveden\u00e9 metody jsou pou\u017eiteln\u00e9 v relativn\u011b mnoha p\u0159\u00edpadech.<\/p>\n\n\n\n<p>Nejprve je t\u0159eba p\u0159edpokl\u00e1dat, \u017ee subjekty prov\u00e1d\u011bj\u00edc\u00ed stealth marketing jsou podle v\u00fd\u0161e uveden\u00e9 definice z\u00e1kladn\u011b extern\u00ed t\u0159et\u00ed strany, tzv. subdodavatelsk\u00e9 firmy. A v mnoha firm\u00e1ch by m\u011bli PR z\u00e1stupci definovat konkr\u00e9tn\u00ed po\u017eadavky p\u0159i outsourcingu internetov\u00fdch slu\u017eeb. Na druh\u00e9 stran\u011b, subjekty prov\u00e1d\u011bj\u00edc\u00ed p\u0159edst\u00edr\u00e1n\u00ed jsou podle v\u00fd\u0161e uveden\u00e9 definice z\u00e1kladn\u011b intern\u00ed zam\u011bstnanci. A op\u011bt, v mnoha firm\u00e1ch by m\u011bli b\u00fdt PR z\u00e1stupci ti, kdo skute\u010dn\u011b prov\u00e1d\u011bj\u00ed takov\u00e9 \u010diny, pokud se tak d\u011bje na internetu. Proto,<\/p>\n\n\n\n<ul>\n<li>Prohl\u00e1\u0161en\u00ed PR z\u00e1stupce, kter\u00fd spravuje a definuje po\u017eadavky na extern\u00ed dodavatele internetov\u00fdch slu\u017eeb va\u0161\u00ed firmy, obsahuj\u00edc\u00ed informace o seznamu dodavatel\u016f a tvrzen\u00ed, \u017ee &#8220;na\u0161e firma takov\u00e9 slu\u017eby neoutsourcuje&#8221;<\/li>\n\n\n\n<li> Smlouvy s ka\u017ed\u00fdm dodavatelem, kter\u00e9 uv\u00e1d\u011bj\u00ed obsah pr\u00e1ce<\/li>\n\n\n\n<li> Faktury od ka\u017ed\u00e9ho dodavatele, kter\u00e9 uv\u00e1d\u011bj\u00ed obsah pr\u00e1ce<\/li>\n\n\n\n<li> Prohl\u00e1\u0161en\u00ed PR z\u00e1stupce, kter\u00fd \u0159\u00edd\u00ed internetov\u00e9 PR aktivity va\u0161\u00ed firmy, s tvrzen\u00edm, \u017ee &#8220;nebyl po\u017e\u00e1d\u00e1n o takovou pr\u00e1ci a nedal takov\u00fd pokyn sv\u00fdm pod\u0159\u00edzen\u00fdm&#8221;<\/li>\n<\/ul>\n\n\n\n<p>M\u016f\u017eete p\u0159edlo\u017eit tyto d\u016fkazy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Potreba_rozhodovani_na_zaklade_jednotlivych_pripadu\"><\/span>Pot\u0159eba rozhodov\u00e1n\u00ed na z\u00e1klad\u011b jednotliv\u00fdch p\u0159\u00edpad\u016f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Jak je uvedeno v\u00fd\u0161e, v p\u0159edb\u011b\u017en\u00fdch opat\u0159en\u00edch a soudn\u00edch \u0159\u00edzen\u00edch je t\u0159eba &#8220;d\u016fkaz&#8221; pro v\u0161echny body. V\u00fd\u0161e jsme uvedli dv\u011b polo\u017eky jako &#8220;prohl\u00e1\u0161en\u00ed&#8221;, ale samoz\u0159ejm\u011b je lep\u0161\u00ed, pokud jsou d\u016fkazy objektivn\u00ed, jako jsou smlouvy a faktury. Prohl\u00e1\u0161en\u00ed je nakonec jen &#8220;to, co ta osoba \u0159\u00edk\u00e1&#8221;. Je to &#8220;slab\u0161\u00ed&#8221; ve srovn\u00e1n\u00ed s objektivn\u00edmi d\u016fkazy, jako jsou smlouvy.<\/p>\n\n\n\n<p>Proto je nakonec t\u0159eba zv\u00e1\u017eit, jak shrom\u00e1\u017edit &#8220;siln\u00e9&#8221; d\u016fkazy v konkr\u00e9tn\u00edm p\u0159\u00edpad\u011b. To je velmi d\u016fle\u017eit\u00fd bod v p\u0159edb\u011b\u017en\u00fdch opat\u0159en\u00edch a soudn\u00edch \u0159\u00edzen\u00edch.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pro firmy je velk\u00fdm m\u00ednusem, pokud se na anonymn\u00edch diskusn\u00edch f\u00f3rech jako 2chan nebo 5chan, v historick\u00fdch z\u00e1znamech nebo aktu\u00e1ln\u00edch vl\u00e1knech, na recenzn\u00edch str\u00e1nk\u00e1ch jako Yahoo! Chiebukuro nebo Amaz [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":67048,"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\/61462"}],"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=61462"}],"version-history":[{"count":4,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/61462\/revisions"}],"predecessor-version":[{"id":67049,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/61462\/revisions\/67049"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/67048"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=61462"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=61462"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=61462"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}