{"id":61594,"date":"2023-12-08T20:25:38","date_gmt":"2023-12-08T11:25:38","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=61594"},"modified":"2024-03-30T18:03:01","modified_gmt":"2024-03-30T09:03:01","slug":"pharmaceuticals-advertising-regulations","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/general-corporate\/pharmaceuticals-advertising-regulations","title":{"rendered":"Co je regulace reklamy podle Japonsk\u00e9ho 'z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch'? Vysv\u011btlen\u00ed kl\u00ed\u010dov\u00fdch bod\u016f pro vytv\u00e1\u0159en\u00ed reklamy v souladu se z\u00e1konem"},"content":{"rendered":"\n<p>V televizn\u00edch reklam\u00e1ch, novinov\u00fdch inzerc\u00edch a v posledn\u00ed dob\u011b i v reklam\u00e1ch na smartphone aplikac\u00edch se \u010dasto setk\u00e1v\u00e1me s reklamami na l\u00e9ky a zdravotnick\u00e9 prost\u0159edky. Tyto reklamy \u010dasto siln\u011b zd\u016fraz\u0148uj\u00ed \u00fa\u010dinky a u\u017eite\u010dnost l\u00e9k\u016f a podobn\u00fdch produkt\u016f, aby podn\u00edtily n\u00e1kupn\u00ed touhu div\u00e1k\u016f.<\/p>\n\n\n\n<p>Av\u0161ak, tyto reklamy mohou v z\u00e1vislosti na jejich formulaci poru\u0161ovat Japonsk\u00fd z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch (Pharmaceuticals and Medical Devices Act) a st\u00e1t se tak neleg\u00e1ln\u00edmi.<\/p>\n\n\n\n<p>V tomto \u010dl\u00e1nku vysv\u011btl\u00edme obsah reklamn\u00edch regulac\u00ed podle Japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch a poskytneme tipy na vytv\u00e1\u0159en\u00ed reklam, kter\u00e9 nebudou poru\u0161ovat tento z\u00e1kon.<\/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\/pharmaceuticals-advertising-regulations\/#Co_je_to_zakon_o_lecivech_a_zdravotnickych_prostredcich_drive_zakon_o_lecivech\" title=\"Co je to z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch (d\u0159\u00edve z\u00e1kon o l\u00e9\u010divech)\">Co je to z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch (d\u0159\u00edve z\u00e1kon o l\u00e9\u010divech)<\/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\/pharmaceuticals-advertising-regulations\/#Proc_regulovat_reklamu\" title=\"Pro\u010d regulovat reklamu?\">Pro\u010d regulovat reklamu?<\/a><\/li><\/ul><\/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\/pharmaceuticals-advertising-regulations\/#Regulace_reklamy_podle_Japonskeho_zakona_o_lecivech_a_zdravotnickych_prostredcich_a_kriteria_pro_hodnoceni_vyjadreni\" title=\"Regulace reklamy podle Japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch a krit\u00e9ria pro hodnocen\u00ed vyj\u00e1d\u0159en\u00ed\">Regulace reklamy podle Japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch a krit\u00e9ria pro hodnocen\u00ed vyj\u00e1d\u0159en\u00ed<\/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\/pharmaceuticals-advertising-regulations\/#Priklad_1_Kosmetika\" title=\"P\u0159\u00edklad 1: Kosmetika\">P\u0159\u00edklad 1: Kosmetika<\/a><ul class='ez-toc-list-level-4'><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/pharmaceuticals-advertising-regulations\/#%E2%80%9CLeciva_kosmetika%E2%80%9D_neni_%E2%80%9Ckosmetika%E2%80%9D\" title=\"&#8220;L\u00e9\u010div\u00e1 kosmetika&#8221; nen\u00ed &#8220;kosmetika&#8221;?\">&#8220;L\u00e9\u010div\u00e1 kosmetika&#8221; nen\u00ed &#8220;kosmetika&#8221;?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/pharmaceuticals-advertising-regulations\/#Povolene_vyrazy_v_reklame_na_kosmetiku\" title=\"Povolen\u00e9 v\u00fdrazy v reklam\u011b na kosmetiku\">Povolen\u00e9 v\u00fdrazy v reklam\u011b na kosmetiku<\/a><\/li><\/ul><\/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\/pharmaceuticals-advertising-regulations\/#Priklad_2_Zdrave_potraviny\" title=\"P\u0159\u00edklad 2: Zdrav\u00e9 potraviny\">P\u0159\u00edklad 2: Zdrav\u00e9 potraviny<\/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\/pharmaceuticals-advertising-regulations\/#Co_je_to_%E2%80%9Efunkcni_potraviny_pro_zdravi%E2%80%9C\" title=\"Co je to \u201efunk\u010dn\u00ed potraviny pro zdrav\u00ed\u201c\">Co je to \u201efunk\u010dn\u00ed potraviny pro zdrav\u00ed\u201c<\/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\/pharmaceuticals-advertising-regulations\/#Priklady_vyrazu_povazovanych_za_leciva\" title=\"P\u0159\u00edklady v\u00fdraz\u016f pova\u017eovan\u00fdch za l\u00e9\u010diva\">P\u0159\u00edklady v\u00fdraz\u016f pova\u017eovan\u00fdch za l\u00e9\u010diva<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/pharmaceuticals-advertising-regulations\/#Pozor_v_pripade_ze_se_nejedna_o_lecivo\" title=\"Pozor v p\u0159\u00edpad\u011b, \u017ee se nejedn\u00e1 o l\u00e9\u010divo\">Pozor v p\u0159\u00edpad\u011b, \u017ee se nejedn\u00e1 o l\u00e9\u010divo<\/a><\/li><\/ul><\/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\/pharmaceuticals-advertising-regulations\/#Pripad_leciv_a_dalsich_vyrobku_vyzadujicich_schvaleni_nebo_certifikaci\" title=\"P\u0159\u00edpad l\u00e9\u010div a dal\u0161\u00edch v\u00fdrobk\u016f vy\u017eaduj\u00edc\u00edch schv\u00e1len\u00ed nebo certifikaci\">P\u0159\u00edpad l\u00e9\u010div a dal\u0161\u00edch v\u00fdrobk\u016f vy\u017eaduj\u00edc\u00edch schv\u00e1len\u00ed nebo certifikaci<\/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\/pharmaceuticals-advertising-regulations\/#Pozor_na_uvedeni_%E2%80%9Eosobnich_dojmu%E2%80%9C\" title=\"Pozor na uveden\u00ed \u201eosobn\u00edch dojm\u016f\u201c\">Pozor na uveden\u00ed \u201eosobn\u00edch dojm\u016f\u201c<\/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\/pharmaceuticals-advertising-regulations\/#Japanese_Pharmaceutical_and_Medical_Device_Act_a_Japanese_Act_against_Unjustifiable_Premiums_and_Misleading_Representations\" title=\"Japanese Pharmaceutical and Medical Device Act a Japanese Act against Unjustifiable Premiums and Misleading Representations\">Japanese Pharmaceutical and Medical Device Act a Japanese Act against Unjustifiable Premiums and Misleading Representations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/pharmaceuticals-advertising-regulations\/#Jak_se_vyjadrovat_abyste_neporusili_reklamni_predpisy\" title=\"Jak se vyjad\u0159ovat, abyste neporu\u0161ili reklamn\u00ed p\u0159edpisy\">Jak se vyjad\u0159ovat, abyste neporu\u0161ili reklamn\u00ed p\u0159edpisy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/pharmaceuticals-advertising-regulations\/#Shrnuti_Nechte_pravnika_overit_zda_vase_reklama_neporusuje_Japonsky_zakon_o_lecivech_a_zdravotnickych_prostredcich\" title=\"Shrnut\u00ed: Nechte pr\u00e1vn\u00edka ov\u011b\u0159it, zda va\u0161e reklama neporu\u0161uje Japonsk\u00fd z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch\">Shrnut\u00ed: Nechte pr\u00e1vn\u00edka ov\u011b\u0159it, zda va\u0161e reklama neporu\u0161uje Japonsk\u00fd z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/pharmaceuticals-advertising-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=\"Co_je_to_zakon_o_lecivech_a_zdravotnickych_prostredcich_drive_zakon_o_lecivech\"><\/span>Co je to z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch (d\u0159\u00edve z\u00e1kon o l\u00e9\u010divech)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2022\/09\/medical1-1024x684.jpg\" alt=\"Z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch (d\u0159\u00edve z\u00e1kon o l\u00e9\u010divech)\" class=\"wp-image-51073\" style=\"width:735px\" \/><\/figure>\n\n\n\n<p>Z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch je z\u00e1kon, kter\u00fd byl stanoven s c\u00edlem zlep\u0161it zdravotn\u00ed a hygienick\u00e9 podm\u00ednky t\u00edm, \u017ee zaji\u0161\u0165uje kvalitu, \u00fa\u010dinnost a bezpe\u010dnost l\u00e9k\u016f a zdravotnick\u00fdch prost\u0159edk\u016f a zabr\u00e1n\u00ed vzniku \u0161kod p\u0159i jejich pou\u017eit\u00ed. Tento z\u00e1kon reguluje v\u00fdrobu, prodej a reklamu na l\u00e9ky a zdravotnick\u00e9 prost\u0159edky.<\/p>\n\n\n\n<p>Ofici\u00e1ln\u00ed n\u00e1zev tohoto z\u00e1kona je &#8220;Z\u00e1kon o zaji\u0161\u0165ov\u00e1n\u00ed kvality, \u00fa\u010dinnosti a bezpe\u010dnosti l\u00e9k\u016f, zdravotnick\u00fdch prost\u0159edk\u016f atd.&#8221; a p\u0159ed novelizac\u00ed v roce 2013 (rok 25 \u00e9ry Heisei) byl zn\u00e1m\u00fd jako &#8220;Z\u00e1kon o l\u00e9\u010divech&#8221;.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Proc_regulovat_reklamu\"><\/span>Pro\u010d regulovat reklamu?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>P\u0159i prodeji l\u00e9k\u016f a zdravotnick\u00fdch prost\u0159edk\u016f je nutn\u00e9 prov\u00e1d\u011bt reklamu pro kupuj\u00edc\u00ed. L\u00e9ky a zdravotnick\u00e9 prost\u0159edky ovliv\u0148uj\u00ed d\u016fle\u017eit\u00fd z\u00e1jem jednotlivce, jeho zdrav\u00ed. Pokud je v reklam\u011b n\u011bjak\u00e1 nepravda nebo p\u0159eh\u00e1n\u011bn\u00ed, m\u016f\u017ee to m\u00edt v\u00e1\u017en\u00e9 d\u016fsledky pro ve\u0159ejn\u00e9 zdrav\u00ed.<\/p>\n\n\n\n<p>Je tak\u00e9 mo\u017en\u00e9, \u017ee by mohlo doj\u00edt k ohro\u017een\u00ed ve\u0159ejn\u00e9ho zdrav\u00ed, pokud by se reklama na produkty, kter\u00e9 nejsou schv\u00e1leny jako l\u00e9ky, nebo na produkty, kter\u00e9 nejsou l\u00e9ky, tvrdila, \u017ee maj\u00ed \u00fa\u010dinky podobn\u00e9 l\u00e9k\u016fm.<\/p>\n\n\n\n<p>Z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch proto stanovuje z\u00e1kaz nepravdiv\u00e9 a p\u0159ehnan\u00e9 reklamy na l\u00e9ky a zdravotnick\u00e9 prost\u0159edky (\u010dl\u00e1nek 66 z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch) a z\u00e1kaz ve\u0161ker\u00e9 reklamy na l\u00e9ky atd. p\u0159ed jejich schv\u00e1len\u00edm (\u010dl\u00e1nek 68 z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch).<\/p>\n\n\n\n<p>Pokud dojde k poru\u0161en\u00ed t\u011bchto ustanoven\u00ed, m\u016f\u017ee b\u00fdt ulo\u017een trest odn\u011bt\u00ed svobody nebo pokuta, a nav\u00edc m\u016f\u017ee b\u00fdt po novelizaci v roce 2019 (rok 1 \u00e9ry Reiwa) vy\u017eadov\u00e1no zaplacen\u00ed nov\u011b zaveden\u00e9 pokuty. Pro v\u00edce informac\u00ed o syst\u00e9mu pokut si pros\u00edm p\u0159e\u010dt\u011bte n\u00e1\u0161 dal\u0161\u00ed \u010dl\u00e1nek.<\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/?p=49827\" target=\"_blank\" rel=\"noreferrer noopener\">Obsah novelizace z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch v roce 2019 &#8211; Jak by m\u011bly vypadat l\u00e9k\u00e1rny a l\u00e9k\u00e1rn\u00edci, syst\u00e9m pokut[ja]<\/a><\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/?p=49848\" target=\"_blank\" rel=\"noreferrer noopener\">Co je to syst\u00e9m pokut podle z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch? Vysv\u011btlen\u00ed \u010dinnost\u00ed, kter\u00e9 jsou p\u0159edm\u011btem pokuty, a p\u0159\u00edpad\u016f, kdy mohou b\u00fdt pokuty sn\u00ed\u017eeny[ja]<\/a><\/p>\n\n\n\n<p>\u010cl\u00e1nek 66 odstavec 1 z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch stanovuje, \u017ee &#8220;nikdo nesm\u00ed d\u011blat reklamu, kter\u00e1 obsahuje nepravdiv\u00e9 nebo p\u0159ehnan\u00e9 informace o n\u00e1zvu, v\u00fdrobn\u00edm procesu, \u00fa\u010dinnosti, \u00fa\u010dinc\u00edch nebo vlastnostech l\u00e9k\u016f, l\u00e9k\u016f mimo l\u00e9k\u00e1rny, kosmetiky, zdravotnick\u00fdch prost\u0159edk\u016f nebo produkt\u016f regenerativn\u00ed medic\u00edny&#8221;. To znamen\u00e1, \u017ee subjekt, kter\u00fd d\u011bl\u00e1 reklamu, m\u016f\u017ee b\u00fdt trest\u00e1n, i kdy\u017e nevyr\u00e1b\u00ed ani neprod\u00e1v\u00e1 l\u00e9ky.<\/p>\n\n\n\n<p>Proto by reklamn\u00ed agentury, kter\u00e9 dostaly zak\u00e1zku od v\u00fdrobc\u016f nebo prodejc\u016f l\u00e9k\u016f atd., m\u011bly b\u00fdt opatrn\u00e9, aby neporu\u0161ily reklamn\u00ed regulace.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Regulace_reklamy_podle_Japonskeho_zakona_o_lecivech_a_zdravotnickych_prostredcich_a_kriteria_pro_hodnoceni_vyjadreni\"><\/span>Regulace reklamy podle Japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch a krit\u00e9ria pro hodnocen\u00ed vyj\u00e1d\u0159en\u00ed<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\/2022\/09\/Shutterstock_1845304810.jpg\" alt=\"\" class=\"wp-image-50804\" \/><\/figure>\n\n\n\n<p>Tak\u017ee, jak\u00e9 reklamy podl\u00e9haj\u00ed regulaci podle Japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch?<\/p>\n\n\n\n<p>&#8220;Reklama&#8221; je definov\u00e1na jako:<\/p>\n\n\n\n<ol>\n<li>Je jasn\u011b zam\u011b\u0159ena na p\u0159il\u00e1k\u00e1n\u00ed z\u00e1kazn\u00edk\u016f (zvy\u0161uje jejich n\u00e1kupn\u00ed touhu)<\/li>\n\n\n\n<li>Jm\u00e9no konkr\u00e9tn\u00edho l\u00e9ku nebo podobn\u00e9ho produktu je jasn\u011b uvedeno<\/li>\n\n\n\n<li>Je v takov\u00e9m stavu, \u017ee ho m\u016f\u017ee rozpoznat b\u011b\u017en\u00fd \u010dlov\u011bk<\/li>\n<\/ol>\n\n\n\n<p>Reklama mus\u00ed spl\u0148ovat tyto t\u0159i po\u017eadavky.<\/p>\n\n\n\n<p>Nyn\u00ed vysv\u011btl\u00edme na konkr\u00e9tn\u00edch p\u0159\u00edkladech.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Priklad_1_Kosmetika\"><\/span>P\u0159\u00edklad 1: Kosmetika<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2022\/08\/shutterstock_357832340.png\" alt=\"P\u0159\u00edklad 1: Kosmetika\" class=\"wp-image-50035\" \/><\/figure>\n\n\n\n<p>Definice kosmetiky podle japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch (Pharmaceuticals and Medical Devices Act) je n\u00e1sleduj\u00edc\u00ed: &#8220;V\u00fdrobky ur\u010den\u00e9 k \u010di\u0161t\u011bn\u00ed t\u011bla, zkr\u00e1\u0161len\u00ed, zv\u00fd\u0161en\u00ed atraktivity, zm\u011bn\u011b vzhledu nebo udr\u017een\u00ed zdrav\u00ed k\u016f\u017ee nebo vlas\u016f, kter\u00e9 se aplikuj\u00ed na t\u011blo t\u0159en\u00edm, rozpra\u0161ov\u00e1n\u00edm nebo jin\u00fdmi podobn\u00fdmi metodami a jejich\u017e \u00fa\u010dinky na lidsk\u00e9 t\u011blo jsou m\u00edrn\u00e9&#8221; (\u010dl\u00e1nek 2, odstavec 3 japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch). Tento z\u00e1kon tak\u00e9 v\u00fdslovn\u011b vylu\u010duje l\u00e9ky a l\u00e9\u010div\u00e9 p\u0159\u00edpravky mimo l\u00e9k\u00e1rny.<\/p>\n\n\n\n<p>Kosmetika, kter\u00e1 p\u0159ich\u00e1z\u00ed do kontaktu s lidsk\u00fdm t\u011blem a p\u016fsob\u00ed na n\u011bj, je v japonsk\u00e9m z\u00e1kon\u011b o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch regulov\u00e1na paraleln\u011b s l\u00e9ky kv\u016fli jej\u00ed podobnosti s l\u00e9\u010divy.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%E2%80%9CLeciva_kosmetika%E2%80%9D_neni_%E2%80%9Ckosmetika%E2%80%9D\"><\/span>&#8220;L\u00e9\u010div\u00e1 kosmetika&#8221; nen\u00ed &#8220;kosmetika&#8221;?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Mnoho z v\u00e1s u\u017e sly\u0161elo v\u00fdraz &#8220;l\u00e9\u010div\u00e1 kosmetika&#8221;, ale podle japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch (Japanese Pharmaceuticals and Medical Devices Act) &#8220;l\u00e9\u010div\u00e1 kosmetika&#8221; nen\u00ed zahrnuta do kategorie &#8220;kosmetika&#8221;.<\/p>\n\n\n\n<p>Pr\u00e1vn\u00ed definice l\u00e9\u010div\u00e9 kosmetiky neexistuje, ale je to pova\u017eov\u00e1no za v\u00fdrobky, kter\u00e9 krom\u011b kosmetick\u00e9ho \u00fa\u010delu obsahuj\u00ed \u00fa\u010dinn\u00e9 slo\u017eky pro prevenci podr\u00e1\u017ed\u011bn\u00ed k\u016f\u017ee nebo pro b\u011blen\u00ed pleti. Tyto v\u00fdrobky jsou klasifikov\u00e1ny jako &#8220;l\u00e9ky mimo l\u00e9k\u00e1rny&#8221;, kter\u00e9 jsou ur\u010deny japonsk\u00fdm ministrem zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed (\u010dl\u00e1nek 2, odstavec 2, bod 3 japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch).<\/p>\n\n\n\n<p>Rozd\u00edl mezi t\u00edm, zda je produkt klasifikov\u00e1n jako &#8220;l\u00e9k mimo l\u00e9k\u00e1rny&#8221; nebo &#8220;kosmetika&#8221;, ovliv\u0148uje regulace pro v\u00fdrobu a prodej, ale co se t\u00fd\u010de regulace reklamy, ob\u011b kategorie jsou pova\u017eov\u00e1ny za regulovan\u00e9 podle \u010dl\u00e1nku 66 japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Povolene_vyrazy_v_reklame_na_kosmetiku\"><\/span>Povolen\u00e9 v\u00fdrazy v reklam\u011b na kosmetiku<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Co se t\u00fd\u010de reklamy na kosmetiku, podrobnosti jsou stanoveny v ozn\u00e1men\u00ed Ministerstva zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed, konkr\u00e9tn\u011b v &#8216;<a href=\"https:\/\/www.mhlw.go.jp\/file\/06-Seisakujouhou-11120000-Iyakushokuhinkyoku\/0000179264.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">O zm\u011bn\u011b standard\u016f pro spr\u00e1vnou reklamu na l\u00e9ky atd.[ja]<\/a>&#8216; a &#8216;<a href=\"https:\/\/www.mhlw.go.jp\/file\/06-Seisakujouhou-11120000-Iyakushokuhinkyoku\/0000179263.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">O vysv\u011btlen\u00ed a upozorn\u011bn\u00ed na standardy pro spr\u00e1vnou reklamu na l\u00e9ky atd.[ja]<\/a>&#8216;.<\/p>\n\n\n\n<p>Mezi nimi je jasn\u011b stanoven rozsah, v jak\u00e9m je povoleno uv\u00e1d\u011bt \u00fa\u010dinky kosmetiky v reklam\u011b, co\u017e p\u0159\u00edmo souvis\u00ed s v\u00fdrazem reklamy samotn\u00e9.<\/p>\n\n\n\n<p>Konkr\u00e9tn\u011b, v ozn\u00e1men\u00ed Ministerstva zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed z roku 2011 (roku 23 Heisei (2011)) &#8216;<a href=\"https:\/\/www.mhlw.go.jp\/file\/06-Seisakujouhou-11120000-Iyakushokuhinkyoku\/kesyouhin_hanni_20111.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">O zm\u011bn\u011b rozsahu \u00fa\u010dink\u016f kosmetiky[ja]<\/a>&#8216;, je povoleno vyjad\u0159ovat se v reklam\u011b na kosmetiku pouze o \u00fa\u010dinc\u00edch, kter\u00e9 jsou relevantn\u00ed pro dan\u00fd kosmetick\u00fd produkt, z 56 \u00fa\u010dink\u016f, kter\u00e9 jsou stanoveny.<\/p>\n\n\n\n<p>Krom\u011b toho, existuj\u00ed tak\u00e9 n\u011bkter\u00e1 omezen\u00ed, jako nap\u0159\u00edklad to, kter\u00e9 ur\u010duje, kter\u00e9 slo\u017eky obsa\u017een\u00e9 v kosmetice mohou b\u00fdt reklamov\u00e1ny a kter\u00e9 ne. P\u0159i vytv\u00e1\u0159en\u00ed reklamy na kosmetiku je tedy nutn\u00e9 se sezn\u00e1mit s obsahem t\u011bchto ozn\u00e1men\u00ed a d\u00e1vat pozor, aby nedo\u0161lo k poru\u0161en\u00ed z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch (japonsk\u00fd &#8216;Yakki-h\u014d&#8217;).<\/p>\n\n\n\n<p>Co se t\u00fd\u010de konkr\u00e9tn\u00edch v\u00fdraz\u016f, p\u0159\u00edklady jsou uvedeny v &#8216;<a href=\"https:\/\/www.jcia.org\/user\/business\/advertising\" target=\"_blank\" rel=\"noreferrer noopener\">Pr\u016fvodci spr\u00e1vnou reklamou na kosmetiku atd.[ja]<\/a>&#8216;, kter\u00fd vydala Japonsk\u00e1 asociace kosmetick\u00e9ho pr\u016fmyslu. Pros\u00edm, pod\u00edvejte se tak\u00e9 na dal\u0161\u00ed \u010dl\u00e1nky na\u0161eho \u00fa\u0159adu.<\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/corporate\/cosmetics-healthy-food-advertisement\" target=\"_blank\" rel=\"noreferrer noopener\">Pozorov\u00e1n\u00ed p\u0159i vytv\u00e1\u0159en\u00ed reklamy na kosmetiku a zdrav\u00e9 potraviny[ja]<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Priklad_2_Zdrave_potraviny\"><\/span>P\u0159\u00edklad 2: Zdrav\u00e9 potraviny<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2022\/08\/shutterstock_1848934381.png\" alt=\"P\u0159\u00edklad 2: Zdrav\u00e9 potraviny\" class=\"wp-image-50041\" \/><\/figure>\n\n\n\n<p>Pro &#8220;zdrav\u00e9 potraviny&#8221; neexistuje pr\u00e1vn\u00ed definice, ale potraviny a n\u00e1poje jsou obecn\u011b rozd\u011bleny na &#8220;potraviny&#8221; a &#8220;l\u00e9ky a podobn\u00e9&#8221; (japonsk\u00fd z\u00e1kon o potravinov\u00e9 hygien\u011b, \u010dl\u00e1nek 4, odstavec 1).<\/p>\n\n\n\n<p>Zda se jedn\u00e1 o &#8220;l\u00e9ky a podobn\u00e9&#8221; se obecn\u011b posuzuje podle toho, zda odpov\u00edd\u00e1 definici v \u010dl\u00e1nku 2, odstavci 1 japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech (Pharmaceutical Affairs Law).<\/p>\n\n\n\n<p>Tak\u017ee to, co se obecn\u011b naz\u00fdv\u00e1 &#8220;zdrav\u00e9 potraviny&#8221;, nespad\u00e1 pod &#8220;l\u00e9ky a podobn\u00e9&#8221;.<\/p>\n\n\n\n<p>Av\u0161ak i kdy\u017e se jedn\u00e1 o potraviny, kter\u00e9 nespadaj\u00ed pod &#8220;l\u00e9ky a podobn\u00e9&#8221;, pokud &#8220;tvrd\u00ed, \u017ee maj\u00ed l\u00e9\u010div\u00e9 \u00fa\u010dinky&#8221;, jsou pova\u017eov\u00e1ny za l\u00e9ky a pokud nez\u00edskaly schv\u00e1len\u00ed nebo povolen\u00ed jako l\u00e9ky, jejich reklama je zak\u00e1z\u00e1na podle \u010dl\u00e1nku 68 japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/O5N7r_PZhmbyMpwyTJe5FKwl8Dcl8IXLSu53sD6_yTRDhF70WpYAvQyJbUB-RJ_08-vVGu-njL9P7Z4MPPrg2G8Ud9tU6R60zOQ45W9HNXqAatACF01U5Gk5XOY4krXG_HKpKtzpVNwN2APhSyFNmipBZs7wxm5fjWRGV-d0Q3e0Ko_J1tnL36eeGw\" alt=\"Domovsk\u00e1 str\u00e1nka tzv. 'zdrav\u00fdch potravin' | Ministerstvo zdravotnictv\u00ed a pr\u00e1ce\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-right\">Zdroj: <a href=\"https:\/\/www.mhlw.go.jp\/stf\/seisakunitsuite\/bunya\/kenkou_iryou\/shokuhin\/hokenkinou\/index.html\" target=\"_blank\" rel=\"noreferrer noopener\">Domovsk\u00e1 str\u00e1nka tzv. &#8216;zdrav\u00fdch potravin&#8217; | Ministerstvo zdravotnictv\u00ed a pr\u00e1ce [ja]<\/a><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_je_to_%E2%80%9Efunkcni_potraviny_pro_zdravi%E2%80%9C\"><\/span>Co je to \u201efunk\u010dn\u00ed potraviny pro zdrav\u00ed\u201c<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Av\u0161ak, pokud prod\u00e1v\u00e1te potraviny s ur\u010ditou \u00farovn\u00ed bezpe\u010dnosti a \u00fa\u010dinnosti, ale nem\u016f\u017eete uv\u00e1d\u011bt jejich \u00fa\u010dinky a v\u00fdhody, nem\u016f\u017eete je odli\u0161it od ostatn\u00edch b\u011b\u017en\u00fdch potravin a zv\u00fd\u0161it tak jejich prodej.<\/p>\n\n\n\n<p>V takov\u00e9m p\u0159\u00edpad\u011b m\u016f\u017eete vyu\u017e\u00edt \u201esyst\u00e9m funk\u010dn\u00edch potravin pro zdrav\u00ed\u201c, kter\u00fd spl\u0148uje normy bezpe\u010dnosti a \u00fa\u010dinnosti stanoven\u00e9 st\u00e1tem, co\u017e umo\u017e\u0148uje zobrazov\u00e1n\u00ed funkc\u00ed slo\u017eek. \u201eFunk\u010dn\u00ed potraviny pro zdrav\u00ed\u201c zahrnuj\u00ed \u2460 potraviny s funkc\u00ed zobrazen\u00ed, \u2461 potraviny s nutri\u010dn\u00ed funkc\u00ed a \u2462 speci\u00e1ln\u00ed potraviny pro zdrav\u00ed. Speci\u00e1ln\u00ed potraviny pro zdrav\u00ed, ozna\u010dovan\u00e9 tak\u00e9 jako \u201eTokuho\u201c, jsou v\u00e1m pravd\u011bpodobn\u011b dob\u0159e zn\u00e1my.<\/p>\n\n\n\n<p>Takto, i kdy\u017e se jedn\u00e1 o takzvan\u00e9 \u201ezdrav\u00e9 potraviny\u201c, vyu\u017eit\u00edm syst\u00e9mu funk\u010dn\u00edch potravin pro zdrav\u00ed je mo\u017en\u00e9 zobrazovat funkce slo\u017eek.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Priklady_vyrazu_povazovanych_za_leciva\"><\/span>P\u0159\u00edklady v\u00fdraz\u016f pova\u017eovan\u00fdch za l\u00e9\u010diva<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Jak tedy m\u016f\u017eeme inzerovat, pokud nevyu\u017e\u00edv\u00e1me syst\u00e9m zdravotn\u011b funk\u010dn\u00edch potravin?<\/p>\n\n\n\n<p>Jak jsme ji\u017e uvedli, u &#8220;zdravotn\u00edch potravin&#8221; mimo zdravotn\u011b funk\u010dn\u00ed potraviny, tedy u b\u011b\u017en\u00fdch &#8220;potravin&#8221;, kter\u00e9 nez\u00edskaly povolen\u00ed ani nebyly nahl\u00e1\u0161eny, nelze prov\u00e1d\u011bt reklamu s ozna\u010den\u00edm, kter\u00e9 by mohlo b\u00fdt pova\u017eov\u00e1no za l\u00e9\u010divo.<\/p>\n\n\n\n<p>Konkr\u00e9tn\u011b se jedn\u00e1 o:<\/p>\n\n\n\n<ul>\n<li>prevence cukrovky<\/li>\n\n\n\n<li>zv\u00fd\u0161en\u00ed \u00fa\u010dinku na obnovu z \u00fanavy<\/li>\n\n\n\n<li>prevence st\u00e1rnut\u00ed<\/li>\n\n\n\n<li>nesmrtelnost<\/li>\n\n\n\n<li>3-6 tablet denn\u011b pro dosp\u011bl\u00e9<\/li>\n<\/ul>\n\n\n\n<p>Je zak\u00e1z\u00e1no takov\u00e9to ozna\u010den\u00ed zobrazovat v reklam\u00e1ch.<\/p>\n\n\n\n<p>Tato ozna\u010den\u00ed jsou zak\u00e1z\u00e1na podle z\u00e1kona o l\u00e9\u010divech (Japonsk\u00fd z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch p\u0159\u00edstroj\u00edch), proto\u017ee mohou v\u00e9st k nedorozum\u011bn\u00ed, \u017ee maj\u00ed \u00fa\u010dinky podobn\u00e9 l\u00e9\u010div\u016fm, nebo \u017ee jsou l\u00e9\u010divy na z\u00e1klad\u011b pokyn\u016f pro d\u00e1vkov\u00e1n\u00ed podobn\u00fdch l\u00e9\u010div\u016fm.<\/p>\n\n\n\n<p>Pro dal\u0161\u00ed v\u00fdrazy pova\u017eovan\u00e9 za l\u00e9\u010diva a krit\u00e9ria pro rozhodov\u00e1n\u00ed, zda jsou pova\u017eov\u00e1ny za l\u00e9\u010diva, se odkazujte na ozn\u00e1men\u00ed Ministerstva zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed.<\/p>\n\n\n\n<p>Reference: <a href=\"https:\/\/www.mhlw.go.jp\/content\/000658257.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">O \u010d\u00e1ste\u010dn\u00e9 revizi krit\u00e9ri\u00ed pro rozsah l\u00e9\u010div (31. b\u0159ezna 2020 (Reiwa 2), \u010d\u00edslo 0331 \u010d. 33)[ja]<\/a><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pozor_v_pripade_ze_se_nejedna_o_lecivo\"><\/span>Pozor v p\u0159\u00edpad\u011b, \u017ee se nejedn\u00e1 o l\u00e9\u010divo<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>U takzvan\u00fdch zdravotn\u00edch potravin je v reklam\u011b nutn\u00e9, aby bylo vyj\u00e1d\u0159en\u00ed takov\u00e9, \u017ee ho lid\u00e9, kte\u0159\u00ed reklamu vid\u00ed, nespletou s l\u00e9\u010divem. Nap\u0159\u00edklad podle ozn\u00e1men\u00ed Ministerstva zdravotnictv\u00ed a pr\u00e1ce, v\u00fdrazy jako &#8220;dopl\u0148kov\u00e1 v\u00fd\u017eiva&#8221; nebo &#8220;udr\u017een\u00ed zdrav\u00ed&#8221; nejsou p\u0159\u00edmo pova\u017eov\u00e1ny za l\u00e9\u010div\u00e9 \u00fa\u010dinky.<\/p>\n\n\n\n<p>Samoz\u0159ejm\u011b, pokud se nepova\u017euje za l\u00e9\u010divo, je to pova\u017eov\u00e1no za &#8220;potraviny&#8221; a st\u00e1v\u00e1 se p\u0159edm\u011btem regulace, jako je z\u00e1kon o ozna\u010dov\u00e1n\u00ed v\u00fdhern\u00edch v\u00fdrobk\u016f (japonsk\u00fd z\u00e1kon o ozna\u010dov\u00e1n\u00ed v\u00fdhern\u00edch v\u00fdrobk\u016f) nebo z\u00e1kon o podpo\u0159e zdrav\u00ed (japonsk\u00fd z\u00e1kon o podpo\u0159e zdrav\u00ed). V t\u011bchto z\u00e1konech jsou tak\u00e9 stanoveny reklamn\u00ed regulace, tak\u017ee je t\u0159eba d\u00e1vat pozor, abyste je neporu\u0161ili.<\/p>\n\n\n\n<p>Pokud vyu\u017e\u00edv\u00e1te syst\u00e9m zdravotn\u00edch potravin s funkc\u00ed zdrav\u00ed (japonsk\u00fd syst\u00e9m zdravotn\u00edch potravin s funkc\u00ed zdrav\u00ed), je t\u0159eba d\u00e1vat pozor, proto\u017ee pokud se odch\u00fdl\u00edte od v\u00fdraz\u016f stanoven\u00fdch st\u00e1tem, m\u016f\u017ee to b\u00fdt v rozporu se z\u00e1konem o ozna\u010dov\u00e1n\u00ed potravin (japonsk\u00fd z\u00e1kon o ozna\u010dov\u00e1n\u00ed potravin).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pripad_leciv_a_dalsich_vyrobku_vyzadujicich_schvaleni_nebo_certifikaci\"><\/span>P\u0159\u00edpad l\u00e9\u010div a dal\u0161\u00edch v\u00fdrobk\u016f vy\u017eaduj\u00edc\u00edch schv\u00e1len\u00ed nebo certifikaci<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>V\u00fd\u0161e uveden\u00e9 p\u0159\u00edklady se t\u00fdkaj\u00ed v\u00fdrobk\u016f, kter\u00e9 nepot\u0159ebuj\u00ed schv\u00e1len\u00ed nebo certifikaci pro v\u00fdrobu a prodej. Samoz\u0159ejm\u011b to ale neznamen\u00e1, \u017ee pokud m\u00e1te schv\u00e1len\u00e9 l\u00e9\u010divo nebo jin\u00fd v\u00fdrobek, m\u016f\u017eete v reklam\u011b pou\u017e\u00edt jak\u00fdkoli v\u00fdraz.<\/p>\n\n\n\n<p>V p\u0159\u00edpad\u011b t\u011bchto l\u00e9\u010div a dal\u0161\u00edch v\u00fdrobk\u016f nesm\u00edte pou\u017e\u00edvat jin\u00e9 n\u00e1zvy ne\u017e ty, kter\u00e9 byly schv\u00e1leny nebo certifikov\u00e1ny, a co se t\u00fd\u010de \u00fa\u010dinnosti a \u00fa\u010dink\u016f, a\u0165 u\u017e jsou explicitn\u011b nebo implicitn\u011b uvedeny, nesm\u00edte uv\u00e1d\u011bt \u00fa\u010dinnost a \u00fa\u010dinky, kter\u00e9 p\u0159esahuj\u00ed rozsah schv\u00e1len\u00ed nebo certifikace.<\/p>\n\n\n\n<p>Podrobn\u00e9 krit\u00e9ria jsou uvedena v ozn\u00e1men\u00ed Ministerstva zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed &#8216;<a href=\"https:\/\/www.mhlw.go.jp\/file\/06-Seisakujouhou-11120000-Iyakushokuhinkyoku\/0000179264.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">O zm\u011bn\u011b standard\u016f pro spr\u00e1vnou reklamu na l\u00e9\u010diva a dal\u0161\u00ed v\u00fdrobky[ja]<\/a>&#8216;. P\u0159i vytv\u00e1\u0159en\u00ed reklamy na l\u00e9\u010diva a dal\u0161\u00ed v\u00fdrobky si to pros\u00edm zkontrolujte.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pozor_na_uvedeni_%E2%80%9Eosobnich_dojmu%E2%80%9C\"><\/span>Pozor na uveden\u00ed \u201eosobn\u00edch dojm\u016f\u201c<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\/2022\/08\/shutterstock_1932387680.png\" alt=\"Pozor na uveden\u00ed \u201eosobn\u00edch dojm\u016f\u201c\" class=\"wp-image-50037\" \/><\/figure>\n\n\n\n<p>V reklamn\u00edch projevech \u010dasto nar\u00e1\u017e\u00edme na v\u00fdrazy jako \u201ePozn\u00e1mka: Jsou to osobn\u00ed dojmy.\u201c. Tento typ projevu se naz\u00fdv\u00e1 \u201ezru\u0161en\u00ed zobrazen\u00ed\u201c a slou\u017e\u00ed k tomu, aby se p\u0159ede\u0161lo nedorozum\u011bn\u00edm t\u00edm, \u017ee se z\u00e1rove\u0148 zd\u016fraz\u0148uj\u00ed \u00fa\u010dinky a v\u00fdhody, zat\u00edmco se ukazuje, \u017ee jde o v\u00fdjimky nebo zku\u0161enosti.<\/p>\n\n\n\n<p>Av\u0161ak p\u0159\u00edtomnost zru\u0161en\u00ed zobrazen\u00ed neznamen\u00e1, \u017ee m\u016f\u017eete zd\u016fraznit jak\u00e9koliv \u00fa\u010dinky a v\u00fdhody.<\/p>\n\n\n\n<p>Pokud je zru\u0161en\u00ed zobrazen\u00ed mal\u00e9 nebo pokud spot\u0159ebitel nem\u016f\u017ee \u010d\u00edst zru\u0161en\u00ed zobrazen\u00ed, nebo pokud nen\u00ed jasn\u011b uvedeno, \u017ee se jedn\u00e1 o v\u00fdjimku z v\u00fdrazn\u00e9ho zobrazen\u00ed, m\u016f\u017ee to v\u00e9st k nespr\u00e1vn\u00e9mu pochopen\u00ed obsahu v\u00fdrazn\u00e9ho zobrazen\u00ed spot\u0159ebitelem, co\u017e by mohlo b\u00fdt pova\u017eov\u00e1no za klamav\u00e9 nebo zav\u00e1d\u011bj\u00edc\u00ed a mohlo by to poru\u0161ovat japonsk\u00fd z\u00e1kon o ozna\u010dov\u00e1n\u00ed cen a pr\u00e9mii.<\/p>\n\n\n\n<p>Jak budeme diskutovat n\u00ed\u017ee, reklamy na l\u00e9ky a podobn\u00e9 produkty jsou regulov\u00e1ny nejen japonsk\u00fdm z\u00e1konem o l\u00e9\u010divech (Pharmaceutical and Medical Devices Act), ale tak\u00e9 z\u00e1konem o ozna\u010dov\u00e1n\u00ed cen a pr\u00e9mii, tak\u017ee je t\u0159eba se ujistit, \u017ee nejsou poru\u0161ov\u00e1ny tyto z\u00e1kony.<\/p>\n\n\n\n<p>Krom\u011b toho, paragraf 2 \u010dl\u00e1nku 66 japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech zakazuje reklamy, kter\u00e9 by mohly v\u00e9st k nespr\u00e1vn\u00e9mu pochopen\u00ed, \u017ee odborn\u00edci, jako jsou l\u00e9ka\u0159i, l\u00e9k\u00e1rn\u00edci nebo v\u00fdrobci kosmetiky, garantuj\u00ed \u00fa\u010dinnost a v\u00fdhody.<\/p>\n\n\n\n<p>Toto je jasn\u00e9 vyj\u00e1d\u0159en\u00ed interpretace \u201efale\u0161n\u00e9 nebo p\u0159ehnan\u00e9\u201c reklamy podle \u010dl\u00e1nku 66 odstavec 1 japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech, tak\u017ee je t\u0159eba se ujistit, \u017ee nejsou poru\u0161ov\u00e1ny tyto ustanoven\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Japanese_Pharmaceutical_and_Medical_Device_Act_a_Japanese_Act_against_Unjustifiable_Premiums_and_Misleading_Representations\"><\/span>Japanese Pharmaceutical and Medical Device Act a Japanese Act against Unjustifiable Premiums and Misleading Representations<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2022\/08\/kako_3.png\" alt=\"Osobn\u00ed blog a diskusn\u00ed f\u00f3rum\" class=\"wp-image-48188\" style=\"width:735px\" \/><\/figure>\n\n\n\n<p>Japanese Act against Unjustifiable Premiums and Misleading Representations (Z\u00e1kon proti nespravedliv\u00fdm pr\u00e9miov\u00fdm a zav\u00e1d\u011bj\u00edc\u00edm zobrazen\u00edm) m\u00e1 za c\u00edl chr\u00e1nit z\u00e1jmy obecn\u00fdch spot\u0159ebitel\u016f t\u00edm, \u017ee omezuje a zakazuje \u010dinnosti, kter\u00e9 by mohly naru\u0161it autonomn\u00ed a racion\u00e1ln\u00ed v\u00fdb\u011br obecn\u00fdch spot\u0159ebitel\u016f prost\u0159ednictv\u00edm nespravedliv\u00fdch pr\u00e9miov\u00fdch a zav\u00e1d\u011bj\u00edc\u00edch zobrazen\u00ed, a t\u00edm zabr\u00e1nit z\u00e1kazn\u00edk\u016fm, aby byli p\u0159itahov\u00e1ni nespravedliv\u00fdmi pr\u00e9miov\u00fdmi a zav\u00e1d\u011bj\u00edc\u00edmi zobrazen\u00edmi (\u010dl\u00e1nek 1 Z\u00e1kona proti nespravedliv\u00fdm pr\u00e9miov\u00fdm a zav\u00e1d\u011bj\u00edc\u00edm zobrazen\u00edm).<\/p>\n\n\n\n<p>Jak je patrn\u00e9 z tohoto c\u00edle, jak Japanese Pharmaceutical and Medical Device Act, tak Japanese Act against Unjustifiable Premiums and Misleading Representations maj\u00ed spole\u010dn\u00e9 to, \u017ee reguluj\u00ed \u010dinnosti, kter\u00e9 se sna\u017e\u00ed p\u0159itahovat z\u00e1kazn\u00edky prost\u0159ednictv\u00edm nespravedliv\u00fdch zobrazen\u00ed.<\/p>\n\n\n\n<p>Oba tyto z\u00e1kony tak\u00e9 zav\u00e1d\u011bj\u00ed syst\u00e9m pokut pro p\u0159\u00edpady, kdy je poru\u0161ena regulace reklamy, a p\u0159ipravuj\u00ed syst\u00e9m pro z\u00edsk\u00e1n\u00ed nespravedliv\u00fdch zisk\u016f z\u00edskan\u00fdch neleg\u00e1ln\u00ed reklamou.<\/p>\n\n\n\n<p>Pro v\u00edce informac\u00ed o syst\u00e9mu pokut se pod\u00edvejte na n\u00e1sleduj\u00edc\u00ed \u010dl\u00e1nek.<\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/?p=49848\" target=\"_blank\" rel=\"noreferrer noopener\">Co je to syst\u00e9m pokut podle Japanese Pharmaceutical and Medical Device Act? Vysv\u011btlen\u00ed \u010dinnost\u00ed, kter\u00e9 jsou p\u0159edm\u011btem a p\u0159\u00edpad\u016f, kdy jsou sn\u00ed\u017eeny[ja]<\/a><\/p>\n\n\n\n<p>&#8220;Pr\u00e9miov\u00e9&#8221; v Japanese Act against Unjustifiable Premiums and Misleading Representations zahrnuje tak\u00e9 l\u00e9ky a podobn\u00e9 produkty, tak\u017ee reklama na l\u00e9ky a podobn\u00e9 produkty je regulov\u00e1na nejen Japanese Pharmaceutical and Medical Device Act, ale tak\u00e9 Japanese Act against Unjustifiable Premiums and Misleading Representations. Proto je nutn\u00e9 vytv\u00e1\u0159et reklamu po ov\u011b\u0159en\u00ed ka\u017ed\u00e9ho ustanoven\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jak_se_vyjadrovat_abyste_neporusili_reklamni_predpisy\"><\/span>Jak se vyjad\u0159ovat, abyste neporu\u0161ili reklamn\u00ed p\u0159edpisy<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\/2022\/05\/shutterstock_1935747286.jpg\" alt=\"Jak se vyjad\u0159ovat, abyste neporu\u0161ili reklamn\u00ed p\u0159edpisy\" class=\"wp-image-44461\" \/><\/figure>\n\n\n\n<p>Jak jsme dosud vysv\u011btlili, reklamn\u00ed p\u0159edpisy t\u00fdkaj\u00edc\u00ed se l\u00e9k\u016f a podobn\u00fdch produkt\u016f nejsou omezeny pouze na Japonsk\u00fd z\u00e1kon o l\u00e9\u010divech (Yakkihou), ale zahrnuj\u00ed tak\u00e9 \u0159adu dal\u0161\u00edch z\u00e1kon\u016f. P\u0159i vytv\u00e1\u0159en\u00ed reklamy na l\u00e9ky a podobn\u00e9 produkty je tedy nutn\u00e9 v\u011bnovat pozornost tomu, zda jednotliv\u00e9 v\u00fdrazy neporu\u0161uj\u00ed z\u00e1kon.<\/p>\n\n\n\n<p>Existuj\u00ed r\u016fzn\u00e9 zp\u016fsoby, jak sn\u00ed\u017eit pravd\u011bpodobnost poru\u0161en\u00ed z\u00e1kona, nap\u0159\u00edklad pou\u017eit\u00ed n\u00e1stroj\u016f pro kontrolu v\u00fdraz\u016f v reklam\u011b nebo vyh\u00fdb\u00e1n\u00ed se definitivn\u00edm v\u00fdrok\u016fm.<\/p>\n\n\n\n<p>Je v\u0161ak d\u016fle\u017eit\u00e9 si uv\u011bdomit, \u017ee tyto metody jsou pouze n\u00e1vrhy a to, \u017ee jste pou\u017eili n\u00e1stroj nebo se vyhnuli definitivn\u00edmu v\u00fdroku, neznamen\u00e1, \u017ee je va\u0161e reklama ur\u010dit\u011b v souladu se z\u00e1konem. Doporu\u010dujeme se proto poradit s pr\u00e1vn\u00edkem, kter\u00fd m\u00e1 odborn\u00e9 znalosti v t\u00e9to oblasti.<\/p>\n\n\n\n<p>Pro v\u00edce informac\u00ed o tom, jak\u00e9 v\u00fdrazy mohou poru\u0161ovat z\u00e1kon, se pod\u00edvejte na n\u00e1\u0161 dal\u0161\u00ed \u010dl\u00e1nek.<\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/?p=49845\" target=\"_blank\" rel=\"noreferrer noopener\">M\u011bn\u00ed se podle typu produktu? Vysv\u011btlen\u00ed p\u0159\u00edklad\u016f poru\u0161en\u00ed reklamn\u00edch p\u0159edpis\u016f[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Shrnuti_Nechte_pravnika_overit_zda_vase_reklama_neporusuje_Japonsky_zakon_o_lecivech_a_zdravotnickych_prostredcich\"><\/span>Shrnut\u00ed: Nechte pr\u00e1vn\u00edka ov\u011b\u0159it, zda va\u0161e reklama neporu\u0161uje Japonsk\u00fd z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Krom\u011b produkt\u016f, kter\u00e9 jsou zjevn\u011b c\u00edlem Japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch, jako jsou l\u00e9ky a zdravotnick\u00e9 p\u0159\u00edstroje, existuje tak\u00e9 mo\u017enost, \u017ee reklama na &#8220;potraviny&#8221; m\u016f\u017ee poru\u0161ovat tento z\u00e1kon v z\u00e1vislosti na zp\u016fsobu prezentace.<\/p>\n\n\n\n<p>Krom\u011b Japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch existuje mnoho dal\u0161\u00edch z\u00e1kon\u016f, kter\u00e9 reguluj\u00ed reklamu, a ov\u011b\u0159en\u00ed, zda nejsou poru\u0161eny v\u0161echny, m\u016f\u017ee b\u00fdt n\u00e1ro\u010dn\u00e9.<\/p>\n\n\n\n<p>Je obt\u00ed\u017en\u00e9 pro jednotlivce rozhodnout, zda vyj\u00e1d\u0159en\u00ed v reklam\u011b poru\u0161uje Japonsk\u00fd z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch nebo jin\u00e9 z\u00e1kony, proto se pros\u00edm pora\u010fte s pr\u00e1vn\u00edkem s bohat\u00fdmi zku\u0161enostmi.<\/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 Monolis je pr\u00e1vn\u00ed kancel\u00e1\u0159 s vysokou odbornost\u00ed v oblasti IT, zejm\u00e9na internetu a pr\u00e1va. Na\u0161e kancel\u00e1\u0159 poskytuje slu\u017eby, jako je pr\u00e1vn\u00ed kontrola \u010dl\u00e1nk\u016f a landing pages, vytv\u00e1\u0159en\u00ed pokyn\u016f a kontrola vzork\u016f pro provozovatele m\u00e9di\u00ed, provozovatele recenzn\u00edch str\u00e1nek, reklamn\u00ed agentury, v\u00fdrobce dopl\u0148k\u016f stravy a kosmetiky p\u0159\u00edmo pro spot\u0159ebitele (D2C), kliniky, provozovatele aplikac\u00ed poskytuj\u00edc\u00edch slu\u017eby (ASP) a dal\u0161\u00ed. Podrobnosti jsou uvedeny v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku.<\/p>\n\n\n\n<p><a href=\"https:\/\/monolith.law\/operationofmedia\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/monolith.law\/operationofmedia[ja]<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>V televizn\u00edch reklam\u00e1ch, novinov\u00fdch inzerc\u00edch a v posledn\u00ed dob\u011b i v reklam\u00e1ch na smartphone aplikac\u00edch se \u010dasto setk\u00e1v\u00e1me s reklamami na l\u00e9ky a zdravotnick\u00e9 prost\u0159edky. Tyto reklamy \u010dasto siln\u011b zd\u016fraz [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":64147,"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\/61594"}],"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=61594"}],"version-history":[{"count":2,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/61594\/revisions"}],"predecessor-version":[{"id":64148,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/61594\/revisions\/64148"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/64147"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=61594"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=61594"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=61594"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}