{"id":131958,"date":"2026-03-31T10:00:00","date_gmt":"2026-03-31T08:00:00","guid":{"rendered":"https:\/\/harlander-partner.eu\/sutazne-pravo\/%c2%a7-2a-uwg-porovnavacia-reklama\/"},"modified":"2026-05-29T15:48:58","modified_gmt":"2026-05-29T13:48:58","slug":"%c2%a7-2a-uwg-porovnavacia-reklama","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/sk\/sutazne-pravo\/%c2%a7-2a-uwg-porovnavacia-reklama\/","title":{"rendered":"\u00a7 2a UWG \u2013 Porovn\u00e1vacia reklama"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>\u00a7 2a UWG \u2013 Porovn\u00e1vacia reklama<\/h2><ul><li><a href=\"#h-funktion-vergleichender-werbung\" data-level=\"2\">Funkcia porovn\u00e1vacej reklamy<\/a><ul><li><a href=\"#h-unionsrechtskonforme-auslegung\" data-level=\"3\">V\u00fdklad v s\u00falade s pr\u00e1vom \u00danie<\/a><\/li><\/ul><\/li><li><a href=\"#h-verhaltnis-zu-anderen-vorschriften\" data-level=\"2\">Vz\u0165ah k in\u00fdm ustanoveniam<\/a><ul><li><a href=\"#h-werbe-rl-2006-114-eg\" data-level=\"3\">Smernica o reklame 2006\/114\/ES<\/a><\/li><li><a href=\"#h-spezialgesetzliche-materien\" data-level=\"3\">Osobitn\u00e9 pr\u00e1vne oblasti<\/a><\/li><li><a href=\"#h-markenrecht\" data-level=\"3\">Pr\u00e1vo ochrann\u00fdch zn\u00e1mok<\/a><\/li><li><a href=\"#h-urheberrecht\" data-level=\"3\">Autorsk\u00e9 pr\u00e1vo<\/a><\/li><li><a href=\"#h-personlichkeitsrechte\" data-level=\"3\">Osobnostn\u00e9 pr\u00e1va<\/a><\/li><\/ul><\/li><li><a href=\"#h-merkmale-der-vergleichenden-werbung\" data-level=\"2\">Znaky porovn\u00e1vacej reklamy<\/a><ul><li><a href=\"#h-begriff-der-werbung\" data-level=\"3\">Pojem reklamy<\/a><\/li><li><a href=\"#h-bezugnahme-auf-mitbewerber-oder-dessen-produkte\" data-level=\"3\">Odkaz na konkurenta alebo jeho produkty<\/a><\/li><li><a href=\"#h-absatzforderungszweck\" data-level=\"3\">\u00da\u010del podpory predaja<\/a><\/li><li><a href=\"#h-unmittelbare-und-mittelbare-vergleichende-werbung\" data-level=\"3\">Priama a nepriama porovn\u00e1vacia reklama<\/a><\/li><\/ul><\/li><li><a href=\"#h-zulassigkeitsvoraussetzungen-der-vergleichenden-werbung\" data-level=\"2\">Podmienky pr\u00edpustnosti porovn\u00e1vacej reklamy<\/a><ul><li><a href=\"#h-irrefuhrungsverbot\" data-level=\"3\">Z\u00e1kaz zav\u00e1dzania<\/a><\/li><li><a href=\"#h-hinreichende-substituierbarkeit\" data-level=\"3\">Dostato\u010dn\u00e1 zastupite\u013enos\u0165<\/a><\/li><li><a href=\"#h-objektivitatsgebot\" data-level=\"3\">Po\u017eiadavka objektivity<\/a><\/li><li><a href=\"#h-vergleichbare-eigenschaften\" data-level=\"3\">Porovnate\u013en\u00e9 vlastnosti<\/a><\/li><li><a href=\"#h-herabsetzungsverbot\" data-level=\"3\">Z\u00e1kaz zneva\u017eovania<\/a><\/li><li><a href=\"#h-ursprungsbezeichnungsidentitat\" data-level=\"3\">Toto\u017enos\u0165 ozna\u010denia p\u00f4vodu<\/a><\/li><li><a href=\"#h-verbot-unlauterer-rufausnutzung\" data-level=\"3\">Z\u00e1kaz nekal\u00e9ho vyu\u017e\u00edvania povesti<\/a><\/li><li><a href=\"#h-verbot-der-imitationswerbung\" data-level=\"3\">Z\u00e1kaz imita\u010dnej reklamy<\/a><\/li><li><a href=\"#h-verbot-von-verwechslungsgefahr\" data-level=\"3\">Z\u00e1kaz nebezpe\u010denstva z\u00e1meny<\/a><\/li><\/ul><\/li><li><a href=\"#h-rechtsfolgen-unzulassiger-vergleichender-werbung\" data-level=\"2\">Pr\u00e1vne d\u00f4sledky nepr\u00edpustnej porovn\u00e1vacej reklamy<\/a><\/li><li><a href=\"#h-ihre-vorteile-mit-anwaltlicher-unterstutzung\" data-level=\"2\">Va\u0161e v\u00fdhody s pr\u00e1vnou podporou<\/a><\/li><li><a href=\"#h-haufig-gestellte-fragen-faq\" data-level=\"2\">\u010casto kladen\u00e9 ot\u00e1zky \u2013 FAQ<\/a><\/li><\/ul><\/div>\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/www.ris.bka.gv.at\/eli\/bgbl\/1984\/448\/P2a\/NOR40245449\" type=\"link\" id=\"https:\/\/www.ris.bka.gv.at\/eli\/bgbl\/1984\/448\/P2a\/NOR40245449\" target=\"_blank\" rel=\"noreferrer noopener\">\u00a7 2a UWG<\/a><\/strong> definuje porovn\u00e1vaciu reklamu ako ak\u00fako\u013evek reklamu, ktor\u00e1 priamo alebo nepriamo identifikovate\u013en\u00fdm zp\u016fsobom ozna\u010duje konkurenta alebo jeho <strong>tovary \u010di slu\u017eby<\/strong>. Ustanovenie stanovuje, \u017ee tak\u00e1to <strong>porovn\u00e1vacia reklama je v z\u00e1sade pr\u00edpustn\u00e1<\/strong>, pokia\u013e <strong>neporu\u0161uje<\/strong>   <strong>\u00a7\u00a7 1, 1a, 2, 7 alebo 9 ods. 1 a\u017e 3 UWG <\/strong> <strong><\/strong>. T\u00fdm \u00a7 2a UWG obsahuje tak leg\u00e1lnu defin\u00edciu porovn\u00e1vacej reklamy, ako aj jej hranice pr\u00edpustnosti z h\u013eadiska pr\u00e1va nekalej s\u00fa\u0165a\u017ee. \u00da\u010delom \u00fapravy je umo\u017eni\u0165 vecn\u00e9 a objekt\u00edvne reklamn\u00e9 porovnania v hospod\u00e1rskej s\u00fa\u0165a\u017ei, no z\u00e1rove\u0148 zabr\u00e1ni\u0165 zav\u00e1dzaj\u00facej, zneva\u017euj\u00facej alebo inak nekalej porovn\u00e1vacej reklame.  <\/p>\n\n<div class=\"wp-block-uagb-container uagb-block-3019fe8e alignfull uagb-is-root-container\">\n<div class=\"wp-block-uagb-container uagb-block-32585033\">\n<p class=\"wp-block-paragraph\"><strong>Porovn\u00e1vacia reklama<\/strong> je ka\u017ed\u00e1 reklama, ktor\u00e1 <strong>zvidite\u013e\u0148uje konkuren\u010dn\u00fa spolo\u010dnos\u0165 alebo jej produkty a sp\u00e1ja s nimi vlastn\u00fd v\u00fdkon<\/strong>. Pod\u013ea \u00a7 2a UWG je v z\u00e1sade pr\u00edpustn\u00e1, pokia\u013e je porovnanie <strong>objekt\u00edvne, overite\u013en\u00e9 a nie je zav\u00e1dzaj\u00face ani zneva\u017euj\u00face<\/strong>. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-45819ab6\"><picture>\n\t\t<source srcset=\"https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-352x198.webp\" >\n\t\t<img decoding=\"async\" class=\"mr-picture-small\" src=\"https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG.webp\" alt=\"\u00a7 2a UWG vysvet\u013euje porovn\u00e1vaciu reklamu: predpoklady, hranice a pr\u00e1vne d\u00f4sledky v rak\u00faskom s\u00fa\u0165a\u017enom pr\u00e1ve.\" >\n\t<\/picture>\n<\/div>\n<\/div>\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\">\u201ePorovn\u00e1vacia reklama je pr\u00edpustn\u00fdm n\u00e1strojom hospod\u00e1rskej s\u00fa\u0165a\u017ee \u2013 rozhoduj\u00face v\u0161ak je, aby porovnanie zostalo vecn\u00e9 a nevytv\u00e1ralo u verejnosti falo\u0161n\u00fd dojem.\u201c<\/span>\n    <\/div>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Bezplatn\u00e1 \u00favodn\u00e1 konzult\u00e1cia\"><span class=\"mr-cta-link-normal\">Vyberte si preferovan\u00fd term\u00edn:<\/span><span class=\"mr-cta-link-bold\">Bezplatn\u00e1 \u00favodn\u00e1 konzult\u00e1cia<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-funktion-vergleichender-werbung\">Funkcia porovn\u00e1vacej reklamy<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>Porovn\u00e1vacia reklama<\/strong> pln\u00ed v hospod\u00e1rskej s\u00fa\u0165a\u017ei <strong>d\u00f4le\u017eit\u00fa informa\u010dn\u00fa funkciu<\/strong>. Spolo\u010dnosti vedome porovn\u00e1vaj\u00fa svoje produkty alebo slu\u017eby s ponukami konkurentov, aby zvidite\u013enili rozdiely. V\u010faka tomu sa m\u00f4\u017eu \u00fa\u010dastn\u00edci trhu <strong>r\u00fdchlej\u0161ie zorientova\u0165 a lep\u0161ie zaradi\u0165 ponuky<\/strong>. <\/p>\n\n<p class=\"wp-block-paragraph\">Z\u00e1konodarca povo\u013euje t\u00fato formu reklamy, preto\u017ee m\u00f4\u017ee <strong>podporova\u0165 transparentnos\u0165 v hospod\u00e1rskej s\u00fa\u0165a\u017ei<\/strong>. Jasn\u00e9 porovnanie pom\u00e1ha spotrebite\u013eom rozpozna\u0165, ak\u00e9 vlastnosti, ceny alebo slu\u017eby m\u00e1 ponuka v porovnan\u00ed s in\u00fdmi produktmi. Z\u00e1rove\u0148 vznik\u00e1 pre spolo\u010dnosti podnet <strong>preuk\u00e1zate\u013ene prezentova\u0165 kvalitu, cenu a v\u00fdkon<\/strong>.  <\/p>\n\n<p class=\"wp-block-paragraph\">Porovn\u00e1vacia reklama preto pln\u00ed na trhu nieko\u013eko funkci\u00ed:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Inform\u00e1cie o rozdieloch<\/strong> medzi konkuren\u010dn\u00fdmi produktmi alebo slu\u017ebami<\/li>\n\n\n\n<li><strong>Podpora transparentnej hospod\u00e1rskej s\u00fa\u0165a\u017ee<\/strong>, v ktorej sa v\u00fdkony st\u00e1vaj\u00fa porovnate\u013en\u00fdmi<\/li>\n\n\n\n<li><strong>U\u013eah\u010denie rozhodovania o k\u00fape<\/strong>, preto\u017ee sa zvidite\u013e\u0148uj\u00fa d\u00f4le\u017eit\u00e9 vlastnosti produktov<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Cie\u013eom \u00fapravy je hospod\u00e1rska s\u00fa\u0165a\u017e, ktor\u00e1 je zalo\u017een\u00e1 <strong>na zrozumite\u013en\u00fdch tvrdeniach a overite\u013en\u00fdch faktoch<\/strong>.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-unionsrechtskonforme-auslegung\">V\u00fdklad v s\u00falade s pr\u00e1vom \u00danie<\/h3>\n\n<p class=\"wp-block-paragraph\">\u00a7 2a UWG mus\u00ed by\u0165 vykladan\u00fd <strong>v s\u00falade s pr\u00e1vom \u00danie<\/strong>. To znamen\u00e1, \u017ee rak\u00faske s\u00fady musia toto ustanovenie uplat\u0148ova\u0165 tak, aby bolo v s\u00falade s po\u017eiadavkami pr\u00e1va \u00danie, najm\u00e4 so smernicou <a href=\"http:\/\/data.europa.eu\/eli\/dir\/2006\/114\/oj\" type=\"link\" id=\"http:\/\/data.europa.eu\/eli\/dir\/2006\/114\/oj\">2006\/114\/ES<\/a> o klamlivej a porovn\u00e1vacej reklame <strong>\u201esmernica o reklame\u201c<\/strong>. T\u00e1to smernica tvor\u00ed z\u00e1klad pre s\u00fa\u010dasn\u00fa \u00fapravu porovn\u00e1vacej reklamy v Rak\u00fasku a z\u00e1sadne ovplyv\u0148uje jej obsah a v\u00fdklad.  <\/p>\n\n<p class=\"wp-block-paragraph\">Ke\u010f\u017ee \u00a7 2a UWG nepreberal po\u017eiadavky pr\u00e1va \u00danie \u00faplne doslovne, podmienky pr\u00edpustnej porovn\u00e1vacej reklamy sa spres\u0148uj\u00fa <strong>judikat\u00farou ESD<\/strong> a <strong>v\u00fdkladom v s\u00falade so smernicou<\/strong>. Porovn\u00e1vacia reklama je pod\u013ea toho v z\u00e1sade pr\u00edpustn\u00e1, mus\u00ed v\u0161ak by\u0165 <strong>objekt\u00edvna, vecn\u00e1, overite\u013en\u00e1 a bez zav\u00e1dzania<\/strong>. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-verhaltnis-zu-anderen-vorschriften\">Vz\u0165ah k in\u00fdm ustanoveniam<\/h2>\n\n<p class=\"wp-block-paragraph\">\u00a7 2a UWG nestoj\u00ed izolovane, ale v \u00fazkom vz\u0165ahu s \u010fal\u0161\u00edmi vn\u00fatro\u0161t\u00e1tnymi a \u00fanijn\u00fdmi predpismi. Pr\u00edpustnos\u0165 porovn\u00e1vacej reklamy sa preto neposudzuje v\u00fdlu\u010dne pod\u013ea \u00a7 2a UWG samotn\u00e9ho, ale aj pod\u013ea \u010fal\u0161\u00edch ustanoven\u00ed pr\u00e1va nekalej s\u00fa\u0165a\u017ee, ochrann\u00fdch zn\u00e1mok, autorsk\u00e9ho pr\u00e1va a osobnostn\u00fdch pr\u00e1v. Okrem toho je potrebn\u00e9 zoh\u013eadni\u0165 odvetvov\u00e9 osobitn\u00e9 \u00fapravy.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-werbe-rl-2006-114-eg\"><a href=\"http:\/\/data.europa.eu\/eli\/dir\/2006\/114\/oj\" type=\"link\" id=\"http:\/\/data.europa.eu\/eli\/dir\/2006\/114\/oj\" target=\"_blank\" rel=\"noreferrer noopener\">Smernica o reklame 2006\/114\/ES<\/a><\/h3>\n\n<p class=\"wp-block-paragraph\">\u00a7 2a UWG \u00fazko s\u00favis\u00ed so smernicou 2006\/114\/ES o klamlivej a porovn\u00e1vacej reklame (\u201esmernica o reklame\u201c). Ustanovenie implementuje po\u017eiadavky pr\u00e1va \u00danie vypl\u00fdvaj\u00face zo smernice do rak\u00faskeho pr\u00e1va, a preto sa mus\u00ed vyklada\u0165 v s\u00falade s pr\u00e1vom \u00danie. K\u013e\u00fa\u010dov\u00e9 po\u017eiadavky na pr\u00edpustn\u00fa porovn\u00e1vaciu reklamu, najm\u00e4 objektivita, overite\u013enos\u0165 a z\u00e1kaz klamania, vypl\u00fdvaj\u00fa predov\u0161etk\u00fdm z \u010dl\u00e1nku 4 smernice o reklame.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-spezialgesetzliche-materien\">Osobitn\u00e9 pr\u00e1vne oblasti<\/h3>\n\n<p class=\"wp-block-paragraph\">Okrem UWG existuj\u00fa pre ur\u010dit\u00e9 odvetvia \u010fal\u0161ie reklamn\u00e9 predpisy. Obzvl\u00e1\u0161\u0165 relevantn\u00e9 s\u00fa osobitn\u00e9 \u00fapravy pre lieky, potraviny a finan\u010dn\u00e9 produkty. V t\u00fdchto oblastiach platia pr\u00edsnej\u0161ie po\u017eiadavky na porovn\u00e1vaciu reklamu, napr\u00edklad pokia\u013e ide o zdravotn\u00e9 tvrdenia, porovnania \u00fa\u010dinkov alebo informa\u010dn\u00e9 povinnosti. \u00a7 2a UWG sa preto uplat\u0148uje spolo\u010dne s pr\u00edslu\u0161n\u00fdmi osobitn\u00fdmi z\u00e1konmi.   <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-markenrecht\">Pr\u00e1vo ochrann\u00fdch zn\u00e1mok<\/h3>\n\n<p class=\"wp-block-paragraph\">Porovn\u00e1vacia reklama sa dot\u00fdka pr\u00e1va ochrann\u00fdch zn\u00e1mok vtedy, ke\u010f sa uv\u00e1dzaj\u00fa zn\u00e1mky alebo ozna\u010denia konkurentov. Pou\u017e\u00edvanie cudz\u00edch zn\u00e1mok je v z\u00e1sade <strong>pr\u00edpustn\u00e9<\/strong>, ak je potrebn\u00e9 na <strong>vecn\u00e9<\/strong> a <strong>objekt\u00edvne<\/strong> <strong>porovnanie<\/strong> a nepredstavuje vyu\u017e\u00edvanie povesti, zneva\u017eovanie alebo nebezpe\u010denstvo z\u00e1meny. <strong>Nepr\u00edpustn\u00e9<\/strong> je nekal\u00e9 <strong>vyu\u017e\u00edvanie dobrej povesti<\/strong> <strong>zn\u00e1mej zn\u00e1mky<\/strong> alebo nevecn\u00e9 <strong>zneva\u017eovanie zn\u00e1mky<\/strong>. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-urheberrecht\">Autorsk\u00e9 pr\u00e1vo<\/h3>\n\n<p class=\"wp-block-paragraph\">Aj ot\u00e1zky autorsk\u00e9ho pr\u00e1va m\u00f4\u017eu by\u0165 pri porovn\u00e1vacej reklame relevantn\u00e9, napr\u00edklad ke\u010f sa pou\u017e\u00edvaj\u00fa cudzie obr\u00e1zky produktov, obaly alebo reklamn\u00e9 materi\u00e1ly. Tak\u00e9to zobrazenia s\u00fa pr\u00edpustn\u00e9 len vtedy, pokia\u013e s\u00fa na reklamn\u00e9 porovnanie <strong>potrebn\u00e9<\/strong> a <strong>vecne od\u00f4vodnen\u00e9<\/strong>. Inak m\u00f4\u017ee <strong>navy\u0161e<\/strong> d\u00f4js\u0165 k <strong>poru\u0161eniu autorsk\u00fdch pr\u00e1v<\/strong>.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-personlichkeitsrechte\">Osobnostn\u00e9 pr\u00e1va<\/h3>\n\n<p class=\"wp-block-paragraph\">Porovn\u00e1vacia reklama okrem toho <strong>nesmie poru\u0161ova\u0165 osobnostn\u00e9 pr\u00e1va<\/strong>. Obzvl\u00e1\u0161\u0165 problematick\u00e9 je pou\u017e\u00edvanie obr\u00e1zkov alebo osobn\u00fdch inform\u00e1ci\u00ed konkurentov \u010di tret\u00edch os\u00f4b na reklamn\u00e9 \u00fa\u010dely. Reklama, ktor\u00e1 osoby <strong>zbyto\u010dne vystavuje<\/strong> alebo <strong>po\u0161kodzuje ich poves\u0165<\/strong>, je <strong>nepr\u00edpustn\u00e1<\/strong>.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-merkmale-der-vergleichenden-werbung\">Znaky porovn\u00e1vacej reklamy<\/h2>\n\n<p class=\"wp-block-paragraph\">Z\u00e1konodarca uzn\u00e1va, \u017ee porovnania v hospod\u00e1rskej s\u00fa\u0165a\u017ei s\u00fa v z\u00e1sade <strong>legit\u00edmnymi marketingov\u00fdmi n\u00e1strojmi<\/strong>. Spolo\u010dnosti preto m\u00f4\u017eu porovn\u00e1va\u0165 svoje produkty alebo slu\u017eby s ponukami konkurentov. <\/p>\n\n<p class=\"wp-block-paragraph\">Reklamn\u00e9 porovnanie je v\u0161ak pr\u00edpustn\u00e9 len vtedy, ke\u010f sa vz\u0165ahuje na <strong>porovnate\u013en\u00e9 v\u00fdkony<\/strong> a porovn\u00e1va <strong>objekt\u00edvne overite\u013en\u00e9 znaky<\/strong>. Reklama nesmie nevecne \u00fato\u010di\u0165 na konkurentov ani ne\u00fapln\u00fdmi inform\u00e1ciami vytv\u00e1ra\u0165 falo\u0161n\u00fd dojem. T\u00fdm sa porovnanie v reklame st\u00e1va nepr\u00edpustn\u00fdm a predstavuje poru\u0161enie \u00a7 2a UWG.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-begriff-der-werbung\">Pojem reklamy<\/h3>\n\n<p class=\"wp-block-paragraph\">Pojem reklamy sa v s\u00favislosti s \u00a7 2a UWG ch\u00e1pe ve\u013emi \u0161iroko. Reklama je ka\u017ed\u00e9 <strong>vyhl\u00e1senie podniku<\/strong>, ktor\u00e9 <strong>objekt\u00edvne<\/strong> sl\u00fa\u017ei na podporu predaja tovaru alebo slu\u017eieb. Pritom nie je rozhoduj\u00face, v akej forme sa reklama uskuto\u010d\u0148uje alebo ak\u00fdm m\u00e9diom sa \u0161\u00edri. Zah\u0155\u0148aj\u00fa sa teda inzer\u00e1ty, telev\u00edzna a rozhlasov\u00e1 reklama, internetov\u00e9 str\u00e1nky, pr\u00edspevky na soci\u00e1lnych sie\u0165ach, plag\u00e1ty alebo in\u00e9 reklamn\u00e9 vyhl\u00e1senia. Aj v\u00fdslovne nereklamn\u00e9 vyhl\u00e1senia m\u00f4\u017eu by\u0165 pova\u017eovan\u00e9 za reklamu, ak zjavne sl\u00fa\u017eia na podporu vlastn\u00e9ho podniku alebo vlastn\u00fdch v\u00fdkonov.    <\/p>\n\n<p class=\"wp-block-paragraph\">Pre existenciu reklamy nie je potrebn\u00e9, aby bolo vyjadrenie adresovan\u00e9 <strong>spotrebite\u013eom<\/strong>. Reklamu m\u00f4\u017eu predstavova\u0165 aj vyjadrenia adresovan\u00e9 <strong>podnikate\u013eom<\/strong> alebo <strong>odborn\u00fdm kruhom<\/strong>. Rozhoduj\u00face je v\u00fdlu\u010dne to, \u017ee existuje hospod\u00e1rska s\u00favislos\u0165 s podnikate\u013eskou \u010dinnos\u0165ou. <strong>\u010cisto s\u00fakromn\u00e9<\/strong> alebo <strong>iba informat\u00edvne vyjadrenia bez vz\u0165ahu k hospod\u00e1rskej s\u00fa\u0165a\u017ei<\/strong> naopak nespadaj\u00fa pod pojem reklamy.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-bezugnahme-auf-mitbewerber-oder-dessen-produkte\">Odkaz na konkurenta alebo jeho produkty<\/h3>\n\n<p class=\"wp-block-paragraph\">Porovn\u00e1vacia reklama predpoklad\u00e1, \u017ee sa identifikovate\u013en\u00fdm sp\u00f4sobom ozna\u010d\u00ed <strong>konkurent<\/strong> alebo jeho <strong>tovary \u010di slu\u017eby<\/strong>. <strong>Subjektom odkazu<\/strong> je pritom <strong>konkurent<\/strong> s\u00e1m, zatia\u013e \u010do <strong>objektom odkazu<\/strong> s\u00fa n\u00edm <strong>pon\u00fakan\u00e9 produkty alebo slu\u017eby<\/strong>. Rozhoduj\u00face je, \u017ee osloven\u00e9 publikum rozpozn\u00e1 alebo m\u00f4\u017ee rozpozna\u0165, na ktor\u00fd podnik alebo produkt sa odkazuje.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>V\u00fdslovn\u00e9 uvedenie<\/strong> konkurenta pritom <strong>nie je potrebn\u00e9<\/strong>. Porovn\u00e1vacia reklama m\u00f4\u017ee existova\u0165 aj vtedy, ke\u010f je podnik ozna\u010den\u00fd len <strong>nepriamo<\/strong>. To je pr\u00edpad, ke\u010f je na z\u00e1klade postavenia na trhu, \u00fapravy reklamy alebo ur\u010dit\u00fdch znakov jasn\u00e9, ktor\u00fd konkurent je myslen\u00fd, bez toho, aby bol v\u00fdslovne uveden\u00fd. Na mal\u00fdch alebo silno preh\u013eadn\u00fdch trhoch m\u00f4\u017ee u\u017e v\u0161eobecn\u00fd odkaz sta\u010di\u0165 na to, aby bol ur\u010dit\u00fd konkurent identifikovate\u013en\u00fd.   <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Neposta\u010duje<\/strong> v\u0161ak len \u010disto <strong>v\u0161eobecn\u00fd<\/strong> alebo \u00faplne <strong>anonymn\u00fd odkaz<\/strong> bez rozpoznate\u013en\u00e9ho priradenia ku konkr\u00e9tnemu konkurentovi alebo jeho produktom.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-absatzforderungszweck\">\u00da\u010del podpory predaja<\/h3>\n\n<p class=\"wp-block-paragraph\">Podstatn\u00fdm znakom porovn\u00e1vacej reklamy je <strong>\u00fa\u010del podpory predaja<\/strong>. Pr\u00edslu\u0161n\u00e9 vyhl\u00e1senie mus\u00ed by\u0165 <strong>objekt\u00edvne<\/strong> zameran\u00e9 na <strong>podporu predaja tovaru alebo slu\u017eieb<\/strong>. Pritom nez\u00e1le\u017e\u00ed na subjekt\u00edvnom \u00famysle inzerenta, ale na tom, ako vyhl\u00e1senie p\u00f4sob\u00ed navonok.  <\/p>\n\n<p class=\"wp-block-paragraph\">\u00da\u010del podpory predaja nie je pr\u00edtomn\u00fd len pri klasick\u00fdch produktov\u00fdch reklam\u00e1ch, ale aj pri <strong>imid\u017eovej reklame<\/strong> alebo <strong>in\u00fdch vyhl\u00e1seniach<\/strong>, ktor\u00e9 maj\u00fa podnik alebo jeho v\u00fdkony predstavi\u0165 v lep\u0161om svetle. U\u017e len <strong>zd\u00f4raznenie osobitn\u00fdch vlastnost\u00ed<\/strong>, <strong>v\u00fdhod<\/strong> alebo <strong>postavenia na trhu<\/strong> m\u00f4\u017ee by\u0165 dostato\u010dn\u00e9. Pod to m\u00f4\u017ee spada\u0165 aj reklama tret\u00edch str\u00e1n, ak sl\u00fa\u017ei na podporu predaja podniku.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-unmittelbare-und-mittelbare-vergleichende-werbung\">Priama a nepriama porovn\u00e1vacia reklama<\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>Priame<\/strong> porovnanie nast\u00e1va vtedy, ke\u010f je v reklame v\u00fdslovne uveden\u00fd alebo zobrazen\u00fd <strong>konkurent<\/strong> alebo jeho <strong>produkty \u010di slu\u017eby<\/strong>. Reklama pritom priamo stavia vlastn\u00e9 tovary alebo slu\u017eby do protikladu k ponuk\u00e1m konkr\u00e9tneho konkuren\u010dn\u00e9ho podniku. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Nepriame porovnanie<\/strong> nast\u00e1va vtedy, ke\u010f podnik iba nar\u00e1\u017ea na produkty, zna\u010dky alebo reklamn\u00e9 vyhl\u00e1senia konkurenta. Tak\u00fdto odkaz predstavuje porovn\u00e1vaciu reklamu aj vtedy, ak t\u00fdm vznik\u00e1 <strong>dojem<\/strong>, \u017ee vlastn\u00fd produkt je alternat\u00edvou ku konkuren\u010dn\u00e9mu produktu. T\u00fdka sa to napr\u00edklad rekl\u00e1m, ktor\u00e9 vedome nadv\u00e4zuj\u00fa na zn\u00e1me zna\u010dky, reklamn\u00e9 slogany alebo produkty konkurentov.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Porovn\u00e1vacia reklama<\/strong> naopak neexistuje vtedy, ke\u010f sa len v\u0161eobecne propaguje vlastn\u00fd podnik, bez toho, aby bol identifikovate\u013en\u00fdm sp\u00f4sobom ozna\u010den\u00fd konkr\u00e9tny konkurent alebo jeho produkty. Aj len samochv\u00e1la alebo v\u0161eobecn\u00e9 reklamn\u00e9 vyhl\u00e1senia bez rozpoznate\u013en\u00e9ho s\u00fa\u0165a\u017en\u00e9ho vz\u0165ahu na to v z\u00e1sade nesta\u010dia. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-zulassigkeitsvoraussetzungen-der-vergleichenden-werbung\">Podmienky pr\u00edpustnosti porovn\u00e1vacej reklamy<\/h2>\n\n<p class=\"wp-block-paragraph\">Z\u00e1konodarca <strong>povo\u013euje<\/strong> <strong>reklamn\u00e9 porovnanie<\/strong>, aby podporil hospod\u00e1rsku s\u00fa\u0165a\u017e a pomohol spotrebite\u013eom lep\u0161ie porovn\u00e1va\u0165 produkty alebo slu\u017eby. Mus\u00ed v\u0161ak sp\u013a\u0148a\u0165 z\u00e1konn\u00e9 po\u017eiadavky a nesmie <strong>predstavova\u0165 nekal\u00e9 s\u00fa\u0165a\u017en\u00e9 konanie<\/strong>. <\/p>\n\n<p class=\"wp-block-paragraph\">Podmienky pr\u00edpustnosti vypl\u00fdvaj\u00fa z \u00a7 2a UWG, ako aj zo smernice 2006\/114\/ES o klamlivej a porovn\u00e1vacej reklame. Cie\u013eom t\u00fdchto \u00faprav je umo\u017eni\u0165 vecn\u00e9 a objekt\u00edvne reklamn\u00e9 porovnania, no z\u00e1rove\u0148 zabr\u00e1ni\u0165 zav\u00e1dzaj\u00facim, zneva\u017euj\u00facim alebo inak nekal\u00fdm reklamn\u00fdm opatreniam. Porovn\u00e1vacia reklama preto najm\u00e4 nesmie klama\u0165, nevecne \u00fato\u010di\u0165 na konkurentov ani nekal\u00fdm sp\u00f4sobom vyu\u017e\u00edva\u0165 ich poves\u0165.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Medzi podmienky pr\u00edpustnosti porovn\u00e1vacej reklamy patria:<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li>z\u00e1kaz zav\u00e1dzania,<\/li>\n\n\n\n<li>dostato\u010dn\u00e1 porovnate\u013enos\u0165 porovn\u00e1van\u00fdch produktov alebo slu\u017eieb,<\/li>\n\n\n\n<li>po\u017eiadavka objektivity,<\/li>\n\n\n\n<li>z\u00e1kaz zneva\u017eovania konkurentov,<\/li>\n\n\n\n<li>z\u00e1kaz nekal\u00e9ho vyu\u017e\u00edvania povesti,<\/li>\n\n\n\n<li>z\u00e1kaz nebezpe\u010denstva z\u00e1meny, ako aj<\/li>\n\n\n\n<li>z\u00e1kaz imita\u010dnej reklamy<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\" id=\"h-irrefuhrungsverbot\">Z\u00e1kaz zav\u00e1dzania<\/h3>\n\n<p class=\"wp-block-paragraph\">Porovn\u00e1vacia reklama nesmie by\u0165 <strong>klamliv\u00e1<\/strong>. Pod\u013ea \u00a7 2a UWG v spojen\u00ed s \u00a7 2 UWG je porovnanie v reklame nepr\u00edpustn\u00e9, ak u osloven\u00fdch kruhov verejnosti vyvol\u00e1va nespr\u00e1vny dojem o produktoch, cen\u00e1ch, vlastnostiach alebo v\u00fdkonoch. Rozhoduj\u00face pritom nie je to, ako reklamu zam\u00fd\u0161\u013eal inzerent, ale ako ju ch\u00e1pe <strong>priemern\u00fd informovan\u00fd spotrebite\u013e<\/strong>.  <\/p>\n\n<p class=\"wp-block-paragraph\">Porovn\u00e1vacia reklama je zav\u00e1dzaj\u00faca vtedy, ke\u010f <strong>ch\u00fdbaj\u00fa podstatn\u00e9 inform\u00e1cie<\/strong> alebo s\u00fa <strong>ne\u00faplne<\/strong> uveden\u00e9. Reklamn\u00e9 porovnanie mus\u00ed obsahova\u0165 v\u0161etky \u00fadaje, ktor\u00e9 s\u00fa potrebn\u00e9 na spr\u00e1vne pos\u00fadenie vyhl\u00e1senia. Ak sa napr\u00edklad porovn\u00e1vaj\u00fa ceny, musia sa zverejni\u0165 aj tie okolnosti, ktor\u00e9 s\u00fa rozhoduj\u00face pre skuto\u010dn\u00fa porovnate\u013enos\u0165. Reklama preto nesmie pracova\u0165 s izolovan\u00fdmi jednotliv\u00fdmi \u00fadajmi, ak t\u00fdm vznik\u00e1 falo\u0161n\u00fd celkov\u00fd dojem.   <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-hinreichende-substituierbarkeit\">Dostato\u010dn\u00e1 zastupite\u013enos\u0165<\/h3>\n\n<p class=\"wp-block-paragraph\">Porovn\u00e1vacia reklama je pr\u00edpustn\u00e1 len vtedy, ak sa porovn\u00e1vaj\u00fa <strong>tovary alebo slu\u017eby<\/strong>, ktor\u00e9 <strong>sp\u013a\u0148aj\u00fa rovnak\u00fa potrebu<\/strong> alebo maj\u00fa <strong>rovnak\u00fd \u00fa\u010del<\/strong>. Porovn\u00e1van\u00e9 produkty musia by\u0165 preto z <strong>poh\u013eadu spotrebite\u013eov<\/strong> skuto\u010dne porovnate\u013en\u00e9 a zamenite\u013en\u00e9.  T\u00e1to po\u017eiadavka sa ozna\u010duje ako dostato\u010dn\u00e1 <strong>zastupite\u013enos\u0165<\/strong>. <\/p>\n\n<p class=\"wp-block-paragraph\">Porovn\u00e1va\u0165 sa teda m\u00f4\u017eu napr\u00edklad dve mobiln\u00e9 tarify, dve poistenia alebo dva pracie prostriedky, preto\u017ee ka\u017ed\u00fd z nich sp\u013a\u0148a rovnak\u00fd \u00fa\u010del. <strong>Nepr\u00edpustn\u00e9<\/strong> by v\u0161ak bolo porovnanie medzi \u00faplne odli\u0161n\u00fdmi produktmi alebo slu\u017ebami, ktor\u00e9 z poh\u013eadu spotrebite\u013ea <strong>nie s\u00fa zamenite\u013en\u00e9<\/strong>.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-objektivitatsgebot\">Po\u017eiadavka objektivity<\/h3>\n\n<p class=\"wp-block-paragraph\">Porovn\u00e1vacia reklama mus\u00ed by\u0165 <strong>objekt\u00edvna<\/strong>. To znamen\u00e1, \u017ee reklamn\u00e9 porovnanie mus\u00ed by\u0165 <strong>vecn\u00e9, zrozumite\u013en\u00e9 a overite\u013en\u00e9<\/strong>. Pod\u013ea po\u017eiadavky objektivity sa sm\u00fa porovn\u00e1va\u0165 len tak\u00e9 vlastnosti, ktor\u00e9 s\u00fa skuto\u010dne overite\u013en\u00e9 a maj\u00fa vecn\u00fd vz\u0165ah k porovn\u00e1van\u00fdm produktom alebo slu\u017eb\u00e1m.  <\/p>\n\n<p class=\"wp-block-paragraph\">To znamen\u00e1, \u017ee spolo\u010dnos\u0165 m\u00f4\u017ee porovn\u00e1va\u0165 ceny, slu\u017eby, kvalitu alebo technick\u00e9 vlastnosti, ak s\u00fa objekt\u00edvne zistite\u013en\u00e9. <strong>Nepr\u00edpustn\u00e9<\/strong> s\u00fa v\u0161ak pau\u0161\u00e1lne tvrdenia ako \u201enajlep\u0161\u00ed produkt\u201c alebo \u201eove\u013ea lep\u0161\u00ed ako v\u0161etky ostatn\u00e9\u201c, ak nie je vysvetlen\u00e9, na \u010dom sa tieto tvrdenia zakladaj\u00fa.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Po\u017eiadavka objektivity<\/strong> m\u00e1 zabezpe\u010di\u0165, aby spotrebitelia mohli na z\u00e1klade reklamy urobi\u0165 vecn\u00e9 a spravodliv\u00e9 rozhodnutie. Reklama preto nesmie len emocion\u00e1lne p\u00f4sobi\u0165 alebo zosmie\u0161\u0148ova\u0165 konkurentov, ale mus\u00ed <strong>vych\u00e1dza\u0165 zo zrozumite\u013en\u00fdch a overite\u013en\u00fdch skuto\u010dnost\u00ed<\/strong>. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-vergleichbare-eigenschaften\">Porovnate\u013en\u00e9 vlastnosti<\/h3>\n\n<p class=\"wp-block-paragraph\">Porovn\u00e1vacia reklama smie porovn\u00e1va\u0165 len <strong>vlastnosti<\/strong>, ktor\u00e9 s\u00fa pre spotrebite\u013eov skuto\u010dne <strong>relevantn\u00e9<\/strong> a <strong>zmysluplne porovnate\u013en\u00e9<\/strong>. Podniky preto nesm\u00fa vybera\u0165 \u013eubovo\u013en\u00e9 znaky, ale len tak\u00e9 vlastnosti, ktor\u00e9 <strong>zohr\u00e1vaj\u00fa \u00falohu pri rozhodovan\u00ed o k\u00fape<\/strong>. Medzi ne patria najm\u00e4 cena, kvalita, v\u00fdkon, trvanlivos\u0165 alebo technick\u00e9 vlastnosti produktu.  <\/p>\n\n<p class=\"wp-block-paragraph\">Spotrebitelia maj\u00fa ma\u0165 mo\u017enos\u0165 rozpozna\u0165, na \u010do sa porovnanie vz\u0165ahuje a pre\u010do je produkt \u00fadajne lep\u0161\u00ed alebo lacnej\u0161\u00ed ako in\u00fd. <strong>Nepr\u00edpustn\u00e9<\/strong> s\u00fa preto nejasn\u00e9 alebo \u00faplne v\u0161eobecn\u00e9 vyjadrenia bez konkr\u00e9tneho vz\u0165ahu k overite\u013en\u00fdm vlastnostiam.<\/p>\n\n<h4 class=\"wp-block-heading\" id=\"h-vergleichbarkeitskriterien\">Krit\u00e9ri\u00e1 porovnate\u013enosti<\/h4>\n\n<p class=\"wp-block-paragraph\">Aby bolo reklamn\u00e9 porovnanie pr\u00edpustn\u00e9, musia porovn\u00e1van\u00e9 vlastnosti sp\u013a\u0148a\u0165 ur\u010dit\u00e9 predpoklady. <\/p>\n\n<p class=\"wp-block-paragraph\">Musia by\u0165:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>podstatn\u00e9,<\/li>\n\n\n\n<li>relevantn\u00e9,<\/li>\n\n\n\n<li>overite\u013en\u00e9 a<\/li>\n\n\n\n<li>typick\u00e9<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">pre porovn\u00e1van\u00e9 produkty alebo slu\u017eby.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Podstatn\u00e9<\/strong> znamen\u00e1, \u017ee vlastnos\u0165 m\u00e1 v\u00fdznam pre rozhodnutie o k\u00fape. <strong>Relevantn\u00e1<\/strong> je vlastnos\u0165 vtedy, ke\u010f je pre spotrebite\u013eov skuto\u010dne zauj\u00edmav\u00e1 alebo u\u017eito\u010dn\u00e1. <strong>Overite\u013en\u00e9<\/strong> je porovnanie, ak sa tvrden\u00e9 rozdiely daj\u00fa objekt\u00edvne skontrolova\u0165. <strong>Typick\u00e9<\/strong> s\u00fa vlastnosti, ktor\u00e9 s\u00fa pre pr\u00edslu\u0161n\u00fd tovar alebo slu\u017ebu charakteristick\u00e9.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-herabsetzungsverbot\">Z\u00e1kaz zneva\u017eovania<\/h3>\n\n<p class=\"wp-block-paragraph\">Porovn\u00e1vacia reklama <strong>nesmie nevecne zneva\u017eova\u0165 alebo zosmie\u0161\u0148ova\u0165 konkurentov<\/strong>. Podniky s\u00edce m\u00f4\u017eu zd\u00f4raz\u0148ova\u0165 rozdiely vo\u010di konkuren\u010dn\u00fdm produktom, no nesm\u00fa propagova\u0165 len preto, aby in\u00e9 podniky zosmie\u0161nili alebo po\u0161kodili ich poves\u0165. <\/p>\n\n<p class=\"wp-block-paragraph\">Nepr\u00edpustn\u00e9 s\u00fa najm\u00e4 ur\u00e1\u017eliv\u00e9, agres\u00edvne alebo pau\u0161\u00e1lne zneva\u017euj\u00face vyhl\u00e1senia o konkurentoch alebo ich produktoch. Reklama preto nesmie vyvol\u00e1va\u0165 dojem, \u017ee konkuren\u010dn\u00e9 produkty s\u00fa nekvalitn\u00e9 alebo predra\u017een\u00e9, ak to nie je vecne od\u00f4vodnen\u00e9 a objekt\u00edvne zrozumite\u013en\u00e9. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Pr\u00edpustn\u00e1<\/strong> zost\u00e1va naopak <strong>vecn\u00e1 kritika<\/strong> alebo <strong>objekt\u00edvne porovnanie<\/strong>, pokia\u013e vych\u00e1dza z overite\u013en\u00fdch skuto\u010dnost\u00ed a nesl\u00fa\u017ei na zneva\u017eovanie konkurenta.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-ursprungsbezeichnungsidentitat\">Toto\u017enos\u0165 ozna\u010denia p\u00f4vodu<\/h3>\n\n<p class=\"wp-block-paragraph\">Ak sa porovn\u00e1vaj\u00fa tovary s <strong>chr\u00e1nen\u00fdm ozna\u010den\u00edm p\u00f4vodu<\/strong>, sm\u00fa sa porovn\u00e1va\u0165 len produkty s <strong>rovnak\u00fdm ozna\u010den\u00edm p\u00f4vodu<\/strong>. Toto pravidlo m\u00e1 zabr\u00e1ni\u0165 tomu, aby sa zn\u00e1me ozna\u010denia p\u00f4vodu nepr\u00edpustne vyu\u017e\u00edvali alebo aby boli spotrebitelia klaman\u00ed o skuto\u010dnom p\u00f4vode produktu. <\/p>\n\n<p class=\"wp-block-paragraph\">Spolo\u010dnos\u0165 preto nesmie produkt s ozna\u010den\u00edm \u201e\u0161ampansk\u00e9\u201c porovn\u00e1va\u0165 s in\u00fdm \u0161umiv\u00fdm v\u00ednom, ktor\u00e9 toto chr\u00e1nen\u00e9 ozna\u010denie p\u00f4vodu nenesie. Porovnania s\u00fa pr\u00edpustn\u00e9 len vtedy, ak oba produkty maj\u00fa rovnak\u00e9 chr\u00e1nen\u00e9 ozna\u010denie p\u00f4vodu. <\/p>\n\n<p class=\"wp-block-paragraph\">Pravidlo <strong>chr\u00e1ni<\/strong> tak <strong>spotrebite\u013eov<\/strong>, ako aj <strong>v\u00fdrobcov<\/strong> vysokokvalitn\u00fdch region\u00e1lnych produktov pred klamliv\u00fdmi alebo nekal\u00fdmi reklamn\u00fdmi porovnaniami.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-verbot-unlauterer-rufausnutzung\">Z\u00e1kaz nekal\u00e9ho vyu\u017e\u00edvania povesti<\/h3>\n\n<p class=\"wp-block-paragraph\">Porovn\u00e1vacia reklama nesmie nekal\u00fdm sp\u00f4sobom vyu\u017e\u00edva\u0165 dobr\u00fa poves\u0165 konkurenta. Podniky preto nesm\u00fa cielene profitova\u0165 z pozit\u00edvneho imid\u017eu, zn\u00e1mosti alebo d\u00f4very, ktor\u00fa spotrebitelia sp\u00e1jaj\u00fa so zn\u00e1mou zna\u010dkou alebo konkuren\u010dn\u00fdm podnikom. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Nepr\u00edpustn\u00e9<\/strong> je najm\u00e4 z\u00e1mern\u00e9 \u201epripojenie sa\u201c k zn\u00e1mej zna\u010dke prostredn\u00edctvom reklamy s cie\u013eom profitova\u0165 z jej zn\u00e1mosti. Spotrebitelia by nemali nadobudn\u00fa\u0165 dojem, \u017ee medzi spolo\u010dnos\u0165ami existuje ekonomick\u00e9 prepojenie alebo \u017ee propagovan\u00fd produkt m\u00e1 rovnak\u00fa kvalitu alebo p\u00f4vod ako zn\u00e1my konkuren\u010dn\u00fd produkt. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Pr\u00edpustn\u00e9<\/strong> v\u0161ak zost\u00e1va samotn\u00e9 uvedenie konkurenta alebo jeho zna\u010dky, ak je to nevyhnutn\u00e9 pre vecn\u00e9 a objekt\u00edvne porovnanie v reklame.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-verbot-der-imitationswerbung\">Z\u00e1kaz imita\u010dnej reklamy<\/h3>\n\n<p class=\"wp-block-paragraph\">Porovn\u00e1vacia reklama nesmie predstavova\u0165 produkt ako napodobeninu alebo k\u00f3piu konkuren\u010dn\u00e9ho produktu. Podniky preto nesm\u00fa propagova\u0165, \u017ee ich produkt je lacnej\u0161ou alebo podobnou napodobeninou zn\u00e1meho zna\u010dkov\u00e9ho produktu. <\/p>\n\n<p class=\"wp-block-paragraph\">Tento <strong>z\u00e1kaz m\u00e1 zabr\u00e1ni\u0165<\/strong> tomu, aby boli spotrebitelia cielene smerovan\u00ed k <strong>napodobnenin\u00e1m<\/strong> a aby boli zn\u00e1me zna\u010dky znehodnocovan\u00e9 lacn\u00fdmi k\u00f3piami. <strong>Nepr\u00edpustn\u00e9<\/strong> s\u00fa preto najm\u00e4 reklamn\u00e9 tvrdenia ako \u201erovnak\u00fd ako zna\u010dka X, len lacnej\u0161\u00ed\u201c alebo upozornenia na to, \u017ee produkt bol vedome vytvoren\u00fd pod\u013ea vzoru zn\u00e1meho zna\u010dkov\u00e9ho produktu.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Pr\u00edpustn\u00e9<\/strong> v\u0161ak zost\u00e1va vecn\u00e9 porovnanie vlastnost\u00ed alebo cien, pokia\u013e vlastn\u00fd produkt nie je v\u00fdslovne prezentovan\u00fd ako imit\u00e1cia alebo napodobenina.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-verbot-von-verwechslungsgefahr\">Z\u00e1kaz nebezpe\u010denstva z\u00e1meny<\/h3>\n\n<p class=\"wp-block-paragraph\">Porovn\u00e1vacia reklama nesmie vies\u0165 k tomu, aby spotrebitelia <strong>zamie\u0148ali<\/strong> podniky, zna\u010dky, produkty alebo slu\u017eby. Reklama preto mus\u00ed jasne umo\u017eni\u0165 rozpozna\u0165, ktor\u00fd podnik inzeruje a na ktor\u00e9ho konkurenta sa odvol\u00e1va. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Nebezpe\u010denstvo z\u00e1meny<\/strong> m\u00f4\u017ee vznikn\u00fa\u0165, ak sa pou\u017e\u00edvaj\u00fa podobn\u00e9 zna\u010dky, log\u00e1, obaly alebo reklamn\u00e9 prevedenia a t\u00fdm vznik\u00e1 <strong>dojem<\/strong>, \u017ee produkty <strong>poch\u00e1dzaj\u00fa od toho ist\u00e9ho podniku<\/strong> alebo <strong>hospod\u00e1rsky patria k sebe<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">Z\u00e1kaz m\u00e1 zabezpe\u010di\u0165, aby spotrebitelia mohli reklamn\u00e9 porovnania jednozna\u010dne zaradi\u0165. Reklama preto nesmie by\u0165 navrhnut\u00e1 tak, aby p\u00f4vod alebo priradenie produktov boli nejasn\u00e9. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-rechtsfolgen-unzulassiger-vergleichender-werbung\">Pr\u00e1vne d\u00f4sledky nepr\u00edpustnej porovn\u00e1vacej reklamy<\/h2>\n\n<p class=\"wp-block-paragraph\">Ak porovn\u00e1vacia reklama poru\u0161uje podmienky pr\u00edpustnosti porovn\u00e1vacej reklamy, m\u00f4\u017ee to ma\u0165 <strong>z\u00e1va\u017en\u00e9 pr\u00e1vne d\u00f4sledky<\/strong>. Z\u00e1kon poskytuje konkurentom a in\u00fdm opr\u00e1vnen\u00fdm osob\u00e1m r\u00f4zne n\u00e1stroje na zastavenie nekalej reklamy. <\/p>\n\n<p class=\"wp-block-paragraph\">Najd\u00f4le\u017eitej\u0161ie pr\u00e1vne d\u00f4sledky s\u00fa najm\u00e4:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>N\u00e1rok na zdr\u017eanie sa konania<\/strong> <a href=\"https:\/\/ris.bka.gv.at\/eli\/bgbl\/1984\/448\/P14\/NOR40245453\" target=\"_blank\" rel=\"noreferrer noopener\">\u00a7 14 UWG<\/a> proti \u010fal\u0161iemu pou\u017e\u00edvaniu nepr\u00edpustnej reklamy<\/li>\n\n\n\n<li><strong>N\u00e1rok na n\u00e1hradu \u0161kody<\/strong> <a href=\"https:\/\/ris.bka.gv.at\/eli\/bgbl\/1984\/448\/P15\/NOR12033588\" type=\"link\" id=\"https:\/\/ris.bka.gv.at\/eli\/bgbl\/1984\/448\/P15\/NOR12033588\" target=\"_blank\" rel=\"noreferrer noopener\">\u00a7 16 UWG<\/a>, ak do\u0161lo k poru\u0161eniu zavinen\u00edm<\/li>\n\n\n\n<li><strong>s\u00fadne opatrenia<\/strong>, napr\u00edklad prostredn\u00edctvom <strong>predbe\u017en\u00e9ho opatrenia<\/strong> <a href=\"https:\/\/ris.bka.gv.at\/eli\/bgbl\/1984\/448\/P24\/NOR12033597\" type=\"link\" id=\"https:\/\/ris.bka.gv.at\/eli\/bgbl\/1984\/448\/P24\/NOR12033597\" target=\"_blank\" rel=\"noreferrer noopener\">\u00a7 24 UWG<\/a><\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">V centre pozornosti je pritom <strong>n\u00e1rok na zdr\u017eanie sa konania<\/strong>. Na uplatnenie n\u00e1roku na zdr\u017eanie sa konania s\u00fa pod\u013ea <strong>\u00a7<\/strong> <strong>14<\/strong> <strong>UWG<\/strong> opr\u00e1vnen\u00ed konkurenti, zdru\u017eenia na podporu hospod\u00e1rskych z\u00e1ujmov podnikate\u013eov, pokia\u013e zastupuj\u00fa dotknut\u00e9 z\u00e1ujmy, ako aj Spolkov\u00e1 komora pre pracovn\u00edkov a zamestnancov, Hospod\u00e1rska komora Rak\u00faska, Konferencia prezidentov po\u013enohospod\u00e1rskych kom\u00f4r Rak\u00faska, Rak\u00fasky odborov\u00fd zv\u00e4z a Spolkov\u00fd \u00farad pre hospod\u00e1rsku s\u00fa\u0165a\u017e. Jednotliv\u00ed spotrebitelia v\u0161ak nie s\u00fa opr\u00e1vnen\u00ed poda\u0165 \u017ealobu na zdr\u017eanie sa konania.  <\/p>\n\n<p class=\"wp-block-paragraph\">Uveden\u00e9 sankcie maj\u00fa zabezpe\u010di\u0165, aby hospod\u00e1rska s\u00fa\u0165a\u017e <strong>nebola naru\u0161en\u00e1 nekal\u00fdmi reklamn\u00fdmi porovnaniami<\/strong>. Spolo\u010dnosti preto musia dba\u0165 na to, aby ich reklama <strong>\u00faplne zodpovedala z\u00e1konn\u00fdm po\u017eiadavk\u00e1m<\/strong>. <\/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\">\u201eV s\u00fa\u0165a\u017enom pr\u00e1ve m\u00f4\u017eu u\u017e mal\u00e9 nepresnosti v reklamnom porovnan\u00ed ma\u0165 z\u00e1va\u017en\u00e9 pr\u00e1vne d\u00f4sledky.\u201c<\/span>\n    <\/div>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Bezplatn\u00e1 \u00favodn\u00e1 konzult\u00e1cia\"><span class=\"mr-cta-link-normal\">Vyberte si preferovan\u00fd term\u00edn:<\/span><span class=\"mr-cta-link-bold\">Bezplatn\u00e1 \u00favodn\u00e1 konzult\u00e1cia<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-ihre-vorteile-mit-anwaltlicher-unterstutzung\">Va\u0161e v\u00fdhody s pr\u00e1vnou podporou<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>Porovn\u00e1vacia reklama pon\u00faka pr\u00edle\u017eitosti, ale skr\u00fdva aj pr\u00e1vne rizik\u00e1.<\/strong> U\u017e mal\u00e9 nepresnosti v porovnan\u00ed, ne\u00fapln\u00e9 inform\u00e1cie alebo neobjekt\u00edvna prezent\u00e1cia m\u00f4\u017eu r\u00fdchlo vies\u0165 k <strong>upozorneniam, n\u00e1rokom na zdr\u017eanie sa konania alebo s\u00fadnym konaniam<\/strong>. Pr\u00e1ve preto, \u017ee reklama je \u010dasto formulovan\u00e1 ostro, je <strong>pr\u00e1vne \u010dist\u00e9 spracovanie<\/strong> obzvl\u00e1\u0161\u0165 d\u00f4le\u017eit\u00e9. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Pr\u00e1vna kontrola<\/strong> pom\u00e1ha spolo\u010dnostiam formulova\u0165 reklamn\u00e9 vyhl\u00e1senia pr\u00e1vne bezpe\u010dne a vyhn\u00fa\u0165 sa typick\u00fdm chyb\u00e1m. Z\u00e1rove\u0148 sa daj\u00fa efekt\u00edvne bojova\u0165 aj proti <strong>nekal\u00fdm reklamn\u00fdm opatreniam konkurentov<\/strong>. <\/p>\n\n<p class=\"wp-block-paragraph\">S pr\u00e1vnou podporou z\u00edskate najm\u00e4:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Pr\u00e1vne bezpe\u010dn\u00e9 spracovanie reklamn\u00fdch porovnan\u00ed<\/strong> pred zverejnen\u00edm kampan\u00ed<\/li>\n\n\n\n<li><strong>R\u00fdchle uplatnenie n\u00e1rokov<\/strong> pri nepr\u00edpustnej reklame zo strany konkurentov<\/li>\n\n\n\n<li><strong>Jasn\u00e9 pr\u00e1vne pos\u00fadenie<\/strong>, \u010di je porovnanie pr\u00edpustn\u00e9, zav\u00e1dzaj\u00face alebo nekal\u00e9<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Takto sa daj\u00fa <strong>zn\u00ed\u017ei\u0165 s\u00fa\u0165a\u017en\u00e9 rizik\u00e1<\/strong> a z\u00e1rove\u0148 <strong>pr\u00e1vne bezpe\u010dne vyu\u017e\u00edva\u0165 legit\u00edmne reklamn\u00e9 mo\u017enosti<\/strong>.<\/p>\n    <div class=\"mr-quote mrbg clearfix\">\n        <a class=\"mr-quote-person\" href=\"\/ueber-uns\/rechtsanwalt-sebastian-riedlmair\/\" title=\"Rechtsanwalt Sebastian Riedlmair\">\n            <img decoding=\"async\" class=\"mr-quote-person-img\" src=\"https:\/\/harlander-partner.eu\/wp-content\/themes\/harlander\/design\/sr100.webp\" width=\"100\"\n                 height=\"100\" loading=\"lazy\" alt=\"Rechtsanwalt Sebastian Riedlmair\">\n            <span class=\"mr-quote-person-text\">\n            Sebastian Riedlmair<br>\n            <span class=\"mr-quote-person-function\">Harlander &amp; Partner Rechtsanw\u00e4lte<\/span>\n        <\/span>\n        <\/a>\n        <span class=\"mr-quote-content\">\u201ePorovn\u00e1vacia reklama smie informova\u0165, ale nesmie klama\u0165 \u2013 pr\u00e1vne poradenstvo zabezpe\u010duje dodr\u017eiavanie tejto hranice.\u201c<\/span>\n    <\/div>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Bezplatn\u00e1 \u00favodn\u00e1 konzult\u00e1cia\"><span class=\"mr-cta-link-normal\">Vyberte si preferovan\u00fd term\u00edn:<\/span><span class=\"mr-cta-link-bold\">Bezplatn\u00e1 \u00favodn\u00e1 konzult\u00e1cia<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-haufig-gestellte-fragen-faq\">\u010casto kladen\u00e9 ot\u00e1zky \u2013 FAQ<\/h2>\n<div class=\"wp-block-uagb-faq uagb-faq__outer-wrap uagb-block-4274a74a uagb-faq-icon-row uagb-faq-layout-accordion uagb-faq-expand-first-true uagb-faq-inactive-other-true uagb-faq__wrap uagb-buttons-layout-wrap uagb-faq-equal-height     \" data-faqtoggle=\"true\" role=\"tablist\"><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-2f9f3a88 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">\u010co je porovn\u00e1vacia reklama pod\u013ea \u00a7 2a UWG?<\/span><\/div><div class=\"uagb-faq-content\"><p>Porovn\u00e1vacia reklama nast\u00e1va, ak spolo\u010dnos\u0165 vo svojej reklame porovn\u00e1va svoje produkty alebo slu\u017eby s konkurentom alebo jeho ponukou. Konkurent nemus\u00ed by\u0165 v\u00fdslovne uveden\u00fd. Sta\u010d\u00ed, ak je pre verejnos\u0165 zrejm\u00e9, ktor\u00e1 konkuren\u010dn\u00e1 ponuka je myslen\u00e1.  <\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-04926923 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">Je porovn\u00e1vacia reklama v Rak\u00fasku povolen\u00e1?<\/span><\/div><div class=\"uagb-faq-content\"><p>\u00c1no. Porovn\u00e1vacia reklama je pod\u013ea \u00a7 2a UWG v z\u00e1sade pr\u00edpustn\u00e1. Mus\u00ed v\u0161ak by\u0165 vecn\u00e1, objekt\u00edvna a overite\u013en\u00e1 a nesmie p\u00f4sobi\u0165 zav\u00e1dzaj\u00faco ani zneva\u017euj\u00faco. <\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-b8d344e6 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">Ak\u00e9 produkty alebo slu\u017eby sa sm\u00fa navz\u00e1jom porovn\u00e1va\u0165?<\/span><\/div><div class=\"uagb-faq-content\"><p>Porovn\u00e1va\u0165 sa sm\u00fa len tovary alebo slu\u017eby, ktor\u00e9 sl\u00fa\u017eia rovnak\u00e9mu \u00fa\u010delu alebo predstavuj\u00fa pre spotrebite\u013eov skuto\u010dn\u00fa alternat\u00edvu. Porovnanie \u00faplne odli\u0161n\u00fdch pon\u00fak m\u00f4\u017ee by\u0165 zav\u00e1dzaj\u00face. <\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-473f9345 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">Kedy sa porovn\u00e1vacia reklama st\u00e1va nepr\u00edpustnou?<\/span><\/div><div class=\"uagb-faq-content\"><p>Reklamn\u00e9 porovnanie je nepr\u00edpustn\u00e9, ak obsahuje nepravdiv\u00e9 alebo ne\u00fapln\u00e9 inform\u00e1cie, zaml\u010duje d\u00f4le\u017eit\u00e9 rozdiely, neobjekt\u00edvne dehonestuje konkurentov alebo vytv\u00e1ra u verejnosti falo\u0161n\u00fd dojem.<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-4150e140 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">Smiem v reklame uvies\u0165 zna\u010dku konkurenta?<\/span><\/div><div class=\"uagb-faq-content\"><p>V z\u00e1sade \u00e1no, ak je uvedenie pre porovnanie nevyhnutn\u00e9. Pou\u017e\u00edvanie cudz\u00edch zna\u010diek v\u0161ak nesmie zneu\u017e\u00edva\u0165 poves\u0165 konkurenta alebo vytv\u00e1ra\u0165 dojem ekonomick\u00e9ho prepojenia. <\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-ef586577 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">Ak\u00e9 s\u00fa d\u00f4sledky nepr\u00edpustnej porovn\u00e1vacej reklamy?<\/span><\/div><div class=\"uagb-faq-content\"><p>Konkurenti a in\u00e9 opr\u00e1vnen\u00e9 osoby m\u00f4\u017eu pr\u00e1vne kona\u0165 proti nepr\u00edpustnej reklame. Mo\u017en\u00e9 s\u00fa najm\u00e4 n\u00e1roky na zdr\u017eanie sa konania, predbe\u017en\u00e9 opatrenia a za ur\u010dit\u00fdch okolnost\u00ed aj n\u00e1roky na n\u00e1hradu \u0161kody. <\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-000e3b6a \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">Pre\u010do by sa mala porovn\u00e1vacia reklama pr\u00e1vne preverova\u0165?<\/span><\/div><div class=\"uagb-faq-content\"><p>U\u017e mal\u00e9 nepresnosti v reklamnom porovnan\u00ed m\u00f4\u017eu vyvola\u0165 poru\u0161enie hospod\u00e1rskej s\u00fa\u0165a\u017ee. Pr\u00e1vna kontrola pom\u00e1ha spolo\u010dnostiam vyhn\u00fa\u0165 sa upozorneniam, s\u00fadnym konaniam a zbyto\u010dn\u00fdm rizik\u00e1m. <\/p><\/div><\/div><\/div><a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Bezplatn\u00e1 \u00favodn\u00e1 konzult\u00e1cia\"><span class=\"mr-cta-link-normal\">Vyberte si preferovan\u00fd term\u00edn:<\/span><span class=\"mr-cta-link-bold\">Bezplatn\u00e1 \u00favodn\u00e1 konzult\u00e1cia<\/span><\/a>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"\u00a7 2a UWG definuje porovn\u00e1vaciu reklamu ako ak\u00fako\u013evek reklamu, ktor\u00e1 priamo alebo nepriamo identifikovate\u013en\u00fdm zp\u016fsobom ozna\u010duje konkurenta alebo jeho tovary \u010di slu\u017eby. Ustanovenie stanovuje, \u017ee tak\u00e1to porovn\u00e1vacia reklama je v &#8230;","protected":false},"author":111,"featured_media":131959,"parent":40896,"menu_order":58,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[768],"tags":[],"class_list":["post-131958","page","type-page","status-publish","has-post-thumbnail","hentry","category-sutazne-pravo"],"acf":[],"uagb_featured_image_src":{"full":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG.webp",1920,1080,false],"thumbnail":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-100x100.webp",100,100,true],"medium":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-800x450.webp",800,450,true],"medium_large":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG.webp",1920,1080,false],"large":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG.webp",1920,1080,false],"1536x1536":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-1536x864.webp",1536,864,true],"2048x2048":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG.webp",1920,1080,false],"336x":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-336x189.webp",336,189,true],"352x":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-352x198.webp",352,198,true],"woocommerce_thumbnail":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-300x300.webp",300,300,true],"woocommerce_single":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-600x338.webp",600,338,true],"woocommerce_gallery_thumbnail":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-100x100.webp",100,100,true],"yarpp-thumbnail":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-120x120.webp",120,120,true]},"uagb_author_info":{"display_name":"Elisa Wakolbinger","author_link":"https:\/\/harlander-partner.eu\/sk\/author\/elisa-wakolbinger\/"},"uagb_comment_info":0,"uagb_excerpt":"\u00a7 2a UWG definuje porovn\u00e1vaciu reklamu ako ak\u00fako\u013evek reklamu, ktor\u00e1 priamo alebo nepriamo identifikovate\u013en\u00fdm zp\u016fsobom ozna\u010duje konkurenta alebo jeho tovary \u010di slu\u017eby. Ustanovenie stanovuje, \u017ee tak\u00e1to porovn\u00e1vacia reklama je v ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/pages\/131958","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/users\/111"}],"replies":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/comments?post=131958"}],"version-history":[{"count":4,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/pages\/131958\/revisions"}],"predecessor-version":[{"id":159291,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/pages\/131958\/revisions\/159291"}],"up":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/pages\/40896"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/media\/131959"}],"wp:attachment":[{"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/media?parent=131958"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/categories?post=131958"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/tags?post=131958"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}