{"id":40504,"date":"2019-02-25T10:30:33","date_gmt":"2019-02-25T09:30:33","guid":{"rendered":"https:\/\/harlander-partner.eu\/hospodarska-soutez\/reklama-s-vysledky-testu\/"},"modified":"2026-01-21T08:26:57","modified_gmt":"2026-01-21T07:26:57","slug":"reklama-s-vysledky-testu","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/reklama-s-vysledky-testu\/","title":{"rendered":"REKLAMA S V\u00ddSLEDKY TEST\u016e"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">V\u00fdsledky test\u016f jsou d\u016fle\u017eit\u00e9 doklady kvality, a proto jsou vhodn\u00e9 k tomu, aby v\u00fdznamn\u011b ovlivnily n\u00e1kupn\u00ed chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. Reklama s v\u00fdsledky test\u016f se proto pr\u00e1vem t\u011b\u0161\u00ed velk\u00e9 oblib\u011b. <\/p>\n\n<p class=\"wp-block-paragraph\">P\u0159i reklam\u011b s v\u00fdsledky test\u016f v\u0161ak \u010d\u00edh\u00e1 \u0159ada pr\u00e1vn\u00edch n\u00e1strah. Ani v\u00edt\u011bzstv\u00ed v testu nechr\u00e1n\u00ed p\u0159ed opr\u00e1vn\u011bn\u00fdmi napomenut\u00edmi, pokud nejsou dodr\u017eov\u00e1na pravidla pro reklamu s v\u00fdsledky test\u016f. <\/p>\n\n<h2 class=\"wp-block-heading\">PRAVIDLA PRO REKLAMU S V\u00ddSLEDKY TEST\u016e<\/h2>\n\n<p class=\"wp-block-paragraph\">Reklama s v\u00fdsledky test\u016f je podle z\u00e1kona UWG (spolkov\u00fd z\u00e1kon proti nekal\u00e9 sout\u011b\u017ei) p\u0159\u00edpustn\u00e1, pokud jsou spln\u011bny n\u00e1sleduj\u00edc\u00ed p\u0159edpoklady:<\/p>\n\n<ul class=\"wp-block-list\"><li>Test provedl nez\u00e1visl\u00fd institut.<\/li><li>Test nebyl zad\u00e1n ani zaplacen zadavatelem reklamy.<\/li><li>V\u0161echny povinn\u00e9 \u00fadaje mus\u00ed b\u00fdt dob\u0159e \u010diteln\u00e9 a snadno dohledateln\u00e9.<\/li><li>Mus\u00ed b\u00fdt uveden n\u00e1zev testovac\u00edho institutu.<\/li><li>Mus\u00ed b\u00fdt uvedeno datum (rok nebo m\u011bs\u00edc\/rok) testu.<\/li><li>V\u00fdsledek testu se mus\u00ed p\u0159esn\u011b vztahovat k propagovan\u00e9mu produktu. Pouh\u00e1 podobnost nesta\u010d\u00ed, ani pokud je propagovan\u00fd produkt s testovan\u00fdm produktem de facto technicky identick\u00fd. Pouh\u00e9 zm\u011bny obalu jsou irelevantn\u00ed.  <\/li><li>V\u00fdsledek testu mus\u00ed b\u00fdt aktu\u00e1ln\u00ed. V\u00fdsledek testu je v ka\u017ed\u00e9m p\u0159\u00edpad\u011b zastaral\u00fd, pokud jsou skute\u010dn\u011b k dispozici nov\u011bj\u0161\u00ed v\u00fdsledky test\u016f s hor\u0161\u00edm v\u00fdsledkem nebo pokud by nov\u011bj\u0161\u00ed testovac\u00ed metody p\u0159i proveden\u00ed nov\u00e9ho testu vedly k hor\u0161\u00edmu v\u00fdsledku. <\/li><li>V\u00fdsledek testu mus\u00ed vych\u00e1zet z reprezentativn\u00edho v\u00fdb\u011bru. Pokud v\u00fdsledek testu vych\u00e1z\u00ed pouze z n\u00e1hodn\u00e9ho nebo sv\u00e9voln\u00e9ho v\u00fdb\u011bru, mus\u00ed to b\u00fdt v reklam\u011b uvedeno. To plat\u00ed zejm\u00e9na tehdy, pokud je propagovan\u00fd produkt v\u00edt\u011bzem nereprezentativn\u00edho testu.  <\/li><li>V reklam\u011b mus\u00ed b\u00fdt uveden celkov\u00fd v\u00fdsledek testu, a nikoli pouze v\u00fdsledek jedin\u00e9ho testovac\u00edho krit\u00e9ria.<\/li><li>V reklam\u011b mus\u00ed b\u00fdt uvedeno p\u0159esn\u00e9 um\u00edst\u011bn\u00ed propagovan\u00e9ho produktu v r\u00e1mci v\u00fdsledku testu. To plat\u00ed zejm\u00e9na tehdy, pokud jin\u00e9 produkty dos\u00e1hly lep\u0161\u00edho v\u00fdsledku ne\u017e propagovan\u00fd produkt (tedy nap\u0159. 5. m\u00edsto z 15). Pouze pokud je v\u00fdsledek testu rozd\u011blen do kategori\u00ed a propagovan\u00fd produkt dos\u00e1hne nejvy\u0161\u0161\u00ed kategorie, je p\u0159\u00edpustn\u00e9 kategorii uv\u00e9st, ale upustit od uveden\u00ed p\u0159esn\u00e9ho um\u00edst\u011bn\u00ed, i kdy\u017e by existovaly je\u0161t\u011b lep\u0161\u00ed v\u00fdsledky test\u016f (tedy nap\u0159. \u201evelmi dobr\u00fd\u201c).  <\/li><li>Reklama mus\u00ed v\u00fdsledek testu spr\u00e1vn\u011b reprodukovat. Doporu\u010duje se pou\u017e\u00edvat p\u016fvodn\u00ed zn\u011bn\u00ed. <\/li><li>Reklama mus\u00ed obsahovat odkaz \/ link na p\u0159esn\u00e9 m\u00edsto n\u00e1lezu v\u00fdsledku testu.<\/li><li>\u0158ada testovac\u00edch institut\u016f stanov\u00ed obchodn\u00ed podm\u00ednky pro pou\u017eit\u00ed sv\u00fdch v\u00fdsledk\u016f test\u016f, p\u0159\u00edpadn\u011b po\u017eaduje licencov\u00e1n\u00ed a zaplacen\u00ed pou\u017eit\u00ed v\u00fdsledk\u016f test\u016f, zejm\u00e9na pokud jsou tyto pou\u017e\u00edv\u00e1ny pro reklamn\u00ed \u00fa\u010dely. Obchodn\u00ed, resp. licen\u010dn\u00ed podm\u00ednky testovac\u00edho institutu je nutn\u00e9 striktn\u011b dodr\u017eovat. <\/li><li>V z\u00e1vislosti na okolnostech jednotliv\u00e9ho p\u0159\u00edpadu mohou k v\u00fd\u0161e uveden\u00fdm p\u0159edpoklad\u016fm pro reklamu s v\u00fdsledky test\u016f p\u0159istoupit dal\u0161\u00ed po\u017eadavky.<\/li><\/ul>\n\n<h2 class=\"wp-block-heading\">PR\u00c1VN\u00cd D\u016eSLEDKY P\u0158I NEDODR\u017dEN\u00cd PRAVIDEL<\/h2>\n\n<p class=\"wp-block-paragraph\">Pokud nejsou tato pravidla p\u0159i reklam\u011b s v\u00fdsledky test\u016f dodr\u017eov\u00e1na, pak se jedn\u00e1 o klam\u00e1n\u00ed, resp. poru\u0161en\u00ed pravidel o srovn\u00e1vac\u00ed reklam\u011b podle z\u00e1kona UWG (z\u00e1kon proti nekal\u00e9 sout\u011b\u017ei). V tomto p\u0159\u00edpad\u011b jsou konkurenti zadavatele reklamy, resp. spolky na ochranu hospod\u00e1\u0159sk\u00e9 sout\u011b\u017ee nebo spot\u0159ebitel\u016f opr\u00e1vn\u011bni proti tomuto poru\u0161en\u00ed pr\u00e1va postupovat. To se d\u011bje formou napomenut\u00ed (zasl\u00e1n\u00ed v\u00fdzvy k upu\u0161t\u011bn\u00ed od protipr\u00e1vn\u00edho jedn\u00e1n\u00ed) nebo \u017ealoby. Mo\u017en\u00e9 n\u00e1roky jsou upu\u0161t\u011bn\u00ed od protisout\u011b\u017en\u00ed reklamy, vy\u00fa\u010dtov\u00e1n\u00ed, n\u00e1hrada \u0161kody, resp. u\u0161l\u00fd zisk, jako\u017e i zve\u0159ejn\u011bn\u00ed sm\u00edru, resp. rozsudku.   <\/p>\n\n<p class=\"wp-block-paragraph\">Reklama, kter\u00e1 poru\u0161uje obchodn\u00ed nebo licen\u010dn\u00ed podm\u00ednky testovac\u00edho institutu, oprav\u0148uje testovac\u00ed institut po\u017eadovat upu\u0161t\u011bn\u00ed od protipr\u00e1vn\u00edho jedn\u00e1n\u00ed a uplat\u0148ovat n\u00e1roky na n\u00e1hradu \u0161kody, resp. u\u0161l\u00fd zisk.<\/p>\n","protected":false},"excerpt":{"rendered":"V\u00fdsledky test\u016f jsou d\u016fle\u017eit\u00e9 doklady kvality, a proto jsou vhodn\u00e9 k tomu, aby v\u00fdznamn\u011b ovlivnily n\u00e1kupn\u00ed chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. Reklama s v\u00fdsledky test\u016f se proto pr\u00e1vem t\u011b\u0161\u00ed velk\u00e9 oblib\u011b. P\u0159i reklam\u011b &#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-40504","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":"V\u00fdsledky test\u016f jsou d\u016fle\u017eit\u00e9 doklady kvality, a proto jsou vhodn\u00e9 k tomu, aby v\u00fdznamn\u011b ovlivnily n\u00e1kupn\u00ed chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. Reklama s v\u00fdsledky test\u016f se proto pr\u00e1vem t\u011b\u0161\u00ed velk\u00e9 oblib\u011b. P\u0159i reklam\u011b ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/40504","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=40504"}],"version-history":[{"count":0,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/40504\/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=40504"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/categories?post=40504"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/tags?post=40504"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}