{"id":64544,"date":"2024-07-25T20:35:20","date_gmt":"2024-07-25T11:35:20","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=64544"},"modified":"2024-07-28T14:29:20","modified_gmt":"2024-07-28T05:29:20","slug":"medical-advertising-regulations","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-regulations","title":{"rendered":"Jak\u00e9 jsou povolen\u00e9 body v reklam\u011b podle regulace l\u00e9ka\u0159sk\u00e9 reklamy? Vysv\u011btlen\u00ed tak\u00e9 p\u0159\u00edklad\u016f nedostate\u010dn\u00fdch z\u00e1znam\u016f"},"content":{"rendered":"\n<p>Reklama na zdravotnick\u00e1 za\u0159\u00edzen\u00ed, jako jsou nemocnice a kliniky, je regulov\u00e1na podle <em>z\u00e1konu o zdravotn\u00ed p\u00e9\u010di<\/em> a <em>sm\u011brnic pro zdravotnickou reklamu<\/em>.<\/p>\n\n\n\n<p>Informace, kter\u00e9 je mo\u017en\u00e9 uv\u00e9st v reklam\u011b na zdravotnick\u00e9 slu\u017eby, jsou jasn\u011b definov\u00e1ny v p\u0159edpisech o zdravotnick\u00e9 reklam\u011b, a nen\u00ed mo\u017en\u00e9 zahrnout \u017e\u00e1dn\u00e9 dal\u0161\u00ed informace, kter\u00e9 nejsou v t\u011bchto p\u0159edpisech uvedeny. P\u0159i zve\u0159ejn\u011bn\u00ed zdravotnick\u00e9 reklamy je tak\u00e9 nutn\u00e9 ov\u011b\u0159it, zda je v souladu s platn\u00fdmi regulacemi.<\/p>\n\n\n\n<p>Av\u0161ak mnoho lid\u00ed, i p\u0159es p\u0159e\u010dten\u00ed sm\u011brnic Ministerstva zdravotnictv\u00ed, nem\u00e1 jasno o tom, jak\u00e9 typy reklam mohou b\u00fdt nez\u00e1konn\u00e9. Nejste-li si jisti, jist\u011b nejste sami.<\/p>\n\n\n\n<p>V tomto \u010dl\u00e1nku p\u0159edstav\u00edme na z\u00e1klad\u011b p\u0159\u00edklad\u016f a vysv\u011btlen\u00ed z Ministerstva zdravotnictv\u00ed p\u0159ehled regulac\u00ed t\u00fdkaj\u00edc\u00edch se zdravotnick\u00e9 reklamy a konkr\u00e9tn\u00ed p\u0159\u00edpady, kter\u00e9 mohou b\u00fdt nez\u00e1konn\u00e9. Podrobn\u011b rozebereme obsah t\u00fdkaj\u00edc\u00ed se polo\u017eek, kter\u00e9 je mo\u017en\u00e9 v reklam\u011b na zdravotnick\u00e9 slu\u017eby uv\u00e9st podle z\u00e1kona o zdravotn\u00ed p\u00e9\u010di a podm\u00ednek pro omezen\u00ed. Doporu\u010dujeme v\u00e1m, abyste se s t\u00edmto materi\u00e1lem sezn\u00e1mili.<\/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-regulations\/#Co_jsou_regulace_lekarske_reklamy\" title=\"Co jsou regulace l\u00e9ka\u0159sk\u00e9 reklamy?\">Co jsou regulace l\u00e9ka\u0159sk\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-regulations\/#Zamer_regulace_lekarske_reklamy\" title=\"Z\u00e1m\u011br regulace l\u00e9ka\u0159sk\u00e9 reklamy\">Z\u00e1m\u011br 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-3\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-regulations\/#Relevance_a_cil_regulace_lekarske_reklamy\" title=\"Relevance a c\u00edl regulace l\u00e9ka\u0159sk\u00e9 reklamy\">Relevance a c\u00edl regulace l\u00e9ka\u0159sk\u00e9 reklamy<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-regulations\/#Jake_jsou_povolene_obsahy_v_regulaci_lekarske_reklamy\" title=\"Jak\u00e9 jsou povolen\u00e9 obsahy v regulaci l\u00e9ka\u0159sk\u00e9 reklamy?\">Jak\u00e9 jsou povolen\u00e9 obsahy v regulaci l\u00e9ka\u0159sk\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-5\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-regulations\/#Obsah_ktery_je_mozne_inzerovat_jako_lekarskou_reklamu\" title=\"Obsah, kter\u00fd je mo\u017en\u00e9 inzerovat jako l\u00e9ka\u0159skou reklamu\">Obsah, kter\u00fd je mo\u017en\u00e9 inzerovat jako l\u00e9ka\u0159skou reklamu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-regulations\/#Podminky_pro_uvolneni_omezeni_reklamy\" title=\"Podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed reklamy\">Podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed reklamy<\/a><\/li><\/ul><\/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-regulations\/#Dva_priklady_nesplneni_podminek_pro_moznost_reklamy_v_regulaci_lekarske_reklamy\" title=\"Dva p\u0159\u00edklady nespln\u011bn\u00ed podm\u00ednek pro mo\u017enost reklamy v regulaci l\u00e9ka\u0159sk\u00e9 reklamy\">Dva p\u0159\u00edklady nespln\u011bn\u00ed podm\u00ednek pro mo\u017enost reklamy v regulaci l\u00e9ka\u0159sk\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-8\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-advertising-regulations\/#Nedostatecny_popis_lecebnych_metod\" title=\"Nedostate\u010dn\u00fd popis l\u00e9\u010debn\u00fdch metod\">Nedostate\u010dn\u00fd popis l\u00e9\u010debn\u00fdch metod<\/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-regulations\/#Kvalifikace_zdravotnickych_pracovniku_ktere_nelze_reklamovat\" title=\"Kvalifikace zdravotnick\u00fdch pracovn\u00edk\u016f, kter\u00e9 nelze reklamovat\">Kvalifikace zdravotnick\u00fdch pracovn\u00edk\u016f, kter\u00e9 nelze reklamovat<\/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-regulations\/#Tri_priklady_kdy_nelze_pouzit_lekarskou_reklamu_kvuli_nespravnemu_uvedeni_podminek_omezeneho_uvolneni\" title=\"T\u0159i p\u0159\u00edklady, kdy nelze pou\u017e\u00edt l\u00e9ka\u0159skou reklamu kv\u016fli nespr\u00e1vn\u00e9mu uveden\u00ed podm\u00ednek omezen\u00e9ho uvoln\u011bn\u00ed\">T\u0159i p\u0159\u00edklady, kdy nelze pou\u017e\u00edt l\u00e9ka\u0159skou reklamu kv\u016fli nespr\u00e1vn\u00e9mu uveden\u00ed podm\u00ednek omezen\u00e9ho uvoln\u011bn\u00ed<\/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-regulations\/#Podminky_pro_omezeni_zverejneni_nejsou_splneny\" title=\"Podm\u00ednky pro omezen\u00ed zve\u0159ejn\u011bn\u00ed nejsou spln\u011bny\">Podm\u00ednky pro omezen\u00ed zve\u0159ejn\u011bn\u00ed nejsou spln\u011bny<\/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-regulations\/#Nedostatecny_popis_podminek_pro_odstraneni_omezeni_ve_volne_lekarske_praxi\" title=\"Nedostate\u010dn\u00fd popis podm\u00ednek pro odstran\u011bn\u00ed omezen\u00ed ve voln\u00e9 l\u00e9ka\u0159sk\u00e9 praxi\">Nedostate\u010dn\u00fd popis podm\u00ednek pro odstran\u011bn\u00ed omezen\u00ed ve voln\u00e9 l\u00e9ka\u0159sk\u00e9 praxi<\/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-regulations\/#Podminky_pro_uvolneni_omezeni_pouzivani_neschvalenych_leciv_jsou_nedostatecne\" title=\"Podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed pou\u017e\u00edv\u00e1n\u00ed neschv\u00e1len\u00fdch l\u00e9\u010div jsou nedostate\u010dn\u00e9\">Podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed pou\u017e\u00edv\u00e1n\u00ed neschv\u00e1len\u00fdch l\u00e9\u010div jsou nedostate\u010dn\u00e9<\/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-regulations\/#Shrnuti_O_moznostech_reklamy_a_podminkach_pro_jeji_omezeni_se_poradte_s_pravnikem\" title=\"Shrnut\u00ed: O mo\u017enostech reklamy a podm\u00ednk\u00e1ch pro jej\u00ed omezen\u00ed se pora\u010fte s pr\u00e1vn\u00edkem\">Shrnut\u00ed: O mo\u017enostech reklamy a podm\u00ednk\u00e1ch pro jej\u00ed omezen\u00ed se pora\u010fte s pr\u00e1vn\u00edkem<\/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-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_jsou_regulace_lekarske_reklamy\"><\/span>Co jsou regulace l\u00e9ka\u0159sk\u00e9 reklamy?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>L\u00e9ka\u0159sk\u00e1 reklama se t\u00fdk\u00e1 propagace l\u00e9ka\u0159sk\u00fdch slu\u017eeb, nemocnic a klinik. L\u00e9ka\u0159sk\u00e1 reklama je regulov\u00e1na podle z\u00e1kona o l\u00e9ka\u0159sk\u00fdch slu\u017eb\u00e1ch a dal\u0161\u00edch p\u0159edpis\u016f.<\/p>\n\n\n\n<p>Zde vysv\u011btl\u00edme dva hlavn\u00ed body, kter\u00e9 tvo\u0159\u00ed z\u00e1klad regulace l\u00e9ka\u0159sk\u00e9 reklamy:<\/p>\n\n\n\n<ul>\n<li>Z\u00e1m\u011br regulace l\u00e9ka\u0159sk\u00e9 reklamy<\/li>\n\n\n\n<li>Relevance a c\u00edl regulace l\u00e9ka\u0159sk\u00e9 reklamy<\/li>\n<\/ul>\n\n\n\n<p>Pokud si nejste jisti, co p\u0159esn\u011b regulace l\u00e9ka\u0159sk\u00e9 reklamy znamen\u00e1, nev\u00e1hejte se dozv\u011bd\u011bt v\u00edce.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zamer_regulace_lekarske_reklamy\"><\/span>Z\u00e1m\u011br regulace l\u00e9ka\u0159sk\u00e9 reklamy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>L\u00e9ka\u0159sk\u00e1 reklama je z n\u00e1sleduj\u00edc\u00edch d\u016fvod\u016f principi\u00e1ln\u011b zak\u00e1z\u00e1na:<\/p>\n\n\n\n<ol>\n<li>L\u00e9ka\u0159sk\u00e9 slu\u017eby se t\u00fdkaj\u00ed lidsk\u00e9ho \u017eivota a zdrav\u00ed, a proto m\u016f\u017ee b\u00fdt \u0161koda zp\u016fsoben\u00e1 nespr\u00e1vnou reklamou v t\u00e9to oblasti v\u00fdrazn\u011bj\u0161\u00ed ne\u017e v jin\u00fdch oborech.<\/li>\n\n\n\n<li>L\u00e9ka\u0159sk\u00e9 slu\u017eby vy\u017eaduj\u00ed vysokou m\u00edru odbornosti, a proto je obt\u00ed\u017en\u00e9 posoudit kvalitu poskytovan\u00fdch slu\u017eeb p\u0159edem pouze na z\u00e1klad\u011b reklamn\u00edch sd\u011blen\u00ed.<\/li>\n<\/ol>\n\n\n\n<p>Vzhledem k zvl\u00e1\u0161tnostem l\u00e9ka\u0159sk\u00fdch slu\u017eeb byla regulace l\u00e9ka\u0159sk\u00e9 reklamy stanovena za \u00fa\u010delem ochrany pacient\u016f a dal\u0161\u00edch u\u017eivatel\u016f.<\/p>\n\n\n\n<p>Je stanoveno, co je v reklam\u011b zak\u00e1z\u00e1no a co je povoleno, aby byly u\u017eivatel\u016fm poskytov\u00e1ny p\u0159esn\u00e9 informace a aby mohli spr\u00e1vn\u011b vyb\u00edrat l\u00e9\u010dbu a dal\u0161\u00ed slu\u017eby.<\/p>\n\n\n\n<p>Reference: Ministerstvo zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed | Sm\u011brnice t\u00fdkaj\u00edc\u00ed se reklamy na l\u00e9ka\u0159sk\u00e9 nebo zubn\u00ed slu\u017eby, nemocnice nebo kliniky (Sm\u011brnice pro l\u00e9ka\u0159skou reklamu)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Relevance_a_cil_regulace_lekarske_reklamy\"><\/span>Relevance a c\u00edl regulace l\u00e9ka\u0159sk\u00e9 reklamy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Regulace l\u00e9ka\u0159sk\u00e9 reklamy se vztahuje na &#8216;l\u00e9ka\u0159skou reklamu&#8217;, kter\u00e1 spl\u0148uje 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 kliniky (identifikovatelnost)<\/li>\n<\/ol>\n\n\n\n<p>V\u0161echny reklamy zam\u011b\u0159en\u00e9 na Japonsko, kter\u00e9 odpov\u00eddaj\u00ed l\u00e9ka\u0159sk\u00e9 reklam\u011b, podl\u00e9haj\u00ed regulaci l\u00e9ka\u0159sk\u00e9 reklamy.<\/p>\n\n\n\n<p>Je d\u016fle\u017eit\u00e9 si uv\u011bdomit, \u017ee regulace se t\u00fdk\u00e1 nejen reklamy prov\u00e1d\u011bn\u00e9 samotn\u00fdmi zdravotnick\u00fdmi za\u0159\u00edzen\u00edmi, ale tak\u00e9 reklamy zve\u0159ejn\u011bn\u00e9 prost\u0159ednictv\u00edm m\u00e9di\u00ed, affiliate marketingu a dal\u0161\u00edch, bez ohledu na jejich titul.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jake_jsou_povolene_obsahy_v_regulaci_lekarske_reklamy\"><\/span>Jak\u00e9 jsou povolen\u00e9 obsahy v regulaci l\u00e9ka\u0159sk\u00e9 reklamy?<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_2036650907.jpg\" alt=\"Jak\u00e9 jsou povolen\u00e9 obsahy v regulaci l\u00e9ka\u0159sk\u00e9 reklamy?\" class=\"wp-image-87361\" \/><\/figure>\n\n\n\n<p>Obsah, kter\u00fd je mo\u017en\u00e9 uv\u00e1d\u011bt v l\u00e9ka\u0159sk\u00e9 reklam\u011b, je omezen podle Japonsk\u00e9ho z\u00e1kona o l\u00e9ka\u0159sk\u00e9 p\u00e9\u010di.<\/p>\n\n\n\n<p>Zde vysv\u011btl\u00edme, co je mo\u017en\u00e9 uv\u00e1d\u011bt v reklam\u011b podle regulace l\u00e9ka\u0159sk\u00e9 reklamy.<\/p>\n\n\n\n<ul>\n<li>Obsah, kter\u00fd je mo\u017en\u00e9 uv\u00e1d\u011bt v l\u00e9ka\u0159sk\u00e9 reklam\u011b<\/li>\n\n\n\n<li>Krit\u00e9ria pro uvoln\u011bn\u00ed omezen\u00ed toho, co je mo\u017en\u00e9 uv\u00e1d\u011bt v reklam\u011b<\/li>\n<\/ul>\n\n\n\n<p>Poj\u010fme se na ka\u017ed\u00fd bod pod\u00edvat podrobn\u011bji.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Obsah_ktery_je_mozne_inzerovat_jako_lekarskou_reklamu\"><\/span>Obsah, kter\u00fd je mo\u017en\u00e9 inzerovat jako l\u00e9ka\u0159skou reklamu<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Podm\u00ednky, za kter\u00fdch je mo\u017en\u00e9 prov\u00e1d\u011bt l\u00e9ka\u0159skou reklamu, jsou uvedeny v paragrafu 6 \u010dl\u00e1nku 5 odstavec 3 <em>Japanese Medical Law (\u533b\u7642\u6cd5)<\/em>.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>Paragraf 6 \u010dl\u00e1nku 5 <em>Japanese Medical Law (\u533b\u7642\u6cd5)<\/em><\/p>\n\n\n\n<p>3. Krom\u011b p\u0159\u00edpad\u016f stanoven\u00fdch na\u0159\u00edzen\u00edm Ministerstva zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed, kde je m\u00e1lo pravd\u011bpodobn\u00e9, \u017ee by reklama na jin\u00e9 ne\u017e n\u00ed\u017ee uveden\u00e9 polo\u017eky br\u00e1nila pacient\u016fm v adekv\u00e1tn\u00edm rozhodov\u00e1n\u00ed o l\u00e9\u010db\u011b podle prvn\u00edho odstavce, nen\u00ed dovoleno prov\u00e1d\u011bt reklamu na jin\u00e9 polo\u017eky ne\u017e ty, kter\u00e9 jsou uvedeny n\u00ed\u017ee.<\/p>\n<cite><a href=\"https:\/\/elaws.e-gov.go.jp\/document?lawid=323AC0000000205\" target=\"_blank\" rel=\"noreferrer noopener\">Japanese Medical Law (\u533b\u7642\u6cd5)\uff5ce-Gov\u6cd5\u4ee4\u691c\u7d22[ja]<\/a><\/cite><\/blockquote>\n\n\n\n<p>Konkr\u00e9tn\u00ed p\u0159\u00edklady polo\u017eek, kter\u00e9 je mo\u017en\u00e9 inzerovat podle paragrafu 6 \u010dl\u00e1nku 5 odstavec 3 <em>Japanese Medical Law (\u533b\u7642\u6cd5)<\/em>, jsou n\u00e1sleduj\u00edc\u00ed. Jednodu\u0161e \u0159e\u010deno, i kdy\u017e tyto informace nemus\u00ed p\u0159\u00edmo p\u0159isp\u00edvat k z\u00edsk\u00e1n\u00ed klient\u016f, je povoleno je inzerovat, pokud se jedn\u00e1 o tyto stanoven\u00e9 informace.<\/p>\n\n\n\n<ul>\n<li>Skute\u010dnost, \u017ee osoba je l\u00e9ka\u0159 nebo zubn\u00ed l\u00e9ka\u0159<\/li>\n\n\n\n<li>N\u00e1zev l\u00e9ka\u0159sk\u00e9ho oboru<\/li>\n\n\n\n<li>N\u00e1zev nemocnice nebo ordinace, 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 stanov\u00ed ministr zdravotnictv\u00ed)<\/li>\n<\/ul>\n\n\n\n<p>Jin\u00fdmi slovy, p\u0159edpokladem je, \u017ee se jedn\u00e1 o informace, kter\u00e9 jsou u\u017eite\u010dn\u00e9 pro rozhodov\u00e1n\u00ed pacient\u016f o l\u00e9ka\u0159sk\u00e9 p\u00e9\u010di. Nav\u00edc, obsah l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de mus\u00ed b\u00fdt omezen na polo\u017eky, kter\u00e9 jsou objektivn\u011b hodnotiteln\u00e9 a umo\u017e\u0148uj\u00ed n\u00e1slednou verifikaci.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Podminky_pro_uvolneni_omezeni_reklamy\"><\/span>Podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed reklamy<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 m\u016f\u017ee doj\u00edt k \u010d\u00e1ste\u010dn\u00e9mu uvoln\u011bn\u00ed omezen\u00ed reklamy, pokud jsou spln\u011bny ur\u010dit\u00e9 podm\u00ednky (podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed).<\/p>\n\n\n\n<p>Tento p\u0159\u00edstup vych\u00e1z\u00ed z p\u0159esv\u011bd\u010den\u00ed, \u017ee je nutn\u00e9 zajistit hladk\u00e9 poskytov\u00e1n\u00ed vhodn\u00fdch informac\u00ed, kter\u00e9 si pacienti a dal\u0161\u00ed osoby aktivn\u011b vyhled\u00e1vaj\u00ed.<\/p>\n\n\n\n<p>Podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed reklamy jsou n\u00e1sleduj\u00edc\u00ed \u010dty\u0159i:<\/p>\n\n\n\n<ol>\n<li>Informace, kter\u00e9 pom\u00e1haj\u00ed pacient\u016fm a dal\u0161\u00edm osob\u00e1m p\u0159i vhodn\u00e9m v\u00fdb\u011bru l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de, a kter\u00e9 jsou zobrazeny na webov\u00fdch str\u00e1nk\u00e1ch nebo v jin\u00fdch podobn\u00fdch reklam\u00e1ch, kter\u00e9 si tyto osoby aktivn\u011b vyhled\u00e1vaj\u00ed.<\/li>\n\n\n\n<li>Informace zobrazen\u00e9 mus\u00ed b\u00fdt takov\u00e9, \u017ee pacienti a dal\u0161\u00ed osoby mohou snadno z\u00edskat dal\u0161\u00ed informace, nap\u0159\u00edklad prost\u0159ednictv\u00edm uveden\u00ed kontaktn\u00edch \u00fadaj\u016f nebo jin\u00fdm zp\u016fsobem.<\/li>\n\n\n\n<li>Poskytov\u00e1n\u00ed informac\u00ed o b\u011b\u017en\u011b pot\u0159ebn\u00fdch l\u00e9\u010debn\u00fdch postupech a n\u00e1kladech souvisej\u00edc\u00edch s volnou l\u00e9ka\u0159skou prax\u00ed.<\/li>\n\n\n\n<li>Poskytov\u00e1n\u00ed informac\u00ed o hlavn\u00edch rizic\u00edch a vedlej\u0161\u00edch \u00fa\u010dinc\u00edch spojen\u00fdch s l\u00e9\u010debn\u00fdmi postupy v r\u00e1mci voln\u00e9 l\u00e9ka\u0159sk\u00e9 praxe.<\/li>\n<\/ol>\n\n\n\n<p>Proto\u017ee tyto podm\u00ednky p\u0159\u00edmo ovliv\u0148uj\u00ed obsah reklamy, je d\u016fle\u017eit\u00e9 v\u017edy ov\u011b\u0159it, zda zve\u0159ejn\u011bn\u00e9 informace tyto po\u017eadavky spl\u0148uj\u00ed.<\/p>\n\n\n\n<p>Dal\u0161\u00ed podrobnosti o kl\u00ed\u010dov\u00fdch bodech a krit\u00e9ri\u00edch pro regulaci l\u00e9ka\u0159sk\u00e9 reklamy najdete v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku, kter\u00fd poskytuje srozumiteln\u00e9 vysv\u011btlen\u00ed od pr\u00e1vn\u00edka.<\/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\">Kl\u00ed\u010dov\u00e9 body l\u00e9ka\u0159sk\u00fdch reklamn\u00edch sm\u011brnic vysv\u011btlen\u00e9 pr\u00e1vn\u00edkem[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dva_priklady_nesplneni_podminek_pro_moznost_reklamy_v_regulaci_lekarske_reklamy\"><\/span>Dva p\u0159\u00edklady nespln\u011bn\u00ed podm\u00ednek pro mo\u017enost reklamy v regulaci l\u00e9ka\u0159sk\u00e9 reklamy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Abyste splnili podm\u00ednky pro mo\u017enost reklamy uveden\u00e9 v \u010dl\u00e1nku 6 odstavec 5 bod 3 Japonsk\u00e9ho z\u00e1kona o l\u00e9ka\u0159stv\u00ed (\u533b\u7642\u6cd5), je nutn\u00e9 v\u011bnovat pozornost dv\u011bma aspekt\u016fm.<\/p>\n\n\n\n<ul>\n<li>Nedostate\u010dn\u00fd popis l\u00e9\u010debn\u00fdch metod<\/li>\n\n\n\n<li>Kvalifikace zdravotnick\u00fdch pracovn\u00edk\u016f, kter\u00e9 nelze reklamovat<\/li>\n<\/ul>\n\n\n\n<p>Pokud obsah nespl\u0148uje krit\u00e9ria pro mo\u017enost reklamy, nem\u016f\u017ee b\u00fdt publikov\u00e1n jako l\u00e9ka\u0159sk\u00e1 reklama. Je d\u016fle\u017eit\u00e9 pe\u010dliv\u011b ov\u011b\u0159it po\u017eadovan\u00e9 po\u017eadavky.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nedostatecny_popis_lecebnych_metod\"><\/span>Nedostate\u010dn\u00fd popis l\u00e9\u010debn\u00fdch metod<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>P\u0159i publikaci informac\u00ed o &#8220;obsahu l\u00e9ka\u0159stv\u00ed (l\u00e9\u010debn\u00fdch metod\u00e1ch)&#8221;, jak je definov\u00e1no v \u010dl\u00e1nku 6 odstavec 5 bod 13 Japonsk\u00e9ho z\u00e1kona o l\u00e9ka\u0159stv\u00ed, je nutn\u00e9 db\u00e1t na zp\u016fsob zaznamen\u00e1n\u00ed informac\u00ed.<\/p>\n\n\n\n<p>P\u0159i reklam\u011b na l\u00e9\u010dbu, kter\u00e1 je prov\u00e1d\u011bna s pou\u017eit\u00edm l\u00e9\u010div nebo l\u00e9ka\u0159sk\u00fdch p\u0159\u00edstroj\u016f schv\u00e1len\u00fdch podle Japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a l\u00e9ka\u0159sk\u00fdch p\u0159\u00edstroj\u00edch (\u533b\u85ac\u54c1\u533b\u7642\u6a5f\u5668\u7b49\u6cd5) v r\u00e1mci jejich schv\u00e1len\u00e9ho rozsahu, je nutn\u00e9 uv\u00e9st n\u00e1sleduj\u00edc\u00ed dv\u011b informace:<\/p>\n\n\n\n<ul>\n<li>Informace o tom, \u017ee l\u00e9\u010dba nen\u00ed hrazena ve\u0159ejn\u00fdm zdravotn\u00edm poji\u0161t\u011bn\u00edm<\/li>\n\n\n\n<li>Standardn\u00ed n\u00e1klady pot\u0159ebn\u00e9 pro l\u00e9\u010dbu<\/li>\n<\/ul>\n\n\n\n<p>Pokud tyto informace nejsou uvedeny, obsah je pova\u017eov\u00e1n za nedostate\u010dn\u00fd a nem\u016f\u017ee b\u00fdt reklamov\u00e1n jako mo\u017en\u00e1 reklama.<\/p>\n\n\n\n<p>P\u0159i reklam\u011b byste m\u011bli uv\u00e9st n\u00e1sleduj\u00edc\u00ed text:<\/p>\n\n\n\n<p>&#8220;\u25b3\u25b3 je l\u00e9\u010dba, na kterou se nevztahuje ve\u0159ejn\u00e9 zdravotn\u00ed poji\u0161t\u011bn\u00ed.&#8221;<br>&#8220;Standardn\u00ed n\u00e1klady: 15 000 jen\u016f za jednu oblast&#8221;<\/p>\n\n\n\n<p>Toto je pouze p\u0159\u00edklad a v z\u00e1vislosti na konkr\u00e9tn\u00edm obsahu reklamy je nutn\u00e9 zv\u00e1\u017eit celkovou kompozici na skute\u010dn\u00e9m webu a l\u00e9ka\u0159sk\u00e9 okolnosti.<\/p>\n\n\n\n<p>L\u00e9\u010debn\u00e9 metody jsou jednou z mo\u017enost\u00ed reklamy, ale nedostate\u010dn\u00e9 informace mohou v\u00e9st k nespr\u00e1vn\u00e9mu pochopen\u00ed ze strany p\u0159\u00edjemce. Ujist\u011bte se, \u017ee obsah, kter\u00fd zve\u0159ej\u0148ujete, je pe\u010dliv\u011b ov\u011b\u0159en.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Kvalifikace_zdravotnickych_pracovniku_ktere_nelze_reklamovat\"><\/span>Kvalifikace zdravotnick\u00fdch pracovn\u00edk\u016f, kter\u00e9 nelze reklamovat<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>P\u0159i zve\u0159ej\u0148ov\u00e1n\u00ed kvalifikac\u00ed zdravotnick\u00fdch pracovn\u00edk\u016f v reklam\u011b je nutn\u00e9 db\u00e1t na informace, kter\u00e9 jsou uvedeny.<\/p>\n\n\n\n<p>Reklama je mo\u017en\u00e1, pokud jsou uvedeny n\u00e1sleduj\u00edc\u00ed informace o kvalifikac\u00edch, kter\u00e9 byly p\u0159ijaty a zaregistrov\u00e1ny ministrem zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed:<\/p>\n\n\n\n<ul>\n<li>N\u00e1zev organizace<\/li>\n\n\n\n<li>N\u00e1zev kvalifikace, kterou organizace uzn\u00e1v\u00e1<\/li>\n<\/ul>\n\n\n\n<p>Je nutn\u00e9 uv\u00e9st ob\u011b informace.<\/p>\n\n\n\n<div class=\"wp-block-group has-background is-layout-constrained wp-block-group-is-layout-constrained\" style=\"background-color:#e0e0e0\"><div class=\"wp-block-group__inner-container\">\n<p>P\u0159\u00edklad spr\u00e1vn\u00e9ho zp\u016fsobu: Certifikovan\u00fd specialista na parodontologii od Japonsk\u00e9 parodontologick\u00e9 spole\u010dnosti<\/p>\n\n\n\n<p>P\u0159\u00edklad \u0161patn\u00e9ho zp\u016fsobu: Certifikovan\u00fd specialista od Japonsk\u00e9 parodontologick\u00e9 spole\u010dnosti<\/p>\n\n\n\n<p>P\u0159\u00edklad \u0161patn\u00e9ho zp\u016fsobu: Specialista na parodontologii<\/p>\n<\/div><\/div>\n\n\n\n<p>Dal\u0161\u00ed informace o kvalifikac\u00edch, kter\u00e9 byly p\u0159ijaty a jsou reklamovateln\u00e9, najdete v n\u00e1sleduj\u00edc\u00edm dokumentu:<\/p>\n\n\n\n<p>Reference: <a href=\"https:\/\/www.mhlw.go.jp\/content\/001063553.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Ministerstvo zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed | O kvalifikac\u00edch l\u00e9ka\u0159\u016f a dal\u0161\u00edch, kter\u00e9 mohou b\u00fdt reklamov\u00e1ny (ty, kter\u00e9 byly zaregistrov\u00e1ny ministerstvem)[ja]<\/a><\/p>\n\n\n\n<p>P\u0159i zve\u0159ej\u0148ov\u00e1n\u00ed kvalifikac\u00ed zdravotnick\u00fdch pracovn\u00edk\u016f v reklam\u011b se v\u017edy ujist\u011bte, \u017ee jsou informace ov\u011b\u0159en\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tri_priklady_kdy_nelze_pouzit_lekarskou_reklamu_kvuli_nespravnemu_uvedeni_podminek_omezeneho_uvolneni\"><\/span>T\u0159i p\u0159\u00edklady, kdy nelze pou\u017e\u00edt l\u00e9ka\u0159skou reklamu kv\u016fli nespr\u00e1vn\u00e9mu uveden\u00ed podm\u00ednek omezen\u00e9ho uvoln\u011bn\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_1900533712.jpg\" alt=\"T\u0159i p\u0159\u00edklady nespr\u00e1vn\u00e9ho uveden\u00ed podm\u00ednek omezen\u00e9ho uvoln\u011bn\u00ed, kter\u00e9 znemo\u017e\u0148uj\u00ed pou\u017eit\u00ed l\u00e9ka\u0159sk\u00e9 reklamy\" class=\"wp-image-87362\" \/><\/figure>\n\n\n\n<p>Pokud jsou spln\u011bny podm\u00ednky omezen\u00e9ho uvoln\u011bn\u00ed stanoven\u00e9 na\u0159\u00edzen\u00edm Ministerstva zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed, je mo\u017en\u00e9 reklamovat i polo\u017eky, kter\u00e9 obvykle nejsou p\u0159edm\u011btem reklamy. Pokud tyto podm\u00ednky nespl\u0148ujete, nem\u016f\u017eete reklamu pou\u017e\u00edt.<\/p>\n\n\n\n<p>Zde p\u0159edstav\u00edme t\u0159i p\u0159\u00edklady z\u00e1pis\u016f, kter\u00e9 nespl\u0148uj\u00ed podm\u00ednky omezen\u00e9ho uvoln\u011bn\u00ed.<\/p>\n\n\n\n<ul>\n<li>Z\u00e1pis, kter\u00fd nespl\u0148uje podm\u00ednky omezen\u00e9ho uvoln\u011bn\u00ed<\/li>\n\n\n\n<li>Nedostate\u010dn\u00fd z\u00e1pis podm\u00ednek omezen\u00e9ho uvoln\u011bn\u00ed pro volnou l\u00e9ka\u0159skou praxi<\/li>\n\n\n\n<li>Nedostate\u010dn\u00e9 podm\u00ednky omezen\u00e9ho uvoln\u011bn\u00ed pro volnou l\u00e9ka\u0159skou praxi s pou\u017eit\u00edm neschv\u00e1len\u00fdch l\u00e9\u010div a podobn\u011b<\/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=\"Podminky_pro_omezeni_zverejneni_nejsou_splneny\"><\/span>Podm\u00ednky pro omezen\u00ed zve\u0159ejn\u011bn\u00ed nejsou spln\u011bny<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Je nutn\u00e9 jasn\u011b uv\u00e9st kontaktn\u00ed informace, aby pacienti a dal\u0161\u00ed osoby mohli snadno ov\u011b\u0159it obsah informac\u00ed. Bez toho nejsou spln\u011bny podm\u00ednky omezen\u00ed zve\u0159ejn\u011bn\u00ed.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u010cl\u00e1nek 1, odstavec 9, bod 2 Japonsk\u00e9ho ~ na\u0159\u00edzen\u00ed o prov\u00e1d\u011bn\u00ed l\u00e9ka\u0159sk\u00e9ho z\u00e1kona<\/p>\n\n\n\n<p>2. Informace zobrazen\u00e9 mus\u00ed b\u00fdt takov\u00e9, \u017ee pacienti a dal\u0161\u00ed osoby mohou kontaktn\u00ed m\u00edsto pro dotazy jasn\u011b identifikovat a snadno prov\u00e9st dotaz, a to bu\u010f uveden\u00edm kontaktu nebo jin\u00fdm zp\u016fsobem.<\/p>\n<cite><a href=\"https:\/\/elaws.e-gov.go.jp\/document?lawid=323M40000100050\" target=\"_blank\" rel=\"noreferrer noopener\">Japonsk\u00e9 ~ na\u0159\u00edzen\u00ed o prov\u00e1d\u011bn\u00ed l\u00e9ka\u0159sk\u00e9ho z\u00e1kona | e-Gov pr\u00e1vn\u00ed vyhled\u00e1v\u00e1n\u00ed[ja]<\/a><\/cite><\/blockquote>\n\n\n\n<p>P\u0159i zve\u0159ejn\u011bn\u00ed obsahu, kter\u00fd nen\u00ed mo\u017en\u00e9 inzerovat, je nutn\u00e9 v\u011bnovat pozornost tomu, \u017ee pokud nejsou spln\u011bny podm\u00ednky omezen\u00ed zve\u0159ejn\u011bn\u00ed, inzerov\u00e1n\u00ed nen\u00ed mo\u017en\u00e9.<\/p>\n\n\n\n<p>Aby byly spln\u011bny podm\u00ednky omezen\u00ed zve\u0159ejn\u011bn\u00ed, je nutn\u00e9 v\u017edy uv\u00e9st n\u00e1sleduj\u00edc\u00ed informace a jasn\u011b specifikovat kontaktn\u00ed m\u00edsto.<\/p>\n\n\n\n<ul>\n<li>Telefonn\u00ed \u010d\u00edslo<\/li>\n\n\n\n<li>E-mailov\u00e1 adresa<\/li>\n<\/ul>\n\n\n\n<p>Pokud jsou spln\u011bny podm\u00ednky omezen\u00ed zve\u0159ejn\u011bn\u00ed, m\u016f\u017eete zve\u0159ejnit i obsah, kter\u00fd obvykle nen\u00ed mo\u017en\u00e9 inzerovat, jako nap\u0159\u00edklad:<\/p>\n\n\n\n<ul>\n<li>Ozna\u010den\u00ed \u201especializovan\u00e9 ambulance\u201c<\/li>\n\n\n\n<li>N\u00e1zvy l\u00e9ka\u0159sk\u00fdch obor\u016f bez pr\u00e1vn\u00edho z\u00e1kladu<\/li>\n\n\n\n<li>Specializovan\u00e9 kvalifikace, kter\u00e9 nebyly akceptov\u00e1ny ministrem zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed<\/li>\n\n\n\n<li>Po\u010det operac\u00ed proveden\u00fdch jednotliv\u00fdmi l\u00e9ka\u0159i<\/li>\n\n\n\n<li>Informace o m\u00e9di\u00edch, ve kter\u00fdch se objevila va\u0161e zdravotnick\u00e1 za\u0159\u00edzen\u00ed nebo l\u00e9ka\u0159i<\/li>\n<\/ul>\n\n\n\n<p>Pro spln\u011bn\u00ed podm\u00ednek omezen\u00ed zve\u0159ejn\u011bn\u00ed je nutn\u00e9 na webu uv\u00e9st kontaktn\u00ed informace.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nedostatecny_popis_podminek_pro_odstraneni_omezeni_ve_volne_lekarske_praxi\"><\/span>Nedostate\u010dn\u00fd popis podm\u00ednek pro odstran\u011bn\u00ed omezen\u00ed ve voln\u00e9 l\u00e9ka\u0159sk\u00e9 praxi<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Pro spln\u011bn\u00ed podm\u00ednek odstran\u011bn\u00ed omezen\u00ed ve voln\u00e9 l\u00e9ka\u0159sk\u00e9 praxi je nutn\u00e9 v\u011bnovat zna\u010dnou pozornost zp\u016fsobu zaznamen\u00e1v\u00e1n\u00ed informac\u00ed.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u010cl\u00e1nek 1, bod 9 odstavec 2 Japonsk\u00e9ho z\u00e1kona o prov\u00e1d\u011bn\u00ed l\u00e9ka\u0159sk\u00e9ho z\u00e1kona<\/p>\n\n\n\n<p>3. Poskytnut\u00ed informac\u00ed o b\u011b\u017en\u011b pot\u0159ebn\u00fdch l\u00e9\u010debn\u00fdch postupech a souvisej\u00edc\u00edch n\u00e1kladech ve voln\u00e9 l\u00e9ka\u0159sk\u00e9 praxi.<\/p>\n\n\n\n<p>4. Poskytnut\u00ed informac\u00ed o hlavn\u00edch rizic\u00edch a vedlej\u0161\u00edch \u00fa\u010dinc\u00edch l\u00e9\u010debn\u00fdch postup\u016f ve voln\u00e9 l\u00e9ka\u0159sk\u00e9 praxi.<\/p>\n<cite><a rel=\"noreferrer noopener\" href=\"https:\/\/elaws.e-gov.go.jp\/document?lawid=323M40000100050\" target=\"_blank\">Japonsk\u00e9 ~ na\u0159\u00edzen\u00ed o prov\u00e1d\u011bn\u00ed l\u00e9ka\u0159sk\u00e9ho z\u00e1kona | e-Gov pr\u00e1vn\u00ed vyhled\u00e1v\u00e1n\u00ed[ja]<\/a><\/cite><\/blockquote>\n\n\n\n<p>Popis l\u00e9\u010debn\u00e9ho postupu mus\u00ed obsahovat konkr\u00e9tn\u00ed a podrobn\u00e9 informace o p\u0159ehledu a pr\u016fb\u011bhu l\u00e9\u010dby. Je nutn\u00e9 poskytnout informace, kter\u00e9 jsou pro pacienty obvykle pot\u0159ebn\u00e9.<\/p>\n\n\n\n<p>Tak\u00e9 je nutn\u00e9 jasn\u011b uv\u00e9st d\u00e9lku l\u00e9\u010dby a po\u010det l\u00e9\u010debn\u00fdch sezen\u00ed. Nen\u00ed p\u0159ijateln\u00e9 uv\u00e1d\u011bt pouze minim\u00e1ln\u00ed d\u00e9lku l\u00e9\u010dby a po\u010det sezen\u00ed, nap\u0159\u00edklad &#8220;od 1 m\u011bs\u00edce&#8221;.<\/p>\n\n\n\n<p>Co se t\u00fd\u010de n\u00e1klad\u016f, je t\u0159eba jasn\u011b uv\u00e9st minim\u00e1ln\u00ed a maxim\u00e1ln\u00ed \u010d\u00e1stku. Tak\u00e9 je t\u0159eba p\u0159ehledn\u011b zaznamenat jak\u00e9koli dal\u0161\u00ed n\u00e1klady, kter\u00e9 mohou vzniknout.<\/p>\n\n\n\n<p>Je tak\u00e9 nutn\u00e9 uv\u00e9st rizika a vedlej\u0161\u00ed \u00fa\u010dinky l\u00e9\u010dby. Nedostate\u010dn\u00fd objem informac\u00ed nebo zaznamen\u00e1n\u00ed v\u00fdhod mal\u00fdm p\u00edsmem ve srovn\u00e1n\u00ed s nev\u00fdhodami nen\u00ed p\u0159ijateln\u00e9.<\/p>\n\n\n\n<p>N\u00e1sleduj\u00edc\u00ed obsahy se nepova\u017euj\u00ed za vysv\u011btlen\u00ed rizik a vedlej\u0161\u00edch \u00fa\u010dink\u016f:<\/p>\n\n\n\n<ul>\n<li>Vysv\u011btlen\u00ed, \u017ee neexistuj\u00ed \u017e\u00e1dn\u00e9 nev\u00fdhody<\/li>\n\n\n\n<li>Vysv\u011btlen\u00ed, kter\u00e9 pacienti nejsou vhodn\u00ed pro l\u00e9\u010dbu<\/li>\n\n\n\n<li>Upozorn\u011bn\u00ed t\u00fdkaj\u00edc\u00ed se l\u00e9\u010dby<\/li>\n<\/ul>\n\n\n\n<p>M\u011bjte na pam\u011bti, \u017ee je d\u016fle\u017eit\u00e9, aby p\u0159\u00edjemce obdr\u017eel ve\u0161ker\u00e9 informace, kter\u00e9 pot\u0159ebuje.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Podminky_pro_uvolneni_omezeni_pouzivani_neschvalenych_leciv_jsou_nedostatecne\"><\/span>Podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed pou\u017e\u00edv\u00e1n\u00ed neschv\u00e1len\u00fdch l\u00e9\u010div jsou nedostate\u010dn\u00e9<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>V r\u00e1mci svobodn\u00e9 l\u00e9ka\u0159sk\u00e9 praxe je t\u0159eba p\u0159i poskytov\u00e1n\u00ed informac\u00ed o obsahu l\u00e9\u010dby, rizic\u00edch a vedlej\u0161\u00edch \u00fa\u010dinc\u00edch db\u00e1t na podm\u00ednky uvoln\u011bn\u00ed omezen\u00ed. P\u0159i zaznamen\u00e1v\u00e1n\u00ed informac\u00ed o l\u00e9\u010divech a podobn\u00fdch produktech je nutn\u00e9 v\u011bnovat pozornost n\u00e1sleduj\u00edc\u00edm bod\u016fm.<\/p>\n\n\n\n<p>Pozornost je zapot\u0159eb\u00ed zejm\u00e9na v p\u0159\u00edpadech stanoven\u00fdch z\u00e1konem o zaji\u0161t\u011bn\u00ed kvality, \u00fa\u010dinnosti a bezpe\u010dnosti l\u00e9\u010div, zdravotnick\u00fdch prost\u0159edk\u016f a podobn\u00fdch produkt\u016f, a to:<\/p>\n\n\n\n<ul>\n<li>p\u0159i pou\u017eit\u00ed neschv\u00e1len\u00fdch l\u00e9\u010div nebo zdravotnick\u00fdch prost\u0159edk\u016f<\/li>\n\n\n\n<li>p\u0159i pou\u017eit\u00ed l\u00e9\u010div nebo zdravotnick\u00fdch prost\u0159edk\u016f s jin\u00fdmi schv\u00e1len\u00fdmi \u00fa\u010dinky nebo zp\u016fsobem a d\u00e1vkov\u00e1n\u00edm pou\u017eit\u00ed<\/li>\n<\/ul>\n\n\n\n<p>P\u0159i prov\u00e1d\u011bn\u00ed l\u00e9\u010dby odpov\u00eddaj\u00edc\u00ed t\u011bmto p\u0159\u00edpad\u016fm je nutn\u00e9 zaznamenat n\u00e1sleduj\u00edc\u00ed informace:<\/p>\n\n\n\n<ul>\n<li>\u017ee produkt nen\u00ed schv\u00e1len<\/li>\n\n\n\n<li>zp\u016fsob z\u00edsk\u00e1n\u00ed<\/li>\n\n\n\n<li>dostupnost schv\u00e1len\u00fdch l\u00e9\u010div v zemi<\/li>\n\n\n\n<li>informace o bezpe\u010dnosti a podobn\u011b v jin\u00fdch zem\u00edch<\/li>\n<\/ul>\n\n\n\n<p>V p\u0159\u00edpad\u011b, \u017ee existuj\u00ed jin\u00e9 schv\u00e1len\u00e9 l\u00e9\u010div\u00e9 p\u0159\u00edpravky se stejn\u00fdmi slo\u017ekami nebo vlastnostmi dostupn\u00e9 v zemi, je t\u0159eba tyto informace rovn\u011b\u017e uv\u00e9st.<\/p>\n\n\n\n<p>P\u0159i zve\u0159ej\u0148ov\u00e1n\u00ed l\u00e9ka\u0159sk\u00fdch reklam je d\u016fle\u017eit\u00e9, aby byly pacient\u016fm poskytnuty ve\u0161ker\u00e9 informace, kter\u00e9 pot\u0159ebuj\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Shrnuti_O_moznostech_reklamy_a_podminkach_pro_jeji_omezeni_se_poradte_s_pravnikem\"><\/span>Shrnut\u00ed: O mo\u017enostech reklamy a podm\u00ednk\u00e1ch pro jej\u00ed omezen\u00ed se pora\u010fte s pr\u00e1vn\u00edkem<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>Mo\u017enosti reklamy a podm\u00ednky pro jej\u00ed omezen\u00ed jsou stanoveny tak, aby pacienti a dal\u0161\u00ed u\u017eivatel\u00e9 obdr\u017eeli spr\u00e1vn\u00e9 informace. Je nutn\u00e9 db\u00e1t na to, aby byly informace poskytov\u00e1ny kompletn\u011b a bez p\u0159ehnan\u00fdch v\u00fdklad\u016f.<\/p>\n\n\n\n<p>Obsah zdravotnick\u00e9 reklamy mus\u00ed b\u00fdt pe\u010dliv\u011b prov\u011b\u0159en, aby nedo\u0161lo k poru\u0161en\u00ed p\u0159edpis\u016f o zdravotnick\u00e9 reklam\u011b. Aby se p\u0159ede\u0161lo ne\u010dekan\u00fdm probl\u00e9m\u016fm zp\u016fsoben\u00fdm p\u0159ehl\u00e9dnut\u00edm nebo nespr\u00e1vn\u00fdm p\u0159edpokladem, doporu\u010dujeme se p\u0159ed zve\u0159ejn\u011bn\u00edm zdravotnick\u00e9 reklamy v\u017edy poradit s odborn\u00edkem.<\/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 se specializuje na IT, zejm\u00e9na na kombinaci internetu a pr\u00e1va, a m\u00e1 v t\u011bchto oblastech bohat\u00e9 zku\u0161enosti. Na\u0161e kancel\u00e1\u0159 poskytuje slu\u017eby medi\u00e1ln\u00edm spole\u010dnostem, provozovatel\u016fm recenzn\u00edch web\u016f, reklamn\u00edm agentur\u00e1m, v\u00fdrobc\u016fm dopl\u0148k\u016f stravy a kosmetiky D2C, klinik\u00e1m a poskytovatel\u016fm aplikac\u00ed (ASP), jako jsou pr\u00e1vn\u00ed kontroly \u010dl\u00e1nk\u016f a landing page (LP), tvorba sm\u011brnic a kontrola vzork\u016f. 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\">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, je regulov\u00e1na podle z\u00e1konu o zdravotn\u00ed p\u00e9\u010di a sm\u011brnic pro zdravotnickou reklamu. Informace, kter\u00e9 je mo\u017en\u00e9 uv\u00e9st v reklam\u011b na zdravotni [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":64618,"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\/64544"}],"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=64544"}],"version-history":[{"count":4,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/64544\/revisions"}],"predecessor-version":[{"id":64621,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/64544\/revisions\/64621"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/64618"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=64544"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=64544"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=64544"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}