{"id":37944,"date":"2023-02-07T08:52:47","date_gmt":"2023-02-07T07:52:47","guid":{"rendered":"https:\/\/harlander-partner.eu\/srovnavaci-reklama-co-je-povoleno\/"},"modified":"2025-11-24T20:02:36","modified_gmt":"2025-11-24T19:02:36","slug":"srovnavaci-reklama-co-je-povoleno","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/srovnavaci-reklama-co-je-povoleno\/","title":{"rendered":"Srovn\u00e1vac\u00ed reklama \u2013 Co je povoleno?"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>Obsah<\/h2><ul><li><a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/srovnavaci-reklama-co-je-povoleno\/#h-was-ist-vergleichende-werbung\" level=\"2\">Co je srovn\u00e1vac\u00ed reklama?<\/a><\/li><li><a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/srovnavaci-reklama-co-je-povoleno\/#h-wann-ist-vergleichende-werbung-zulassig\" level=\"2\">Kdy je srovn\u00e1vac\u00ed reklama p\u0159\u00edpustn\u00e1?<\/a><ul><li><a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/srovnavaci-reklama-co-je-povoleno\/#h-sie-den-anderen-unternehmer-oder-sein-angebot-nicht-herabsetzt-oder-verunglimpft\" level=\"3\">\u2026 nezneva\u017euje ani nehanob\u00ed jin\u00e9ho podnikatele nebo jeho nab\u00eddku<\/a><\/li><li><a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/srovnavaci-reklama-co-je-povoleno\/#h-sie-nicht-das-verbot-der-rufausbeutung-verletzt\" level=\"3\">\u2026 neporu\u0161uje z\u00e1kaz zneu\u017e\u00edv\u00e1n\u00ed dobr\u00e9ho jm\u00e9na<\/a><\/li><li><a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/srovnavaci-reklama-co-je-povoleno\/#h-sie-nicht-irrefuhrend-ist\" level=\"3\">\u2026 nen\u00ed zav\u00e1d\u011bj\u00edc\u00ed<\/a><\/li><li><a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/srovnavaci-reklama-co-je-povoleno\/#h-vergleichbarkeit-der-waren-und-dienstleistungen-vorliegt\" level=\"3\">\u2026 existuje srovnatelnost zbo\u017e\u00ed a slu\u017eeb<\/a><\/li><li><a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/srovnavaci-reklama-co-je-povoleno\/#h-sie-sich-nicht-uber-das-imitationsverbot-hinwegsetzt\" level=\"3\">\u2026 nep\u0159ekra\u010duje z\u00e1kaz napodobov\u00e1n\u00ed<\/a><\/li><li><a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/srovnavaci-reklama-co-je-povoleno\/#h-keine-verwechslungsgefahr-begrundet-wird\" level=\"3\">\u2026 nezakl\u00e1d\u00e1 nebezpe\u010d\u00ed z\u00e1m\u011bny<\/a><\/li><li><a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/srovnavaci-reklama-co-je-povoleno\/#h-der-objektivitatsgrundsatz-eingehalten-wird\" level=\"3\">\u2026 je dodr\u017eov\u00e1na z\u00e1sada objektivity<\/a><\/li><li><a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/srovnavaci-reklama-co-je-povoleno\/#h-sie-sich-bei-waren-mit-ursprungsbezeichnung-auf-waren-mit-gleicher-bezeichnung-bezieht-champagnerklausel\" level=\"3\">\u2026 se u zbo\u017e\u00ed s ozna\u010den\u00edm p\u016fvodu vztahuje na zbo\u017e\u00ed se stejn\u00fdm ozna\u010den\u00edm \u2013 \u201edolo\u017eka o \u0161ampa\u0148sk\u00e9m\u201c<\/a><\/li><\/ul><\/li><li><a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/srovnavaci-reklama-co-je-povoleno\/#h-welche-rechtsfolgen-drohen-bei-einem-verstoss-gegen-diese-regelungen\" level=\"2\">Jak\u00e9 pr\u00e1vn\u00ed n\u00e1sledky hroz\u00ed p\u0159i poru\u0161en\u00ed t\u011bchto pravidel?<\/a><\/li><li><a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/srovnavaci-reklama-co-je-povoleno\/#h-wichtige-punkte\" level=\"2\">D\u016fle\u017eit\u00e9 body<\/a><\/li><\/ul><\/div>\n\n<p class=\"wp-block-paragraph\">Srovn\u00e1vac\u00ed reklamou se rozum\u00ed, kdy\u017e podnikatel ve sv\u00e9 reklam\u011b p\u0159\u00edmo nebo nep\u0159\u00edmo odkazuje na konkurenta, jeho zbo\u017e\u00ed nebo slu\u017eby a prov\u00e1d\u00ed srovn\u00e1n\u00ed se svou nab\u00eddkou.<\/p>\n\n<p class=\"wp-block-paragraph\">Srovn\u00e1vac\u00ed reklama podporuje hospod\u00e1\u0159skou sout\u011b\u017e a vytv\u00e1\u0159\u00ed transparentnost pro spot\u0159ebitele. Z tohoto d\u016fvodu je v z\u00e1sad\u011b povolena, pokud dodr\u017euje ur\u010dit\u00e9 z\u00e1sady, kter\u00e9 stanovil z\u00e1konod\u00e1rce. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-was-ist-vergleichende-werbung\">Co je srovn\u00e1vac\u00ed reklama?<\/h2>\n\n<p class=\"wp-block-paragraph\">Abychom pochopili vlastnosti srovn\u00e1vac\u00ed reklamy, mus\u00edme se nejprve zeptat, co obecn\u011b spad\u00e1 pod pojem reklama.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Reklama je<\/strong> <strong>\u2026<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">\u201eJak\u00e9koli vyj\u00e1d\u0159en\u00ed p\u0159i v\u00fdkonu obchodu, \u017eivnosti, \u0159emesla nebo svobodn\u00e9ho povol\u00e1n\u00ed s c\u00edlem podpo\u0159it prodej zbo\u017e\u00ed nebo poskytov\u00e1n\u00ed slu\u017eeb, v\u010detn\u011b nemovitost\u00ed, pr\u00e1v a z\u00e1vazk\u016f\u201c<\/p>\n\n<p class=\"wp-block-paragraph\">Rozum\u00ed se t\u00edm jak\u00e9koli vyj\u00e1d\u0159en\u00ed podnikatele v jeho funkci poskytovatele na trhu s c\u00edlem podpo\u0159it jeho prodej.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Srovn\u00e1vac\u00ed reklama je<\/strong> <strong>\u2026<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Ka\u017ed\u00e1 reklama, kter\u00e1 <strong>p\u0159\u00edmo<\/strong> nebo <strong>nep\u0159\u00edmo<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li>konkurenta nebo<\/li>\n\n\n\n<li>zbo\u017e\u00ed nebo slu\u017eby, kter\u00e9 nab\u00edz\u00ed konkurent,<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\"><strong>rozpoznateln\u00fdm<\/strong> \u010din\u00ed.<\/p>\n\n<p class=\"wp-block-paragraph\">To je p\u0159\u00edpad, kdy se inzerent sv\u00fdm vyj\u00e1d\u0159en\u00edm nep\u0159\u00edmo nebo p\u0159\u00edmo <strong>odvol\u00e1v\u00e1<\/strong> na konkurenta nebo jeho nab\u00eddku tak, \u017ee jej dot\u010den\u00e9 okruhy <strong>mohou identifikovat<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">V\u00fdslovn\u00e1 zm\u00ednka jin\u00e9ho podnikatele, jeho zbo\u017e\u00ed nebo slu\u017eeb nen\u00ed pro p\u0159ijet\u00ed srovn\u00e1vac\u00ed reklamy nutn\u00e1. Posta\u010d\u00ed, pokud je pro okruh adres\u00e1t\u016f obecn\u011b mo\u017en\u00e9 rozpoznat toto\u017enost konkurenta, resp. jeho nab\u00eddku. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-wann-ist-vergleichende-werbung-zulassig\">Kdy je srovn\u00e1vac\u00ed reklama p\u0159\u00edpustn\u00e1?<\/h2>\n\n<p class=\"wp-block-paragraph\">Je p\u0159\u00edpustn\u00e1, pokud <strong>\u2026<\/strong><\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-sie-den-anderen-unternehmer-oder-sein-angebot-nicht-herabsetzt-oder-verunglimpft\"><strong>\u2026 nezneva\u017euje ani nehanob\u00ed jin\u00e9ho podnikatele nebo jeho nab\u00eddku<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">Motiv srovn\u00e1vac\u00ed reklamy samoz\u0159ejm\u011b \u010dasto zahrnuje ur\u010dit\u00fd znehodnocuj\u00edc\u00ed charakter.<\/p>\n\n<p class=\"wp-block-paragraph\">Chv\u00e1la vlastn\u00ed nab\u00eddky oproti nab\u00eddce konkurent\u016f je podstatn\u00fdm znakem hospod\u00e1\u0159sk\u00e9 sout\u011b\u017ee.<\/p>\n\n<p class=\"wp-block-paragraph\">Hranice k nekal\u00e9 sout\u011b\u017ei jsou v\u0161ak p\u0159ekro\u010deny, pokud srovn\u00e1vac\u00ed reklama <strong>ji\u017e nen\u00ed v\u011bcn\u00e9 povahy<\/strong> a <strong>nen\u00ed objektivn\u011b ov\u011b\u0159iteln\u00e1<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">Pokud reklama sni\u017euje pov\u011bst a ocen\u011bn\u00ed konkurenta nebo jeho nab\u00eddky u z\u00fa\u010dastn\u011bn\u00fdch okruh\u016f (zneva\u017eov\u00e1n\u00ed) nebo jej \u010di jeho zbo\u017e\u00ed a slu\u017eby dokonce sni\u017euje natolik, \u017ee doch\u00e1z\u00ed k znev\u00e1\u017een\u00ed (hanoben\u00ed), je nep\u0159\u00edpustn\u00e1. <\/p>\n\n<p class=\"wp-block-paragraph\">Nekal\u00e9 jsou nap\u0159\u00edklad pau\u0161\u00e1ln\u00ed znehodnocov\u00e1n\u00ed, zbyte\u010dn\u00e9 odhalov\u00e1n\u00ed nebo reklamy s agresivn\u00edmi tendencemi.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-sie-nicht-das-verbot-der-rufausbeutung-verletzt\"><strong>\u2026 neporu\u0161uje z\u00e1kaz zneu\u017e\u00edv\u00e1n\u00ed dobr\u00e9ho jm\u00e9na<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">Pokud inzerent nar\u00e1\u017e\u00ed na jinou spole\u010dnost nebo jej\u00ed nab\u00eddku, aby vyu\u017eil jej\u00ed ji\u017e z\u00edskan\u00e9 dobr\u00e9 jm\u00e9no na trhu, a t\u00edm p\u0159enesl pozornost a pov\u011bst konkurenta na sebe a sv\u00e9 slu\u017eby, jedn\u00e1 nekal\u00fdm zp\u016fsobem.<\/p>\n\n<p class=\"wp-block-paragraph\">Takov\u00e9 zneu\u017eit\u00ed dobr\u00e9ho jm\u00e9na nastalo nap\u0159\u00edklad p\u0159i distribuci imitac\u00ed zn\u00e1m\u00fdch luxusn\u00edch parf\u00e9m\u016f. Zde bylo z\u00e1kazn\u00edk\u016fm umo\u017en\u011bno naj\u00edt nab\u00edzen\u00e9 v\u016fn\u011b pomoc\u00ed srovn\u00e1vac\u00edho seznamu, na kter\u00e9m byly na jedn\u00e9 stran\u011b uvedeny origin\u00e1ln\u00ed zna\u010dky a na druh\u00e9 stran\u011b jim odpov\u00eddaj\u00edc\u00ed imitace. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-sie-nicht-irrefuhrend-ist\"><strong>\u2026 nen\u00ed zav\u00e1d\u011bj\u00edc\u00ed<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">Obecn\u00fd z\u00e1kaz klam\u00e1n\u00ed plat\u00ed i v oblasti srovn\u00e1vac\u00ed reklamy.<\/p>\n\n<p class=\"wp-block-paragraph\">Pokud je reklama vhodn\u00e1 k vyvol\u00e1n\u00ed n\u00e1kupn\u00edch rozhodnut\u00ed, kter\u00e1 by adres\u00e1t jinak neu\u010dinil, je reklama zav\u00e1d\u011bj\u00edc\u00ed a nekal\u00e1.<\/p>\n\n<p class=\"wp-block-paragraph\">M\u011b\u0159\u00edtkem je zde pr\u016fm\u011brn\u00fd spot\u0159ebitel a posouzen\u00ed celkov\u00e9ho dojmu z reklamy.<\/p>\n\n<p class=\"wp-block-paragraph\">Cenov\u00e1 srovn\u00e1n\u00ed pro reklamn\u00ed \u00fa\u010dely mus\u00ed nap\u0159\u00edklad obsahovat informace, kter\u00e9 jsou nezbytn\u00e9 pro spr\u00e1vn\u00e9 zobrazen\u00ed celkov\u00e9ho dojmu a prevenci nedorozum\u011bn\u00ed.<\/p>\n\n<p class=\"wp-block-paragraph\">Pokud existuj\u00ed v\u00fdznamn\u00e9 rozd\u00edly mezi srovn\u00e1van\u00fdmi nab\u00eddkami, mus\u00ed b\u00fdt tyto rozd\u00edly zd\u016frazn\u011bny.<\/p>\n\n<p class=\"wp-block-paragraph\">I opomenut\u00ed informac\u00ed m\u016f\u017ee b\u00fdt nep\u0159\u00edpustn\u00e9 klam\u00e1n\u00ed, pokud je vhodn\u00e9 k vyvol\u00e1n\u00ed fale\u0161n\u00e9ho celkov\u00e9ho dojmu.<\/p>\n\n<p class=\"wp-block-paragraph\">Nap\u0159\u00edklad srovn\u00e1n\u00ed jednotliv\u00fdch mobiln\u00edch tarif\u016f, kter\u00e9 nezohled\u0148uje voln\u00e9 minuty, poru\u0161uje z\u00e1kaz klam\u00e1n\u00ed, proto\u017ee se jedn\u00e1 o relevantn\u00ed sou\u010d\u00e1sti nab\u00eddky jednotliv\u00fdch poskytovatel\u016f a mohou b\u00fdt z\u00e1sadn\u00ed pro potenci\u00e1ln\u00ed n\u00e1kupn\u00ed rozhodnut\u00ed.<\/p>\n    <div class=\"mr-quote mrbg clearfix\">\n        <a class=\"mr-quote-person\" href=\"\/ueber-uns\/rechtsanwalt-peter-harlander\/\" title=\"Rechtsanwalt Peter Harlander\">\n            <img decoding=\"async\" class=\"mr-quote-person-img\" src=\"https:\/\/harlander-partner.eu\/wp-content\/themes\/harlander\/design\/ph100.webp\" width=\"100\"\n                 height=\"100\" loading=\"lazy\" alt=\"Rechtsanwalt Peter Harlander\">\n            <span class=\"mr-quote-person-text\">\n            Peter Harlander<br>\n            <span class=\"mr-quote-person-function\">Harlander &amp; Partner Rechtsanw\u00e4lte<\/span>\n        <\/span>\n        <\/a>\n        <span class=\"mr-quote-content\">\u201eBei Mehrdeutigkeit kommt die Unklarheitenregel zum Tragen: Der Werbende muss die f\u00fcr ihn ung\u00fcnstigste Interpretation gegen sich gelten lassen!\u201c<\/span>\n    <\/div>\n\n<h3 class=\"wp-block-heading\" id=\"h-vergleichbarkeit-der-waren-und-dienstleistungen-vorliegt\"><strong>\u2026 existuje srovnatelnost zbo\u017e\u00ed a slu\u017eeb<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">Vz\u00e1jemn\u011b srovn\u00e1van\u00e9 zbo\u017e\u00ed nebo slu\u017eby mus\u00ed vykazovat <strong>dostate\u010dn\u00fd stupe\u0148<\/strong> <strong>vz\u00e1jemn\u00e9 nahraditelnosti<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">To je p\u0159\u00edpad, kdy jsou bu\u010f ur\u010deny pro stejnou pot\u0159ebu, nebo maj\u00ed stejn\u00fd \u00fa\u010del. Nemus\u00ed b\u00fdt toto\u017en\u00e9, ale pouze nahraditeln\u00e9 podle sv\u00e9ho ur\u010den\u00ed. <\/p>\n\n<p class=\"wp-block-paragraph\">U cenov\u00fdch srovn\u00e1n\u00ed se po\u017eaduje obecn\u00e1 kvalitativn\u00ed rovnocennost zbo\u017e\u00ed a podstatn\u00e9 rozd\u00edly, jako nap\u0159\u00edklad r\u016fzn\u00e9 formy distribuce nebo z\u00e1klady v\u00fdpo\u010dtu, mus\u00ed b\u00fdt zve\u0159ejn\u011bny.<\/p>\n\n<p class=\"wp-block-paragraph\">P\u0159edplatn\u00e9 ceny bulv\u00e1rn\u00edho den\u00edku proto nelze srovn\u00e1vat s cenami novin, kter\u00e9 se t\u011b\u0161\u00ed pov\u011bsti kvalitn\u00edho zdroje informac\u00ed.<\/p>\n\n<p class=\"wp-block-paragraph\">Pokud m\u00e1 b\u00fdt produkt \u201eNo-Name\u201c srovn\u00e1v\u00e1n s produktem zn\u00e1m\u00e9 zna\u010dky, je to v z\u00e1sad\u011b p\u0159\u00edpustn\u00e9, pokud jsou oba produkty zam\u011bniteln\u00e9, pokud jde o jejich <strong>hlavn\u00ed u\u017eitek<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">Z\u00e1sadn\u00ed zam\u011bnitelnost by existovala nap\u0159\u00edklad p\u0159i srovn\u00e1n\u00ed dvou br\u00fdl\u00ed. <\/p>\n\n<p class=\"wp-block-paragraph\">Luxusn\u00ed charakter zna\u010dkov\u00fdch produkt\u016f m\u00e1 v\u0161ak sv\u016fj vlastn\u00ed, i kdy\u017e pod\u0159adn\u00fd, \u00fa\u010del (\u017eivotn\u00ed styl, presti\u017e). Na tento existuj\u00edc\u00ed rozd\u00edl mus\u00ed inzerent upozornit, i kdy\u017e se produkty ve sv\u00e9 kvalit\u011b a jin\u00fdch vlastnostech podstatn\u011b neli\u0161\u00ed. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-sie-sich-nicht-uber-das-imitationsverbot-hinwegsetzt\"><strong>\u2026 nep\u0159ekra\u010duje z\u00e1kaz napodobov\u00e1n\u00ed<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">Omezen\u011b plat\u00ed i z\u00e1kaz napodobov\u00e1n\u00ed. Je p\u0159\u00edpustn\u00e9 ozna\u010dit svou nab\u00eddku za rovnocennou s nab\u00eddkou konkurenta. <\/p>\n\n<p class=\"wp-block-paragraph\">Nep\u0159\u00edpustn\u00e9 by v\u0161ak bylo, pokud by chv\u00e1la p\u0159ekro\u010dila jednoduch\u00e9 rozpozn\u00e1n\u00ed a inzerovan\u00fd produkt by se pr\u016fm\u011brn\u00e9mu spot\u0159ebiteli jasn\u011b jevil jako napodobenina nebo imitace produktu konkurenta (srovn\u00e1vac\u00ed seznamy parf\u00e9m\u016f).<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-keine-verwechslungsgefahr-begrundet-wird\"><strong>\u2026 nezakl\u00e1d\u00e1 nebezpe\u010d\u00ed z\u00e1m\u011bny<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">Reklamou nesm\u00ed b\u00fdt vyvol\u00e1no nebezpe\u010d\u00ed z\u00e1m\u011bny mezi inzerentem a konkurentem, jejich chr\u00e1n\u011bn\u00fdmi ozna\u010den\u00edmi nebo jejich zbo\u017e\u00edm nebo slu\u017ebami.<\/p>\n\n<p class=\"wp-block-paragraph\">Posta\u010d\u00ed tedy pouh\u00e9 nebezpe\u010d\u00ed, \u017ee by mohlo doj\u00edt k z\u00e1m\u011bn\u011b \u2013 k faktick\u00e9 z\u00e1m\u011bn\u011b je\u0161t\u011b doj\u00edt nemuselo.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-der-objektivitatsgrundsatz-eingehalten-wird\"><strong>\u2026 je dodr\u017eov\u00e1na z\u00e1sada objektivity<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">To je p\u0159\u00edpad, kdy reklama \u201eobjektivn\u011b srovn\u00e1v\u00e1 jednu nebo v\u00edce podstatn\u00fdch, relevantn\u00edch, ov\u011b\u0159iteln\u00fdch a typick\u00fdch vlastnost\u00ed tohoto zbo\u017e\u00ed a slu\u017eeb, ke kter\u00fdm m\u016f\u017ee pat\u0159it i cena\u201c.<\/p>\n\n<p class=\"wp-block-paragraph\">Smyslem t\u00e9to z\u00e1sady je, aby potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm bylo umo\u017en\u011bno porovnat srovn\u00e1van\u00e9 nab\u00eddky na <strong>objektivn\u00edm z\u00e1klad\u011b<\/strong> a u\u010dinit na tomto z\u00e1klad\u011b rozhodnut\u00ed o koupi.<\/p>\n\n<p class=\"wp-block-paragraph\">Reklama proto mus\u00ed m\u00edt alespo\u0148 <strong>ov\u011b\u0159iteln\u00fd faktick\u00fd z\u00e1klad<\/strong> a b\u00fdt <strong>v\u011bcn\u00e9 povahy<\/strong>. Nesm\u00ed tedy obsahovat pouze subjektivn\u00ed hodnotov\u00fd \u00fasudek. <\/p>\n\n<p class=\"wp-block-paragraph\">M\u011b\u0159\u00edtkem je i zde op\u011bt to, jak se reklama jev\u00ed pr\u016fm\u011brn\u00e9mu spot\u0159ebiteli jako adres\u00e1tovi. Rovn\u011b\u017e z jeho pohledu se posuzuje, co se v jednotliv\u00e9m p\u0159\u00edpad\u011b pova\u017euje za podstatnou nebo relevantn\u00ed informaci, kter\u00e1 je nezbytn\u00e1 pro rozhodnut\u00ed o koupi. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-sie-sich-bei-waren-mit-ursprungsbezeichnung-auf-waren-mit-gleicher-bezeichnung-bezieht-champagnerklausel\"><strong>\u2026 se u zbo\u017e\u00ed s ozna\u010den\u00edm p\u016fvodu vztahuje na zbo\u017e\u00ed se stejn\u00fdm ozna\u010den\u00edm \u2013 \u201edolo\u017eka o \u0161ampa\u0148sk\u00e9m\u201c<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">Pokud m\u00e1 produkt ozna\u010den\u00ed p\u016fvodu, sm\u00ed b\u00fdt \u2013 vlastn\u011b \u2013 srovn\u00e1v\u00e1n pouze s takov\u00fdmi produkty, kter\u00e9 maj\u00ed stejn\u00e9 ozna\u010den\u00ed p\u016fvodu.<\/p>\n\n<p class=\"wp-block-paragraph\">Ale: Pokud jsou dodr\u017eeny zb\u00fdvaj\u00edc\u00ed po\u017eadavky, kter\u00e9 jsou kladeny na srovn\u00e1vac\u00ed reklamu, m\u016f\u017ee b\u00fdt srovn\u00e1v\u00e1n i produkt bez ozna\u010den\u00ed p\u016fvodu s produktem s ozna\u010den\u00edm p\u016fvodu \u2013 nap\u0159\u00edklad \u0161ampa\u0148sk\u00e9.<\/p>\n\n<p class=\"wp-block-paragraph\">Tyto z\u00e1sady se vztahuj\u00ed i na <strong>srovn\u00e1n\u00ed syst\u00e9m\u016f<\/strong>, u kter\u00fdch sice nen\u00ed konkurent v\u00fdslovn\u011b jmenov\u00e1n, ale ur\u010dit\u00e9 v\u00fdrobn\u00ed, n\u00e1kupn\u00ed nebo distribu\u010dn\u00ed syst\u00e9my jsou vz\u00e1jemn\u011b srovn\u00e1v\u00e1ny takov\u00fdm zp\u016fsobem, \u017ee existuje odkaz na v\u00fdkony konkurenta.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-welche-rechtsfolgen-drohen-bei-einem-verstoss-gegen-diese-regelungen\">Jak\u00e9 pr\u00e1vn\u00ed n\u00e1sledky hroz\u00ed p\u0159i poru\u0161en\u00ed t\u011bchto pravidel?<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/narok-na-zdrzeni-se-protipravniho-jednani\/\">N\u00e1rok na zdr\u017een\u00ed se protipr\u00e1vn\u00edho jedn\u00e1n\u00ed<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/narok-na-nahradu-skody\/\">N\u00e1rok na n\u00e1hradu \u0161kody<\/a><\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\" id=\"h-wichtige-punkte\">D\u016fle\u017eit\u00e9 body<\/h2>\n\n<ul class=\"wp-block-list\">\n<li>Srovn\u00e1vac\u00ed reklama je v z\u00e1sad\u011b povolena, pokud dodr\u017euje ur\u010dit\u00e1 pravidla<\/li>\n\n\n\n<li>Reklama je jak\u00e9koli vyj\u00e1d\u0159en\u00ed podnikatele v jeho funkci poskytovatele na trhu s c\u00edlem podpo\u0159it jeho prodej<\/li>\n\n\n\n<li>Reklama je srovn\u00e1vac\u00ed, pokud existuje zprost\u0159edkovan\u00fd nebo p\u0159\u00edm\u00fd identifikuj\u00edc\u00ed odkaz na jin\u00e9ho konkurenta, resp. jeho zbo\u017e\u00ed nebo slu\u017eby<\/li>\n\n\n\n<li>Srovn\u00e1vac\u00ed reklama je p\u0159\u00edpustn\u00e1,<\/li>\n\n\n\n<li>pokud nezneva\u017euje nebo nehanob\u00ed jin\u00e9ho podnikatele,<\/li>\n\n\n\n<li>nevyu\u017e\u00edv\u00e1 nekal\u00fdm zp\u016fsobem pov\u011bst jin\u00e9ho,<\/li>\n\n\n\n<li>nen\u00ed zav\u00e1d\u011bj\u00edc\u00ed,<\/li>\n\n\n\n<li>existuje obecn\u00e1 srovnatelnost zbo\u017e\u00ed nebo slu\u017eeb,<\/li>\n\n\n\n<li>nejedn\u00e1 se o nep\u0159\u00edpustnou imitaci,<\/li>\n\n\n\n<li>nezakl\u00e1d\u00e1 se nebezpe\u010d\u00ed z\u00e1m\u011bny a<\/li>\n\n\n\n<li>je dodr\u017eov\u00e1na z\u00e1sada objektivity<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"Srovn\u00e1vac\u00ed reklamou se rozum\u00ed, kdy\u017e podnikatel ve sv\u00e9 reklam\u011b p\u0159\u00edmo nebo nep\u0159\u00edmo odkazuje na konkurenta, jeho zbo\u017e\u00ed nebo slu\u017eby a prov\u00e1d\u00ed srovn\u00e1n\u00ed se svou nab\u00eddkou. Srovn\u00e1vac\u00ed reklama podporuje hospod\u00e1\u0159skou sout\u011b\u017e &#8230;","protected":false},"author":1,"featured_media":0,"parent":40295,"menu_order":0,"comment_status":"closed","ping_status":"open","template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[568],"tags":[],"class_list":["post-37944","page","type-page","status-publish","hentry","category-hospodarska-soutez"],"acf":[],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"336x":false,"352x":false,"woocommerce_thumbnail":false,"woocommerce_single":false,"woocommerce_gallery_thumbnail":false,"yarpp-thumbnail":false},"uagb_author_info":{"display_name":"Peter Harlander","author_link":"https:\/\/harlander-partner.eu\/cs\/author\/secondpromotion\/"},"uagb_comment_info":0,"uagb_excerpt":"Srovn\u00e1vac\u00ed reklamou se rozum\u00ed, kdy\u017e podnikatel ve sv\u00e9 reklam\u011b p\u0159\u00edmo nebo nep\u0159\u00edmo odkazuje na konkurenta, jeho zbo\u017e\u00ed nebo slu\u017eby a prov\u00e1d\u00ed srovn\u00e1n\u00ed se svou nab\u00eddkou. Srovn\u00e1vac\u00ed reklama podporuje hospod\u00e1\u0159skou sout\u011b\u017e ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/37944","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/comments?post=37944"}],"version-history":[{"count":0,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/37944\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/40295"}],"wp:attachment":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/media?parent=37944"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/categories?post=37944"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/tags?post=37944"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}