{"id":43439,"date":"2019-12-13T14:05:17","date_gmt":"2019-12-13T13:05:17","guid":{"rendered":"https:\/\/harlander-partner.eu\/sutazne-pravo\/priamy-marketing\/"},"modified":"2025-11-25T13:06:13","modified_gmt":"2025-11-25T12:06:13","slug":"priamy-marketing","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/sk\/sutazne-pravo\/priamy-marketing\/","title":{"rendered":"Priamy marketing"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">V\u017edy, ke\u010f sa marketing pou\u017e\u00edva na dosiahnutie interakcie s \u010ditate\u013emi, posluch\u00e1\u010dmi alebo div\u00e1kmi, hovor\u00edme o priamom marketingu. Cie\u013eom priameho marketingu je teda vyvola\u0165 u pr\u00edjemcu individu\u00e1lnu a merate\u013en\u00fa reakciu. <\/p>\n\n<p class=\"wp-block-paragraph\">K priamemu marketingu patr\u00ed:<\/p>\n\n<ul class=\"wp-block-list\"><li>adresn\u00e9 reklamn\u00e9 z\u00e1sielky (mailingy),<\/li><li>prospekty,<\/li><li>katal\u00f3gy,<\/li><li>nevy\u017eiadan\u00e9 po\u0161tov\u00e9 z\u00e1sielky a<\/li><li>telefonick\u00fd marketing, ale aj<\/li><li>e-maily,<\/li><li>bannerov\u00e1 reklama a<\/li><li>marketing vo vyh\u013ead\u00e1va\u010doch alebo marketing na soci\u00e1lnych sie\u0165ach.<\/li><\/ul>\n\n<h2 class=\"wp-block-heading\">Pr\u00e1vny r\u00e1mec<\/h2>\n\n<p class=\"wp-block-paragraph\">Pr\u00e1vny r\u00e1mec pre priamy marketing, resp. zasielanie reklamy, tvoria \u017eivnostensk\u00fd z\u00e1kon, z\u00e1kon o telekomunik\u00e1ci\u00e1ch a ustanovenia o ochrane \u00fadajov.<\/p>\n\n<h3 class=\"wp-block-heading\">\u017divnostensk\u00fd z\u00e1kon<\/h3>\n\n<p class=\"wp-block-paragraph\">Pod\u013ea \u017eivnostensk\u00e9ho z\u00e1kona m\u00f4\u017eu adresn\u00e9 vydavate\u013estv\u00e1 a spolo\u010dnosti zaoberaj\u00face sa priamym marketingom v z\u00e1sade posiela\u0165 <strong>adresn\u00e9 reklamn\u00e9 materi\u00e1ly<\/strong> po\u0161tou tret\u00edm stran\u00e1m. Pr\u00edjemca v\u0161ak m\u00f4\u017ee zak\u00e1za\u0165 zasielanie bud\u00facej reklamy. Toto nariadenie sa v\u0161ak vz\u0165ahuje len na po\u0161tou zasielan\u00fa reklamu.  <\/p>\n\n<p class=\"wp-block-paragraph\">Odborn\u00e9 zdru\u017eenie pre reklamu a marketingov\u00fa komunik\u00e1ciu WKO vedie takzvan\u00fd \u201eRobinsonov zoznam\u201c. Do tohto zoznamu sa m\u00f4\u017eu zap\u00edsa\u0165 osoby, ktor\u00e9 si ne\u017eelaj\u00fa dost\u00e1va\u0165 adresn\u00fa po\u0161tov\u00fa reklamu. Zoznam sa aktualizuje mesa\u010dne a spr\u00edstup\u0148uje sa adresn\u00fdm vydavate\u013estv\u00e1m a spolo\u010dnostiam zaoberaj\u00facim sa priamym marketingom. Tieto spolo\u010dnosti musia pred odoslan\u00edm adresnej reklamy porovna\u0165 svoje \u00fadaje s Robinsonov\u00fdm zoznamom. Okrem toho mus\u00ed inzerent plni\u0165 svoje informa\u010dn\u00e9 povinnosti v zmysle GDPR a informova\u0165 dotknut\u00e9 osoby o ich pr\u00e1vach. Dotknut\u00e9 osoby musia by\u0165 tie\u017e pou\u010den\u00e9 o tom, \u017ee m\u00f4\u017eu namieta\u0165 proti bud\u00facemu prij\u00edmaniu adresnej po\u0161tovej reklamy. Adresn\u00e9 vydavate\u013estv\u00e1 a spolo\u010dnosti zaoberaj\u00face sa priamym marketingom, ktor\u00e9 nezoh\u013ead\u0148uj\u00fa \u201eRobinsonov zoznam\u201c alebo zasielaj\u00fa adresn\u00fa po\u0161tov\u00fa reklamu aj adres\u00e1tom zap\u00edsan\u00fdm v zozname, sa nedop\u00fa\u0161\u0165aj\u00fa len spr\u00e1vneho deliktu pod\u013ea \u017eivnostensk\u00e9ho pr\u00e1va, ale poru\u0161uj\u00fa aj platn\u00e9 pr\u00e1vo na ochranu \u00fadajov a riskuj\u00fa pokutu.        <\/p>\n\n<h3 class=\"wp-block-heading\">Z\u00e1kon o telekomunik\u00e1ci\u00e1ch<\/h3>\n\n<p class=\"wp-block-paragraph\">Pod\u013ea z\u00e1kona o telekomunik\u00e1ci\u00e1ch je ak\u00e1ko\u013evek forma elektronickej komunik\u00e1cie, ako napr\u00edklad hovory, kr\u00e1tke spr\u00e1vy, faxy alebo e-maily na reklamn\u00e9 \u00fa\u010dely, bez predch\u00e1dzaj\u00faceho s\u00fahlasu adres\u00e1tov zak\u00e1zan\u00e1. To plat\u00ed rovnako pre vz\u0165ahy medzi podnikmi (B2B) aj pre vz\u0165ahy medzi podnikmi a spotrebite\u013emi (B2C). U\u017e prv\u00fd hovor, fax alebo e-mail na z\u00edskanie s\u00fahlasu sa pova\u017euje za reklamu. Ak sa udelen\u00fd s\u00fahlas adres\u00e1ta odvol\u00e1, zasielanie adresnej po\u0161tovej reklamy je od tohto okamihu nepr\u00edpustn\u00e9.   <\/p>\n\n<h2 class=\"wp-block-heading\">Ochrana osobn\u00fdch \u00fadajov<\/h2>\n\n<p class=\"wp-block-paragraph\">Pod\u013ea predpisov o ochrane \u00fadajov sa osobn\u00e9 \u00fadaje m\u00f4\u017eu sprac\u00fava\u0165 len vtedy, ak na to existuje pr\u00e1vny z\u00e1klad.<\/p>\n\n<p class=\"wp-block-paragraph\">GDPR stanovuje, \u017ee sprac\u00favanie osobn\u00fdch \u00fadajov, ako s\u00fa napr\u00edklad men\u00e1, adresy a e-mailov\u00e9 adresy, na \u00fa\u010dely priameho marketingu m\u00f4\u017ee predstavova\u0165 <strong>opr\u00e1vnen\u00fd z\u00e1ujem<\/strong> prev\u00e1dzkovate\u013ea \u00fadajov. <strong>Ale pozor!<\/strong> Kto prev\u00e1dzkuje priamy marketing v elektronickej forme bez predch\u00e1dzaj\u00faceho s\u00fahlasu dotknut\u00fdch os\u00f4b, kon\u00e1 napriek tomu protipr\u00e1vne v zmysle z\u00e1kona o telekomunik\u00e1ci\u00e1ch.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Pre\u010d\u00edtajte si tie\u017e: <a href=\"https:\/\/harlander-partner.eu\/sk\/sutazne-pravo\/online-reklama\/\">\u201eOnline reklama\u201c<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"V\u017edy, ke\u010f sa marketing pou\u017e\u00edva na dosiahnutie interakcie s \u010ditate\u013emi, posluch\u00e1\u010dmi alebo div\u00e1kmi, hovor\u00edme o priamom marketingu. Cie\u013eom priameho marketingu je teda vyvola\u0165 u pr\u00edjemcu individu\u00e1lnu a merate\u013en\u00fa reakciu. K &#8230;","protected":false},"author":1,"featured_media":0,"parent":40896,"menu_order":34,"comment_status":"open","ping_status":"open","template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[768],"tags":[],"class_list":["post-43439","page","type-page","status-publish","hentry","category-sutazne-pravo"],"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\/sk\/author\/secondpromotion\/"},"uagb_comment_info":0,"uagb_excerpt":"V\u017edy, ke\u010f sa marketing pou\u017e\u00edva na dosiahnutie interakcie s \u010ditate\u013emi, posluch\u00e1\u010dmi alebo div\u00e1kmi, hovor\u00edme o priamom marketingu. Cie\u013eom priameho marketingu je teda vyvola\u0165 u pr\u00edjemcu individu\u00e1lnu a merate\u013en\u00fa reakciu. K ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/pages\/43439","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\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/comments?post=43439"}],"version-history":[{"count":0,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/pages\/43439\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/pages\/40896"}],"wp:attachment":[{"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/media?parent=43439"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/categories?post=43439"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/tags?post=43439"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}