{"id":65759,"date":"2025-03-21T22:28:45","date_gmt":"2025-03-21T13:28:45","guid":{"rendered":"https:\/\/monolith.law\/cs\/?p=65759"},"modified":"2025-04-13T14:52:12","modified_gmt":"2025-04-13T05:52:12","slug":"portrait-rights-legal-protection-digital-games","status":"publish","type":"post","link":"https:\/\/monolith.law\/cs\/general-corporate\/portrait-rights-legal-protection-digital-games","title":{"rendered":"Pr\u00e1vo na podobu a pr\u00e1vn\u00ed ochrana v digit\u00e1ln\u00edch hr\u00e1ch"},"content":{"rendered":"\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\/portrait-rights-legal-protection-digital-games\/#Zpracovani_prav_k_realnym_osobam_v_digitalnim_hernim_obsahu\" title=\"Zpracov\u00e1n\u00ed pr\u00e1v k re\u00e1ln\u00fdm osob\u00e1m v digit\u00e1ln\u00edm hern\u00edm obsahu\">Zpracov\u00e1n\u00ed pr\u00e1v k re\u00e1ln\u00fdm osob\u00e1m v digit\u00e1ln\u00edm hern\u00edm obsahu<\/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\/portrait-rights-legal-protection-digital-games\/#Prakticke_pristupy_ke_zpracovani_prav\" title=\"Praktick\u00e9 p\u0159\u00edstupy ke zpracov\u00e1n\u00ed pr\u00e1v\">Praktick\u00e9 p\u0159\u00edstupy ke zpracov\u00e1n\u00ed pr\u00e1v<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/monolith.law\/cs\/general-corporate\/portrait-rights-legal-protection-digital-games\/#Kriteria_pro_posouzeni_poruseni_prav_podle_judikatury\" title=\"Krit\u00e9ria pro posouzen\u00ed poru\u0161en\u00ed pr\u00e1v podle judikatury\">Krit\u00e9ria pro posouzen\u00ed poru\u0161en\u00ed pr\u00e1v podle judikatury<\/a><\/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\/portrait-rights-legal-protection-digital-games\/#Pravni_zaklady_a_zakladni_porozumeni\" title=\"Pr\u00e1vn\u00ed z\u00e1klady a z\u00e1kladn\u00ed porozum\u011bn\u00ed\">Pr\u00e1vn\u00ed z\u00e1klady a z\u00e1kladn\u00ed porozum\u011bn\u00ed<\/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\/portrait-rights-legal-protection-digital-games\/#Pravni_interpretace_tykajici_se_hmotnych_objektu\" title=\"Pr\u00e1vn\u00ed interpretace t\u00fdkaj\u00edc\u00ed se hmotn\u00fdch objekt\u016f\">Pr\u00e1vn\u00ed interpretace t\u00fdkaj\u00edc\u00ed se hmotn\u00fdch objekt\u016f<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zpracovani_prav_k_realnym_osobam_v_digitalnim_hernim_obsahu\"><\/span>Zpracov\u00e1n\u00ed pr\u00e1v k re\u00e1ln\u00fdm osob\u00e1m v digit\u00e1ln\u00edm hern\u00edm obsahu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Prakticke_pristupy_ke_zpracovani_prav\"><\/span>Praktick\u00e9 p\u0159\u00edstupy ke zpracov\u00e1n\u00ed pr\u00e1v<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Kdy\u017e v\u00fdvoj\u00e1\u0159sk\u00e9 firmy za\u010dle\u0148uj\u00ed do digit\u00e1ln\u00edch her podobizny nebo skute\u010dn\u00e1 jm\u00e9na sportovc\u016f, existuj\u00ed d\u016fle\u017eit\u00e9 pr\u00e1vn\u00ed aspekty, kter\u00e9 je t\u0159eba zv\u00e1\u017eit.<br>Obzvl\u00e1\u0161t\u011b d\u016fle\u017eit\u00e9 je zpracov\u00e1n\u00ed pr\u00e1v na publicitu.<br>V praxi se tato pr\u00e1va obvykle spravuj\u00ed prost\u0159ednictv\u00edm smluv.<br>V p\u0159\u00edpad\u011b profesion\u00e1ln\u00edch sportovc\u016f \u010dasto spravuj\u00ed pr\u00e1va profesion\u00e1ln\u00ed sportovn\u00ed organizace, zat\u00edmco u celebrit to b\u00fdvaj\u00ed jejich zastupuj\u00edc\u00ed agentury.<\/p>\n\n\n\n<p>V t\u00e9to souvislosti je d\u016fle\u017eit\u00fdm precedentem soudn\u00ed spor o pr\u00e1va na podobiznu profesion\u00e1ln\u00edho baseballov\u00e9ho hr\u00e1\u010de (Tokyo District Court, rozhodnut\u00ed z 1. srpna Heisei 18 (2006), Hanrei Jiho \u010d. 1265, str. 212).<br>V tomto p\u0159\u00edpad\u011b byla uzn\u00e1na platnost licence z\u00edskan\u00e9 hern\u00ed spole\u010dnost\u00ed prost\u0159ednictv\u00edm baseballov\u00e9 organizace.<br>To je typick\u00fd p\u0159\u00edklad, kter\u00fd ukazuje d\u016fle\u017eitost z\u00edsk\u00e1n\u00ed povolen\u00ed od spr\u00e1vn\u00e9ho spr\u00e1vce pr\u00e1v.<\/p>\n\n\n\n<p>V r\u00e1mci praktick\u00fdch p\u0159\u00edstup\u016f je nezbytn\u00e9 nejprve prov\u00e9st d\u016fkladn\u00fd pr\u016fzkum pr\u00e1vn\u00edch vztah\u016f.<br>Pot\u00e9 je t\u0159eba identifikovat vhodn\u00e9ho partnera pro jedn\u00e1n\u00ed a pokra\u010dovat v konkr\u00e9tn\u00edch diskus\u00edch o zp\u016fsobu vyu\u017eit\u00ed a odm\u011bn\u011b.<br>Vzhledem k povaze digit\u00e1ln\u00edho obsahu je tak\u00e9 d\u016fle\u017eit\u00e9 jasn\u011b vymezit rozsah licence.<br>Za\u010dlen\u011bn\u00edm v\u0161ech p\u0159edpokl\u00e1dan\u00fdch zp\u016fsob\u016f vyu\u017eit\u00ed do smlouvy lze p\u0159edej\u00edt budouc\u00edm probl\u00e9m\u016fm.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Kriteria_pro_posouzeni_poruseni_prav_podle_judikatury\"><\/span>Krit\u00e9ria pro posouzen\u00ed poru\u0161en\u00ed pr\u00e1v podle judikatury<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Za t\u00edmto p\u0159\u00edstupem v praxi stoj\u00ed ust\u00e1len\u00e1 judikatura. <br>Nejvy\u0161\u0161\u00ed soud v p\u0159\u00edpadu Pink Lady (rozhodnut\u00ed Nejvy\u0161\u0161\u00edho soudu z 2. \u00fanora 2012, Minsh\u016b, svazek 66, \u010d\u00edslo 2, strana 89; Hanji, \u010d\u00edslo 2143, strana 72; Hany\u016b, \u010d\u00edslo 1367, strana 97) stanovil jasn\u00e1 krit\u00e9ria pro p\u0159\u00edpady, kdy doch\u00e1z\u00ed k poru\u0161en\u00ed pr\u00e1va na publicitu. <br>Konkr\u00e9tn\u011b se jedn\u00e1 o situace, kdy je podobizna nebo jin\u00e9 prvky zbo\u017e\u00ed komercializov\u00e1ny jako samostatn\u00fd objekt z\u00e1jmu, kdy jsou podobizna nebo jin\u00e9 prvky pou\u017eity jako prvek odli\u0161uj\u00edc\u00ed zbo\u017e\u00ed, a d\u00e1le kdy jsou podobizna nebo jin\u00e9 prvky pou\u017eity pro reklamn\u00ed \u00fa\u010dely. V t\u011bchto p\u0159\u00edpadech je uzn\u00e1no poru\u0161en\u00ed pr\u00e1va na publicitu. <br>V souladu s podstatou tohoto rozhodnut\u00ed by neopr\u00e1vn\u011bn\u00e9 pou\u017eit\u00ed podobizny nebo jm\u00e9na zn\u00e1m\u00e9 osobnosti v digit\u00e1ln\u00edch hr\u00e1ch p\u0159edstavovalo jasn\u00e9 poru\u0161en\u00ed pr\u00e1v.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pravni_zaklady_a_zakladni_porozumeni\"><\/span>Pr\u00e1vn\u00ed z\u00e1klady a z\u00e1kladn\u00ed porozum\u011bn\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Jako pr\u00e1vn\u00ed koncept, na kter\u00e9m jsou tyto precedenty zalo\u017eeny, m\u00e1 ka\u017ed\u00fd jednotlivec z\u00e1kladn\u00ed pr\u00e1vo na vyu\u017eit\u00ed sv\u00e9ho obrazu a jm\u00e9na (pr\u00e1vo na ochranu osobnosti).<br>U zn\u00e1m\u00fdch osobnost\u00ed, zejm\u00e9na sportovc\u016f a um\u011blc\u016f, je uzn\u00e1v\u00e1no pr\u00e1vo na &#8220;pr\u00e1vo na publicitu&#8221;, co\u017e je pr\u00e1vo v\u00fdhradn\u011b vyu\u017e\u00edvat ekonomickou hodnotu jejich jm\u00e9na a obrazu, tedy jejich schopnost p\u0159itahovat z\u00e1kazn\u00edky.<br>Tato pr\u00e1va maj\u00ed sv\u016fj pr\u00e1vn\u00ed z\u00e1klad v osobnostn\u00edch pr\u00e1vech.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pravni_interpretace_tykajici_se_hmotnych_objektu\"><\/span>Pr\u00e1vn\u00ed interpretace t\u00fdkaj\u00edc\u00ed se hmotn\u00fdch objekt\u016f<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Na druhou stranu, ohledn\u011b hmotn\u00fdch objekt\u016f byly p\u0159edlo\u017eeny r\u016fzn\u00e9 interpretace.<br>Nejvy\u0161\u0161\u00ed soud v p\u0159\u00edpadu Gallop Racer (rozhodnut\u00ed Nejvy\u0161\u0161\u00edho soudu z 13. \u00fanora Heisei 16 (2004), Minsh\u016b sv. 58, \u010d. 2, str. 311, Hanji \u010d. 1863, str. 25, Hanta \u010d. 1156, str. 101) pop\u0159el vznik pr\u00e1va na publicitu ve vztahu k objekt\u016fm.<br>Toto rozhodnut\u00ed znamen\u00e1, \u017ee pou\u017eit\u00ed zn\u00e1m\u00fdch objekt\u016f nebo zv\u00ed\u0159at ve hr\u00e1ch nep\u0159edstavuje probl\u00e9m z hlediska pr\u00e1va na publicitu.<br>Nicm\u00e9n\u011b, n\u00e1zvy nebo tvary objekt\u016f, kter\u00e9 jsou registrov\u00e1ny jako obchodn\u00ed zna\u010dky, mohou b\u00fdt chr\u00e1n\u011bny jin\u00fdmi pr\u00e1vn\u00edmi prost\u0159edky.<br>D\u00e1le, pr\u00e1va skute\u010dn\u00fdch osob, jako jsou nap\u0159\u00edklad jezdci dostihov\u00fdch kon\u00ed, z\u016fst\u00e1vaj\u00ed chr\u00e1n\u011bna.<br>Je tak\u00e9 d\u016fle\u017eit\u00e9 m\u00edt na pam\u011bti, \u017ee obr\u00e1zky postav mohou b\u00fdt chr\u00e1n\u011bny podle japonsk\u00e9ho autorsk\u00e9ho z\u00e1kona.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zpracov\u00e1n\u00ed pr\u00e1v k re\u00e1ln\u00fdm osob\u00e1m v digit\u00e1ln\u00edm hern\u00edm obsahu Praktick\u00e9 p\u0159\u00edstupy ke zpracov\u00e1n\u00ed pr\u00e1v Kdy\u017e v\u00fdvoj\u00e1\u0159sk\u00e9 firmy za\u010dle\u0148uj\u00ed do digit\u00e1ln\u00edch her podobizny nebo skute\u010dn\u00e1 jm\u00e9na sportovc\u016f, existuj\u00ed d [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":65881,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[25,24],"acf":[],"_links":{"self":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/65759"}],"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=65759"}],"version-history":[{"count":1,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/65759\/revisions"}],"predecessor-version":[{"id":65804,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/posts\/65759\/revisions\/65804"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media\/65881"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/media?parent=65759"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/categories?post=65759"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/cs\/wp-json\/wp\/v2\/tags?post=65759"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}