{"id":7284,"date":"2026-03-16T16:14:55","date_gmt":"2026-03-16T14:14:55","guid":{"rendered":"https:\/\/modernipravnik.cz\/?p=7284"},"modified":"2026-06-23T00:26:22","modified_gmt":"2026-06-22T22:26:22","slug":"klamava-reklama","status":"publish","type":"post","link":"https:\/\/modernipravnik.cz\/en\/blog\/klamava-reklama\/","title":{"rendered":"Propagujete svoje zbo\u017e\u00ed a\u00a0slu\u017eby? Nesm\u00ed to b\u00fdt klamav\u00e1 reklama"},"content":{"rendered":"

Klamav\u00e1 reklama - porad\u00edme, jak si na ni d\u00e1t pozor<\/strong><\/h1>\n

Klamav\u00e1 reklama je jednou ze z\u00e1kladn\u00edch nekalosout\u011b\u017en\u00edch metod. Nekal\u00e1 sout\u011b\u017e je pom\u011brn\u011b zn\u00e1m\u00fd pojem, a\u00a0proto na n\u011bj mysl\u00ed i\u00a0pr\u00e1vo.\u00a0<\/em>Za klamanou reklamu ozna\u010dujeme jedn\u00e1n\u00ed, kter\u00e9 je zp\u016fsobil\u00e9 po\u0161kodit spot\u0159ebitele. Kdo je spot\u0159ebitelem? Takov\u00e1 osoba, kter\u00e1 pr\u00e1vn\u011b jedn\u00e1 mimo svou podnikatelskou \u010dinnost, typicky\u00a0jsou to fyzick\u00e9 osoby, kter\u00e9 nakupuj\u00ed nap\u0159. oble\u010den\u00ed p\u0159es e-shop. Podstatou klamav\u00e9 reklamy je nal\u00e1kat spot\u0159ebitele a\u00a0prodat mu produkt, a\u010dkoli jsou \u00fadaje o\u00a0n\u011bm zkreslen\u00e9 nebo zcela vymy\u0161len\u00e9. <\/em>Jak se tedy posuzuje klamav\u00e1 reklama v\u00a0praxi?<\/em><\/p>\n

\u00a0<\/p>\n

Co v\u0161echno je klamav\u00e1 reklama?<\/strong><\/h2>\n

Klamav\u00e1 reklama m\u016f\u017ee m\u00edt mnoho podob, a\u00a0proto\u00a0z\u00e1kon nevymezuje p\u0159esn\u011b naprosto\u00a0v\u0161echny praktiky, kter\u00e9 m\u016f\u017eeme za klamavou reklamu ozna\u010dit.<\/p>\n

Klasickou klamavou reklamou jsou\u00a0nap\u0159\u00edklad nepravdiv\u00e9 \u00fadaje o\u00a0slo\u017een\u00ed v\u00fdrobku, jeho cen\u011b nebo o\u00a0m\u00edst\u011b v\u00fdroby. Klamav\u00e1 reklama se dnes u\u017e v\u0161ak projevuje i\u00a0v\u00a0mnoha jin\u00fdch praktik\u00e1ch - nap\u0159\u00edklad kdy\u017e e-shop uv\u00e1d\u00ed, \u017ee je zbo\u017e\u00ed dostupn\u00e9, ale ve skute\u010dnosti je ho nejprve t\u0159eba vyrobit. Nebo kdy\u017e aerolinka uv\u00e1d\u00ed, \u017ee na dan\u00fd let zb\u00fdv\u00e1 posledn\u00edch p\u00e1r kus\u016f letenek, ani\u017e by to byla pravda, aby spot\u0159ebitel nem\u011bl \u010das nad n\u00e1kupem detailn\u011b p\u0159em\u00fd\u0161let, ale letenku koupil co nejrychleji v\u00a0obav\u00e1ch, \u017ee pozd\u011bji ji\u017e nebude dostupn\u00e1.<\/p>\n

\u00a0<\/p>\n

Co u\u017e klamav\u00e1 reklama nen\u00ed?<\/strong><\/h2>\n

Od klamav\u00e9 reklamy\u00a0odli\u0161ujme\u00a0jin\u00e9 prodejn\u00ed praktiky, kter\u00e9 se sice tak\u00e9 sna\u017e\u00ed nal\u00e1kat pro koupi produktu, av\u0161ak v\u011bt\u0161inou je na prvn\u00ed pohled poznat, \u017ee zn\u00e1zorn\u011bnou vlastnost produkt nem\u00e1 a\u00a0m\u00edt ani nem\u016f\u017ee. Takov\u00e9 prodejn\u00ed technice se \u0159\u00edk\u00e1 nads\u00e1zka pro propagaci zbo\u017e\u00ed \u010di reklamn\u00ed p\u0159eh\u00e1n\u011bn\u00ed.<\/p>\n

Reklamn\u00ed p\u0159eh\u00e1n\u011bn\u00ed\u00a0zn\u00e1zor\u0148uje ur\u010ditou vlastnost, kter\u00e1 slou\u017e\u00ed sp\u00ed\u0161e k\u00a0zapamatov\u00e1n\u00ed si produktu nebo ke zv\u00fd\u0161en\u00ed\u00a0zaj\u00edmavosti samotn\u00e9 reklamy. V\u0161em ale mus\u00ed b\u00fdt jasn\u00e9, \u017ee samotn\u00fd produkt takovou vlastnost nem\u00e1.\u00a0P\u0159\u00edkladem je t\u0159eba slogan \u201eRed Bull v\u00e1m d\u00e1v\u00e1 k\u0159\u00eddla\u201c a\u00a0reklama, kde se ur\u010dit\u00e1 osoba napije Red Bullu a\u00a0narostou j\u00ed k\u0159\u00eddla. Takov\u00e9 p\u0159eh\u00e1n\u011bn\u00ed slou\u017e\u00ed ke zv\u00fdrazn\u011bn\u00ed sd\u011blen\u00ed, \u017ee Red Bull je energetick\u00fd n\u00e1poj a\u00a0po jeho vypit\u00ed budete m\u00edt v\u00edce energie nap\u0159\u00edklad na sportovn\u00ed v\u00fdkon.<\/p>\n

\u00a0<\/p>\n

Kdo dohl\u00ed\u017e\u00ed na klamavou reklamu?<\/strong><\/h2>\n

Jeliko\u017e je klamav\u00e1 reklama zak\u00e1zanou praktikou, existuj\u00ed samoz\u0159ejm\u011b i\u00a0ur\u010dit\u00e9 org\u00e1ny, kter\u00e9 dohl\u00ed\u017e\u00ed na dodr\u017eov\u00e1n\u00ed z\u00e1kazu jej\u00edho u\u017e\u00edv\u00e1n\u00ed.<\/p>\n

Na na\u0161em \u00fazem\u00ed chr\u00e1n\u00ed (nejen) spot\u0159ebitele \u010cesk\u00e1 obchodn\u00ed inspekce\u00a0z\u0159\u00edzen\u00e1 Ministerstvem pr\u016fmyslu a\u00a0obchodu. Ta pravideln\u011b zve\u0159ej\u0148uje nap\u0159\u00edklad pr\u00e1va spot\u0159ebitel\u016f v\u00a0obchodn\u00edm styku a\u00a0praktick\u00e9 n\u00e1vody, jak uplat\u0148ovat sv\u00e1 pr\u00e1va. Mezi jej\u00ed dal\u0161\u00ed opr\u00e1vn\u011bn\u00ed spad\u00e1 i\u00a0ud\u011blov\u00e1n\u00ed pokut.<\/p>\n

D\u00e1le\u00a0p\u016fsob\u00ed v\u00a0\u010cR tak\u00e9 org\u00e1n nazvan\u00fd Rada pro reklamu, kter\u00fd se ji\u017e p\u0159es dvacet let sna\u017e\u00ed o\u00a0samoregulaci a\u00a0kultivaci reklamn\u00edho prost\u0159ed\u00ed. Rada pro reklamu tak\u00e9 vydala Etick\u00fd kodex reklamy, kter\u00fd slou\u017e\u00ed jako vod\u00edtko pro vytv\u00e1\u0159en\u00ed f\u00e9rov\u00e9 reklamy.<\/p>\n

Klamavou reklamu neupravuj\u00ed pouze n\u00e1rodn\u00ed p\u0159edpisy, ale tak\u00e9 pr\u00e1vo EU. Jej\u00ed sm\u011brnice i\u00a0na\u0159\u00edzen\u00ed nav\u00edc plat\u00ed nejen pro podnikatele ze zem\u00ed EU, ale tak\u00e9 pro podnikatele ze zem\u00ed mimo ni, pokud nab\u00edzej\u00ed sv\u00e9 v\u00fdrobky na evropsk\u00e9m trhu. Z\u00a0tohoto komplikovan\u00e9ho sch\u00e9matu vypl\u00fdv\u00e1, \u017ee c\u00edlem evropsk\u00e9 legislativy je co nejv\u011bt\u0161\u00ed roz\u0161\u00ed\u0159en\u00ed ochrany spot\u0159ebitel\u016f. Za poru\u0161ov\u00e1n\u00ed z\u00e1kazu klamav\u00e9 reklamy hroz\u00ed firm\u00e1m pokuty do v\u00fd\u0161e a\u017e 4 % jejich ro\u010dn\u00edho obratu.<\/strong><\/p>\n

\u00a0<\/p>\n

Z\u00e1v\u011br<\/strong><\/h2>\n

Problematika klamav\u00fdch reklam je velice komplexn\u00ed.\u00a0Co jimi nen\u00ed a\u00a0co u\u017e ano? V\u00a0na\u0161\u00ed advok\u00e1tn\u00ed kancel\u00e1\u0159i v\u00edme, \u017ee nen\u00ed snadn\u00e9\u00a0se vyznat na tenk\u00e9 hranici mezi povolen\u00fdmi a\u00a0zak\u00e1zan\u00fdmi obchodn\u00edmi technikami. Pokud by v\u00e1m ani na z\u00e1klad\u011b v\u00fd\u0161e uveden\u00e9ho n\u00e1vodu nebyla odpov\u011b\u010f jasn\u00e1, nev\u00e1hejte n\u00e1s kontaktovat. Investice do konzultace s\u00a0odborn\u00edkem se v\u00e1m vyplat\u00ed n\u00e1sobn\u011b v\u00edce ne\u017e pokuty ud\u011blen\u00e9 \u010ceskou obchodn\u00ed inspekc\u00ed.<\/p>\n

\u00a0<\/p>\n

Author:<\/strong> Mgr.\u00a0Petr Uklein, Mgr.\u00a0Richard Kraus, a\u00a0Tom\u00e1\u0161 Kola\u0159\u00edk pr\u00e1vn\u00edci v\u00a0ModerniPravnik.cz<\/p>\n

\u00a0<\/p>\n

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Napi\u0161te na\u0161im odborn\u00edk\u016fm, pom\u016f\u017eeme v\u00e1m! <\/strong><\/h3>\n
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