{"id":39084,"date":"2019-12-16T14:08:00","date_gmt":"2019-12-16T13:08:00","guid":{"rendered":"https:\/\/harlander-partner.eu\/online-reklama\/"},"modified":"2026-01-21T08:27:28","modified_gmt":"2026-01-21T07:27:28","slug":"online-reklama","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/online-reklama\/","title":{"rendered":"Online reklama"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Pr\u00e1vn\u00ed r\u00e1mec pro online reklamu tvo\u0159\u00ed z\u00e1kon o elektronick\u00e9m obchodu. Online reklamou je tedy ka\u017ed\u00e1 online komunikace, jej\u00edm\u017e c\u00edlem je podpo\u0159it prodej podniku. <\/p>\n\n<p class=\"wp-block-paragraph\">Jako reklamn\u00ed prost\u0159edky p\u0159ich\u00e1zej\u00ed v \u00favahu mimo jin\u00e9:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Bannerov\u00e1 reklama:<\/strong> graficky ztv\u00e1rn\u011bn\u00e9 reklamn\u00ed plochy na webov\u00e9 str\u00e1nce, kter\u00e9 se pou\u017e\u00edvaj\u00ed pro reklamu;<\/li>\n\n\n\n<li><strong>Hypertextov\u00e9 odkazy:<\/strong> odkaz vede p\u0159\u00edmo na webovou str\u00e1nku inzerenta;<\/li>\n\n\n\n<li><strong>Pop-up okna:<\/strong> grafick\u00fd prvek, kter\u00fd se objev\u00ed, jakmile u\u017eivatel nav\u0161t\u00edv\u00ed webovou str\u00e1nku.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Z\u00e1kazy a omezen\u00ed reklamy plat\u00ed v Rakousku i na internetu. Z\u00e1kazy a omezen\u00ed reklamy jsme se ji\u017e zab\u00fdvali v \u010dl\u00e1nc\u00edch <a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/osobni-a-profesni-omezeni-reklamy\/\">\u201eOsobn\u00ed a profesn\u00ed omezen\u00ed reklamy\u201c<\/a>, <a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/omezeni-reklamy-pro-vybrana-svobodna-povolani\/\">\u201eOmezen\u00ed reklamy pro vybran\u00e9 svobodn\u00e9 profese\u201c<\/a>, <a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/reklama-a-nezletili\/\">\u201eReklama a nezletil\u00ed\u201c<\/a>, <a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/reklama-a-politici\/\">\u201eReklama a politici\u201c<\/a>, \u201eReklama v ti\u0161t\u011bn\u00fdch m\u00e9di\u00edch\u201c a <a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/primy-marketing\/\">\u201eP\u0159\u00edm\u00fd marketing\u201c<\/a>. Plat\u00ed bez omezen\u00ed i pro online oblast. Pro tu v\u0161ak existuj\u00ed i dal\u0161\u00ed zvl\u00e1\u0161tnosti.   <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-das-e-commerce-gesetz\">Z\u00e1kon o elektronick\u00e9m obchodu<\/h2>\n\n<p class=\"wp-block-paragraph\">V online oblasti je nebezpe\u010d\u00ed sm\u00edch\u00e1n\u00ed reklamy a redak\u010dn\u00edho obsahu \u010dasto v\u011bt\u0161\u00ed ne\u017e v rozhlase, kde se reklama vys\u00edl\u00e1 v reklamn\u00edch bloc\u00edch. I online v\u0161ak mus\u00ed b\u00fdt jednozna\u010dn\u011b ozna\u010deno, kdy se jedn\u00e1 o reklamu. Nab\u00eddky, p\u0159\u00edplatky a d\u00e1rky mus\u00ed b\u00fdt jasn\u011b rozpoznateln\u00e9 a podm\u00ednky pro jejich uplatn\u011bn\u00ed mus\u00ed b\u00fdt snadno dostupn\u00e9. Sout\u011b\u017ee mus\u00ed b\u00fdt rovn\u011b\u017e snadno rozpoznateln\u00e9 a u\u017eivatel mus\u00ed m\u00edt p\u0159\u00edstup k podm\u00ednk\u00e1m \u00fa\u010dasti.    <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-medienrecht\">Medi\u00e1ln\u00ed pr\u00e1vo<\/h2>\n\n<p class=\"wp-block-paragraph\">Z\u00e1kon o m\u00e9di\u00edch rovn\u011b\u017e ukl\u00e1d\u00e1 online inzerent\u016fm povinnost ozna\u010dovat ozn\u00e1men\u00ed, doporu\u010den\u00ed nebo jin\u00e9 p\u0159\u00edsp\u011bvky a zpr\u00e1vy, za jejich\u017e zve\u0159ejn\u011bn\u00ed bylo zaplaceno, jako \u201eInzer\u00e1t\u201c, \u201eReklama\u201c nebo \u201ePlacen\u00e1 inzerce\u201c. <\/p>\n\n<p class=\"wp-block-paragraph\">Krom\u011b ti\u0161t\u011bn\u00fdch m\u00e9di\u00ed zn\u00e1 z\u00e1kon o m\u00e9di\u00edch i \u201eperiodick\u00e1 elektronick\u00e1 m\u00e9dia\u201c. Jedn\u00e1 se o m\u00e9dia, kter\u00e1 jsou \u0161\u00ed\u0159ena elektronickou cestou (rozhlas), jsou dostupn\u00e1 online (webov\u00e9 str\u00e1nky) nebo se alespo\u0148 \u010dty\u0159ikr\u00e1t ro\u010dn\u011b objevuj\u00ed v srovnateln\u00e9 podob\u011b (newsletter). Tak\u00e9 online m\u00e9dia pot\u0159ebuj\u00ed tir\u00e1\u017e a za ur\u010dit\u00fdch okolnost\u00ed jsou povinna zve\u0159ej\u0148ovat informace. V\u00edce informac\u00ed o povinnosti uv\u00e1d\u011bt tir\u00e1\u017e a zve\u0159ej\u0148ovat informace naleznete v \u010dl\u00e1nku \u201eReklama v ti\u0161t\u011bn\u00fdch m\u00e9di\u00edch\u201c.    <\/p>\n\n<p class=\"wp-block-paragraph\">Od povinnosti zve\u0159ej\u0148ovat informace jsou osvobozeny pouze takzvan\u00e9 \u201emal\u00e9\u201c webov\u00e9 str\u00e1nky. Z\u00e1kon pod t\u00edm rozum\u00ed takov\u00e9 webov\u00e9 str\u00e1nky, jejich\u017e obsah nep\u0159esahuje prezentaci osobn\u00edho \u017eivota nebo prezentaci vlastn\u00edka m\u00e9dia. Krom\u011b toho \u201emal\u00e9\u201c webov\u00e9 str\u00e1nky nesm\u00ed ovliv\u0148ovat tvorbu n\u00e1zor\u016f u\u017eivatel\u016f webu. Pokud tyto krit\u00e9ria nejsou spln\u011bna, jedn\u00e1 se o \u201evelkou\u201c webovou str\u00e1nku, jej\u00ed\u017e vlastn\u00edk je povinen zve\u0159ej\u0148ovat informace. Online noviny jsou klasick\u00fdm p\u0159\u00edkladem \u201evelk\u00e9\u201c webov\u00e9 str\u00e1nky, a proto podl\u00e9haj\u00ed povinnosti zve\u0159ej\u0148ovat informace. Naproti tomu blog maminky, by\u0165 se jedn\u00e1 o sebezap\u00e1len\u011bj\u0161\u00ed blogerku, je \u201emal\u00e1\u201c webov\u00e1 str\u00e1nka, a proto je od povinnosti zve\u0159ej\u0148ovat informace osvobozena.     <\/p>\n","protected":false},"excerpt":{"rendered":"Pr\u00e1vn\u00ed r\u00e1mec pro online reklamu tvo\u0159\u00ed z\u00e1kon o elektronick\u00e9m obchodu. Online reklamou je tedy ka\u017ed\u00e1 online komunikace, jej\u00edm\u017e c\u00edlem je podpo\u0159it prodej podniku. Jako reklamn\u00ed prost\u0159edky p\u0159ich\u00e1zej\u00ed v \u00favahu mimo &#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":[568,598],"tags":[],"class_list":["post-39084","page","type-page","status-publish","hentry","category-hospodarska-soutez","category-pravo-elektronickeho-obchodu"],"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":"Pr\u00e1vn\u00ed r\u00e1mec pro online reklamu tvo\u0159\u00ed z\u00e1kon o elektronick\u00e9m obchodu. Online reklamou je tedy ka\u017ed\u00e1 online komunikace, jej\u00edm\u017e c\u00edlem je podpo\u0159it prodej podniku. Jako reklamn\u00ed prost\u0159edky p\u0159ich\u00e1zej\u00ed v \u00favahu mimo ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/39084","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=39084"}],"version-history":[{"count":0,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/39084\/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=39084"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/categories?post=39084"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/tags?post=39084"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}