{"id":64548,"date":"2024-07-25T20:35:20","date_gmt":"2024-07-25T11:35:20","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=64548"},"modified":"2024-07-28T14:17:12","modified_gmt":"2024-07-28T05:17:12","slug":"medical-false-advertising","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/general-corporate\/medical-false-advertising","title":{"rendered":"Co jsou to sm\u011brnice pro zdravotnickou reklamu? Vysv\u011btlen\u00ed regulovan\u00e9 nepravdiv\u00e9 a p\u0159ehnan\u00e9 reklamy ve zdravotnick\u00e9 reklam\u011b"},"content":{"rendered":"\n<p>Reklama na zdravotnick\u00e1 za\u0159\u00edzen\u00ed, jako jsou nemocnice a kliniky, je regulov\u00e1na podle Japonsk\u00e9ho z\u00e1kona o zdravotn\u00ed p\u00e9\u010di a sm\u011brnic pro zdravotnickou reklamu. Existuj\u00ed p\u0159esn\u011b stanoven\u00e1 pravidla, kter\u00e1 zakazuj\u00ed p\u0159ehnanou nebo nepravdivou reklamu a ur\u010duj\u00ed, co je v reklam\u011b povoleno. P\u0159i zve\u0159ej\u0148ov\u00e1n\u00ed zdravotnick\u00e9 reklamy je nutn\u00e9 dodr\u017eovat tyto sm\u011brnice, p\u0159i\u010dem\u017e poru\u0161en\u00ed m\u016f\u017ee v\u00e9st k inspekc\u00edm, pokut\u00e1m a dal\u0161\u00edm sankc\u00edm.<\/p>\n\n\n\n<p>V tomto \u010dl\u00e1nku p\u0159edstav\u00edme p\u0159ehled regulac\u00ed t\u00fdkaj\u00edc\u00edch se zdravotnick\u00e9 reklamy a konkr\u00e9tn\u00ed p\u0159\u00edklady, kter\u00e9 mohou b\u00fdt nez\u00e1konn\u00e9. Podrobn\u011b vysv\u011btl\u00edme polo\u017eky, kter\u00e9 jsou p\u0159\u00edmo zak\u00e1z\u00e1ny podle Japonsk\u00e9ho z\u00e1kona o zdravotn\u00ed p\u00e9\u010di, jako jsou p\u0159ehnan\u00e9 a nepravdiv\u00e9 reklamy, tak\u017ee v\u00e1m tento \u010dl\u00e1nek m\u016f\u017ee slou\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-false-advertising\/#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-false-advertising\/#Ucel_regulace_lekarske_reklamy\" title=\"\u00da\u010del regulace l\u00e9ka\u0159sk\u00e9 reklamy\">\u00da\u010del 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-false-advertising\/#Relevance_lekarske_reklamy_a_regulovane_subjekty\" title=\"Relevance l\u00e9ka\u0159sk\u00e9 reklamy a regulovan\u00e9 subjekty\">Relevance l\u00e9ka\u0159sk\u00e9 reklamy a regulovan\u00e9 subjekty<\/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-false-advertising\/#Reklamy_na_lekarske_sluzby_zakazane_podle_Zakona_o_zdravotni_peci\" title=\"Reklamy na l\u00e9ka\u0159sk\u00e9 slu\u017eby zak\u00e1zan\u00e9 podle Z\u00e1kona o zdravotn\u00ed p\u00e9\u010di\">Reklamy na l\u00e9ka\u0159sk\u00e9 slu\u017eby zak\u00e1zan\u00e9 podle Z\u00e1kona o zdravotn\u00ed p\u00e9\u010di<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-false-advertising\/#Co_je_povazovano_za_klamavou_reklamu_v_regulaci_zdravotnicke_reklamy\" title=\"Co je pova\u017eov\u00e1no za klamavou reklamu v regulaci zdravotnick\u00e9 reklamy\">Co je pova\u017eov\u00e1no za klamavou reklamu v regulaci 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-6\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-false-advertising\/#Klamave_informace_o_obsahu_a_dobe_trvani_lecby\" title=\"Klamav\u00e9 informace o obsahu a dob\u011b trv\u00e1n\u00ed l\u00e9\u010dby\">Klamav\u00e9 informace o obsahu a dob\u011b trv\u00e1n\u00ed l\u00e9\u010dby<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-false-advertising\/#Publikace_upravenych_nebo_retusovanych_fotografii_pred_a_po_zakroku\" title=\"Publikace upraven\u00fdch nebo retu\u0161ovan\u00fdch fotografi\u00ed p\u0159ed a po z\u00e1kroku\">Publikace upraven\u00fdch nebo retu\u0161ovan\u00fdch fotografi\u00ed p\u0159ed a po z\u00e1kroku<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-false-advertising\/#Co_jsou_porovnavaci_reklamy_v_regulaci_zdravotnicke_reklamy\" title=\"Co jsou porovn\u00e1vac\u00ed reklamy v regulaci zdravotnick\u00e9 reklamy\">Co jsou porovn\u00e1vac\u00ed reklamy v regulaci 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-9\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-false-advertising\/#Porovnani_nejvyssiho_stupne\" title=\"Porovn\u00e1n\u00ed nejvy\u0161\u0161\u00edho stupn\u011b\">Porovn\u00e1n\u00ed nejvy\u0161\u0161\u00edho stupn\u011b<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-false-advertising\/#Porovnani_s_jinymi_zdravotnickymi_zarizenimi\" title=\"Porovn\u00e1n\u00ed s jin\u00fdmi zdravotnick\u00fdmi za\u0159\u00edzen\u00edmi\">Porovn\u00e1n\u00ed s jin\u00fdmi zdravotnick\u00fdmi za\u0159\u00edzen\u00edmi<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-false-advertising\/#Co_je_prehnana_reklama_v_regulaci_lekarske_reklamy\" title=\"Co je p\u0159ehnan\u00e1 reklama v regulaci l\u00e9ka\u0159sk\u00e9 reklamy\">Co je p\u0159ehnan\u00e1 reklama 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-12\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-false-advertising\/#Reklama_ktera_muze_zpusobit_nespravne_pochopeni_obsahu_poskytovane_lekarske_pece\" title=\"Reklama, kter\u00e1 m\u016f\u017ee zp\u016fsobit nespr\u00e1vn\u00e9 pochopen\u00ed obsahu poskytovan\u00e9 l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de\">Reklama, kter\u00e1 m\u016f\u017ee zp\u016fsobit nespr\u00e1vn\u00e9 pochopen\u00ed obsahu poskytovan\u00e9 l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de<\/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-false-advertising\/#Reklama_ktera_muze_zpusobit_nespravne_pochopeni_%E2%80%9Czubnich_ordinaci_se_zvysenou_funkci_zubni_pece%E2%80%9D_atd\" title=\"Reklama, kter\u00e1 m\u016f\u017ee zp\u016fsobit nespr\u00e1vn\u00e9 pochopen\u00ed &#8220;zubn\u00edch ordinac\u00ed se zv\u00fd\u0161enou funkc\u00ed zubn\u00ed p\u00e9\u010de&#8221; atd.\">Reklama, kter\u00e1 m\u016f\u017ee zp\u016fsobit nespr\u00e1vn\u00e9 pochopen\u00ed &#8220;zubn\u00edch ordinac\u00ed se zv\u00fd\u0161enou funkc\u00ed zubn\u00ed p\u00e9\u010de&#8221; atd.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-false-advertising\/#Pocet_operaci_bez_uvedeni_podrobnosti_dat\" title=\"Po\u010det operac\u00ed bez uveden\u00ed podrobnost\u00ed dat\">Po\u010det operac\u00ed bez uveden\u00ed podrobnost\u00ed dat<\/a><\/li><\/ul><\/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-false-advertising\/#Jake_informace_je_mozne_uvadet_v_reklame_v_ramci_regulace_reklamy_ve_zdravotnictvi\" title=\"Jak\u00e9 informace je mo\u017en\u00e9 uv\u00e1d\u011bt v reklam\u011b v r\u00e1mci regulace reklamy ve zdravotnictv\u00ed\">Jak\u00e9 informace je mo\u017en\u00e9 uv\u00e1d\u011bt v reklam\u011b v r\u00e1mci regulace reklamy ve zdravotnictv\u00ed<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-false-advertising\/#Obsah_ktery_je_mozne_uvadet_jako_lekarskou_reklamu\" title=\"Obsah, kter\u00fd je mo\u017en\u00e9 uv\u00e1d\u011bt jako l\u00e9ka\u0159skou reklamu\">Obsah, kter\u00fd je mo\u017en\u00e9 uv\u00e1d\u011bt 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-17\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-false-advertising\/#Podminky_pro_uvolneni_omezeni_na_mozne_informace_v_reklame\" title=\"Podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed na mo\u017en\u00e9 informace v reklam\u011b\">Podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed na mo\u017en\u00e9 informace v reklam\u011b<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-false-advertising\/#Shrnuti_Pri_zverejnovani_lekarske_reklamy_se_poradte_s_odbornikem\" title=\"Shrnut\u00ed: P\u0159i zve\u0159ej\u0148ov\u00e1n\u00ed l\u00e9ka\u0159sk\u00e9 reklamy se pora\u010fte s odborn\u00edkem\">Shrnut\u00ed: P\u0159i zve\u0159ej\u0148ov\u00e1n\u00ed l\u00e9ka\u0159sk\u00e9 reklamy se pora\u010fte s odborn\u00edkem<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/medical-false-advertising\/#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 ordinac\u00ed. L\u00e9ka\u0159sk\u00e1 reklama je regulov\u00e1na podle z\u00e1kona o zdravotn\u00ed p\u00e9\u010di a dal\u0161\u00edch p\u0159edpis\u016f. V tomto \u010dl\u00e1nku vysv\u011btl\u00edme z\u00e1kladn\u00ed principy regulace l\u00e9ka\u0159sk\u00e9 reklamy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ucel_regulace_lekarske_reklamy\"><\/span>\u00da\u010del 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>Proto\u017ee l\u00e9ka\u0159sk\u00e9 slu\u017eby souvis\u00ed s lidsk\u00fdm \u017eivotem a zdrav\u00edm, m\u016f\u017ee b\u00fdt \u0161koda zp\u016fsoben\u00e1 nespr\u00e1vnou reklamou, kter\u00e1 p\u0159il\u00e1k\u00e1 pacienty k nevhodn\u00fdm slu\u017eb\u00e1m, v\u00fdrazn\u011bj\u0161\u00ed ne\u017e v jin\u00fdch oblastech.<\/li>\n\n\n\n<li>Vzhledem k vysok\u00e9 odbornosti l\u00e9ka\u0159sk\u00fdch slu\u017eeb 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 specifi\u010dnosti l\u00e9ka\u0159sk\u00fdch slu\u017eeb jsou regulace l\u00e9ka\u0159sk\u00e9 reklamy stanoveny s c\u00edlem chr\u00e1nit pacienty a dal\u0161\u00ed u\u017eivatele.<\/p>\n\n\n\n<p>Regulace zaji\u0161\u0165uje, \u017ee pacient\u016fm je poskytov\u00e1na p\u0159esn\u00e1 informace a umo\u017e\u0148uje jim spr\u00e1vn\u011b si vybrat l\u00e9\u010dbu a dal\u0161\u00ed slu\u017eby, stanovuje zak\u00e1zan\u00e9 reklamn\u00ed praktiky a situace, kdy je reklama povolena.<\/p>\n\n\n\n<p>Reference: <a href=\"https:\/\/www.mhlw.go.jp\/stf\/seisakunitsuite\/bunya\/kenkou_iryou\/iryou\/kokokukisei\/index.html\" target=\"_blank\" rel=\"noreferrer noopener\">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 a zubn\u00ed slu\u017eby, nemocnice a ordinace (Sm\u011brnice pro l\u00e9ka\u0159skou reklamu)[ja]<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Relevance_lekarske_reklamy_a_regulovane_subjekty\"><\/span>Relevance l\u00e9ka\u0159sk\u00e9 reklamy a regulovan\u00e9 subjekty<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Regulace l\u00e9ka\u0159sk\u00e9 reklamy se vztahuje na reklamy, kter\u00e9 spl\u0148uj\u00ed n\u00e1sleduj\u00edc\u00ed krit\u00e9ria:<\/p>\n\n\n\n<ol>\n<li>Reklamy s \u00famyslem p\u0159il\u00e1kat pacienty k n\u00e1v\u0161t\u011bv\u011b (\u00fa\u010del p\u0159il\u00e1k\u00e1n\u00ed)<\/li>\n\n\n\n<li>Reklamy, ve kter\u00fdch 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>Je d\u016fle\u017eit\u00e9 si uv\u011bdomit, \u017ee ve\u0161ker\u00e1 reklama zam\u011b\u0159en\u00e1 na Japonsko, kter\u00e1 odpov\u00edd\u00e1 definici l\u00e9ka\u0159sk\u00e9 reklamy, podl\u00e9h\u00e1 regulac\u00edm l\u00e9ka\u0159sk\u00e9 reklamy. To se t\u00fdk\u00e1 nejen reklamy prov\u00e1d\u011bn\u00e9 samotn\u00fdmi zdravotnick\u00fdmi za\u0159\u00edzen\u00edmi, ale i reklamy zve\u0159ej\u0148ovan\u00e9 prost\u0159ednictv\u00edm m\u00e9di\u00ed nebo affiliate marketingu bez ohledu na titul osoby, kter\u00e1 ji zve\u0159ej\u0148uje.<\/p>\n\n\n\n<p>Podrobnosti o kl\u00ed\u010dov\u00fdch bodech a krit\u00e9ri\u00edch pro posouzen\u00ed l\u00e9ka\u0159sk\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\">Advok\u00e1t vysv\u011btluje kl\u00ed\u010dov\u00e9 body sm\u011brnice pro l\u00e9ka\u0159skou reklamu srozumiteln\u011b[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Reklamy_na_lekarske_sluzby_zakazane_podle_Zakona_o_zdravotni_peci\"><\/span>Reklamy na l\u00e9ka\u0159sk\u00e9 slu\u017eby zak\u00e1zan\u00e9 podle Z\u00e1kona o zdravotn\u00ed p\u00e9\u010di<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_2349677763.jpg\" alt=\"Reklamy na l\u00e9ka\u0159sk\u00e9 slu\u017eby zak\u00e1zan\u00e9 podle Z\u00e1kona o zdravotn\u00ed p\u00e9\u010di\" class=\"wp-image-87367\" \/><\/figure>\n\n\n\n<p>Reklamy, kter\u00e9 by mohly v\u00e9st k nespr\u00e1vn\u00e9mu pochopen\u00ed skute\u010dn\u00e9 povahy slu\u017eeb spot\u0159ebiteli, jsou zak\u00e1z\u00e1ny. Toto je stanoveno v \u010dl\u00e1nc\u00edch 6-5 odstavce 1 a 2 Z\u00e1kona o zdravotn\u00ed p\u00e9\u010di.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u010cl\u00e1nek 6-5 Z\u00e1kona o zdravotn\u00ed p\u00e9\u010di<\/p>\n\n\n\n<p>1. Nikdo nesm\u00ed v souvislosti s l\u00e9ka\u0159skou prax\u00ed, zubn\u00ed l\u00e9ka\u0159skou prax\u00ed, nemocnic\u00ed nebo l\u00e9ka\u0159skou klinikou pou\u017e\u00edvat jak\u00fdkoliv druh reklamy (d\u00e1le jen &#8220;reklama&#8221; v tomto odd\u00edlu), a\u0165 u\u017e p\u00edsemn\u011b \u010di jin\u00fdm zp\u016fsobem, kter\u00e1 m\u00e1 za c\u00edl p\u0159il\u00e1kat pacienty, pokud se jedn\u00e1 o nepravdivou reklamu.<\/p>\n\n\n\n<p>2. V p\u0159\u00edpadech uveden\u00fdch v p\u0159edchoz\u00edm odstavci mus\u00ed obsah a forma reklamy spl\u0148ovat n\u00e1sleduj\u00edc\u00ed krit\u00e9ria, aby nedoch\u00e1zelo k naru\u0161en\u00ed spr\u00e1vn\u00e9 volby l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de ze strany pacient\u016f:<br>Prvn\u00ed &#8211; nesm\u00ed obsahovat reklamu, kter\u00e1 by tvrdila, \u017ee je lep\u0161\u00ed ne\u017e jin\u00e9 nemocnice nebo kliniky.<br>Druh\u00e9 &#8211; nesm\u011bj\u00ed obsahovat p\u0159ehnanou reklamu.<\/p>\n<cite><a href=\"https:\/\/elaws.e-gov.go.jp\/document?lawid=323AC0000000205\" target=\"_blank\" rel=\"noreferrer noopener\">Z\u00e1kon o zdravotn\u00ed p\u00e9\u010di | e-Gov pr\u00e1vn\u00ed vyhled\u00e1v\u00e1n\u00ed[ja]<\/a><\/cite><\/blockquote>\n\n\n\n<p>Nepravdiv\u00e9 reklamy, reklamy srovn\u00e1vaj\u00edc\u00ed kvalitu a p\u0159ehnan\u00e9 reklamy jsou p\u0159\u00edklady reklam, kter\u00e9 jsou v\u00fdslovn\u011b zak\u00e1z\u00e1ny.<\/p>\n\n\n\n<p>P\u0159\u00edklady opat\u0159en\u00ed a sankc\u00ed v p\u0159\u00edpad\u011b poru\u0161en\u00ed jsou n\u00e1sleduj\u00edc\u00ed:<\/p>\n\n\n\n<ul>\n<li>P\u0159\u00edkaz k pod\u00e1n\u00ed zpr\u00e1vy nebo kontroln\u00ed prohl\u00eddka (\u010dl\u00e1nek 6-8 odstavec 1 Z\u00e1kona o zdravotn\u00ed p\u00e9\u010di)<\/li>\n\n\n\n<li>P\u0159\u00edkaz k zastaven\u00ed \u010dinnosti nebo p\u0159\u00edkaz k n\u00e1prav\u011b (\u010dl\u00e1nek 6-8 odstavec 2 Z\u00e1kona o zdravotn\u00ed p\u00e9\u010di)<\/li>\n\n\n\n<li>Trest odn\u011bt\u00ed svobody nebo pokuty (\u010dl\u00e1nek 87 bod 1, \u010dl\u00e1nek 89 bod 2 Z\u00e1kona o zdravotn\u00ed p\u00e9\u010di)<\/li>\n<\/ul>\n\n\n\n<p>Abychom p\u0159ede\u0161li neo\u010dek\u00e1van\u00fdm probl\u00e9m\u016fm s reklamou, je d\u016fle\u017eit\u00e9 v\u017edy ov\u011b\u0159it zak\u00e1zan\u00e9 \u010dinnosti stanoven\u00e9 Z\u00e1konem o zdravotn\u00ed p\u00e9\u010di. Ka\u017edou zak\u00e1zanou \u010dinnost podrobn\u011b vysv\u011btl\u00edme s pou\u017eit\u00edm konkr\u00e9tn\u00edch p\u0159\u00edklad\u016f.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_je_povazovano_za_klamavou_reklamu_v_regulaci_zdravotnicke_reklamy\"><\/span>Co je pova\u017eov\u00e1no za klamavou reklamu v regulaci zdravotnick\u00e9 reklamy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>P\u0159edstav\u00edme v\u00e1m dva p\u0159\u00edklady, kter\u00e9 odpov\u00eddaj\u00ed &#8220;klamav\u00e9 reklam\u011b&#8221; definovan\u00e9 v \u010dl\u00e1nku 6 odstavec 5 bod 1 Japonsk\u00e9ho z\u00e1kona o zdravotn\u00ed p\u00e9\u010di.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Klamave_informace_o_obsahu_a_dobe_trvani_lecby\"><\/span>Klamav\u00e9 informace o obsahu a dob\u011b trv\u00e1n\u00ed l\u00e9\u010dby<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Podle sm\u011brnic pro regulaci zdravotnick\u00e9 reklamy se za klamavou reklamu pova\u017euje zav\u00e1d\u011bj\u00edc\u00ed vyj\u00e1d\u0159en\u00ed o obsahu a dob\u011b trv\u00e1n\u00ed l\u00e9\u010dby.<\/p>\n\n\n\n<p>N\u00e1sleduj\u00edc\u00ed p\u0159\u00edklady jsou zav\u00e1d\u011bj\u00edc\u00edmi vyj\u00e1d\u0159en\u00edmi o obsahu l\u00e9\u010dby:<\/p>\n\n\n\n<ul>\n<li>Zaru\u010den\u011b \u00fasp\u011b\u0161n\u00e1 i slo\u017eit\u00e1 operace<\/li>\n\n\n\n<li>Absolutn\u011b bezpe\u010dn\u00e1 l\u00e9\u010dba<\/li>\n<\/ul>\n\n\n\n<p>Takov\u00e9to slu\u017eby v medic\u00edn\u011b neexistuj\u00ed. M\u016f\u017eeme \u0159\u00edci, \u017ee se jedn\u00e1 o reklamu s klamav\u00fdm obsahem l\u00e9\u010dby.<\/p>\n\n\n\n<p>Klamav\u00e1 je tak\u00e9 reklama, kter\u00e1 uv\u00e1d\u00ed, \u017ee ve\u0161ker\u00e1 l\u00e9\u010dba bude dokon\u010dena v kr\u00e1tk\u00e9m \u010dase, i kdy\u017e po l\u00e9\u010db\u011b je nutn\u00e1 pravideln\u00e1 \u00fadr\u017eba a dal\u0161\u00ed p\u00e9\u010de.<\/p>\n\n\n\n<p>Konkr\u00e9tn\u00ed p\u0159\u00edklad: &#8220;Implant\u00e1tn\u00ed l\u00e9\u010dba, kter\u00e1 se dokon\u010d\u00ed za jeden den&#8221;<\/p>\n\n\n\n<p>Proto\u017ee se jedn\u00e1 o zav\u00e1d\u011bj\u00edc\u00ed formulace, kter\u00e9 nazna\u010duj\u00ed, \u017ee implant\u00e1tn\u00ed l\u00e9\u010dba vy\u017eaduj\u00edc\u00ed po operaci pravidelnou \u00fadr\u017ebu m\u016f\u017ee b\u00fdt dokon\u010dena za jeden den, m\u016f\u017ee to b\u00fdt pova\u017eov\u00e1no za klamavou reklamu.<\/p>\n\n\n\n<p>A\u010dkoliv je l\u00e1kav\u00e9 zaznamenat informace, kter\u00e9 slu\u017ebu zobrazuj\u00ed v lep\u0161\u00edm sv\u011btle pro p\u0159il\u00e1k\u00e1n\u00ed z\u00e1kazn\u00edk\u016f, je nutn\u00e9 d\u00e1vat pozor, aby se vyj\u00e1d\u0159en\u00ed neli\u0161ilo od skute\u010dnosti.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Publikace_upravenych_nebo_retusovanych_fotografii_pred_a_po_zakroku\"><\/span>Publikace upraven\u00fdch nebo retu\u0161ovan\u00fdch fotografi\u00ed p\u0159ed a po z\u00e1kroku<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Publikace fotografi\u00ed p\u0159ed a po z\u00e1kroku, kter\u00e9 byly upraveny nebo retu\u0161ov\u00e1ny za \u00fa\u010delem zlep\u0161en\u00ed vypadaj\u00edc\u00edho efektu, je pova\u017eov\u00e1na za klamavou reklamu.<\/p>\n\n\n\n<p>Nap\u0159\u00edklad n\u00e1sleduj\u00edc\u00ed reklama je p\u0159\u00edkladem toho, co nen\u00ed povoleno:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2024\/04\/46475af8625ec13b0c0ca2f69bcdbceb.png\" alt=\"\" class=\"wp-image-87608\" \/><\/figure>\n\n\n\n<p>Obr\u00e1zek je p\u0159evzat z: <a href=\"https:\/\/www.mhlw.go.jp\/content\/001153604.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Ministerstvo zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed | P\u0159\u00edru\u010dka p\u0159\u00edklad\u016f webov\u00fdch str\u00e1nek v regulaci zdravotnick\u00e9 reklamy (4. vyd\u00e1n\u00ed)[ja]<\/a><\/p>\n\n\n\n<p>Nen\u00ed povoleno pou\u017e\u00edvat voln\u011b dostupn\u00e9 obr\u00e1zky nebo ilustrace, kter\u00e9 nezobrazuj\u00ed skute\u010dn\u00fd z\u00e1krok. Tak\u00e9 je klamav\u00e9, pokud je fotografie rozd\u011blena a pouze jedna jej\u00ed \u010d\u00e1st je upravena tak, aby vypadala l\u00e9pe.<\/p>\n\n\n\n<p>Pokud chcete inzerovat efekt p\u0159ed a po z\u00e1kroku, mus\u00edte publikovat skute\u010dn\u00e9 fotografie pacient\u016f atd., kter\u00e9 jsou um\u00edst\u011bny vedle sebe jako jednotliv\u00e9 sn\u00edmky.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_jsou_porovnavaci_reklamy_v_regulaci_zdravotnicke_reklamy\"><\/span>Co jsou porovn\u00e1vac\u00ed reklamy v regulaci zdravotnick\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_2110388168.jpg\" alt=\"Konkr\u00e9tn\u00ed p\u0159\u00edklady zak\u00e1zan\u00e9 v regulaci zdravotnick\u00e9 reklamy (porovn\u00e1vac\u00ed reklamy)\" class=\"wp-image-87368\" \/><\/figure>\n\n\n\n<p>Zde p\u0159edstav\u00edme dva p\u0159\u00edklady, kter\u00e9 odpov\u00eddaj\u00ed &#8220;porovn\u00e1vac\u00edm reklam\u00e1m&#8221; definovan\u00fdm v \u010dl\u00e1nku 6 odstavec 5 bod 2 \u010d\u00edslo 1 Japonsk\u00e9ho z\u00e1kona o zdravotn\u00ed p\u00e9\u010di.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Porovnani_nejvyssiho_stupne\"><\/span>Porovn\u00e1n\u00ed nejvy\u0161\u0161\u00edho stupn\u011b<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Vyj\u00e1d\u0159en\u00ed nejvy\u0161\u0161\u00edho stupn\u011b nebo jin\u00e9 v\u00fdrazy, kter\u00e9 mohou zna\u010dn\u011b klamat ohledn\u011b v\u00fdjime\u010dnosti, jsou zak\u00e1z\u00e1ny jako porovn\u00e1vac\u00ed reklamy. I kdy\u017e se jedn\u00e1 o objektivn\u00ed fakta, takov\u00e9to vyj\u00e1d\u0159en\u00ed nelze pou\u017e\u00edt v zdravotnick\u00e9 reklam\u011b.<\/p>\n\n\n\n<p>Konkr\u00e9tn\u011b se jedn\u00e1 nap\u0159\u00edklad o n\u00e1sleduj\u00edc\u00ed v\u00fdrazy:<\/p>\n\n\n\n<ul>\n<li>Nejlep\u0161\u00ed zdravotn\u00ed p\u00e9\u010de<\/li>\n\n\n\n<li>\u010c\u00edslo jedna v kraji<\/li>\n\n\n\n<li>Nejlep\u0161\u00ed v Japonsku<\/li>\n<\/ul>\n\n\n\n<p>Pokud m\u00e1te data, kter\u00e1 dokazuj\u00ed, \u017ee va\u0161e zdravotnick\u00e9 za\u0159\u00edzen\u00ed je lep\u0161\u00ed ne\u017e ostatn\u00ed, nap\u0159\u00edklad po\u010det l\u00e9ka\u0159\u016f nebo po\u010det operac\u00ed, budete cht\u00edt tyto informace zve\u0159ejnit ve va\u0161\u00ed reklam\u011b. Pokud v\u00fdrazy nevedou k zna\u010dn\u00e9mu omylu, m\u016f\u017eete zve\u0159ejnit objektivn\u00ed fakta, pokud je podlo\u017e\u00edte racion\u00e1ln\u00edmi d\u016fvody.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Porovnani_s_jinymi_zdravotnickymi_zarizenimi\"><\/span>Porovn\u00e1n\u00ed s jin\u00fdmi zdravotnick\u00fdmi za\u0159\u00edzen\u00edmi<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Nen\u00ed povoleno zahrnovat v\u00fdrazy, kter\u00e9 nazna\u010duj\u00ed, \u017ee va\u0161e nemocnice nebo jin\u00e9 zdravotnick\u00e9 za\u0159\u00edzen\u00ed je lep\u0161\u00ed ne\u017e jin\u00e9. Je zak\u00e1z\u00e1no zve\u0159ej\u0148ovat jak\u00e9koli porovn\u00e1n\u00ed s jin\u00fdmi za\u0159\u00edzen\u00edmi, a\u0165 u\u017e se jedn\u00e1 o zdravotn\u00ed p\u00e9\u010di, ceny procedur nebo velikost za\u0159\u00edzen\u00ed.<\/p>\n\n\n\n<ul>\n<li>Levn\u011bji ne\u017e v klinice XX<\/li>\n\n\n\n<li>Jedno z p\u0159edn\u00edch za\u0159\u00edzen\u00ed v kraji z hlediska l\u00e9\u010debn\u00fdch v\u00fdsledk\u016f<\/li>\n\n\n\n<li>V jin\u00fdch za\u0159\u00edzen\u00edch poskytuj\u00ed l\u00e9ka\u0159\u0161t\u00ed nov\u00e1\u010dci rizikovou p\u00e9\u010di<\/li>\n<\/ul>\n\n\n\n<p>Nez\u00e1le\u017e\u00ed na tom, zda je zdravotnick\u00e9 za\u0159\u00edzen\u00ed, s kter\u00fdm se porovn\u00e1v\u00e1te, specifikov\u00e1no. Jak\u00e9koli vyj\u00e1d\u0159en\u00ed, kter\u00e9 porovn\u00e1v\u00e1 va\u0161e slu\u017eby s jin\u00fdmi za\u0159\u00edzen\u00edmi a zd\u016fraz\u0148uje va\u0161i p\u0159evahu, je zak\u00e1z\u00e1no.<\/p>\n\n\n\n<p>Tak\u00e9 je zak\u00e1z\u00e1no vyjad\u0159ovat se, \u017ee va\u0161e za\u0159\u00edzen\u00ed je lep\u0161\u00ed t\u00edm, \u017ee pomlouv\u00e1te jin\u00e1 zdravotnick\u00e1 za\u0159\u00edzen\u00ed.<\/p>\n\n\n\n<p>Porovn\u00e1vac\u00ed v\u00fdrazy mohou snadno zv\u00fdraznit va\u0161e siln\u00e9 str\u00e1nky, a proto je mnoho lid\u00ed pou\u017e\u00edv\u00e1 nev\u011bdomky. P\u0159i tvorb\u011b zdravotnick\u00e9 reklamy je nutn\u00e1 opatrnost.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_je_prehnana_reklama_v_regulaci_lekarske_reklamy\"><\/span>Co je p\u0159ehnan\u00e1 reklama v regulaci l\u00e9ka\u0159sk\u00e9 reklamy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>P\u0159edstav\u00edme v\u00e1m t\u0159i konkr\u00e9tn\u00ed p\u0159\u00edklady &#8220;p\u0159ehnan\u00e9 reklamy&#8221;, kter\u00e1 odpov\u00edd\u00e1 definici podle \u010dl\u00e1nku 6 odstavec 5 bod 2 z\u00e1kona o l\u00e9ka\u0159stv\u00ed (Japanese Medical Law).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Reklama_ktera_muze_zpusobit_nespravne_pochopeni_obsahu_poskytovane_lekarske_pece\"><\/span>Reklama, kter\u00e1 m\u016f\u017ee zp\u016fsobit nespr\u00e1vn\u00e9 pochopen\u00ed obsahu poskytovan\u00e9 l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>V regulaci l\u00e9ka\u0159sk\u00e9 reklamy je zak\u00e1z\u00e1no pou\u017e\u00edvat v\u00fdrazy, kter\u00e9, i kdy\u017e nejsou p\u0159\u00edmo l\u017eiv\u00e9, nespr\u00e1vn\u011b zveli\u010duj\u00ed fakta a mohou v\u00e9st k nespr\u00e1vn\u00e9mu pochopen\u00ed. Reklama, kter\u00e1 by vedla spot\u0159ebitele k nespr\u00e1vn\u00fdm p\u0159edstav\u00e1m nebo o\u010dek\u00e1v\u00e1n\u00edm, kter\u00e1 se li\u0161\u00ed od skute\u010dn\u00e9ho obsahu l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de, nen\u00ed povolena.<\/p>\n\n\n\n<p>Nap\u0159\u00edklad n\u00e1sleduj\u00edc\u00ed fr\u00e1ze odpov\u00edd\u00e1 tomuto popisu:<\/p>\n\n\n\n<p>Konkr\u00e9tn\u00ed p\u0159\u00edklad: &#8220;Neomezen\u00fd pl\u00e1n celot\u011blov\u00e9ho odstra\u0148ov\u00e1n\u00ed chloupk\u016f po dobu 3 let&#8221;<\/p>\n\n\n\n<p>Vzhledem k charakteristice procedury odstra\u0148ov\u00e1n\u00ed chloupk\u016f je po\u010det mo\u017en\u00fdch procedur b\u011bhem t\u0159\u00edlet\u00e9ho obdob\u00ed omezen\u00fd v d\u016fsledku cyklu r\u016fstu vlas\u016f. Proto\u017ee by mohlo doj\u00edt k nespr\u00e1vn\u00e9mu pochopen\u00ed, \u017ee pl\u00e1n umo\u017e\u0148uje neomezen\u00e9 odstra\u0148ov\u00e1n\u00ed chloupk\u016f, jedn\u00e1 se o p\u0159ehnanou reklamu.<\/p>\n\n\n\n<p>D\u00e1le, v\u00fdrazy jako &#8220;optim\u00e1ln\u00ed&#8221; nebo &#8220;nejmodern\u011bj\u0161\u00ed&#8221; tak\u00e9 spadaj\u00ed do kategorie p\u0159ehnan\u00e9 reklamy.<\/p>\n\n\n\n<ul>\n<li>Poskytujeme optim\u00e1ln\u00ed l\u00e9ka\u0159skou p\u00e9\u010di<\/li>\n\n\n\n<li>Zav\u00e1d\u00edme nejmodern\u011bj\u0161\u00ed l\u00e9ka\u0159skou p\u00e9\u010di, XX l\u00e9\u010dbu<\/li>\n<\/ul>\n\n\n\n<p>Nesm\u00edte uv\u00e1d\u011bt, \u017ee l\u00e9ka\u0159sk\u00e1 p\u00e9\u010de nebo konkr\u00e9tn\u00ed l\u00e9\u010debn\u00e9 metody a l\u00e9ka\u0159sk\u00e1 za\u0159\u00edzen\u00ed, kter\u00e1 poskytujete, jsou optim\u00e1ln\u00ed nebo nejmodern\u011bj\u0161\u00ed.<\/p>\n\n\n\n<p>P\u0159i zve\u0159ej\u0148ov\u00e1n\u00ed obsahu poskytovan\u00e9 l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de bu\u010fte opatrn\u00ed, abyste nepou\u017e\u00edvali p\u0159ehnan\u00e9 v\u00fdrazy, kter\u00e9 by mohly v\u00e9st k nespr\u00e1vn\u00e9mu pochopen\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Reklama_ktera_muze_zpusobit_nespravne_pochopeni_%E2%80%9Czubnich_ordinaci_se_zvysenou_funkci_zubni_pece%E2%80%9D_atd\"><\/span>Reklama, kter\u00e1 m\u016f\u017ee zp\u016fsobit nespr\u00e1vn\u00e9 pochopen\u00ed &#8220;zubn\u00edch ordinac\u00ed se zv\u00fd\u0161enou funkc\u00ed zubn\u00ed p\u00e9\u010de&#8221; atd.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>P\u0159i reklam\u011b na &#8220;zubn\u00ed ordinace se zv\u00fd\u0161enou funkc\u00ed zubn\u00ed p\u00e9\u010de&#8221; nebo &#8220;p\u0159\u00edplatek za zubn\u00ed p\u00e9\u010di v ambulantn\u00edm prost\u0159ed\u00ed&#8221; je nutn\u00e9 p\u0159esn\u011b popsat skute\u010dnosti.<\/p>\n\n\n\n<p>Tyto dva syst\u00e9my vy\u017eaduj\u00ed, aby l\u00e9ka\u0159sk\u00e1 za\u0159\u00edzen\u00ed ozn\u00e1mila, \u017ee spl\u0148uj\u00ed standardy za\u0159\u00edzen\u00ed. Nejedn\u00e1 se o to, \u017ee by ministerstvo zdravotnictv\u00ed nebo jin\u00e9 st\u00e1tn\u00ed org\u00e1ny poskytovaly zvl\u00e1\u0161tn\u00ed certifikaci.<\/p>\n\n\n\n<p>Reklama, kter\u00e1 by nazna\u010dovala, \u017ee z\u00edskala zvl\u00e1\u0161tn\u00ed schv\u00e1len\u00ed, certifikaci nebo potvrzen\u00ed od administrativn\u00edch org\u00e1n\u016f jako je ministerstvo zdravotnictv\u00ed, by mohla b\u00fdt pova\u017eov\u00e1na za p\u0159ehnanou reklamu.<\/p>\n\n\n\n<p>&#8220;Jako zubn\u00ed ordinace spl\u0148uj\u00edc\u00ed standardy za\u0159\u00edzen\u00ed pro zubn\u00ed ordinace se zv\u00fd\u0161enou funkc\u00ed zubn\u00ed p\u00e9\u010de jsme ji\u017e podali ozn\u00e1men\u00ed.&#8221; Uve\u010fte skute\u010dnosti spr\u00e1vn\u011b.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pocet_operaci_bez_uvedeni_podrobnosti_dat\"><\/span>Po\u010det operac\u00ed bez uveden\u00ed podrobnost\u00ed dat<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Reklama, kter\u00e1 zmi\u0148uje po\u010det operac\u00ed a m\u016f\u017ee zp\u016fsobit nespr\u00e1vn\u00e9 pochopen\u00ed aktu\u00e1ln\u011b poskytovan\u00e9 l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de, je pova\u017eov\u00e1na za p\u0159ehnanou.<\/p>\n\n\n\n<p>P\u0159i uv\u00e1d\u011bn\u00ed po\u010dtu operac\u00ed v reklam\u011b je nutn\u00e9 uv\u00e9st i obdob\u00ed, na kter\u00e9 se tyto po\u010dty vztahuj\u00ed. V\u011bt\u0161ina reklam, kter\u00e9 vedou k nespr\u00e1vn\u00e9mu pochopen\u00ed, m\u00e1 probl\u00e9m s t\u00edm, jak jsou prezentov\u00e1ny podrobnosti dat.<\/p>\n\n\n\n<ul>\n<li>Na\u0161e zku\u0161enosti s operac\u00ed XX p\u0159esahuj\u00ed celkem 1000 p\u0159\u00edpad\u016f. (Uveden pouze po\u010det)<\/li>\n\n\n\n<li>Od roku 1995 do roku 2022 jsme provedli 2000 operac\u00ed XX. (P\u0159\u00edli\u0161 dlouh\u00e9 \u010dasov\u00e9 obdob\u00ed)<\/li>\n<\/ul>\n\n\n\n<p>P\u0159i uv\u00e1d\u011bn\u00ed po\u010dtu operac\u00ed je vhodn\u00e9 zve\u0159ejnit data za ka\u017ed\u00fd rok a uk\u00e1zat je za n\u011bkolik let. Vezm\u011bte pros\u00edm v \u00favahu n\u00e1sleduj\u00edc\u00ed p\u0159\u00edklad.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><\/td><td>Operace XX<\/td><td>Operace YY<\/td><\/tr><tr><td>2020<\/td><td>70 p\u0159\u00edpad\u016f<\/td><td>35 p\u0159\u00edpad\u016f<\/td><\/tr><tr><td>2021<\/td><td>105 p\u0159\u00edpad\u016f<\/td><td>83 p\u0159\u00edpad\u016f<\/td><\/tr><tr><td>2022<\/td><td>135 p\u0159\u00edpad\u016f<\/td><td>53 p\u0159\u00edpad\u016f<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Pou\u017eit\u00ed souhrnn\u00fdch dat k zobrazen\u00ed velk\u00fdch \u010d\u00edsel m\u016f\u017ee v\u00e9st k tomu, \u017ee p\u0159\u00edjemce reklamy bude m\u00edt nespr\u00e1vnou p\u0159edstavu o skute\u010dn\u00e9m po\u010dtu ro\u010dn\u00edch operac\u00ed. Sna\u017ete se o p\u0159esn\u00e9 vyj\u00e1d\u0159en\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jake_informace_je_mozne_uvadet_v_reklame_v_ramci_regulace_reklamy_ve_zdravotnictvi\"><\/span>Jak\u00e9 informace je mo\u017en\u00e9 uv\u00e1d\u011bt v reklam\u011b v r\u00e1mci regulace reklamy ve 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_2420944571.jpg\" alt=\"Jak\u00e9 informace je mo\u017en\u00e9 uv\u00e1d\u011bt v reklam\u011b v r\u00e1mci regulace reklamy ve zdravotnictv\u00ed\" class=\"wp-image-87369\" \/><\/figure>\n\n\n\n<p>Vysv\u011btlili jsme konkr\u00e9tn\u00ed p\u0159\u00edklady, kter\u00e9 jsou zak\u00e1z\u00e1ny regulac\u00ed reklamy ve zdravotnictv\u00ed, ale to neznamen\u00e1, \u017ee je mo\u017en\u00e9 publikovat jakoukoli reklamu, pokud nespad\u00e1 do p\u0159\u00edklad\u016f zak\u00e1zan\u00fdch. Obsah, kter\u00fd je mo\u017en\u00e9 uv\u00e1d\u011bt jako l\u00e9ka\u0159skou reklamu, je omezen z\u00e1konem o zdravotn\u00ed p\u00e9\u010di.<\/p>\n\n\n\n<p>Zde vysv\u011btl\u00edme, jak\u00e9 informace je mo\u017en\u00e9 uv\u00e1d\u011bt v reklam\u011b podle regulace reklamy ve zdravotnictv\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Obsah_ktery_je_mozne_uvadet_jako_lekarskou_reklamu\"><\/span>Obsah, kter\u00fd je mo\u017en\u00e9 uv\u00e1d\u011bt jako l\u00e9ka\u0159skou reklamu<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Informace, kter\u00e9 je mo\u017en\u00e9 uv\u00e1d\u011bt jako l\u00e9ka\u0159skou reklamu, jsou uvedeny v paragrafu 6 \u010dl\u00e1nku 5 odstavec 3 z\u00e1kona o zdravotn\u00ed p\u00e9\u010di. Obr\u00e1cen\u011b \u0159e\u010deno, nesm\u00edte reklamovat \u017e\u00e1dn\u00e9 informace, kter\u00e9 nejsou uvedeny jako mo\u017en\u00e9 uv\u00e9st v reklam\u011b.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>Z\u00e1kon o zdravotn\u00ed p\u00e9\u010di, paragraf 6 \u010dl\u00e1nek 5<\/p>\n\n\n\n<p>3. Krom\u011b p\u0159\u00edpad\u016f, kter\u00e9 ministerstvo zdravotnictv\u00ed, pr\u00e1ce a soci\u00e1ln\u00edch v\u011bc\u00ed ur\u010d\u00ed jako takov\u00e9, kdy reklama na jin\u00e9 ne\u017e uveden\u00e9 informace m\u00e1lo pravd\u011bpodobn\u011b br\u00e1n\u00ed spr\u00e1vn\u00e9 volb\u011b l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de ze strany pacient\u016f, nesm\u00edte reklamovat \u017e\u00e1dn\u00e9 jin\u00e9 informace ne\u017e ty, kter\u00e9 jsou uvedeny.<\/p>\n<cite><a href=\"https:\/\/elaws.e-gov.go.jp\/document?lawid=323AC0000000205\" target=\"_blank\" rel=\"noreferrer noopener\">Z\u00e1kon o zdravotn\u00ed p\u00e9\u010di | e-Gov pr\u00e1vn\u00ed vyhled\u00e1v\u00e1n\u00ed[ja]<\/a><\/cite><\/blockquote>\n\n\n\n<p>P\u0159\u00edklady informac\u00ed, kter\u00e9 je mo\u017en\u00e9 uv\u00e1d\u011bt jako l\u00e9ka\u0159skou reklamu podle paragrafu 6 \u010dl\u00e1nek 5 odstavec 3, zahrnuj\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 l\u00e9\u010dby, dostupnost l\u00e9\u010dby na objedn\u00e1n\u00ed<\/li>\n\n\n\n<li>Obsah poskytovan\u00e9 l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de (omezeno na to, co ur\u010d\u00ed ministr zdravotnictv\u00ed)<\/li>\n<\/ul>\n\n\n\n<p>Tyto informace mus\u00ed b\u00fdt p\u0159edpokladem, \u017ee budou u\u017eite\u010dn\u00e9 pro l\u00e9ka\u0159sk\u00e9 rozhodov\u00e1n\u00ed pacient\u016f. Nav\u00edc mus\u00ed b\u00fdt obsah l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de takov\u00fd, \u017ee je mo\u017en\u00e9 jej objektivn\u011b hodnotit a ov\u011b\u0159it po skon\u010den\u00ed l\u00e9\u010dby.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Podminky_pro_uvolneni_omezeni_na_mozne_informace_v_reklame\"><\/span>Podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed na mo\u017en\u00e9 informace v reklam\u011b<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 informace, kter\u00e9 obvykle nespadaj\u00ed do kategorie mo\u017en\u00fdch informac\u00ed v reklam\u011b, omezen\u011b reklamov\u00e1ny. To je zalo\u017eeno na p\u0159edpokladu, \u017ee je nutn\u00e9 hladce poskytovat vhodn\u00e9 informace, pokud si pacienti a dal\u0161\u00ed osoby sami vyhled\u00e1vaj\u00ed informace.<\/p>\n\n\n\n<p>Podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed na mo\u017en\u00e9 informace v reklam\u011b jsou n\u00e1sleduj\u00edc\u00ed \u010dty\u0159i:<\/p>\n\n\n\n<ol>\n<li>Informace, kter\u00e9 pom\u00e1haj\u00ed spr\u00e1vn\u00e9 volb\u011b l\u00e9ka\u0159sk\u00e9 p\u00e9\u010de a kter\u00e9 si pacienti a dal\u0161\u00ed osoby sami vyhled\u00e1vaj\u00ed, mus\u00ed b\u00fdt zobrazeny na webov\u00fdch str\u00e1nk\u00e1ch nebo v jin\u00e9 podobn\u00e9 reklam\u011b.<\/li>\n\n\n\n<li>Informace mus\u00ed b\u00fdt snadno dostupn\u00e9 pacient\u016fm a dal\u0161\u00edm osob\u00e1m, co\u017e zahrnuje uveden\u00ed kontaktu pro dotazy nebo jin\u00e9 zp\u016fsoby z\u0159eteln\u00e9ho ozna\u010den\u00ed.<\/li>\n\n\n\n<li>Poskytov\u00e1n\u00ed informac\u00ed o obsahu a n\u00e1kladech na l\u00e9\u010dbu, kter\u00e9 jsou obvykle pot\u0159ebn\u00e9 pro volnou l\u00e9\u010dbu.<\/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\u010dbou v r\u00e1mci voln\u00e9 l\u00e9\u010dby.<\/li>\n<\/ol>\n\n\n\n<p>Pokud jsou spln\u011bny podm\u00ednky pro uvoln\u011bn\u00ed omezen\u00ed, je v z\u00e1sad\u011b mo\u017en\u00e9 zve\u0159ejnit jakoukoli reklamu. Dostupn\u00e9 informace v reklam\u011b se mohou li\u0161it v z\u00e1vislosti na spln\u011bn\u00ed t\u011bchto podm\u00ednek, proto je d\u016fle\u017eit\u00e9 v\u017edy ov\u011b\u0159it, zda jsou podm\u00ednky spln\u011bny.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Shrnuti_Pri_zverejnovani_lekarske_reklamy_se_poradte_s_odbornikem\"><\/span>Shrnut\u00ed: P\u0159i zve\u0159ej\u0148ov\u00e1n\u00ed l\u00e9ka\u0159sk\u00e9 reklamy se pora\u010fte s odborn\u00edkem<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>L\u00e9ka\u0159sk\u00e1 reklama je p\u0159edm\u011btem p\u0159\u00edsn\u00fdch omezen\u00ed stanoven\u00fdch v <em>japonsk\u00e9m z\u00e1konu o l\u00e9ka\u0159sk\u00e9 reklam\u011b<\/em> za \u00fa\u010delem ochrany pacient\u016f a ostatn\u00edch u\u017eivatel\u016f. Tato regulace je zavedena kv\u016fli tomu, \u017ee slu\u017eby souvisej\u00edc\u00ed se zdrav\u00edm a lidsk\u00fdm t\u011blem mohou b\u00fdt p\u0159i nespr\u00e1vn\u00e9 reklam\u011b zdrojem v\u00fdrazn\u011b v\u011bt\u0161\u00edch \u0161kod ne\u017e v jin\u00fdch oblastech.<\/p>\n\n\n\n<p>Typy reklamy, jako jsou fale\u0161n\u00e9 reklamy, reklamy porovn\u00e1vaj\u00edc\u00ed kvalitu nebo p\u0159ehnan\u00e9 reklamy, kter\u00e9 jsme diskutovali v tomto \u010dl\u00e1nku, jsou p\u0159\u00edmo zak\u00e1z\u00e1ny v textu <em>japonsk\u00e9ho z\u00e1kona o l\u00e9ka\u0159stv\u00ed<\/em> kv\u016fli riziku, \u017ee by mohly v\u00e9st k v\u00e1\u017en\u00e9mu nedorozum\u011bn\u00ed ze strany t\u011bch, kdo je vid\u00ed.<\/p>\n\n\n\n<p>Obsah l\u00e9ka\u0159sk\u00e9 reklamy mus\u00ed b\u00fdt pe\u010dliv\u011b prov\u011b\u0159en, aby nedo\u0161lo k poru\u0161en\u00ed pravidel pro l\u00e9ka\u0159skou reklamu. 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 p\u0159i zve\u0159ej\u0148ov\u00e1n\u00ed l\u00e9ka\u0159sk\u00e9 reklamy z\u00edskat pr\u00e1vn\u00ed kontrolu od odborn\u00edk\u016f.<\/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 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, poskytovatel\u016fm aplikac\u00ed a dal\u0161\u00edm subjekt\u016fm. Nab\u00edz\u00edme pr\u00e1vn\u00ed kontrolu \u010dl\u00e1nk\u016f a landing page, tvorbu sm\u011brnic a kontrolu vzork\u016f. Podrobnosti naleznete v n\u00ed\u017ee uveden\u00e9m \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 Japonsk\u00e9ho z\u00e1kona o zdravotn\u00ed p\u00e9\u010di a sm\u011brnic pro zdravotnickou reklamu. Existuj\u00ed p\u0159esn\u011b stanoven\u00e1 pravidla, kter\u00e1 z [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":64609,"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\/64548"}],"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=64548"}],"version-history":[{"count":2,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/64548\/revisions"}],"predecessor-version":[{"id":64610,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/64548\/revisions\/64610"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/64609"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=64548"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=64548"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=64548"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}