{"id":64818,"date":"2024-12-27T19:31:06","date_gmt":"2024-12-27T10:31:06","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=64818"},"modified":"2025-01-04T16:00:27","modified_gmt":"2025-01-04T07:00:27","slug":"influencer-stealth-marketing","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/general-corporate\/influencer-stealth-marketing","title":{"rendered":"Pou\u010den\u00ed z p\u0159\u00edpad\u016f poru\u0161en\u00ed reklamy influencer\u016f sm\u011b\u0159uj\u00edc\u00ed k pos\u00edlen\u00ed regulace stealth marketingu"},"content":{"rendered":"\n<p>V posledn\u00edch letech se s roz\u0161\u00ed\u0159en\u00edm soci\u00e1ln\u00edch s\u00edt\u00ed stalo influencer marketingem velmi popul\u00e1rn\u00edm. Nicm\u00e9n\u011b, na druh\u00e9 stran\u011b se st\u00e1v\u00e1 probl\u00e9mem tzv. stealth marketing (v japon\u0161tin\u011b &#8220;\u30b9\u30c6\u30de&#8221;), co\u017e je praxe, kdy se reklama skr\u00fdv\u00e1 za nezaujat\u00e9 sd\u00edlen\u00ed produkt\u016f nebo slu\u017eeb. V d\u016fsledku toho byla pos\u00edlena regulace podle Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen a cenov\u00fdch slev (\u666f\u54c1\u8868\u793a\u6cd5).<\/p>\n\n\n\n<p>Tento \u010dl\u00e1nek p\u0159edstavuje dva p\u0159\u00edpady poru\u0161en\u00ed, kter\u00e9 byly po pos\u00edlen\u00ed regulac\u00ed stealth marketingu v \u0159\u00edjnu Reiwa 5 (2023) podrobeny opat\u0159en\u00edm ze strany Japonsk\u00e9 agentury pro spot\u0159ebitele. D\u00e1le vysv\u011btl\u00edme, na co by se m\u011bly firmy zam\u011b\u0159it, kdy\u017e prov\u00e1d\u011bj\u00ed influencer marketing, aby se vyhnuly podobn\u00fdm probl\u00e9m\u016fm.<\/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\/influencer-stealth-marketing\/#Zmena_zakona_o_oznacovani_zbozi_a_posileni_regulace_stealth_marketingu\" title=\"Zm\u011bna z\u00e1kona o ozna\u010dov\u00e1n\u00ed zbo\u017e\u00ed a pos\u00edlen\u00ed regulace stealth marketingu\">Zm\u011bna z\u00e1kona o ozna\u010dov\u00e1n\u00ed zbo\u017e\u00ed a pos\u00edlen\u00ed regulace stealth marketingu<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/influencer-stealth-marketing\/#Co_je_stealth_marketing\" title=\"Co je stealth marketing\">Co je stealth marketing<\/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\/influencer-stealth-marketing\/#Posileni_regulace_stema_vyzaduje_povinne_oznaceni_%E2%80%9Creklama%E2%80%9D\" title=\"Pos\u00edlen\u00ed regulace stema vy\u017eaduje povinn\u00e9 ozna\u010den\u00ed &#8220;reklama&#8221;\">Pos\u00edlen\u00ed regulace stema vy\u017eaduje povinn\u00e9 ozna\u010den\u00ed &#8220;reklama&#8221;<\/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\/influencer-stealth-marketing\/#Dva_priklady_opatreni_po_posileni_regulace_stealth_marketingu\" title=\"Dva p\u0159\u00edklady opat\u0159en\u00ed po pos\u00edlen\u00ed regulace stealth marketingu\">Dva p\u0159\u00edklady opat\u0159en\u00ed po pos\u00edlen\u00ed regulace stealth marketingu<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/influencer-stealth-marketing\/#Pripad_spolecnosti_RIZAP_KK\" title=\"P\u0159\u00edpad spole\u010dnosti RIZAP K.K.\">P\u0159\u00edpad spole\u010dnosti RIZAP K.K.<\/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\/influencer-stealth-marketing\/#Pripad_spolecnosti_Otsuka_Pharmaceutical_Co_Ltd\" title=\"P\u0159\u00edpad spole\u010dnosti Otsuka Pharmaceutical Co., Ltd.\">P\u0159\u00edpad spole\u010dnosti Otsuka Pharmaceutical Co., Ltd.<\/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\/influencer-stealth-marketing\/#Sankce_za_poruseni_pravidel_stealth_marketingu_stanovenych_v_Japonskem_zakone_o_oznacovani_zbozi\" title=\"Sankce za poru\u0161en\u00ed pravidel stealth marketingu stanoven\u00fdch v Japonsk\u00e9m z\u00e1kon\u011b o ozna\u010dov\u00e1n\u00ed zbo\u017e\u00ed\">Sankce za poru\u0161en\u00ed pravidel stealth marketingu stanoven\u00fdch v Japonsk\u00e9m z\u00e1kon\u011b o ozna\u010dov\u00e1n\u00ed zbo\u017e\u00ed<\/a><\/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\/influencer-stealth-marketing\/#Klicove_body_na_ktere_je_treba_dat_pozor_pri_marketingu_s_vyuzitim_influenceru\" title=\"Kl\u00ed\u010dov\u00e9 body, na kter\u00e9 je t\u0159eba d\u00e1t pozor p\u0159i marketingu s vyu\u017eit\u00edm influencer\u016f\">Kl\u00ed\u010dov\u00e9 body, na kter\u00e9 je t\u0159eba d\u00e1t pozor p\u0159i marketingu s vyu\u017eit\u00edm influencer\u016f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/influencer-stealth-marketing\/#Shrnuti_U_influencer_marketingu_je_nezbytna_pravni_kontrola_advokatem\" title=\"Shrnut\u00ed: U influencer marketingu je nezbytn\u00e1 pr\u00e1vn\u00ed kontrola advok\u00e1tem\">Shrnut\u00ed: U influencer marketingu je nezbytn\u00e1 pr\u00e1vn\u00ed kontrola advok\u00e1tem<\/a><\/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\/influencer-stealth-marketing\/#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=\"Zmena_zakona_o_oznacovani_zbozi_a_posileni_regulace_stealth_marketingu\"><\/span>Zm\u011bna z\u00e1kona o ozna\u010dov\u00e1n\u00ed zbo\u017e\u00ed a pos\u00edlen\u00ed regulace stealth marketingu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Mnoho firem vyu\u017e\u00edv\u00e1 influencery pro reklamu, ale \u010dasto doch\u00e1z\u00ed k p\u0159\u00edpad\u016fm, kdy &#8220;stealth marketing&#8221; (d\u00e1le jen &#8220;stema&#8221;) vede k omylu spot\u0159ebitele. Zde vysv\u011btl\u00edme okolnosti, za kter\u00fdch do\u0161lo k regulaci stealth marketingu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_je_stealth_marketing\"><\/span>Co je stealth marketing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Stealth marketing (d\u00e1le jen &#8220;stema&#8221;) ozna\u010duje reklamu, kter\u00e1 skr\u00fdv\u00e1 svou skute\u010dnou povahu. Um\u011blci nebo influenceri se p\u0159edstavuj\u00ed jako neutr\u00e1ln\u00ed t\u0159et\u00ed strany a propaguj\u00ed nebo p\u0159edstavuj\u00ed produkty \u010di slu\u017eby, nebo poskytovatel\u00e9, kte\u0159\u00ed dost\u00e1vaj\u00ed odm\u011bnu od inzerent\u016f, p\u0159edst\u00edraj\u00ed b\u00fdt oby\u010dejn\u00fdmi spot\u0159ebiteli a zve\u0159ej\u0148uj\u00ed pozitivn\u00ed recenze nebo hodnocen\u00ed.<\/p>\n\n\n\n<p>D\u0159\u00edve podle z\u00e1kona o ozna\u010dov\u00e1n\u00ed zbo\u017e\u00ed nebylo mo\u017en\u00e9 regulovat stemu, pokud ne\u0161lo o p\u0159\u00edpad v\u00fdrazn\u00e9ho omylu o kvalit\u011b (\u010dl\u00e1nek 5, odstavec 1) nebo v\u00fdhodn\u00e9m omylu (tamt\u00e9\u017e odstavec 2). V t\u00e9to situaci bylo Japonsko ve srovn\u00e1n\u00ed s EU a USA, kde ji\u017e regulace stema existovala, ozna\u010dov\u00e1no jako &#8220;r\u00e1j pro stemu&#8221;.<\/p>\n\n\n\n<p>V d\u016fsledku t\u011bchto okolnost\u00ed byla dne 28. b\u0159ezna Reiwa 5 (2023) v Japonsku zavedena regulace stema. Byla stanovena &#8220;Ozn\u00e1men\u00ed o stem\u011b&#8221; (Ozn\u00e1men\u00ed kabinetu \u010d. 19), kter\u00e9 se t\u00fdk\u00e1 &#8220;prezentac\u00ed podnikatel\u016f, kter\u00e9 jsou pro b\u011b\u017en\u00e9ho spot\u0159ebitele obt\u00ed\u017en\u011b rozpoznateln\u00e9 jako takov\u00e9&#8221;, a &#8220;Opera\u010dn\u00ed standardy pro prezentace, kter\u00e9 jsou pro b\u011b\u017en\u00e9ho spot\u0159ebitele obt\u00ed\u017en\u011b rozpoznateln\u00e9 jako prezentace podnikatele&#8221; (d\u00e1le jen &#8220;opera\u010dn\u00ed standardy&#8221;), kter\u00e9 vstoupily v platnost 1. \u0159\u00edjna t\u00e9ho\u017e roku.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Posileni_regulace_stema_vyzaduje_povinne_oznaceni_%E2%80%9Creklama%E2%80%9D\"><\/span>Pos\u00edlen\u00ed regulace stema vy\u017eaduje povinn\u00e9 ozna\u010den\u00ed &#8220;reklama&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Podle opera\u010dn\u00edch standard\u016f stema ozn\u00e1men\u00ed definuje stemu jako &#8220;prezentace prov\u00e1d\u011bn\u00e9 podnikatelem ohledn\u011b obchodov\u00e1n\u00ed s produkty nebo slu\u017ebami, kter\u00e9 jsou pro b\u011b\u017en\u00e9ho spot\u0159ebitele obt\u00ed\u017en\u011b rozpoznateln\u00e9 jako takov\u00e9&#8221;.<\/p>\n\n\n\n<p>Existuje mo\u017enost, \u017ee se jedn\u00e1 o stemu, pokud jsou spln\u011bny n\u00e1sleduj\u00edc\u00ed dv\u011b podm\u00ednky:<\/p>\n\n\n\n<ol>\n<li>Prezentace se t\u00fdk\u00e1 obchodov\u00e1n\u00ed s produkty nebo slu\u017ebami a subjekt, kter\u00fd prezentaci prov\u00e1d\u00ed, je podnikatel poskytuj\u00edc\u00ed tyto produkty nebo slu\u017eby.<\/li>\n\n\n\n<li>Je obt\u00ed\u017en\u00e9 pro b\u011b\u017en\u00e9ho spot\u0159ebitele rozhodnout, zda je prezentace od podnikatele.<\/li>\n<\/ol>\n\n\n\n<p>Pro v\u00edce informac\u00ed o zm\u011bn\u011b z\u00e1kona o ozna\u010dov\u00e1n\u00ed zbo\u017e\u00ed v \u0159\u00edjnu Reiwa 5 (2023) se pod\u00edvejte n\u00ed\u017ee.<\/p>\n\n\n\n<p>Souvisej\u00edc\u00ed \u010dl\u00e1nek: <a href=\"https:\/\/monolith.law\/corporate\/stealth-marketing-regulations-r5\" target=\"_blank\" rel=\"noreferrer noopener\">Od \u0159\u00edjna Reiwa 5 (2023) je povinn\u00e9 ozna\u010den\u00ed &#8220;reklama&#8221;. Vysv\u011btlen\u00ed opera\u010dn\u00edch standard\u016f pro regulaci stema[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dva_priklady_opatreni_po_posileni_regulace_stealth_marketingu\"><\/span>Dva p\u0159\u00edklady opat\u0159en\u00ed po pos\u00edlen\u00ed regulace stealth marketingu<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\/11\/6039015d81e4faef9fc9d1ee1a9e2b69.jpg\" alt=\"Dva p\u0159\u00edklady opat\u0159en\u00ed po pos\u00edlen\u00ed regulace stealth marketingu\" class=\"wp-image-118862\" \/><\/figure>\n\n\n\n<p>V tomto \u010dl\u00e1nku p\u0159edstav\u00edme dv\u011b opat\u0159en\u00ed, kter\u00e1 byla p\u0159ijata Japonskou agenturou pro ochranu spot\u0159ebitele po pos\u00edlen\u00ed regulace stealth marketingu v \u0159\u00edjnu roku Reiwa 5 (2023). Oba p\u0159\u00edpady se t\u00fdkaj\u00ed vyu\u017eit\u00ed influencer\u016f v reklam\u011b.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pripad_spolecnosti_RIZAP_KK\"><\/span>P\u0159\u00edpad spole\u010dnosti RIZAP K.K.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Dne 9. srpna (2023) Reiwa 6, Japonsk\u00e1 agentura pro spot\u0159ebitele uvalila administrativn\u00ed sankci na spole\u010dnost RIZAP K.K., kter\u00e1 provozuje slu\u017ebu &#8220;chocoZAP&#8221;. D\u016fvodem bylo, \u017ee obsah, kter\u00fd na Instagramu zve\u0159ejnili influenceri na \u017e\u00e1dost t\u00e9to spole\u010dnosti, byl na webov\u00fdch str\u00e1nk\u00e1ch spole\u010dnosti prezentov\u00e1n jako recenze t\u0159et\u00edch stran bez jasn\u00e9ho ozna\u010den\u00ed, \u017ee se jedn\u00e1 o prezentaci podniku. T\u00edm bylo pro b\u011b\u017en\u00e9 spot\u0159ebitele obt\u00ed\u017en\u00e9 rozpoznat, \u017ee jde o prezentaci podniku, co\u017e poru\u0161uje pravidla proti stealth marketingu.<\/p>\n\n\n\n<p>Influenceri na \u017e\u00e1dost spole\u010dnosti zve\u0159ejnili na Instagramu n\u00e1sleduj\u00edc\u00ed obsah:<\/p>\n\n\n\n<ul>\n<li>&#8220;Proto\u017ee je to otev\u0159en\u00e9 24 hodin denn\u011b&#8230;&#8221;<\/li>\n\n\n\n<li>&#8220;Je to skv\u011bl\u00e9 i brzy r\u00e1no nebo b\u011bhem p\u0159est\u00e1vek v pr\u00e1ci, samoz\u0159ejm\u011b i uprost\u0159ed noci.&#8221;<\/li>\n\n\n\n<li>&#8220;Po porodu jsem nem\u011bla v\u016fbec ploch\u00e9 b\u0159icho, tak jsem to za\u010dala obkru\u017eovat&#8230; ww&#8221; atd.<\/li>\n<\/ul>\n\n\n\n<p>Tyto p\u0159\u00edsp\u011bvky byly na webov\u00fdch str\u00e1nk\u00e1ch &#8220;chocoZAP&#8221; prezentov\u00e1ny bez jasn\u00e9ho ozna\u010den\u00ed, \u017ee se jedn\u00e1 o p\u0159\u00edsp\u011bvky t\u0159et\u00edch stran na \u017e\u00e1dost spole\u010dnosti, v sekci &#8220;Hlas z\u00e1kazn\u00edka&#8221; a &#8220;SNS buzz! P\u0159\u00edval chv\u00e1ly v recenz\u00edch&#8221; atd.<\/p>\n\n\n\n<p>Vzhledem k tomu, \u017ee z celkov\u00e9ho obsahu prezentace nebylo pro b\u011b\u017en\u00e9 spot\u0159ebitele jasn\u011b rozpoznateln\u00e9, \u017ee se jedn\u00e1 o prezentaci podniku, bylo rozhodnuto, \u017ee tato prezentace odpov\u00edd\u00e1 typu, kter\u00fd je &#8220;pro b\u011b\u017en\u00e9 spot\u0159ebitele obt\u00ed\u017en\u011b rozpoznateln\u00fd jako prezentace podniku&#8221; (ozn\u00e1men\u00ed o stealth marketingu).<\/p>\n\n\n\n<p>Reference: <a href=\"https:\/\/www.caa.go.jp\/notice\/entry\/038980\/\" target=\"_blank\" rel=\"noreferrer noopener\">Japonsk\u00e1 agentura pro spot\u0159ebitele | Opat\u0159en\u00ed na z\u00e1klad\u011b z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen proti spole\u010dnosti RIZAP K.K.[ja]<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pripad_spolecnosti_Otsuka_Pharmaceutical_Co_Ltd\"><\/span>P\u0159\u00edpad spole\u010dnosti Otsuka Pharmaceutical Co., Ltd.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2024\/11\/4a6ed9507f0a62e84cde9841ac305e9c.jpg\" alt=\"P\u0159\u00edpad spole\u010dnosti Otsuka Pharmaceutical Co., Ltd.\" class=\"wp-image-118860\" \/><\/figure>\n\n\n\n<p>Dne 13. listopadu Reiwa 6 (2024), \u00da\u0159ad pro ochranu spot\u0159ebitel\u016f uvalil administrativn\u00ed sankce na spole\u010dnost Otsuka Pharmaceutical Co., Ltd. za poru\u0161en\u00ed pravidel proti stealth marketingu v souvislosti s obsahem, kter\u00fd na jejich \u017e\u00e1dost zve\u0159ejnil influencer na &#8220;Instagramu&#8221; a kter\u00fd byl tak\u00e9 zobrazen na webov\u00fdch str\u00e1nk\u00e1ch spole\u010dnosti pro internetov\u00fd prodej.<\/p>\n\n\n\n<p>Influencer, kter\u00fd byl po\u017e\u00e1d\u00e1n spole\u010dnost\u00ed, zve\u0159ejnil na &#8220;Instagramu&#8221; n\u00e1sleduj\u00edc\u00ed obsah:<\/p>\n\n\n\n<ul>\n<li>&#8220;Bez ohledu na v\u011bk chci \u017e\u00edt \u017eivot, kde si mohu \u0159\u00edci, \u017ee &#8216;te\u010f je nejlep\u0161\u00ed&#8217;, a u\u017e\u00edvat si ka\u017ed\u00fd den pln\u00fd energie!&#8221;<\/li>\n\n\n\n<li>&#8220;Vyrobeno v Japonsku s d\u016fkladnou kontrolou od surovin a\u017e po v\u00fdrobu!! Chceme konzumovat jen to, co je bezpe\u010dn\u00e9 a d\u016fv\u011bryhodn\u00e9, \u017ee?&#8221;<\/li>\n\n\n\n<li>&#8220;Balen\u00ed po t\u0159ech kapsl\u00edch denn\u011b je hygienick\u00e9 a velmi praktick\u00e9!&#8221;<\/li>\n<\/ul>\n\n\n\n<p>Spole\u010dnost pot\u00e9 tento obsah zve\u0159ejnila na sv\u00e9m webu bez jasn\u00e9ho upozorn\u011bn\u00ed, \u017ee se jedn\u00e1 o p\u0159\u00edsp\u011bvek od t\u0159et\u00ed strany, s koment\u00e1\u0159i jako &#8220;Na Instagramu stoup\u00e1 popularita\u2934&#8221;.<\/p>\n\n\n\n<p>Proto\u017ee spole\u010dnost neozna\u010dila, \u017ee se jedn\u00e1 o p\u0159\u00edsp\u011bvek na jejich \u017e\u00e1dost od t\u0159et\u00ed strany, a z obsahu nebylo z\u0159ejm\u00e9, \u017ee se jedn\u00e1 o komunikaci od podnikatele, bylo rozhodnuto, \u017ee tento zp\u016fsob prezentace odpov\u00edd\u00e1 &#8220;zobrazen\u00ed, kter\u00e9 je pro b\u011b\u017en\u00e9ho spot\u0159ebitele obt\u00ed\u017en\u00e9 rozpoznat jako prezentaci podnikatele&#8221; (ozn\u00e1men\u00ed o stealth marketingu).<\/p>\n\n\n\n<p>Reference: <a href=\"https:\/\/www.caa.go.jp\/notice\/entry\/039990\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u00da\u0159ad pro ochranu spot\u0159ebitel\u016f | O opat\u0159en\u00edch na z\u00e1klad\u011b z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen proti spole\u010dnosti Taisho Pharmaceutical Co., Ltd.[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Sankce_za_poruseni_pravidel_stealth_marketingu_stanovenych_v_Japonskem_zakone_o_oznacovani_zbozi\"><\/span>Sankce za poru\u0161en\u00ed pravidel stealth marketingu stanoven\u00fdch v Japonsk\u00e9m z\u00e1kon\u011b o ozna\u010dov\u00e1n\u00ed zbo\u017e\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>P\u0159i poru\u0161en\u00ed pravidel stealth marketingu m\u016f\u017ee b\u00fdt vyd\u00e1n p\u0159\u00edkaz k n\u00e1pravn\u00fdm opat\u0159en\u00edm ze strany Japonsk\u00e9 agentury pro spot\u0159ebitele (podle \u010dl\u00e1nku 7 Z\u00e1kona o ozna\u010dov\u00e1n\u00ed zbo\u017e\u00ed). V takov\u00e9m p\u0159\u00edpad\u011b m\u016f\u017ee b\u00fdt n\u00e1zev podniku zve\u0159ejn\u011bn na webov\u00fdch str\u00e1nk\u00e1ch agentury a dal\u0161\u00edch m\u00edstech. Pokud podnik n\u00e1pravn\u00fdm opat\u0159en\u00edm nepod\u0159\u00edd\u00ed, m\u016f\u017ee b\u00fdt potrest\u00e1n a\u017e dvoulet\u00fdm v\u011bzen\u00edm nebo pokutou do v\u00fd\u0161e 3 milion\u016f jen\u016f, p\u0159\u00edpadn\u011b kombinac\u00ed obou trest\u016f (podle \u010dl\u00e1nku 46).<\/p>\n\n\n\n<p>Krom\u011b toho, pokud je zve\u0159ejn\u011bno, \u017ee byl vyd\u00e1n p\u0159\u00edkaz k n\u00e1pravn\u00fdm opat\u0159en\u00edm, m\u016f\u017ee to v\u00fdrazn\u011b po\u0161kodit kredit a image podniku. Jak ukazuj\u00ed oba p\u0159\u00edklady, kter\u00e9 jsme zde uvedli, zve\u0159ejn\u011bn\u00ed v p\u0159edn\u00edch novin\u00e1ch a jin\u00fdch m\u00e9di\u00edch m\u016f\u017ee m\u00edt za n\u00e1sledek nejen pr\u00e1vn\u00ed a finan\u010dn\u00ed \u0161kody, ale tak\u00e9 velk\u00fd negativn\u00ed dopad na d\u016fv\u011bryhodnost podniku.<\/p>\n\n\n\n<p>Obsah n\u00e1pravn\u00fdch opat\u0159en\u00ed ve dvou zm\u00edn\u011bn\u00fdch p\u0159\u00edpadech lze shrnout do t\u0159\u00ed bod\u016f:<\/p>\n\n\n\n<ul>\n<li>Informovat ve\u0159ejnost o tom, \u017ee dan\u00e9 ozna\u010den\u00ed poru\u0161uje Japonsk\u00fd z\u00e1kon o ozna\u010dov\u00e1n\u00ed zbo\u017e\u00ed a zajistit jeho d\u016fkladn\u00e9 pochopen\u00ed.<\/li>\n\n\n\n<li>Zav\u00e9st opat\u0159en\u00ed proti opakov\u00e1n\u00ed poru\u0161en\u00ed a zajistit jejich d\u016fkladn\u00e9 pochopen\u00ed mezi vedouc\u00edmi pracovn\u00edky a zam\u011bstnanci.<\/li>\n\n\n\n<li>Zav\u00e1zat se, \u017ee v budoucnu nedojde k podobn\u00e9mu ozna\u010dov\u00e1n\u00ed.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Klicove_body_na_ktere_je_treba_dat_pozor_pri_marketingu_s_vyuzitim_influenceru\"><\/span>Kl\u00ed\u010dov\u00e9 body, na kter\u00e9 je t\u0159eba d\u00e1t pozor p\u0159i marketingu s vyu\u017eit\u00edm influencer\u016f<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Dva p\u0159\u00edpady, kter\u00e9 zde p\u0159edstavujeme, se t\u00fdkaj\u00ed marketingu s vyu\u017eit\u00edm influencer\u016f a zp\u016fsobu, jak\u00fdm je prezentov\u00e1na reklama. V obou p\u0159\u00edpadech nebyl probl\u00e9m s t\u00edm, \u017ee influencer spr\u00e1vn\u011b ozna\u010dil sv\u00e9 p\u0159\u00edsp\u011bvky na soci\u00e1ln\u00edch s\u00edt\u00edch jako &#8220;reklamu&#8221;.<\/p>\n\n\n\n<p>Probl\u00e9m nastal, kdy\u017e byl obsah, kter\u00fd influencer zve\u0159ejnil, prezentov\u00e1n na firemn\u00edm webu tak, jako by \u0161lo o recenze t\u0159et\u00edch stran. To vedlo k tomu, \u017ee bylo pro &#8220;b\u011b\u017en\u00e9 spot\u0159ebitele&#8221; obt\u00ed\u017en\u00e9 rozli\u0161it, \u017ee se jedn\u00e1 o firemn\u00ed prezentaci, a spole\u010dnost byla proto \u00da\u0159adem pro ochranu spot\u0159ebitel\u016f obvin\u011bna ze stealth marketingu.<\/p>\n\n\n\n<p>Jin\u00fdmi slovy, i kdy\u017e se jedn\u00e1 o obsah na vlastn\u00edm webu spole\u010dnosti, prezentace obsahu, kter\u00fd byl vytvo\u0159en na z\u00e1klad\u011b po\u017eadavku spole\u010dnosti, jako by \u0161lo o n\u00e1zory nebo recenze spot\u0159ebitel\u016f, m\u016f\u017ee b\u00fdt pova\u017eov\u00e1na za stealth marketing.<\/p>\n\n\n\n<p>Je d\u016fle\u017eit\u00e9, aby byli tv\u016frci reklam dob\u0159e informov\u00e1ni o pravidlech souvisej\u00edc\u00edch se z\u00e1konem o ozna\u010dov\u00e1n\u00ed cen a cenov\u00fdch sout\u011b\u017e\u00ed. Doporu\u010dujeme vytvo\u0159en\u00ed intern\u00edch sm\u011brnic a pravideln\u00e9 \u0161kolen\u00ed, aby byla zaji\u0161t\u011bna d\u016fkladn\u00e1 znalost pravidel a aby bylo mo\u017en\u00e9 reagovat na zm\u011bny v legislativ\u011b.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Shrnuti_U_influencer_marketingu_je_nezbytna_pravni_kontrola_advokatem\"><\/span>Shrnut\u00ed: U influencer marketingu je nezbytn\u00e1 pr\u00e1vn\u00ed kontrola advok\u00e1tem<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Co se t\u00fd\u010de regulace stealth marketingu, po regulaci v \u0159\u00edjnu roku Reiwa 5 (2023) byly odhaleny v\u00fd\u0161e uveden\u00e9 dva p\u0159\u00edpady. Nejen v oblasti influencer marketingu, ale i \u00da\u0159ad pro ochranu spot\u0159ebitele v minulosti u\u010dinil v\u00edce ne\u017e deset opat\u0159en\u00ed v kr\u00e1tk\u00e9m \u010dasov\u00e9m obdob\u00ed t\u00fdkaj\u00edc\u00edch se zobrazen\u00ed &#8220;Nejvy\u0161\u0161\u00ed spokojenosti z\u00e1kazn\u00edk\u016f&#8221;, co\u017e ukazuje, \u017ee je t\u0159eba v\u011bnovat pozornost zp\u016fsobu prezentace v reklam\u00e1ch.<\/p>\n\n\n\n<p>Podnikatel\u00e9 by m\u011bli p\u0159i tvorb\u011b reklam vych\u00e1zet ze sm\u011brnic provozu a zam\u011b\u0159it se na vytv\u00e1\u0159en\u00ed reklam, kter\u00e9 jsou v souladu s regulac\u00ed stealth marketingu. P\u0159i vytv\u00e1\u0159en\u00ed reklam je nezbytn\u00e9 zahrnout pr\u00e1vn\u00ed kontrolu advok\u00e1ta se znalost\u00ed Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed cen ji\u017e v pl\u00e1novac\u00ed f\u00e1zi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Predstaveni_opatreni_nasi_kancelare\"><\/span>P\u0159edstaven\u00ed opat\u0159en\u00ed na\u0161\u00ed kancel\u00e1\u0159e<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pr\u00e1vn\u00ed kancel\u00e1\u0159 Monolith je firma s bohat\u00fdmi zku\u0161enostmi v oblasti IT, zejm\u00e9na internetu, a pr\u00e1va. V posledn\u00edch letech se poru\u0161en\u00ed Japonsk\u00e9ho z\u00e1kona o ozna\u010dov\u00e1n\u00ed zbo\u017e\u00ed v souvislosti s reklamou na internetu, jako jsou klamav\u00e9 p\u0159edstavy o kvalit\u011b, stalo velk\u00fdm probl\u00e9mem a pot\u0159eba pr\u00e1vn\u00ed kontroly neust\u00e1le roste. Na\u0161e kancel\u00e1\u0159 poskytuje slu\u017eby jako pr\u00e1vn\u00ed kontrola reklam a landing pages (LP), tvorba sm\u011brnic a dal\u0161\u00ed, s ohledem na r\u016fzn\u00e9 pr\u00e1vn\u00ed p\u0159edpisy. Podrobnosti naleznete v n\u00e1sleduj\u00edc\u00edm \u010dl\u00e1nku.<\/p>\n\n\n\n<p>Specializovan\u00e9 oblasti pr\u00e1vn\u00ed kancel\u00e1\u0159e Monolith: <a href=\"https:\/\/monolith.law\/operationofmedia\" target=\"_blank\" rel=\"noreferrer noopener\">Kontrola \u010dl\u00e1nk\u016f a LP podle Japonsk\u00e9ho z\u00e1kona o l\u00e9\u010divech a zdravotnick\u00fdch p\u0159\u00edstroj\u00edch atd.[ja]<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>V posledn\u00edch letech se s roz\u0161\u00ed\u0159en\u00edm soci\u00e1ln\u00edch s\u00edt\u00ed stalo influencer marketingem velmi popul\u00e1rn\u00edm. Nicm\u00e9n\u011b, na druh\u00e9 stran\u011b se st\u00e1v\u00e1 probl\u00e9mem tzv. stealth marketing (v japon\u0161tin\u011b &#8220;\u30b9\u30c6\u30de&#8221;),  [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":65574,"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\/64818"}],"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=64818"}],"version-history":[{"count":2,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/64818\/revisions"}],"predecessor-version":[{"id":65575,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/64818\/revisions\/65575"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/65574"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=64818"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=64818"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=64818"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}