{"id":61538,"date":"2023-12-08T20:25:36","date_gmt":"2023-12-08T11:25:36","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=61538"},"modified":"2024-03-27T17:45:46","modified_gmt":"2024-03-27T08:45:46","slug":"grocery-stealth-marketing-law","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/general-corporate\/grocery-stealth-marketing-law","title":{"rendered":"Pr\u00e1vn\u00ed regulace reklamn\u00edch a propaga\u010dn\u00edch aktivit, jako je STEM, v oblasti potravin\u00e1\u0159stv\u00ed"},"content":{"rendered":"\n<p>V posledn\u00edch letech se internet rychle rozv\u00edj\u00ed a st\u00e1v\u00e1 se b\u011b\u017enou sou\u010d\u00e1st\u00ed \u017eivota lid\u00ed.<\/p>\n\n\n\n<p>S t\u00edm souvis\u00ed tak\u00e9 n\u00e1r\u016fst pou\u017e\u00edv\u00e1n\u00ed soci\u00e1ln\u00edch s\u00edt\u00ed jako jsou Twitter, Facebook, Instagram a LINE.<\/p>\n\n\n\n<p>S n\u00e1r\u016fstem u\u017eivatel\u016f soci\u00e1ln\u00edch s\u00edt\u00ed se st\u00e1vaj\u00ed tyto platformy siln\u00fdm n\u00e1strojem pro reklamn\u00ed a propaga\u010dn\u00ed aktivity. Proto se st\u00e1le \u010dast\u011bji setk\u00e1v\u00e1me s t\u00edm, \u017ee influenceri vyu\u017e\u00edvaj\u00ed soci\u00e1ln\u00ed s\u00edt\u011b k prov\u00e1d\u011bn\u00ed reklamn\u00edch a propaga\u010dn\u00edch aktivit.<\/p>\n\n\n\n<p>Dal\u0161\u00edm fenom\u00e9nem je rychl\u00fd rozvoj video streamingov\u00fdch web\u016f. Zejm\u00e9na po\u010det lid\u00ed, kte\u0159\u00ed nahr\u00e1vaj\u00ed videa na YouTube nebo sleduj\u00ed videa na YouTube, roste.<\/p>\n\n\n\n<p>V d\u016fsledku toho se st\u00e1le \u010dast\u011bji setk\u00e1v\u00e1me s t\u00edm, \u017ee YouTuberi nahr\u00e1vaj\u00ed videa, ve kter\u00fdch p\u0159edstavuj\u00ed produkty, a tak se YouTube st\u00e1v\u00e1 dal\u0161\u00edm n\u00e1strojem pro reklamn\u00ed a propaga\u010dn\u00ed aktivity.<\/p>\n\n\n\n<p>Jak se reklamn\u00ed a propaga\u010dn\u00ed aktivity na soci\u00e1ln\u00edch s\u00edt\u00edch a YouTube zvy\u0161uj\u00ed, za\u010d\u00edn\u00e1 se st\u00e1le v\u00edce diskutovat o takzvan\u00e9m &#8220;stealth marketingu&#8221; (d\u00e1le jen &#8220;stema&#8221;).<\/p>\n\n\n\n<p>Stema je t\u011b\u017eko rozeznateln\u00e1 na prvn\u00ed pohled, zda se jedn\u00e1 o reklamn\u00ed nebo propaga\u010dn\u00ed aktivitu, ale proto\u017ee je to jedna z forem reklamn\u00edch a propaga\u010dn\u00edch aktivit, podl\u00e9h\u00e1 pr\u00e1vn\u00edm p\u0159edpis\u016fm t\u00fdkaj\u00edc\u00edm se reklamn\u00edch a propaga\u010dn\u00edch aktivit.<\/p>\n\n\n\n<p>I kdy\u017e mluv\u00edme o stem\u011b obecn\u011b, obsah reklamn\u00edch a propaga\u010dn\u00edch aktivit je velmi rozmanit\u00fd, tak\u017ee je t\u0159eba se zam\u011b\u0159it na obsah reklamn\u00edch a propaga\u010dn\u00edch aktivit a zv\u00e1\u017eit, jak\u00e9 pr\u00e1vn\u00ed p\u0159edpisy budou uplatn\u011bny.<\/p>\n\n\n\n<p>V tomto \u010dl\u00e1nku se proto zam\u011b\u0159\u00edme na pr\u00e1vn\u00ed p\u0159edpisy t\u00fdkaj\u00edc\u00ed se stematu v oblasti potravin\u00e1\u0159stv\u00ed.<\/p>\n\n\n\n<p><a href=\"https:\/\/monolith.law\/corporate\/medical-stealth-marketing-advertisement\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/monolith.law\/corporate\/medical-stealth-marketing-advertisement[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\/general-corporate\/grocery-stealth-marketing-law\/#Co_znamena_reklamni_aktivita_zvana_Stema\" title=\"Co znamen\u00e1 reklamn\u00ed aktivita zvan\u00e1 Stema?\">Co znamen\u00e1 reklamn\u00ed aktivita zvan\u00e1 Stema?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/grocery-stealth-marketing-law\/#Jake_jsou_reklamni_aktivity_v_oblasti_potravinarstvi\" title=\"Jak\u00e9 jsou reklamn\u00ed aktivity v oblasti potravin\u00e1\u0159stv\u00ed?\">Jak\u00e9 jsou reklamn\u00ed aktivity v oblasti potravin\u00e1\u0159stv\u00ed?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/grocery-stealth-marketing-law\/#Obecne_pravni_predpisy_tykajici_se_stealth_marketingu\" title=\"Obecn\u00e9 pr\u00e1vn\u00ed p\u0159edpisy t\u00fdkaj\u00edc\u00ed se stealth marketingu\">Obecn\u00e9 pr\u00e1vn\u00ed p\u0159edpisy t\u00fdkaj\u00edc\u00ed se 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-4\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/grocery-stealth-marketing-law\/#Co_je_to_Zakon_o_oznacovani\" title=\"Co je to Z\u00e1kon o ozna\u010dov\u00e1n\u00ed?\">Co je to Z\u00e1kon o ozna\u010dov\u00e1n\u00ed?<\/a><\/li><\/ul><\/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\/general-corporate\/grocery-stealth-marketing-law\/#Specificka_pravni_regulace_reklamnich_a_propagacnich_aktivit_jako_je_STEM_v_oblasti_potravinarstvi\" title=\"Specifick\u00e1 pr\u00e1vn\u00ed regulace reklamn\u00edch a propaga\u010dn\u00edch aktivit, jako je STEM, v oblasti potravin\u00e1\u0159stv\u00ed\">Specifick\u00e1 pr\u00e1vn\u00ed regulace reklamn\u00edch a propaga\u010dn\u00edch aktivit, jako je STEM, v oblasti potravin\u00e1\u0159stv\u00ed<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/grocery-stealth-marketing-law\/#Ucel_zakona_o_podpore_zdravi_Japonsky_zakon_o_podpore_zdravi\" title=\"\u00da\u010del z\u00e1kona o podpo\u0159e zdrav\u00ed (Japonsk\u00fd z\u00e1kon o podpo\u0159e zdrav\u00ed)\">\u00da\u010del z\u00e1kona o podpo\u0159e zdrav\u00ed (Japonsk\u00fd z\u00e1kon o podpo\u0159e zdrav\u00ed)<\/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\/grocery-stealth-marketing-law\/#Zakaz_prehnane_prezentace\" title=\"Z\u00e1kaz p\u0159ehnan\u00e9 prezentace\">Z\u00e1kaz p\u0159ehnan\u00e9 prezentace<\/a><ul class='ez-toc-list-level-4'><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/grocery-stealth-marketing-law\/#Obsah_zakazu_prehnane_prezentace\" title=\"Obsah z\u00e1kazu p\u0159ehnan\u00e9 prezentace\">Obsah z\u00e1kazu p\u0159ehnan\u00e9 prezentace<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/grocery-stealth-marketing-law\/#Osoby_podlehajici_regulaci_zakazu_prehnane_prezentace\" title=\"Osoby podl\u00e9haj\u00edc\u00ed regulaci z\u00e1kazu p\u0159ehnan\u00e9 prezentace\">Osoby podl\u00e9haj\u00edc\u00ed regulaci z\u00e1kazu p\u0159ehnan\u00e9 prezentace<\/a><\/li><\/ul><\/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\/grocery-stealth-marketing-law\/#Opatreni_v_pripade_poruseni_zakona_o_zlepseni_zdravi_Japonsky_zakon_o_zlepseni_zdravi\" title=\"Opat\u0159en\u00ed v p\u0159\u00edpad\u011b poru\u0161en\u00ed z\u00e1kona o zlep\u0161en\u00ed zdrav\u00ed (Japonsk\u00fd z\u00e1kon o zlep\u0161en\u00ed zdrav\u00ed)\">Opat\u0159en\u00ed v p\u0159\u00edpad\u011b poru\u0161en\u00ed z\u00e1kona o zlep\u0161en\u00ed zdrav\u00ed (Japonsk\u00fd z\u00e1kon o zlep\u0161en\u00ed zdrav\u00ed)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/grocery-stealth-marketing-law\/#Shrnuti\" title=\"Shrnut\u00ed\">Shrnut\u00ed<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_znamena_reklamni_aktivita_zvana_Stema\"><\/span>Co znamen\u00e1 reklamn\u00ed aktivita zvan\u00e1 Stema?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>V posledn\u00edch letech se slovo Stema stalo b\u011b\u017en\u011b pou\u017e\u00edvan\u00fdm a domn\u00edv\u00e1m se, \u017ee jste ho tak\u00e9 alespo\u0148 jednou sly\u0161eli.<\/p>\n\n\n\n<p>Av\u0161ak, zd\u00e1 se, \u017ee ne tolik lid\u00ed p\u0159esn\u011b ch\u00e1pe, co slovo Stema znamen\u00e1.<\/p>\n\n\n\n<p>Stema je zkratkou pro Stealth Marketing, co\u017e znamen\u00e1 reklamu, kter\u00e1 nen\u00ed spot\u0159ebiteli vn\u00edm\u00e1na jako reklama.<\/p>\n\n\n\n<p>Anglick\u00e9 slovo &#8220;stealth&#8221; m\u00e1 v\u00fdznamy jako tajn\u00fd, utajen\u00fd, skryt\u00fd atd.<\/p>\n\n\n\n<p>Stema je ozna\u010dov\u00e1na jako Stealth Marketing, proto\u017ee se jedn\u00e1 o reklamn\u00ed aktivitu, kter\u00e1 se prov\u00e1d\u00ed bez toho, aby bylo spot\u0159ebiteli jasn\u00e9, \u017ee se jedn\u00e1 o reklamu.<\/p>\n\n\n\n<p>Existuje tak\u00e9 anglick\u00e9 slovo &#8220;undercover&#8221;, kter\u00e9 je t\u00e9m\u011b\u0159 synonymem pro slovo &#8220;stealth&#8221;.<\/p>\n\n\n\n<p>Toto slovo &#8220;undercover&#8221; je tak\u00e9 pou\u017e\u00edv\u00e1no a n\u011bkdy je Stealth Marketing naz\u00fdv\u00e1n Undercover Marketing.<\/p>\n\n\n\n<p>Ve skute\u010dnosti lze koncept Stema rozd\u011blit do dvou hlavn\u00edch kategori\u00ed:<\/p>\n\n\n\n<ol>\n<li>&#8220;Maskovac\u00ed typ&#8221;, kdy podnikatel nebo n\u011bkdo, kdo dostal finan\u010dn\u00ed odm\u011bnu od podnikatele, p\u0159edst\u00edr\u00e1, \u017ee je nez\u00e1visl\u00fd t\u0159et\u00ed subjekt (spot\u0159ebitel atd.), a\u010dkoli p\u0159isp\u00edv\u00e1 na str\u00e1nky s recenzemi.<\/li>\n\n\n\n<li>&#8220;Typ tajn\u00e9ho poskytov\u00e1n\u00ed v\u00fdhod&#8221;, kdy podnikatel poskytuje finan\u010dn\u00ed v\u00fdhody t\u0159et\u00edm stran\u00e1m (influencer\u016fm, YouTuber\u016fm atd.) a nech\u00e1v\u00e1 je prov\u00e1d\u011bt reklamu nebo propagaci produkt\u016f nebo aplikac\u00ed, ani\u017e by tuto skute\u010dnost zve\u0159ejnil.<\/li>\n<\/ol>\n\n\n\n<p>V souvislosti s reklamn\u00edmi aktivitami, jako je Stema, kter\u00e9 prov\u00e1d\u011bj\u00ed influenceri a YouTuberi, je hlavn\u00edm probl\u00e9mem koncept \u010d. 2.<\/p>\n\n\n\n<p>Proto se n\u00ed\u017ee zam\u011b\u0159\u00edme na koncept \u010d. 2 a vysv\u011btl\u00edme ho.<\/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<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jake_jsou_reklamni_aktivity_v_oblasti_potravinarstvi\"><\/span>Jak\u00e9 jsou reklamn\u00ed aktivity v oblasti potravin\u00e1\u0159stv\u00ed?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2020\/05\/7592-1-1024x682.jpg\" alt=\"\" class=\"wp-image-10000\" \/><\/figure>\n\n\n\n<p>Co konkr\u00e9tn\u011b znamenaj\u00ed reklamn\u00ed aktivity v oblasti potravin\u00e1\u0159stv\u00ed?<\/p>\n\n\n\n<p>P\u0159i zm\u00ednce o reklamn\u00edch aktivit\u00e1ch v oblasti potravin\u00e1\u0159stv\u00ed si mnoho lid\u00ed p\u0159edstav\u00ed p\u0159\u00edpady, kdy influencer nebo YouTuber jednodu\u0161e prezentuje ur\u010dit\u00fd potravin\u00e1\u0159sk\u00fd produkt jako chutn\u00fd.<\/p>\n\n\n\n<p>Jako p\u0159\u00edklad m\u016f\u017eeme uv\u00e9st situaci, kdy se prezentuje instantn\u00ed nudle s n\u00e1zvem \u25cb\u25cb, kter\u00e9 vyr\u00e1b\u00ed spole\u010dnost \u25cb\u25cb, proto\u017ee jsou velmi chutn\u00e9.<\/p>\n\n\n\n<p>Av\u0161ak rozsah reklamn\u00edch aktivit v oblasti potravin\u00e1\u0159stv\u00ed je p\u0159ekvapiv\u011b \u0161irok\u00fd a zahrnuje nejen prezentaci potravin zam\u011b\u0159en\u00fdch na chu\u0165, ale tak\u00e9 reklamn\u00ed aktivity souvisej\u00edc\u00ed s takzvan\u00fdmi zdrav\u00fdmi potravinami, kter\u00e9 se zam\u011b\u0159uj\u00ed na zdrav\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Obecne_pravni_predpisy_tykajici_se_stealth_marketingu\"><\/span>Obecn\u00e9 pr\u00e1vn\u00ed p\u0159edpisy t\u00fdkaj\u00edc\u00ed se stealth marketingu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Obecn\u00fdm pr\u00e1vn\u00edm p\u0159edpisem, kter\u00fd se t\u00fdk\u00e1 stealth marketingu, je Japonsk\u00fd z\u00e1kon o prevenci nespravedliv\u00e9ho ozna\u010dov\u00e1n\u00ed a nespravedliv\u00fdch obchodn\u00edch praktik (d\u00e1le jen &#8220;Z\u00e1kon o ozna\u010dov\u00e1n\u00ed&#8221;).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_je_to_Zakon_o_oznacovani\"><\/span>Co je to Z\u00e1kon o ozna\u010dov\u00e1n\u00ed?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Z\u00e1kon o ozna\u010dov\u00e1n\u00ed je z\u00e1kon, kter\u00fd p\u0159\u00edsn\u011b reguluje fale\u0161n\u00e9 zobrazen\u00ed kvality, obsahu, ceny atd. zbo\u017e\u00ed nebo slu\u017eeb a omezuje maxim\u00e1ln\u00ed hodnotu d\u00e1rk\u016f, aby zabr\u00e1nil nadm\u011brn\u00e9mu poskytov\u00e1n\u00ed d\u00e1rk\u016f. Jeho c\u00edlem je chr\u00e1nit prost\u0159ed\u00ed, ve kter\u00e9m mohou spot\u0159ebitel\u00e9 volit kvalitn\u00ed zbo\u017e\u00ed a slu\u017eby samostatn\u011b a racion\u00e1ln\u011b.<\/p>\n\n\n\n<p>Co se t\u00fd\u010de Z\u00e1kona o ozna\u010dov\u00e1n\u00ed, probl\u00e9mem je vztah mezi nespr\u00e1vn\u00fdm zobrazen\u00edm kvality (\u010dl\u00e1nek 5, odstavec 1, Z\u00e1kona o ozna\u010dov\u00e1n\u00ed) a nespr\u00e1vn\u00fdm zobrazen\u00edm v\u00fdhod (\u010dl\u00e1nek 5, odstavec 2, Z\u00e1kona o ozna\u010dov\u00e1n\u00ed).<\/p>\n\n\n\n<p>Podrobnosti o obecn\u00fdch pr\u00e1vn\u00edch p\u0159edpisech t\u00fdkaj\u00edc\u00edch se stealth marketingu, v\u010detn\u011b Z\u00e1kona o ozna\u010dov\u00e1n\u00ed, jsou vysv\u011btleny v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku. Pros\u00edm, odkazujte se na n\u00e1sleduj\u00edc\u00ed \u010dl\u00e1nek.<\/p>\n\n\n\n<p><a href=\"https:\/\/monolith.law\/corporate\/stealth-marketing-youtuber\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/monolith.law\/corporate\/stealth-marketing-youtuber[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Specificka_pravni_regulace_reklamnich_a_propagacnich_aktivit_jako_je_STEM_v_oblasti_potravinarstvi\"><\/span>Specifick\u00e1 pr\u00e1vn\u00ed regulace reklamn\u00edch a propaga\u010dn\u00edch aktivit, jako je STEM, v oblasti potravin\u00e1\u0159stv\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Specifickou pr\u00e1vn\u00ed regulac\u00ed reklamn\u00edch a propaga\u010dn\u00edch aktivit, jako je STEM, v oblasti potravin\u00e1\u0159stv\u00ed, je p\u0159edev\u0161\u00edm vztah mezi zdravotn\u00edmi potravinami a japonsk\u00fdm z\u00e1konem o podpo\u0159e zdrav\u00ed, kter\u00fd m\u016f\u017ee b\u00fdt problematick\u00fd.<\/p>\n\n\n\n<p>N\u00ed\u017ee vysv\u011btl\u00edme pr\u00e1vn\u00ed regulaci reklamn\u00edch a propaga\u010dn\u00edch aktivit v oblasti zdravotn\u00edch potravin podle japonsk\u00e9ho z\u00e1kona o podpo\u0159e zdrav\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ucel_zakona_o_podpore_zdravi_Japonsky_zakon_o_podpore_zdravi\"><\/span>\u00da\u010del z\u00e1kona o podpo\u0159e zdrav\u00ed (Japonsk\u00fd z\u00e1kon o podpo\u0159e zdrav\u00ed)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Co je vlastn\u011b \u00fa\u010delem z\u00e1kona o podpo\u0159e zdrav\u00ed?<\/p>\n\n\n\n<p>\u00da\u010del z\u00e1kona o podpo\u0159e zdrav\u00ed je stanoven v \u00a7 1 z\u00e1kona o podpo\u0159e zdrav\u00ed.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>(\u00da\u010del)<\/p>\n<cite>\u00a7 1 Tento z\u00e1kon m\u00e1 za c\u00edl stanovit z\u00e1kladn\u00ed z\u00e1sady pro komplexn\u00ed podporu zdrav\u00ed ob\u010dan\u016f vzhledem k rychl\u00e9mu st\u00e1rnut\u00ed populace a zm\u011bn\u00e1m ve struktu\u0159e nemoc\u00ed v na\u0161\u00ed zemi. Z\u00e1rove\u0148 se p\u0159ij\u00edmaj\u00ed opat\u0159en\u00ed pro zlep\u0161en\u00ed v\u00fd\u017eivy ob\u010dan\u016f a dal\u0161\u00ed podporu zdrav\u00ed ob\u010dan\u016f s c\u00edlem zlep\u0161it ve\u0159ejn\u00e9 zdrav\u00ed. <br> <br>\u00a7 1 Z\u00e1kona o podpo\u0159e zdrav\u00ed <br><\/cite><\/blockquote>\n\n\n\n<p>Z\u00e1kon o podpo\u0159e zdrav\u00ed m\u00e1 za c\u00edl stanovit z\u00e1kladn\u00ed z\u00e1sady pro komplexn\u00ed podporu zdrav\u00ed ob\u010dan\u016f, p\u0159ijmout opat\u0159en\u00ed pro zlep\u0161en\u00ed v\u00fd\u017eivy ob\u010dan\u016f a dal\u0161\u00ed podporu zdrav\u00ed ob\u010dan\u016f s c\u00edlem zlep\u0161it ve\u0159ejn\u00e9 zdrav\u00ed.<\/p>\n\n\n\n<p>Z\u00e1kon o podpo\u0159e zdrav\u00ed je, jednodu\u0161e \u0159e\u010deno, z\u00e1konem, jeho\u017e c\u00edlem je podporovat zdrav\u00ed ob\u010dan\u016f.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zakaz_prehnane_prezentace\"><\/span>Z\u00e1kaz p\u0159ehnan\u00e9 prezentace<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Obsah_zakazu_prehnane_prezentace\"><\/span>Obsah z\u00e1kazu p\u0159ehnan\u00e9 prezentace<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>V z\u00e1kon\u011b o podpo\u0159e zdrav\u00ed (Japonsk\u00fd z\u00e1kon o podpo\u0159e zdrav\u00ed) je v \u010dl\u00e1nku 65 zak\u00e1z\u00e1no prov\u00e1d\u011bt p\u0159ehnanou prezentaci.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>(Z\u00e1kaz p\u0159ehnan\u00e9 prezentace)<\/p>\n<cite> \u010cl\u00e1nek 65: Nikdo nesm\u00ed p\u0159i reklam\u011b nebo jin\u00e9 prezentaci v\u00fdrobk\u016f ur\u010den\u00fdch k prodeji jako potraviny, uv\u00e1d\u011bt zna\u010dn\u011b nespr\u00e1vn\u00e9 informace nebo klamav\u00e9 tvrzen\u00ed o \u00fa\u010dinc\u00edch na podporu a udr\u017een\u00ed zdrav\u00ed nebo jin\u00fdch z\u00e1le\u017eitostech stanoven\u00fdch ve vyhl\u00e1\u0161ce kabinetu (d\u00e1le jen &#8220;\u00fa\u010dinky na podporu a udr\u017een\u00ed zdrav\u00ed atd.&#8221;). <br>2 P\u0159edseda vl\u00e1dy mus\u00ed p\u0159ed vyd\u00e1n\u00edm nebo zru\u0161en\u00edm vyhl\u00e1\u0161ky kabinetu podle p\u0159edchoz\u00edho odstavce konzultovat s ministrem zdravotnictv\u00ed a soci\u00e1ln\u00edch v\u011bc\u00ed. <br><br>\u010cl\u00e1nek 65 z\u00e1kona o podpo\u0159e zdrav\u00ed <\/cite><\/blockquote>\n\n\n\n<p>Nap\u0159\u00edklad, pokud influencer nebo YouTuber uv\u00e1d\u00ed zna\u010dn\u011b nespr\u00e1vn\u00e9 informace nebo klamav\u00e9 tvrzen\u00ed o \u00fa\u010dinc\u00edch potravin na podporu a udr\u017een\u00ed zdrav\u00ed atd., poru\u0161uje t\u00edm \u010dl\u00e1nek 65 z\u00e1kona o podpo\u0159e zdrav\u00ed.<\/p>\n\n\n\n<p>P\u0159\u00edkladem p\u0159\u00edpadu, kter\u00fd by mohl b\u00fdt pova\u017eov\u00e1n za poru\u0161en\u00ed \u010dl\u00e1nku 65 z\u00e1kona o podpo\u0159e zdrav\u00ed, je situace, kdy se prov\u00e1d\u00ed reklamn\u00ed a propaga\u010dn\u00ed aktivity, jako je tvrzen\u00ed, \u017ee &#8220;kdy\u017e j\u00edte tuto potravinu, nebudete m\u00edt koronavirus a bude to prevence proti koronaviru&#8221;, p\u0159esto\u017ee takov\u00fd \u00fa\u010dinek ve skute\u010dnosti neexistuje.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Osoby_podlehajici_regulaci_zakazu_prehnane_prezentace\"><\/span>Osoby podl\u00e9haj\u00edc\u00ed regulaci z\u00e1kazu p\u0159ehnan\u00e9 prezentace<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>V prvn\u00edm odstavci \u010dl\u00e1nku 65 z\u00e1kona o podpo\u0159e zdrav\u00ed je uvedeno &#8220;nikdo&#8221;, co\u017e znamen\u00e1, \u017ee regulace se nevztahuje na konkr\u00e9tn\u00ed osoby.<\/p>\n\n\n\n<p>Proto jsou v\u0161echny osoby, kter\u00e9 &#8220;reklamuj\u00ed nebo jinak prezentuj\u00ed v\u00fdrobky ur\u010den\u00e9 k prodeji jako potraviny&#8221;, zahrnuty do regulace.<\/p>\n\n\n\n<p>Proto se p\u0159edpokl\u00e1d\u00e1, \u017ee regulace z\u00e1kona o podpo\u0159e zdrav\u00ed se vztahuje nejen na spole\u010dnosti, kter\u00e9 zad\u00e1vaj\u00ed stealth marketing, ale tak\u00e9 na influencery a YouTubery, kte\u0159\u00ed se na stealth marketingu pod\u00edlej\u00ed.<\/p>\n\n\n\n<p>Toto je odli\u0161n\u00e9 od z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen, kter\u00fd reguluje dodavatele zbo\u017e\u00ed a slu\u017eeb, tak\u017ee je t\u0159eba b\u00fdt opatrn\u00fd.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Opatreni_v_pripade_poruseni_zakona_o_zlepseni_zdravi_Japonsky_zakon_o_zlepseni_zdravi\"><\/span>Opat\u0159en\u00ed v p\u0159\u00edpad\u011b poru\u0161en\u00ed z\u00e1kona o zlep\u0161en\u00ed zdrav\u00ed (Japonsk\u00fd z\u00e1kon o zlep\u0161en\u00ed zdrav\u00ed)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>V p\u0159\u00edpad\u011b poru\u0161en\u00ed \u010dl\u00e1nku 65 odstavec 1 z\u00e1kona o zlep\u0161en\u00ed zdrav\u00ed, kdy do\u0161lo k p\u0159ehnan\u00e9 prezentaci, je v \u010dl\u00e1nku 66 odstavec 1 z\u00e1kona o zlep\u0161en\u00ed zdrav\u00ed stanoveno n\u00e1sleduj\u00edc\u00ed:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>(Doporu\u010den\u00ed atd.)<\/p>\n<cite> \u010cl\u00e1nek 66: P\u0159edseda vl\u00e1dy nebo guvern\u00e9r prefektury m\u016f\u017ee, pokud se domn\u00edv\u00e1, \u017ee existuje z\u00e1va\u017en\u00fd dopad na udr\u017een\u00ed a zlep\u0161en\u00ed zdrav\u00ed ob\u010dan\u016f a p\u0159esn\u00e9 p\u0159ed\u00e1v\u00e1n\u00ed informac\u00ed ob\u010dan\u016fm, v p\u0159\u00edpad\u011b, \u017ee n\u011bkdo poru\u0161il ustanoven\u00ed p\u0159edchoz\u00edho odstavce t\u00edm, \u017ee provedl prezentaci, doporu\u010dit tomuto subjektu, aby podnikl nezbytn\u00e1 opat\u0159en\u00ed t\u00fdkaj\u00edc\u00ed se dan\u00e9 prezentace. <br><br>\u010cl\u00e1nek 66 odstavec 1 z\u00e1kona o zlep\u0161en\u00ed zdrav\u00ed <\/cite><\/blockquote>\n\n\n\n<p>D\u00e1le, pokud n\u011bkdo nespln\u00ed doporu\u010den\u00ed stanoven\u00e9 v \u010dl\u00e1nku 66 odstavec 1 z\u00e1kona o zlep\u0161en\u00ed zdrav\u00ed, je v \u010dl\u00e1nku 66 odstavec 2 z\u00e1kona o zlep\u0161en\u00ed zdrav\u00ed stanoveno n\u00e1sleduj\u00edc\u00ed:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p> 2 P\u0159edseda vl\u00e1dy nebo guvern\u00e9r prefektury m\u016f\u017ee, pokud subjekt, kter\u00fd obdr\u017eel doporu\u010den\u00ed podle p\u0159edchoz\u00edho odstavce, nepodnikl opat\u0159en\u00ed t\u00fdkaj\u00edc\u00ed se tohoto doporu\u010den\u00ed bez opr\u00e1vn\u011bn\u00e9ho d\u016fvodu, na\u0159\u00eddit tomuto subjektu, aby podnikl opat\u0159en\u00ed t\u00fdkaj\u00edc\u00ed se tohoto doporu\u010den\u00ed. <\/p>\n<cite> <br>\u010cl\u00e1nek 66 odstavec 2 z\u00e1kona o zlep\u0161en\u00ed zdrav\u00ed <\/cite><\/blockquote>\n\n\n\n<p>A pokud n\u011bkdo nespln\u00ed na\u0159\u00edzen\u00ed t\u00fdkaj\u00edc\u00ed se doporu\u010den\u00ed stanoven\u00e9ho v \u010dl\u00e1nku 66 odstavec 2 z\u00e1kona o zlep\u0161en\u00ed zdrav\u00ed, je v \u010dl\u00e1nku 71 z\u00e1kona o zlep\u0161en\u00ed zdrav\u00ed stanoveno n\u00e1sleduj\u00edc\u00ed:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u010cl\u00e1nek 71: Kdo poru\u0161\u00ed na\u0159\u00edzen\u00ed podle \u010dl\u00e1nku 66 odstavec 2, bude potrest\u00e1n trestem odn\u011bt\u00ed svobody na dobu do \u0161esti m\u011bs\u00edc\u016f nebo pokutou do v\u00fd\u0161e jednoho milionu jen\u016f.<\/p>\n<cite> \u010cl\u00e1nek 71 z\u00e1kona o zlep\u0161en\u00ed zdrav\u00ed <\/cite><\/blockquote>\n\n\n\n<p>Jin\u00fdmi slovy, pokud dojde k poru\u0161en\u00ed \u010dl\u00e1nku 65 odstavec 1 z\u00e1kona o zlep\u0161en\u00ed zdrav\u00ed, bude vyd\u00e1no doporu\u010den\u00ed k proveden\u00ed nezbytn\u00fdch opat\u0159en\u00ed, pokud subjekt nespln\u00ed toto doporu\u010den\u00ed, bude vyd\u00e1no na\u0159\u00edzen\u00ed k proveden\u00ed opat\u0159en\u00ed t\u00fdkaj\u00edc\u00edch se tohoto doporu\u010den\u00ed, a pokud subjekt nespln\u00ed toto na\u0159\u00edzen\u00ed, bude potrest\u00e1n trestem odn\u011bt\u00ed svobody na dobu do \u0161esti m\u011bs\u00edc\u016f nebo pokutou do v\u00fd\u0161e jednoho milionu jen\u016f.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Shrnuti\"><\/span>Shrnut\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>V\u00fd\u0161e jsme vysv\u011btlili pr\u00e1vn\u00ed p\u0159edpisy t\u00fdkaj\u00edc\u00ed se stematu v oblasti potravin.<\/p>\n\n\n\n<p>Ve vztahu ke stematu v oblasti potravin existuje mo\u017enost konfliktu nejen s japonsk\u00fdm z\u00e1konem o ozna\u010dov\u00e1n\u00ed cen, ale tak\u00e9 s japonsk\u00fdm z\u00e1konem o podpo\u0159e zdrav\u00ed. Proto je nezbytn\u00e9, aby spole\u010dnosti zad\u00e1vaj\u00edc\u00ed stemu a influenceri nebo YouTuberi, kte\u0159\u00ed prov\u00e1d\u011bj\u00ed reklamn\u00ed a propaga\u010dn\u00ed aktivity jako je stem, dbali na to, aby neporu\u0161ovali japonsk\u00fd z\u00e1kon o ozna\u010dov\u00e1n\u00ed cen a japonsk\u00fd z\u00e1kon o podpo\u0159e zdrav\u00ed.<\/p>\n\n\n\n<p>Existuje tak\u00e9 mo\u017enost, \u017ee spot\u0159ebitel\u00e9 utrp\u00ed v\u00e1\u017en\u00e9 \u0161kody v d\u016fsledku n\u00e1kupu a konzumace potravin na z\u00e1klad\u011b nez\u00e1konn\u00fdch reklamn\u00edch a propaga\u010dn\u00edch aktivit.<\/p>\n\n\n\n<p>Je d\u016fle\u017eit\u00e9, aby nejen spole\u010dnosti zad\u00e1vaj\u00edc\u00ed stemu, ale tak\u00e9 influenceri a YouTuberi prov\u00e1d\u011bj\u00edc\u00ed reklamn\u00ed a propaga\u010dn\u00ed aktivity jako je stem, m\u011bli p\u0159esn\u00e9 znalosti o stematu a souvisej\u00edc\u00edch reklamn\u00edch a propaga\u010dn\u00edch aktivit\u00e1ch v oblasti potravin.<\/p>\n\n\n\n<p>Pr\u00e1vn\u00ed p\u0159edpisy t\u00fdkaj\u00edc\u00ed se stematu a souvisej\u00edc\u00edch reklamn\u00edch a propaga\u010dn\u00edch aktivit v oblasti potravin vy\u017eaduj\u00ed pr\u00e1vn\u00ed znalosti a odborn\u00e9 posouzen\u00ed, proto doporu\u010dujeme konzultovat podrobnosti s pr\u00e1vnickou kancel\u00e1\u0159\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>V posledn\u00edch letech se internet rychle rozv\u00edj\u00ed a st\u00e1v\u00e1 se b\u011b\u017enou sou\u010d\u00e1st\u00ed \u017eivota lid\u00ed. S t\u00edm souvis\u00ed tak\u00e9 n\u00e1r\u016fst pou\u017e\u00edv\u00e1n\u00ed soci\u00e1ln\u00edch s\u00edt\u00ed jako jsou Twitter, Facebook, Instagram a LINE. S n\u00e1r\u016fstem u\u017ei [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":63549,"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\/61538"}],"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=61538"}],"version-history":[{"count":2,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/61538\/revisions"}],"predecessor-version":[{"id":63550,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/61538\/revisions\/63550"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/63549"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=61538"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=61538"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=61538"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}