{"id":39046,"date":"2019-12-12T15:53:42","date_gmt":"2019-12-12T14:53:42","guid":{"rendered":"https:\/\/harlander-partner.eu\/rozhlasova-reklama\/"},"modified":"2025-11-24T20:02:33","modified_gmt":"2025-11-24T19:02:33","slug":"rozhlasova-reklama","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/rozhlasova-reklama\/","title":{"rendered":"Rozhlasov\u00e1 reklama"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Rozhlasov\u00e1 reklama zahrnuje reklamu v TV a v r\u00e1diu, resp. rozhlase.<\/p>\n\n<h2 class=\"wp-block-heading\">Rozhlasov\u00e1 reklama<\/h2>\n\n<p class=\"wp-block-paragraph\">Rozhlasov\u00e1 reklama zahrnuje reklamu v r\u00e1diu. Pr\u00e1vn\u00ed r\u00e1mec pro rozhlasovou reklamu stanov\u00ed z\u00e1kon o soukrom\u00e9m rozhlasov\u00e9m vys\u00edl\u00e1n\u00ed. <\/p>\n\n<h3 class=\"wp-block-heading\">Z\u00e1kazy reklamy<\/h3>\n\n<p class=\"wp-block-paragraph\">Podle z\u00e1kona o soukrom\u00e9m rozhlasov\u00e9m vys\u00edl\u00e1n\u00ed je reklama na l\u00e9\u010diva, terapeutick\u00e9 postupy, tab\u00e1kov\u00e9 v\u00fdrobky a lihoviny zcela zak\u00e1z\u00e1na. Reklama na jin\u00e9 zbo\u017e\u00ed a slu\u017eby je p\u0159\u00edpustn\u00e1 s ohledem na n\u00e1sleduj\u00edc\u00ed body: <\/p>\n\n<h3 class=\"wp-block-heading\">\u010casov\u00e1 omezen\u00ed<\/h3>\n\n<p class=\"wp-block-paragraph\">Z\u00e1kon o soukrom\u00e9m rozhlasov\u00e9m vys\u00edl\u00e1n\u00ed \u010dasov\u011b omezuje reklamu. Rozhlasov\u00e1 reklama tak sm\u00ed denn\u011b trvat maxim\u00e1ln\u011b 206 minut, a to pouze tehdy, pokud rozhlasov\u00e1 stanice vys\u00edl\u00e1 24 hodin. V ro\u010dn\u00edm pr\u016fm\u011bru nesm\u00ed reklama p\u0159ekro\u010dit 172 minut denn\u011b, pokud stanice op\u011bt vys\u00edl\u00e1 24 hodin denn\u011b.  <\/p>\n\n<h3 class=\"wp-block-heading\">Z\u00e1sada odd\u011blen\u00ed<\/h3>\n\n<p class=\"wp-block-paragraph\">Z\u00e1sada odd\u011blen\u00ed stanov\u00ed, \u017ee reklama mus\u00ed b\u00fdt jasn\u011b odd\u011blena od redak\u010dn\u00edho obsahu. V r\u00e1diu proto existuj\u00ed v\u011bt\u0161inou reklamn\u00ed bloky, na jejich\u017e za\u010d\u00e1tku a konci je sly\u0161et jasn\u00fd akustick\u00fd sign\u00e1l. Poslucha\u010d tak jasn\u011b pozn\u00e1, kdy reklama za\u010d\u00edn\u00e1 a kon\u010d\u00ed.  <\/p>\n\n<h3 class=\"wp-block-heading\">Klam\u00e1n\u00ed a skryt\u00e1 reklama<\/h3>\n\n<p class=\"wp-block-paragraph\">Jak v\u00edte, reklama nesm\u00ed b\u00fdt klamav\u00e1. Zak\u00e1zan\u00e1 je i skryt\u00e1 reklama. Jako skryt\u00e1 reklama se ozna\u010duje reklama, kter\u00e1 je pro poslucha\u010de um\u00edst\u011bna v redak\u010dn\u00ed \u010d\u00e1sti rozhlasov\u00e9ho programu, a proto nen\u00ed rozpoznateln\u00e1 jako reklama. To samoz\u0159ejm\u011b plat\u00ed i pro rozhlasovou reklamu.    <\/p>\n\n<h3 class=\"wp-block-heading\">Sponzorovan\u00e9 po\u0159ady<\/h3>\n\n<p class=\"wp-block-paragraph\">Pokud t\u0159et\u00ed osoba p\u0159isp\u00edv\u00e1 k financov\u00e1n\u00ed rozhlasov\u00e9ho po\u0159adu, hovo\u0159\u00edme o sponzoringu. Sponzoring m\u016f\u017ee b\u00fdt poskytov\u00e1n ve form\u011b pen\u011bz, ale i jako v\u011bcn\u00e9 nebo pen\u011b\u017eit\u00e9 pln\u011bn\u00ed. C\u00edlem je podpo\u0159it jm\u00e9no, zna\u010dku, vzhled, \u010dinnost nebo v\u00fdkon toho, kdo sponzoruje. Z\u00e1kon o soukrom\u00e9m rozhlasov\u00e9m vys\u00edl\u00e1n\u00ed obsahuje zvl\u00e1\u0161tn\u00ed pravidla pro sponzorovan\u00e9 po\u0159ady. Je nap\u0159\u00edklad zak\u00e1z\u00e1no, aby sponzoringem byla naru\u0161ena redak\u010dn\u00ed nez\u00e1vislost rozhlasov\u00e9 stanice. Pokud se jedn\u00e1 o sponzorovan\u00fd po\u0159ad, mus\u00ed b\u00fdt o tom poslucha\u010di informov\u00e1ni. To se d\u011bje v\u011bt\u0161inou ozn\u00e1men\u00edm \u201eTento po\u0159ad v\u00e1m p\u0159in\u00e1\u0161\u00ed &#8230;\u201c.       <\/p>\n\n<h3 class=\"wp-block-heading\">Pr\u00e1vn\u00ed d\u016fsledky p\u0159i poru\u0161en\u00ed p\u0159edpis\u016f o reklam\u011b v rozhlase<\/h3>\n\n<p class=\"wp-block-paragraph\">Kdo poru\u0161\u00ed p\u0159edpisy o reklam\u011b v rozhlase, mus\u00ed po\u010d\u00edtat se spr\u00e1vn\u00edmi pokutami a\u017e do v\u00fd\u0161e 3 600,00 EUR. Krom\u011b toho mohou m\u00edt poru\u0161en\u00ed z\u00e1kona o soukrom\u00e9m rozhlasov\u00e9m vys\u00edl\u00e1n\u00ed i d\u016fsledky z hlediska hospod\u00e1\u0159sk\u00e9 sout\u011b\u017ee. <\/p>\n\n<h2 class=\"wp-block-heading\">Reklama v soukrom\u00e9 televizi<\/h2>\n\n<p class=\"wp-block-paragraph\">Pravidla pro reklamu v soukrom\u00e9 televizi jsou srovnateln\u00e1 s pravidly pro rozhlasovou reklamu. V detailech v\u0161ak jdou \u010d\u00e1ste\u010dn\u011b nad r\u00e1mec. Pr\u00e1vn\u00ed r\u00e1mec pro reklamu v soukrom\u00e9 televizi tvo\u0159\u00ed z\u00e1kon o audiovizu\u00e1ln\u00edch medi\u00e1ln\u00edch slu\u017eb\u00e1ch.  <\/p>\n\n<p class=\"wp-block-paragraph\">Tento z\u00e1kon ukl\u00e1d\u00e1 zadavatel\u016fm reklamy zejm\u00e9na to, \u017ee reklama nesm\u00ed poru\u0161ovat lidskou d\u016fstojnost, nesm\u00ed b\u00fdt diskrimina\u010dn\u00ed, nesm\u00ed poru\u0161ovat n\u00e1bo\u017eensk\u00e9 a politick\u00e9 p\u0159esv\u011bd\u010den\u00ed a nesm\u00ed ohro\u017eovat zdrav\u00ed a \u017eivotn\u00ed prost\u0159ed\u00ed.<\/p>\n\n<h3 class=\"wp-block-heading\">Z\u00e1kazy reklamy<\/h3>\n\n<p class=\"wp-block-paragraph\">V soukrom\u00e9 televizi je zak\u00e1z\u00e1no propagovat tab\u00e1kov\u00e9 v\u00fdrobky, lihoviny nebo l\u00e9ky na l\u00e9ka\u0159sk\u00fd p\u0159edpis. V teleshoppingov\u00fdch po\u0159adech nesm\u011bj\u00ed b\u00fdt nab\u00edzeny v\u016fbec \u017e\u00e1dn\u00e9 l\u00e9ky nebo l\u00e9\u010debn\u00e9 postupy. Reklama na alkoholick\u00e9 n\u00e1poje, kter\u00e9 nejsou pova\u017eov\u00e1ny za lihoviny, jako nap\u0159\u00edklad pivo, sm\u00ed b\u00fdt v z\u00e1sad\u011b vys\u00edl\u00e1na, av\u0161ak konzumace alkoholu nesm\u00ed b\u00fdt zobrazov\u00e1na jako \u0159e\u0161en\u00ed probl\u00e9m\u016f nebo spojov\u00e1na s \u00fasp\u011bchem.   <\/p>\n\n<h3 class=\"wp-block-heading\">\u010casov\u00e1 omezen\u00ed<\/h3>\n\n<p class=\"wp-block-paragraph\">I pro reklamu v soukrom\u00e9 televizi plat\u00ed \u010dasov\u00e1 omezen\u00ed. V z\u00e1sad\u011b sm\u00ed b\u00fdt pro reklamu vyu\u017eito 15 % denn\u00ed doby vys\u00edl\u00e1n\u00ed.  <\/p>\n\n<h3 class=\"wp-block-heading\">Z\u00e1sada odd\u011blen\u00ed<\/h3>\n\n<p class=\"wp-block-paragraph\">I v soukrom\u00e9 televizi plat\u00ed, \u017ee reklama mus\u00ed b\u00fdt jasn\u011b odli\u0161iteln\u00e1 od zbytku programu. V\u011bt\u0161inou existuj\u00ed stejn\u011b jako v rozhlase reklamn\u00ed bloky, kter\u00e9 za\u010d\u00ednaj\u00ed a kon\u010d\u00ed optick\u00fdm a\/nebo akustick\u00fdm sign\u00e1lem. Reklamn\u00ed spoty mus\u00ed b\u00fdt jako takov\u00e9 ozna\u010deny.  <\/p>\n\n<h3 class=\"wp-block-heading\">Klam\u00e1n\u00ed, skryt\u00e1 reklama a product placement<\/h3>\n\n<p class=\"wp-block-paragraph\">Klamav\u00e1 reklama a skryt\u00e1 reklama jsou zak\u00e1z\u00e1ny i v soukrom\u00e9 televizi. Stejn\u011b tak je v z\u00e1sad\u011b zak\u00e1z\u00e1n product placement, leda\u017ee by zbo\u017e\u00ed nebo slu\u017eby n\u00edzk\u00e9 hodnoty byly pro po\u0159ad poskytnuty zdarma. Z\u00e1kaz product placementu v\u0161ak neplat\u00ed pro kino- a televizn\u00ed filmy, seri\u00e1ly a sportovn\u00ed po\u0159ady.  <\/p>\n\n<h3 class=\"wp-block-heading\">Sponzoring<\/h3>\n\n<p class=\"wp-block-paragraph\">Kdo chce sponzorovat soukromou televizn\u00ed stanici nebo po\u0159ad, mus\u00ed db\u00e1t na n\u00e1sleduj\u00edc\u00ed:<\/p>\n\n<ul class=\"wp-block-list\"><li>nesm\u00ed b\u00fdt naru\u0161ena redak\u010dn\u00ed nez\u00e1vislost stanice,<\/li><li>sponzorovan\u00e9 po\u0159ady mus\u00ed b\u00fdt jednozna\u010dn\u011b ozna\u010deny jako takov\u00e9, zejm\u00e9na na za\u010d\u00e1tku a na konci,<\/li><li>nesm\u011bj\u00ed bezprost\u0159edn\u011b vyz\u00fdvat ke koupi, pron\u00e1jmu nebo pachtu zbo\u017e\u00ed nebo slu\u017eeb,<\/li><li>v\u00fdrobci tab\u00e1kov\u00fdch v\u00fdrobk\u016f nesm\u011bj\u00ed vystupovat jako sponzo\u0159i,<\/li><li>zpravodajsk\u00e9 po\u0159ady a po\u0159ady s politick\u00fdmi informacemi nesm\u011bj\u00ed b\u00fdt sponzorov\u00e1ny.<\/li><\/ul>\n\n<h3 class=\"wp-block-heading\">Poru\u0161en\u00ed p\u0159edpis\u016f o reklam\u011b pro soukromou televizi<\/h3>\n\n<p class=\"wp-block-paragraph\">Kdo poru\u0161\u00ed p\u0159edpisy o reklam\u011b pro soukromou televizi, mus\u00ed po\u010d\u00edtat se spr\u00e1vn\u00edmi pokutami a\u017e do v\u00fd\u0161e 8 000,00 EUR. Z\u00e1va\u017en\u00e1 poru\u0161en\u00ed mohou b\u00fdt dokonce potrest\u00e1na pen\u011b\u017eit\u00fdmi tresty a\u017e do v\u00fd\u0161e 40 000,00 EUR.  <\/p>\n\n<h2 class=\"wp-block-heading\">Reklama v ORF<\/h2>\n\n<p class=\"wp-block-paragraph\">Pravidla pro reklamu v ORF se nach\u00e1zej\u00ed v z\u00e1kon\u011b o ORF. Oproti soukrom\u00fdm stanic\u00edm existuje n\u011bkolik zvl\u00e1\u0161tnost\u00ed. <\/p>\n\n<h3 class=\"wp-block-heading\">\u010casov\u00e1 omezen\u00ed<\/h3>\n\n<p class=\"wp-block-paragraph\">V televizn\u00edch programech ORF je povoleno maxim\u00e1ln\u011b 12 minut reklamy za hodinu.<\/p>\n\n<h3 class=\"wp-block-heading\">Product Placement<\/h3>\n\n<p class=\"wp-block-paragraph\"> Product Placement je v ORF v z\u00e1sad\u011b zak\u00e1z\u00e1n. V\u00fdjimkou jsou kino- a televizn\u00ed filmy, seri\u00e1ly a sportovn\u00ed po\u0159ady. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>P\u0159e\u010dt\u011bte si tak\u00e9: <a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/primy-marketing\/\">&#8222;P\u0159\u00edm\u00fd marketing&#8220;<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"Rozhlasov\u00e1 reklama zahrnuje reklamu v TV a v r\u00e1diu, resp. rozhlase. Rozhlasov\u00e1 reklama Rozhlasov\u00e1 reklama zahrnuje reklamu v r\u00e1diu. Pr\u00e1vn\u00ed r\u00e1mec pro rozhlasovou reklamu stanov\u00ed z\u00e1kon o soukrom\u00e9m rozhlasov\u00e9m vys\u00edl\u00e1n\u00ed. &#8230;","protected":false},"author":1,"featured_media":0,"parent":40295,"menu_order":34,"comment_status":"open","ping_status":"open","template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[568],"tags":[],"class_list":["post-39046","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":"Rozhlasov\u00e1 reklama zahrnuje reklamu v TV a v r\u00e1diu, resp. rozhlase. Rozhlasov\u00e1 reklama Rozhlasov\u00e1 reklama zahrnuje reklamu v r\u00e1diu. Pr\u00e1vn\u00ed r\u00e1mec pro rozhlasovou reklamu stanov\u00ed z\u00e1kon o soukrom\u00e9m rozhlasov\u00e9m vys\u00edl\u00e1n\u00ed. ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/39046","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=39046"}],"version-history":[{"count":0,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/39046\/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=39046"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/categories?post=39046"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/tags?post=39046"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}