{"id":64543,"date":"2024-07-25T20:35:20","date_gmt":"2024-07-25T11:35:20","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=64543"},"modified":"2024-07-28T14:31:34","modified_gmt":"2024-07-28T05:31:34","slug":"medical-advertising-guidelines","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-guidelines","title":{"rendered":"Jak\u00e9 reklamy poru\u0161uj\u00ed p\u0159edpisy o reklam\u011b v zdravotnictv\u00ed? Vysv\u011btlen\u00ed nep\u0159\u00edpustn\u00fdch p\u0159\u00edklad\u016f podle sm\u011brnic"},"content":{"rendered":"\n<p>Reklama na zdravotnick\u00e1 za\u0159\u00edzen\u00ed, jako jsou nemocnice a kliniky, podl\u00e9h\u00e1 regulac\u00edm podle <em>Japanese Medical Law<\/em> (\u533b\u7642\u6cd5) a <em>Japanese Guidelines for Medical Advertising<\/em> (\u533b\u7642\u5e83\u544a\u30ac\u30a4\u30c9\u30e9\u30a4\u30f3). Zejm\u00e9na <em>Japanese Guidelines for Medical Advertising<\/em> stanovuj\u00ed krom\u011b p\u0159edpis\u016f jasn\u011b definovan\u00fdch v <em>Japanese Medical Law<\/em> tak\u00e9 dal\u0161\u00ed zak\u00e1zan\u00e9 \u010dinnosti v detailn\u00edm rozsahu. P\u0159i umis\u0165ov\u00e1n\u00ed l\u00e9ka\u0159sk\u00e9 reklamy je nezbytn\u00e9 se v\u017edy \u0159\u00eddit ob\u011bma t\u011bmito dokumenty.<\/p>\n\n\n\n<p>Av\u0161ak mnoho lid\u00ed, i p\u0159es p\u0159e\u010dten\u00ed sm\u011brnic Ministerstva zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed, nem\u00e1 jasno o tom, jak\u00e9 typy reklam mohou b\u00fdt neleg\u00e1ln\u00ed. To je b\u011b\u017en\u00fd probl\u00e9m.<\/p>\n\n\n\n<p>V tomto \u010dl\u00e1nku p\u0159edstav\u00edme p\u0159ehled regulac\u00ed t\u00fdkaj\u00edc\u00edch se l\u00e9ka\u0159sk\u00e9 reklamy a konkr\u00e9tn\u00ed p\u0159\u00edklady, kter\u00e9 mohou b\u00fdt neleg\u00e1ln\u00ed, na z\u00e1klad\u011b p\u0159\u00edru\u010dky s p\u0159\u00edklady od Ministerstva zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed. Podrobn\u011b vysv\u011btl\u00edme zak\u00e1zan\u00e9 \u010dinnosti stanoven\u00e9 ve sm\u011brnic\u00edch a body, na kter\u00e9 byste m\u011bli b\u00fdt opatrn\u00ed p\u0159i umis\u0165ov\u00e1n\u00ed reklamy. Tento \u010dl\u00e1nek v\u00e1m m\u016f\u017ee poslou\u017eit jako u\u017eite\u010dn\u00fd zdroj informac\u00ed.<\/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\/medical-advertising-guidelines\/#Co_jsou_to_regulace_zdravotnicke_reklamy\" title=\"Co jsou to regulace zdravotnick\u00e9 reklamy?\">Co jsou to regulace zdravotnick\u00e9 reklamy?<\/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\/medical-advertising-guidelines\/#Ucel_regulace_reklamy_ve_zdravotnictvi\" title=\"\u00da\u010del regulace reklamy ve zdravotnictv\u00ed\">\u00da\u010del regulace reklamy ve zdravotnictv\u00ed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-guidelines\/#Relevance_a_regulace_lekarske_reklamy\" title=\"Relevance a regulace l\u00e9ka\u0159sk\u00e9 reklamy\">Relevance a regulace l\u00e9ka\u0159sk\u00e9 reklamy<\/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\/general-corporate\/medical-advertising-guidelines\/#Co_je_mozne_uvadet_v_reklame\" title=\"Co je mo\u017en\u00e9 uv\u00e1d\u011bt v reklam\u011b\">Co je mo\u017en\u00e9 uv\u00e1d\u011bt v reklam\u011b<\/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\/general-corporate\/medical-advertising-guidelines\/#Podminky_pro_uvolneni_omezeni_veci_ktere_je_mozne_inzerovat\" title=\"Podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed v\u011bc\u00ed, kter\u00e9 je mo\u017en\u00e9 inzerovat\">Podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed v\u011bc\u00ed, kter\u00e9 je mo\u017en\u00e9 inzerovat<\/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\/general-corporate\/medical-advertising-guidelines\/#Zakazane_praktiky_stanovene_ve_smernicich_pro_reklamu_v_oblasti_zdravotnictvi\" title=\"Zak\u00e1zan\u00e9 praktiky stanoven\u00e9 ve sm\u011brnic\u00edch pro reklamu v oblasti zdravotnictv\u00ed\">Zak\u00e1zan\u00e9 praktiky stanoven\u00e9 ve sm\u011brnic\u00edch pro reklamu v oblasti zdravotnictv\u00ed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-guidelines\/#Konkretni_priklady_lekarske_reklamy_poskozujici_prestiz\" title=\"Konkr\u00e9tn\u00ed p\u0159\u00edklady l\u00e9ka\u0159sk\u00e9 reklamy po\u0161kozuj\u00edc\u00ed presti\u017e\">Konkr\u00e9tn\u00ed p\u0159\u00edklady l\u00e9ka\u0159sk\u00e9 reklamy po\u0161kozuj\u00edc\u00ed presti\u017e<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-guidelines\/#Lakani_zalozene_na_informacich_nesouvisejicich_primo_s_poskytovanou_lekarskou_peci\" title=\"L\u00e1k\u00e1n\u00ed zalo\u017een\u00e9 na informac\u00edch nesouvisej\u00edc\u00edch p\u0159\u00edmo s poskytovanou l\u00e9ka\u0159skou p\u00e9\u010d\u00ed\">L\u00e1k\u00e1n\u00ed zalo\u017een\u00e9 na informac\u00edch nesouvisej\u00edc\u00edch p\u0159\u00edmo s poskytovanou l\u00e9ka\u0159skou p\u00e9\u010d\u00ed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-guidelines\/#Reklama_zduraznujici_naklady\" title=\"Reklama zd\u016fraz\u0148uj\u00edc\u00ed n\u00e1klady\">Reklama zd\u016fraz\u0148uj\u00edc\u00ed n\u00e1klady<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-guidelines\/#Pripady_kdy_je_treba_davat_pozor_pri_umistovani_reklamy_na_lekarske_sluzby\" title=\"P\u0159\u00edpady, kdy je t\u0159eba d\u00e1vat pozor p\u0159i umis\u0165ov\u00e1n\u00ed reklamy na l\u00e9ka\u0159sk\u00e9 slu\u017eby\">P\u0159\u00edpady, kdy je t\u0159eba d\u00e1vat pozor p\u0159i umis\u0165ov\u00e1n\u00ed reklamy na l\u00e9ka\u0159sk\u00e9 slu\u017eby<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-guidelines\/#Nazev_leciveho_pripravku\" title=\"N\u00e1zev l\u00e9\u010div\u00e9ho p\u0159\u00edpravku\">N\u00e1zev l\u00e9\u010div\u00e9ho p\u0159\u00edpravku<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-guidelines\/#Bannerova_a_seznamova_reklama\" title=\"Bannerov\u00e1 a seznamov\u00e1 reklama\">Bannerov\u00e1 a seznamov\u00e1 reklama<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-guidelines\/#Reklama_dostupna_pouze_urcitym_osobam\" title=\"Reklama dostupn\u00e1 pouze ur\u010dit\u00fdm osob\u00e1m\">Reklama dostupn\u00e1 pouze ur\u010dit\u00fdm osob\u00e1m<\/a><\/li><\/ul><\/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\/medical-advertising-guidelines\/#Shrnuti_Odborne_znalosti_jsou_nezbytne_pro_zpracovani_reklamy_v_oblasti_zdravotnictvi\" title=\"Shrnut\u00ed: Odborn\u00e9 znalosti jsou nezbytn\u00e9 pro zpracov\u00e1n\u00ed reklamy v oblasti zdravotnictv\u00ed\">Shrnut\u00ed: Odborn\u00e9 znalosti jsou nezbytn\u00e9 pro zpracov\u00e1n\u00ed reklamy v oblasti zdravotnictv\u00ed<\/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\/medical-advertising-guidelines\/#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_jsou_to_regulace_zdravotnicke_reklamy\"><\/span>Co jsou to regulace zdravotnick\u00e9 reklamy?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Zdravotnick\u00e1 reklama se t\u00fdk\u00e1 propagace l\u00e9ka\u0159sk\u00fdch slu\u017eeb, nemocnic a ordinac\u00ed. Zdravotnick\u00e1 reklama je regulov\u00e1na z\u00e1konem o zdravotn\u00ed p\u00e9\u010di (Japanese Medical Care Act) a dal\u0161\u00edmi p\u0159edpisy.<\/p>\n\n\n\n<p>Zde vysv\u011btl\u00edme z\u00e1kladn\u00ed principy regulace zdravotnick\u00e9 reklamy.<\/p>\n\n\n\n<ul>\n<li>Z\u00e1m\u011br regulace zdravotnick\u00e9 reklamy<\/li>\n\n\n\n<li>Relevance a c\u00edle regulace zdravotnick\u00e9 reklamy<\/li>\n\n\n\n<li>Zak\u00e1zan\u00e9 praktiky stanoven\u00e9 v regulaci zdravotnick\u00e9 reklamy<\/li>\n\n\n\n<li>Co je mo\u017en\u00e9 inzerovat<\/li>\n<\/ul>\n\n\n\n<p>Pokud si nejste jisti, co p\u0159esn\u011b regulace zdravotnick\u00e9 reklamy zahrnuje, tento \u010dl\u00e1nek v\u00e1m m\u016f\u017ee poslou\u017eit jako u\u017eite\u010dn\u00fd pr\u016fvodce.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ucel_regulace_reklamy_ve_zdravotnictvi\"><\/span>\u00da\u010del regulace reklamy ve zdravotnictv\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2024\/04\/Shutterstock_145714187.jpg\" alt=\"\u00da\u010del regulace reklamy ve zdravotnictv\u00ed\" class=\"wp-image-87375\" \/><\/figure>\n\n\n\n<p>Reklama ve zdravotnictv\u00ed je z n\u00e1sleduj\u00edc\u00edch d\u016fvod\u016f principi\u00e1ln\u011b zak\u00e1z\u00e1na:<\/p>\n\n\n\n<ol>\n<li>Zdravotn\u00ed p\u00e9\u010de je slu\u017eba souvisej\u00edc\u00ed s lidsk\u00fdm \u017eivotem a t\u011blem, a proto m\u016f\u017ee b\u00fdt \u0161koda zp\u016fsoben\u00e1 nespr\u00e1vnou reklamou, kter\u00e1 p\u0159il\u00e1k\u00e1 p\u0159\u00edjemce k nevhodn\u00e9 slu\u017eb\u011b, v\u00fdrazn\u011bj\u0161\u00ed ne\u017e v jin\u00fdch oblastech.<\/li>\n\n\n\n<li>Zdravotn\u00ed p\u00e9\u010de vy\u017eaduje vysokou m\u00edru odbornosti, a proto je obt\u00ed\u017en\u00e9 posoudit kvalitu poskytovan\u00e9 slu\u017eby p\u0159edem pouze na z\u00e1klad\u011b reklamn\u00edch text\u016f.<\/li>\n<\/ol>\n\n\n\n<p>Vzhledem k zvl\u00e1\u0161tnosti slu\u017eeb ve zdravotnictv\u00ed jsou regulace reklamy ve zdravotnictv\u00ed stanoveny s c\u00edlem chr\u00e1nit pacienty a dal\u0161\u00ed u\u017eivatele.<\/p>\n\n\n\n<p>Regulace zaji\u0161\u0165uje, \u017ee u\u017eivatel\u016fm je poskytov\u00e1na p\u0159esn\u00e1 informace a umo\u017e\u0148uje jim vybrat si vhodnou l\u00e9\u010dbu a dal\u0161\u00ed zdravotnick\u00e9 slu\u017eby prost\u0159ednictv\u00edm definov\u00e1n\u00ed zak\u00e1zan\u00fdch a povolen\u00fdch reklamn\u00edch prvk\u016f.<\/p>\n\n\n\n<p>Reference: Ministerstvo zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed | Sm\u011brnice pro reklamu na l\u00e9ka\u0159sk\u00e9 a zubn\u00ed praxe, nemocnice nebo kliniky (Japonsk\u00e9 sm\u011brnice pro reklamu ve zdravotnictv\u00ed)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Relevance_a_regulace_lekarske_reklamy\"><\/span>Relevance a regulace l\u00e9ka\u0159sk\u00e9 reklamy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>L\u00e9ka\u0159sk\u00e1 reklama, kter\u00e1 podl\u00e9h\u00e1 regulaci, mus\u00ed spl\u0148ovat n\u00e1sleduj\u00edc\u00ed krit\u00e9ria:<\/p>\n\n\n\n<ol>\n<li>Reklama s \u00famyslem p\u0159il\u00e1kat pacienty k n\u00e1v\u0161t\u011bv\u011b (p\u0159ita\u017elivost)<\/li>\n\n\n\n<li>Reklama, ve kter\u00e9 je mo\u017en\u00e9 jednozna\u010dn\u011b identifikovat jm\u00e9no poskytovatele l\u00e9ka\u0159sk\u00fdch slu\u017eeb, n\u00e1zev nemocnice nebo ordinace (identifikovatelnost)<\/li>\n<\/ol>\n\n\n\n<p>V\u0161echny reklamy ur\u010den\u00e9 pro Japonsko, kter\u00e9 odpov\u00eddaj\u00ed l\u00e9ka\u0159sk\u00e9 reklam\u011b, pak podl\u00e9haj\u00ed regulac\u00edm l\u00e9ka\u0159sk\u00e9 reklamy.<\/p>\n\n\n\n<p>Regulace se t\u00fdk\u00e1 nejen reklam prov\u00e1d\u011bn\u00fdch l\u00e9ka\u0159sk\u00fdmi za\u0159\u00edzen\u00edmi samotn\u00fdmi, ale tak\u00e9 reklam zve\u0159ej\u0148ovan\u00fdch prost\u0159ednictv\u00edm m\u00e9di\u00ed nebo affiliate marketingu, bez ohledu na titul osoby, kter\u00e1 je zve\u0159ej\u0148uje.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_je_mozne_uvadet_v_reklame\"><\/span>Co je mo\u017en\u00e9 uv\u00e1d\u011bt v reklam\u011b<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Obsah, kter\u00fd je povolen\u00fd jako l\u00e9ka\u0159sk\u00e1 reklama, je omezen podle ustanoven\u00ed \u010dl\u00e1nku 6 odstavec 5 bod 3 <em>Japanese Medical Law<\/em> (\u533b\u7642\u6cd5). To znamen\u00e1, \u017ee informace, kter\u00e9 nejsou uvedeny jako reklamn\u00ed mo\u017enosti v <em>Japanese Medical Law<\/em>, nesm\u00ed b\u00fdt reklamov\u00e1ny.<\/p>\n\n\n\n<p>P\u0159\u00edklady mo\u017enost\u00ed reklamy, kter\u00e9 jsou uvedeny v \u010dl\u00e1nku 6 odstavec 5 bod 3 <em>Japanese Medical Law<\/em>, zahrnuj\u00ed n\u00e1sleduj\u00edc\u00ed:<\/p>\n\n\n\n<ul>\n<li>Skute\u010dnost, \u017ee osoba je l\u00e9ka\u0159em nebo zubn\u00edm l\u00e9ka\u0159em<\/li>\n\n\n\n<li>N\u00e1zev l\u00e9ka\u0159sk\u00e9ho oboru<\/li>\n\n\n\n<li>N\u00e1zev nemocnice nebo kliniky, telefonn\u00ed \u010d\u00edslo a adresa, jm\u00e9no spr\u00e1vce<\/li>\n\n\n\n<li>Dny a hodiny ordinace, dostupnost l\u00e9\u010dby na z\u00e1klad\u011b rezervace<\/li>\n\n\n\n<li>Obsah poskytovan\u00e9 l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de (omezeno na to, co ur\u010duje ministr zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed)<\/li>\n<\/ul>\n\n\n\n<p>Informace by m\u011bly b\u00fdt p\u0159edpokladem, \u017ee jsou u\u017eite\u010dn\u00e9 pro pacienty a dal\u0161\u00ed osoby p\u0159i v\u00fdb\u011bru l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de. Krom\u011b toho mus\u00ed b\u00fdt obsah l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de omezen na polo\u017eky, kter\u00e9 lze objektivn\u011b hodnotit a kter\u00e9 jsou ov\u011b\u0159iteln\u00e9 ex post.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Podminky_pro_uvolneni_omezeni_veci_ktere_je_mozne_inzerovat\"><\/span>Podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed v\u011bc\u00ed, kter\u00e9 je mo\u017en\u00e9 inzerovat<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Podle na\u0159\u00edzen\u00ed Ministerstva zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed mohou b\u00fdt n\u011bkter\u00e9 polo\u017eky, kter\u00e9 obvykle nespadaj\u00ed do kategorie inzerovateln\u00fdch, p\u0159esto inzerov\u00e1ny. To je zalo\u017eeno na p\u0159edpokladu, \u017ee je nutn\u00e9 hladce poskytovat adekv\u00e1tn\u00ed informace, pokud si je pacienti a dal\u0161\u00ed osoby vy\u017e\u00e1daj\u00ed sami.<\/p>\n\n\n\n<p>Pro uvoln\u011bn\u00ed omezen\u00ed inzerovateln\u00fdch v\u011bc\u00ed mus\u00ed b\u00fdt spln\u011bny ur\u010dit\u00e9 podm\u00ednky, nap\u0159\u00edklad:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u010cl\u00e1nek 1, odstavec 9, bod 2, prov\u00e1d\u011bc\u00edho na\u0159\u00edzen\u00ed k z\u00e1konu o zdravotn\u00ed p\u00e9\u010di<br>Jedna: Informace, kter\u00e9 p\u0159isp\u00edvaj\u00ed k adekv\u00e1tn\u00ed volb\u011b v oblasti zdravotn\u00ed p\u00e9\u010de a kter\u00e9 si pacienti a dal\u0161\u00ed osoby z\u00edsk\u00e1vaj\u00ed na z\u00e1klad\u011b vlastn\u00edho po\u017eadavku, mus\u00ed b\u00fdt zobrazeny na webov\u00fdch str\u00e1nk\u00e1ch nebo v jin\u00fdch form\u00e1ch reklamy, kter\u00e9 jsou s t\u00edmto srovnateln\u00e9.<\/p>\n<cite><a href=\"https:\/\/elaws.e-gov.go.jp\/document?lawid=323M40000100050\" target=\"_blank\" rel=\"noreferrer noopener\">Proveden\u00ed z\u00e1kona o zdravotn\u00ed p\u00e9\u010di | e-Gov pr\u00e1vn\u00ed vyhled\u00e1v\u00e1n\u00ed[ja]<\/a><\/cite><\/blockquote>\n\n\n\n<p>Pokud jsou spln\u011bny v\u0161echny podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed, je v z\u00e1sad\u011b mo\u017en\u00e9 zve\u0159ejnit jakoukoliv reklamu. P\u0159\u00edklady poru\u0161en\u00ed a upozorn\u011bn\u00ed t\u00fdkaj\u00edc\u00ed se inzerovateln\u00fdch v\u011bc\u00ed jsou podrobn\u011b vysv\u011btleny v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku.<\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/corporate\/medical-advertising-regulations\" target=\"_blank\" rel=\"noreferrer noopener\">Co jsou to inzerovateln\u00e9 v\u011bci podle regulace zdravotnick\u00e9 reklamy? Vysv\u011btlen\u00ed tak\u00e9 p\u0159\u00edklad\u016f nedostate\u010dn\u00fdch z\u00e1znam\u016f[ja]<\/a><\/p>\n\n\n\n<p>Dal\u0161\u00ed podrobnosti o kl\u00ed\u010dov\u00fdch bodech a krit\u00e9ri\u00edch pro regulaci zdravotnick\u00e9 reklamy najdete v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku.<\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/corporate\/medical-advertising-charts\" target=\"_blank\" rel=\"noreferrer noopener\">Pr\u016fvodce zdravotnickou reklamou: Pr\u00e1vn\u00edk vysv\u011btluje kl\u00ed\u010dov\u00e9 body srozumiteln\u011b[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zakazane_praktiky_stanovene_ve_smernicich_pro_reklamu_v_oblasti_zdravotnictvi\"><\/span>Zak\u00e1zan\u00e9 praktiky stanoven\u00e9 ve sm\u011brnic\u00edch pro reklamu v oblasti zdravotnictv\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\/2024\/04\/Shutterstock_1022274595.jpg\" alt=\"Reklama v oblasti zdravotnictv\u00ed zak\u00e1zan\u00e1 ve sm\u011brnic\u00edch pro reklamu\" class=\"wp-image-87373\" \/><\/figure>\n\n\n\n<p>Krom\u011b regulac\u00ed stanoven\u00fdch z\u00e1konem o zdravotnictv\u00ed a prov\u00e1d\u011bc\u00edmi p\u0159edpisy k z\u00e1konu o zdravotnictv\u00ed existuj\u00ed tak\u00e9 zak\u00e1zan\u00e9 praktiky definovan\u00e9 ve sm\u011brnic\u00edch pro reklamu v oblasti zdravotnictv\u00ed. Jedn\u00e1 se o:<\/p>\n\n\n\n<ul>\n<li>Reklamu po\u0161kozuj\u00edc\u00ed dobr\u00e9 jm\u00e9no<\/li>\n\n\n\n<li>Reklamu zak\u00e1zanou jin\u00fdmi pr\u00e1vn\u00edmi p\u0159edpisy nebo sm\u011brnicemi souvisej\u00edc\u00edmi s jin\u00fdmi pr\u00e1vn\u00edmi p\u0159edpisy<\/li>\n<\/ul>\n\n\n\n<p>Tyto dva body jsou zvl\u00e1\u0161t\u011b d\u016fle\u017eit\u00e9, proto\u017ee z\u00e1kon p\u0159\u00edmo nestanov\u00ed z\u00e1kaz reklamy po\u0161kozuj\u00edc\u00ed dobr\u00e9 jm\u00e9no, a proto je nutn\u00e9 se o tomto bodu dozv\u011bd\u011bt p\u0159\u00edmo ze sm\u011brnic pro reklamu v oblasti zdravotnictv\u00ed.<\/p>\n\n\n\n<p>Reklama v oblasti zdravotnictv\u00ed by m\u011bla usilovat o p\u0159ed\u00e1v\u00e1n\u00ed objektivn\u00edch a p\u0159esn\u00fdch informac\u00ed, aby pacienti a dal\u0161\u00ed osoby mohly spr\u00e1vn\u011b vyb\u00edrat metody l\u00e9\u010dby. Sm\u011brnice stanov\u00ed, \u017ee by se m\u011blo vyvarovat reklamy, kter\u00e1 by mohla po\u0161kodit dobr\u00e9 jm\u00e9no, proto\u017ee takov\u00e1 nen\u00ed vhodn\u00e1 pro pou\u017eit\u00ed v medic\u00ednsk\u00e9 reklam\u011b.<\/p>\n\n\n\n<p>V dal\u0161\u00ed \u010d\u00e1sti \u010dl\u00e1nku vysv\u011btl\u00edme, co p\u0159esn\u011b sm\u011brnice mysl\u00ed pod pojmem &#8220;reklama po\u0161kozuj\u00edc\u00ed dobr\u00e9 jm\u00e9no&#8221;, a to na z\u00e1klad\u011b konkr\u00e9tn\u00edch p\u0159\u00edklad\u016f.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Konkretni_priklady_lekarske_reklamy_poskozujici_prestiz\"><\/span>Konkr\u00e9tn\u00ed p\u0159\u00edklady l\u00e9ka\u0159sk\u00e9 reklamy po\u0161kozuj\u00edc\u00ed presti\u017e<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Zde uv\u00e1d\u00edme dva p\u0159\u00edklady l\u00e9ka\u0159sk\u00e9 reklamy, kter\u00e9 jsou zak\u00e1z\u00e1ny podle sm\u011brnic pro l\u00e9ka\u0159skou reklamu, proto\u017ee po\u0161kozuj\u00ed presti\u017e.<\/p>\n\n\n\n<ul>\n<li>L\u00e1k\u00e1n\u00ed zalo\u017een\u00e9 na informac\u00edch nesouvisej\u00edc\u00edch p\u0159\u00edmo s poskytovanou l\u00e9ka\u0159skou p\u00e9\u010d\u00ed<\/li>\n\n\n\n<li>Reklama zd\u016fraz\u0148uj\u00edc\u00ed n\u00e1klady<\/li>\n<\/ul>\n\n\n\n<p>Poj\u010fme se na ka\u017ed\u00fd p\u0159\u00edklad pod\u00edvat podrobn\u011bji.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lakani_zalozene_na_informacich_nesouvisejicich_primo_s_poskytovanou_lekarskou_peci\"><\/span>L\u00e1k\u00e1n\u00ed zalo\u017een\u00e9 na informac\u00edch nesouvisej\u00edc\u00edch p\u0159\u00edmo s poskytovanou l\u00e9ka\u0159skou p\u00e9\u010d\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Zd\u016frazn\u011bn\u00ed informac\u00ed, kter\u00e9 p\u0159\u00edmo nesouvisej\u00ed s poskytovanou l\u00e9ka\u0159skou p\u00e9\u010d\u00ed, je pova\u017eov\u00e1no za po\u0161kozen\u00ed presti\u017ee a nen\u00ed vhodn\u00e9 pro l\u00e9ka\u0159skou reklamu. M\u016f\u017ee to v\u00e9st k nespr\u00e1vn\u00e9mu pochopen\u00ed pacienty a neopr\u00e1vn\u011bn\u011b je l\u00e1kat.<\/p>\n\n\n\n<p>Konkr\u00e9tn\u011b se jedn\u00e1 nap\u0159\u00edklad o n\u00e1sleduj\u00edc\u00ed:<\/p>\n\n\n\n<ul>\n<li>D\u00e1rek v podob\u011b hra\u010dky pro d\u011bti, kter\u00e9 se sna\u017eily b\u011bhem l\u00e9\u010dby<\/li>\n\n\n\n<li>D\u00e1rek v podob\u011b zbo\u017e\u00ed pro miminka pro ty, kte\u0159\u00ed porodili v na\u0161\u00ed klinice<\/li>\n<\/ul>\n\n\n\n<p>Darov\u00e1n\u00ed zbo\u017e\u00ed nesouvis\u00ed v\u016fbec s poskytovanou l\u00e9ka\u0159skou p\u00e9\u010d\u00ed. I kdy\u017e takov\u00e9 slu\u017eby skute\u010dn\u011b poskytujete, nem\u011bli byste je zmi\u0148ovat v l\u00e9ka\u0159sk\u00e9 reklam\u011b.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Reklama_zduraznujici_naklady\"><\/span>Reklama zd\u016fraz\u0148uj\u00edc\u00ed n\u00e1klady<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>P\u0159i zve\u0159ej\u0148ov\u00e1n\u00ed l\u00e9ka\u0159sk\u00e9 reklamy byste nem\u011bli zd\u016fraz\u0148ovat n\u00e1klady.<\/p>\n\n\n\n<p>Kdy\u017e jsou informace o n\u00e1kladech zd\u016frazn\u011bny, m\u016f\u017ee to pacienty br\u00e1nit ve spr\u00e1vn\u00e9m rozhodov\u00e1n\u00ed p\u0159i v\u00fdb\u011bru l\u00e9\u010debn\u00e9 metody nebo l\u00e9ka\u0159sk\u00e9ho za\u0159\u00edzen\u00ed.<\/p>\n\n\n\n<p>Reklamy, kter\u00e9 zd\u016fraz\u0148uj\u00ed slevy nebo akce, jsou pova\u017eov\u00e1ny za po\u0161kozuj\u00edc\u00ed presti\u017e. P\u0159\u00edklady zahrnuj\u00ed:<\/p>\n\n\n\n<ul>\n<li>Norm\u00e1ln\u00ed cena 50 000 K\u010d \/ m\u011bs\u00edc \u2192 Slevn\u011bn\u00e1 cena 45 000 K\u010d<\/li>\n\n\n\n<li>P\u0159i registraci \u010dlena prost\u0159ednictv\u00edm na\u0161\u00ed exkluzivn\u00ed aplikace z\u00edsk\u00e1te 30 % slevu na r\u016fzn\u00e9 l\u00e9\u010debn\u00e9 procedury<\/li>\n<\/ul>\n\n\n\n<p>I kdy\u017e existuj\u00ed zm\u011bny cen nebo slevy, m\u011bli byste se vyhnout p\u0159ehnan\u00e9mu zd\u016fraz\u0148ov\u00e1n\u00ed informac\u00ed o n\u00e1kladech.<\/p>\n\n\n\n<p>Tak\u00e9 je zak\u00e1z\u00e1no zd\u016fraz\u0148ovat speci\u00e1ln\u00ed ceny za l\u00e9\u010dbu jako model pro p\u0159\u00edpadovou studii. L\u00e1k\u00e1n\u00ed pacient\u016f na ni\u017e\u0161\u00ed ceny za \u00fa\u010dast jako model &#8220;Pokud se zapoj\u00edte jako model, zaplat\u00edte m\u00e9n\u011b ne\u017e obvykl\u00e1 cena&#8221; nen\u00ed vhodn\u00e9 pro l\u00e9ka\u0159skou reklamu.<\/p>\n\n\n\n<p>Av\u0161ak informace o n\u00e1kladech jsou jednou z u\u017eite\u010dn\u00fdch informac\u00ed pro pacienty. Pokud nepou\u017e\u00edv\u00e1te p\u0159ehnan\u00e9 vyjad\u0159ovac\u00ed prost\u0159edky, nen\u00ed probl\u00e9m pou\u017e\u00edt tu\u010dn\u00e9 p\u00edsmo nebo podtr\u017een\u00ed k zobrazen\u00ed informac\u00ed o n\u00e1kladech.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pripady_kdy_je_treba_davat_pozor_pri_umistovani_reklamy_na_lekarske_sluzby\"><\/span>P\u0159\u00edpady, kdy je t\u0159eba d\u00e1vat pozor p\u0159i umis\u0165ov\u00e1n\u00ed reklamy na l\u00e9ka\u0159sk\u00e9 slu\u017eby<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\/2024\/04\/Shutterstock_1120129439.jpg\" alt=\"P\u0159\u00edpady, kdy je t\u0159eba d\u00e1vat pozor p\u0159i umis\u0165ov\u00e1n\u00ed reklamy na l\u00e9ka\u0159sk\u00e9 slu\u017eby\" class=\"wp-image-87374\" \/><\/figure>\n\n\n\n<p>P\u0159i umis\u0165ov\u00e1n\u00ed reklamy na l\u00e9ka\u0159sk\u00e9 slu\u017eby je t\u0159eba db\u00e1t na t\u0159i d\u016fle\u017eit\u00e9 body, abyste se vyhnuli poru\u0161en\u00ed p\u0159edpis\u016f o reklam\u011b na l\u00e9ka\u0159sk\u00e9 slu\u017eby.<\/p>\n\n\n\n<ul>\n<li>N\u00e1zev l\u00e9\u010div\u00e9ho p\u0159\u00edpravku<\/li>\n\n\n\n<li>Bannerov\u00e1 a seznamov\u00e1 reklama<\/li>\n\n\n\n<li>Reklama dostupn\u00e1 pouze ur\u010dit\u00fdm osob\u00e1m<\/li>\n<\/ul>\n\n\n\n<p>Podrobnosti v\u00e1m vysv\u011btl\u00edme na konkr\u00e9tn\u00edch p\u0159\u00edkladech, kter\u00e9 si m\u016f\u017eete vz\u00edt za vzor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nazev_leciveho_pripravku\"><\/span>N\u00e1zev l\u00e9\u010div\u00e9ho p\u0159\u00edpravku<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>V reklam\u011b na l\u00e9ka\u0159sk\u00e9 slu\u017eby ur\u010den\u00e9 pro \u0161irokou ve\u0159ejnost by nem\u011bl b\u00fdt uveden obchodn\u00ed n\u00e1zev l\u00e9\u010div nebo zdravotnick\u00fdch prost\u0159edk\u016f.<\/p>\n\n\n\n<p>Jedn\u00e1 se o po\u017eadavek zalo\u017een\u00fd na notifikaci \u010d\u00edslo 0929-4 ze dne 29. z\u00e1\u0159\u00ed 2017 (Heisei 29) (2017) od Gener\u00e1ln\u00edho \u0159editelstv\u00ed pro l\u00e9\u010diva a \u017eivotn\u00ed prost\u0159ed\u00ed Ministerstva zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed, kter\u00e1 obsahuje p\u0159\u00edlohu &#8220;Standardy pro spr\u00e1vnou reklamu na l\u00e9\u010diva a podobn\u011b&#8221;. Tyto standardy stanov\u00ed, \u017ee reklama ur\u010den\u00e1 pro ve\u0159ejnost, kter\u00e1 nen\u00ed odborn\u00edkem v oblasti l\u00e9\u010div, by nem\u011bla b\u00fdt prov\u00e1d\u011bna.<\/p>\n\n\n\n<p>P\u0159i uv\u00e1d\u011bn\u00ed informac\u00ed o l\u00e9\u010divech v reklam\u011b, nap\u0159\u00edklad p\u0159i propagaci p\u0159edepsan\u00fdch l\u00e9k\u016f, je nutn\u00e9 pou\u017e\u00edt obecn\u00fd n\u00e1zev l\u00e9\u010diva, nikoli konkr\u00e9tn\u00ed obchodn\u00ed n\u00e1zev. P\u0159\u00edklady reklamy, kter\u00e1 je povolena, mohou vypadat takto:<\/p>\n\n\n\n<ul>\n<li>V na\u0161\u00ed klinice pou\u017e\u00edv\u00e1me generick\u00e9 l\u00e9\u010div\u00e9 p\u0159\u00edpravky.<\/li>\n\n\n\n<li>Zab\u00fdv\u00e1me se l\u00e9\u010dbou AGA pomoc\u00ed l\u00e9\u010div.<\/li>\n<\/ul>\n\n\n\n<p>P\u0159i umis\u0165ov\u00e1n\u00ed reklamy na l\u00e9ka\u0159sk\u00e9 slu\u017eby je nutn\u00e9 dodr\u017eovat nejen p\u0159edpisy z\u00e1kona o zdravotn\u00ed p\u00e9\u010di a prov\u00e1d\u011bc\u00edho na\u0159\u00edzen\u00ed k z\u00e1konu o zdravotn\u00ed p\u00e9\u010di, ale tak\u00e9 dal\u0161\u00ed pr\u00e1vn\u00ed p\u0159edpisy a souvisej\u00edc\u00ed sm\u011brnice.<\/p>\n\n\n\n<ul>\n<li>Z\u00e1kon o l\u00e9\u010divech a zdravotnick\u00fdch prost\u0159edc\u00edch<\/li>\n\n\n\n<li>Z\u00e1kon o podpo\u0159e zdrav\u00ed<\/li>\n\n\n\n<li>Z\u00e1kon o ozna\u010dov\u00e1n\u00ed cen<\/li>\n\n\n\n<li>Z\u00e1kon o prevenci nekal\u00e9 sout\u011b\u017ee<\/li>\n<\/ul>\n\n\n\n<p>Zvl\u00e1\u0161t\u011b je t\u0159eba si ov\u011b\u0159it p\u0159edpisy t\u011bchto z\u00e1kon\u016f, kter\u00e9 se t\u00fdkaj\u00ed reklamy na l\u00e9ka\u0159sk\u00e9 slu\u017eby.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Bannerova_a_seznamova_reklama\"><\/span>Bannerov\u00e1 a seznamov\u00e1 reklama<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Bannerov\u00e1 a seznamov\u00e1 reklama, kter\u00e1 se objev\u00ed p\u0159i vyhled\u00e1v\u00e1n\u00ed, m\u016f\u017ee podl\u00e9hat regulaci l\u00e9ka\u0159sk\u00e9 reklamy. Pokud spl\u0148uje po\u017eadavky na l\u00e1kavost a specifi\u010dnost a tedy spad\u00e1 do kategorie l\u00e9ka\u0159sk\u00e9 reklamy, jej\u00ed obsah nesm\u00ed obsahovat zak\u00e1zan\u00e9 prvky, jinak se jedn\u00e1 o nez\u00e1konnou \u010dinnost.<\/p>\n\n\n\n<p>Krom\u011b toho, pokud nespl\u0148uje podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed na reklamu, nem\u016f\u017ee obsahovat informace, kter\u00e9 nejsou povolen\u00e9 k reklam\u011b.<\/p>\n\n\n\n<p>Bannerov\u00e1 a seznamov\u00e1 reklama se objevuje automaticky p\u0159i vyhled\u00e1v\u00e1n\u00ed a proto\u017ee se nejedn\u00e1 o informace, kter\u00e9 si &#8220;pacienti a dal\u0161\u00ed osoby aktivn\u011b vyhled\u00e1vaj\u00ed&#8221;, nepodl\u00e9h\u00e1 podm\u00ednk\u00e1m uvoln\u011bn\u00ed omezen\u00ed. Je d\u016fle\u017eit\u00e9 si toto uv\u011bdomit.<\/p>\n\n\n\n<p>Av\u0161ak um\u00edst\u011bn\u00ed l\u00e9ka\u0159sk\u00e9 reklamy v bannerov\u00e9 nebo seznamov\u00e9 reklam\u011b samo o sob\u011b nen\u00ed zak\u00e1z\u00e1no. Pokud se reklama dr\u017e\u00ed v r\u00e1mci povolen\u00fdch informac\u00ed, je mo\u017en\u00e9 ji prov\u00e1d\u011bt.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Reklama_dostupna_pouze_urcitym_osobam\"><\/span>Reklama dostupn\u00e1 pouze ur\u010dit\u00fdm osob\u00e1m<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>I reklama, kter\u00e1 je dostupn\u00e1 pouze ur\u010dit\u00fdm osob\u00e1m, podl\u00e9h\u00e1 regulaci l\u00e9ka\u0159sk\u00e9 reklamy. Regulace l\u00e9ka\u0159sk\u00e9 reklamy se vztahuje na ve\u0161kerou reklamu, kter\u00e1 spl\u0148uje po\u017eadavky na l\u00e1kavost a specifi\u010dnost a tedy spad\u00e1 do kategorie l\u00e9ka\u0159sk\u00e9 reklamy.<\/p>\n\n\n\n<p>Mnoho zdravotnick\u00fdch za\u0159\u00edzen\u00ed pou\u017e\u00edv\u00e1 syst\u00e9m, kde se informace zobrazuj\u00ed pouze na str\u00e1nk\u00e1ch pro \u010dleny po registraci na jejich &#8220;M\u00e9 str\u00e1nky&#8221;. I kdy\u017e jsou tyto str\u00e1nky p\u0159\u00edstupn\u00e9 pouze \u010dlen\u016fm, nesm\u00ed obsahovat reklamu, kter\u00e1 by zd\u016fraz\u0148ovala n\u00e1klady nebo jinak poru\u0161ovala z\u00e1kaz.<\/p>\n\n\n\n<p>Av\u0161ak proto\u017ee se jedn\u00e1 o m\u00e9dium, kter\u00e9 zobrazuje informace, je\u017e si pacienti a dal\u0161\u00ed osoby aktivn\u011b vyhled\u00e1vaj\u00ed, je mo\u017en\u00e9 zde uv\u00e9st informace, kter\u00e9 by jinak byly mimo povolen\u00fd rozsah reklamy, pokud jsou spln\u011bny podm\u00ednky uvoln\u011bn\u00ed omezen\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Shrnuti_Odborne_znalosti_jsou_nezbytne_pro_zpracovani_reklamy_v_oblasti_zdravotnictvi\"><\/span>Shrnut\u00ed: Odborn\u00e9 znalosti jsou nezbytn\u00e9 pro zpracov\u00e1n\u00ed reklamy v oblasti zdravotnictv\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Reklama v oblasti zdravotnictv\u00ed je p\u0159edm\u011btem p\u0159\u00edsn\u00fdch omezen\u00ed stanoven\u00fdch regulac\u00ed zdravotnick\u00e9 reklamy, jej\u00edm\u017e \u00fa\u010delem je ochrana pacient\u016f a ostatn\u00edch u\u017eivatel\u016f. D\u016fvodem je, \u017ee vzhledem k povaze slu\u017eeb souvisej\u00edc\u00edch se zdrav\u00edm a lidsk\u00fdm t\u011blem, m\u016f\u017ee nekal\u00e1 reklama zp\u016fsobit v\u00fdrazn\u011b v\u011bt\u0161\u00ed \u0161kody ne\u017e v jin\u00fdch oblastech.<\/p>\n\n\n\n<p>Obsah, kter\u00fd po\u0161kozuje dobr\u00e9 jm\u00e9no, m\u016f\u017ee v reklam\u011b v\u00e9st k nespr\u00e1vn\u00e9mu vn\u00edm\u00e1n\u00ed a neopr\u00e1vn\u011bn\u00e9mu p\u0159il\u00e1k\u00e1n\u00ed pacient\u016f p\u0159i v\u00fdb\u011bru l\u00e9\u010debn\u00fdch metod nebo zdravotnick\u00fdch za\u0159\u00edzen\u00ed. V\u00fdrazy, kter\u00e9 mohou br\u00e1nit pacient\u016fm v adekv\u00e1tn\u00edm rozhodnut\u00edch, jsou jako zdravotnick\u00e1 reklama nevhodn\u00e9.<\/p>\n\n\n\n<p>Informace uveden\u00e9 v zdravotnick\u00e9 reklam\u011b mus\u00ed b\u00fdt pe\u010dliv\u011b prov\u011b\u0159eny, aby nedo\u0161lo k poru\u0161en\u00ed regulace zdravotnick\u00e9 reklamy. Aby se p\u0159ede\u0161lo ne\u010dekan\u00fdm probl\u00e9m\u016fm zp\u016fsoben\u00fdm p\u0159ehl\u00e9dnut\u00edm nebo p\u0159edpoklady, doporu\u010duje se p\u0159i publikaci zdravotnick\u00e9 reklamy konzultovat s odborn\u00edky.<\/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>Advok\u00e1tn\u00ed kancel\u00e1\u0159 Monolith m\u00e1 bohat\u00e9 zku\u0161enosti v oblasti IT, zejm\u00e9na internetu a pr\u00e1va. Na\u0161e kancel\u00e1\u0159 poskytuje slu\u017eby jako pr\u00e1vn\u00ed kontrola \u010dl\u00e1nk\u016f a landing page (LP), tvorba sm\u011brnic, kontrola vzork\u016f a dal\u0161\u00ed slu\u017eby provozovatel\u016fm medi\u00e1ln\u00edch spole\u010dnost\u00ed, provozovatel\u016fm recenzn\u00edch web\u016f, reklamn\u00edm agentur\u00e1m, v\u00fdrobc\u016fm D2C, kosmetick\u00fdm firm\u00e1m, klinik\u00e1m a poskytovatel\u016fm aplikac\u00ed (ASP). Podrobnosti naleznete v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku.<\/p>\n\n\n\n<p>Oblasti pr\u00e1ce advok\u00e1tn\u00ed kancel\u00e1\u0159e Monolith: <a href=\"https:\/\/monolith.law\/operationofmedia\" target=\"_blank\" rel=\"noreferrer noopener\">Pr\u00e1vn\u00ed kontrola \u010dl\u00e1nk\u016f a LP podle z\u00e1kona o l\u00e9\u010divech atd.[ja]<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Reklama na zdravotnick\u00e1 za\u0159\u00edzen\u00ed, jako jsou nemocnice a kliniky, podl\u00e9h\u00e1 regulac\u00edm podle Japanese Medical Law (\u533b\u7642\u6cd5) a Japanese Guidelines for Medical Advertising (\u533b\u7642\u5e83\u544a\u30ac\u30a4\u30c9\u30e9\u30a4\u30f3). Zejm\u00e9na Japanese Guideli [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":64622,"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\/64543"}],"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=64543"}],"version-history":[{"count":2,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/64543\/revisions"}],"predecessor-version":[{"id":64623,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/64543\/revisions\/64623"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/64622"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=64543"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=64543"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=64543"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}