{"id":43444,"date":"2019-12-12T15:53:42","date_gmt":"2019-12-12T14:53:42","guid":{"rendered":"https:\/\/harlander-partner.eu\/sutazne-pravo\/rozhlasova-a-televizna-reklama\/"},"modified":"2025-11-25T13:06:13","modified_gmt":"2025-11-25T12:06:13","slug":"rozhlasova-a-televizna-reklama","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/sk\/sutazne-pravo\/rozhlasova-a-televizna-reklama\/","title":{"rendered":"Rozhlasov\u00e1 a telev\u00edzna reklama"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">K vysielacej reklame patr\u00ed reklama 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 zah\u0155\u0148a reklamu v r\u00e1diu. Pr\u00e1vny r\u00e1mec pre rozhlasov\u00fa reklamu stanovuje Z\u00e1kon o s\u00fakromnom r\u00e1diu. <\/p>\n\n<h3 class=\"wp-block-heading\">Z\u00e1kazy reklamy<\/h3>\n\n<p class=\"wp-block-paragraph\">Pod\u013ea Z\u00e1kona o s\u00fakromnom r\u00e1diu je reklama na lieky, terapeutick\u00e9 o\u0161etrenia, tabakov\u00e9 v\u00fdrobky a liehoviny absol\u00fatne zak\u00e1zan\u00e1. Reklama na in\u00fd tovar a slu\u017eby je povolen\u00e1 za dodr\u017eania nasleduj\u00facich bodov: <\/p>\n\n<h3 class=\"wp-block-heading\">\u010casov\u00e9 obmedzenia<\/h3>\n\n<p class=\"wp-block-paragraph\">Z\u00e1kon o s\u00fakromnom r\u00e1diu \u010dasovo obmedzuje reklamu. Rozhlasov\u00e1 reklama tak m\u00f4\u017ee trva\u0165 maxim\u00e1lne 206 min\u00fat denne, a to len vtedy, ak rozhlasov\u00e1 stanica vysiela 24 hod\u00edn. V ro\u010dnom priemere nesmie reklama presiahnu\u0165 172 min\u00fat denne, ak stanica op\u00e4\u0165 vysiela 24 hod\u00edn denne.  <\/p>\n\n<h3 class=\"wp-block-heading\">Z\u00e1sada oddelenia<\/h3>\n\n<p class=\"wp-block-paragraph\">Z\u00e1sada oddelenia stanovuje, \u017ee reklama mus\u00ed by\u0165 jasne oddelen\u00e1 od redak\u010dn\u00e9ho obsahu. V r\u00e1diu s\u00fa preto v\u00e4\u010d\u0161inou reklamn\u00e9 bloky, na za\u010diatku a na konci ktor\u00fdch je po\u010du\u0165 jasn\u00fd akustick\u00fd sign\u00e1l. Pre posluch\u00e1\u010dov je tak jasn\u00e9, kedy reklama za\u010d\u00edna a kon\u010d\u00ed.  <\/p>\n\n<h3 class=\"wp-block-heading\">Zav\u00e1dzanie a skryt\u00e1 reklama<\/h3>\n\n<p class=\"wp-block-paragraph\">Ako viete, reklama nesmie by\u0165 zav\u00e1dzaj\u00faca. Zak\u00e1zan\u00e1 je aj skryt\u00e1 reklama. Skryt\u00e1 reklama je reklama, ktor\u00e1 je umiestnen\u00e1 pre posluch\u00e1\u010da v redak\u010dnej \u010dasti rozhlasov\u00e9ho programu, a preto nie je rozpoznate\u013en\u00e1 ako reklama. To plat\u00ed, samozrejme, aj pre rozhlasov\u00fa reklamu.    <\/p>\n\n<h3 class=\"wp-block-heading\">Sponzorovan\u00e9 rel\u00e1cie<\/h3>\n\n<p class=\"wp-block-paragraph\">Ak tretia strana prispieva k financovaniu vysielacej rel\u00e1cie, hovor\u00ed sa o sponzoringu. Sponzoring m\u00f4\u017ee by\u0165 poskytnut\u00fd vo forme pe\u0148az\u00ed, ale aj ako vecn\u00e9 plnenie alebo poskytnutie slu\u017eby. Cie\u013eom je propagova\u0165 meno, zna\u010dku, vzh\u013ead, \u010dinnos\u0165 alebo v\u00fdkon toho, kto sponzoruje. Z\u00e1kon o s\u00fakromnom r\u00e1diu obsahuje osobitn\u00e9 pravidl\u00e1 pre sponzorovan\u00e9 rel\u00e1cie. Napr\u00edklad je zak\u00e1zan\u00e9, aby sponzoring naru\u0161il redak\u010dn\u00fa nez\u00e1vislos\u0165 rozhlasovej stanice. Ak ide o sponzorovan\u00fa rel\u00e1ciu, posluch\u00e1\u010di musia by\u0165 o tom informovan\u00ed. To sa zvy\u010dajne deje prostredn\u00edctvom ozn\u00e1menia \u201eT\u00fato rel\u00e1ciu v\u00e1m prin\u00e1\u0161a &#8230;\u201c.       <\/p>\n\n<h3 class=\"wp-block-heading\">Pr\u00e1vne d\u00f4sledky poru\u0161enia reklamn\u00fdch predpisov v rozhlase<\/h3>\n\n<p class=\"wp-block-paragraph\">Kto poru\u0161\u00ed reklamn\u00e9 ustanovenia pre rozhlas, mus\u00ed po\u010d\u00edta\u0165 so spr\u00e1vnymi pokutami a\u017e do v\u00fd\u0161ky 3 600,00 EUR. Okrem toho m\u00f4\u017eu ma\u0165 poru\u0161enia Z\u00e1kona o s\u00fakromnom r\u00e1diu aj d\u00f4sledky v oblasti s\u00fa\u0165a\u017en\u00e9ho pr\u00e1va. <\/p>\n\n<h2 class=\"wp-block-heading\">Reklama v s\u00fakromnej telev\u00edzii<\/h2>\n\n<p class=\"wp-block-paragraph\">Pravidl\u00e1 pre reklamu v s\u00fakromnej telev\u00edzii s\u00fa porovnate\u013en\u00e9 s t\u00fdmi pre rozhlasov\u00fa reklamu. Av\u0161ak v detailoch ich \u010diasto\u010dne presahuj\u00fa. Pr\u00e1vny r\u00e1mec pre reklamu v s\u00fakromnej telev\u00edzii tvor\u00ed Z\u00e1kon o audiovizu\u00e1lnych medi\u00e1lnych slu\u017eb\u00e1ch.  <\/p>\n\n<p class=\"wp-block-paragraph\">Tento z\u00e1kon predpisuje inzerentom najm\u00e4, \u017ee reklama nesmie poru\u0161ova\u0165 \u013eudsk\u00fa d\u00f4stojnos\u0165, nesmie by\u0165 diskrimina\u010dn\u00e1, nesmie poru\u0161ova\u0165 n\u00e1bo\u017eensk\u00e9 a politick\u00e9 presved\u010denia a nesmie ohrozova\u0165 zdravie a \u017eivotn\u00e9 prostredie.<\/p>\n\n<h3 class=\"wp-block-heading\">Z\u00e1kazy reklamy<\/h3>\n\n<p class=\"wp-block-paragraph\">Je zak\u00e1zan\u00e9 v s\u00fakromnej telev\u00edzii inzerova\u0165 tabakov\u00e9 v\u00fdrobky, liehoviny alebo lieky na predpis. V teleshoppingov\u00fdch rel\u00e1ci\u00e1ch sa nesm\u00fa v\u00f4bec pon\u00faka\u0165 \u017eiadne lieky ani o\u0161etrenia. Reklama na alkoholick\u00e9 n\u00e1poje, ktor\u00e9 sa nepova\u017euj\u00fa za liehoviny, ako napr\u00edklad pivo, sa s\u00edce m\u00f4\u017ee v z\u00e1sade vysiela\u0165, av\u0161ak konzum\u00e1cia alkoholu nesmie by\u0165 prezentovan\u00e1 ako rie\u0161enie probl\u00e9mov alebo sp\u00e1jan\u00e1 s \u00faspechom.   <\/p>\n\n<h3 class=\"wp-block-heading\">\u010casov\u00e9 obmedzenia<\/h3>\n\n<p class=\"wp-block-paragraph\">Aj pre reklamu v s\u00fakromnej telev\u00edzii existuj\u00fa \u010dasov\u00e9 obmedzenia. V z\u00e1sade sa m\u00f4\u017ee na reklamu pou\u017ei\u0165 15% denn\u00e9ho vysielacieho \u010dasu.  <\/p>\n\n<h3 class=\"wp-block-heading\">Z\u00e1sada oddelenia<\/h3>\n\n<p class=\"wp-block-paragraph\">Aj v s\u00fakromnej telev\u00edzii plat\u00ed, \u017ee reklama mus\u00ed by\u0165 jasne odl\u00ed\u0161ite\u013en\u00e1 od zvy\u0161ku programu. V\u00e4\u010d\u0161inou existuj\u00fa, podobne ako v rozhlase, reklamn\u00e9 bloky, ktor\u00e9 za\u010d\u00ednaj\u00fa a kon\u010dia optick\u00fdm a\/alebo akustick\u00fdm sign\u00e1lom. Dlhodob\u00e9 reklamn\u00e9 rel\u00e1cie musia by\u0165 ako tak\u00e9 ozna\u010den\u00e9.  <\/p>\n\n<h3 class=\"wp-block-heading\">Zav\u00e1dzanie, skryt\u00e1 reklama a umiest\u0148ovanie produktov<\/h3>\n\n<p class=\"wp-block-paragraph\">Zav\u00e1dzaj\u00faca reklama a skryt\u00e1 reklama s\u00fa zak\u00e1zan\u00e9 aj v s\u00fakromnej telev\u00edzii. Rovnako je umiest\u0148ovanie produktov v z\u00e1sade zak\u00e1zan\u00e9, pokia\u013e tovar alebo slu\u017eby n\u00edzkej hodnoty nie s\u00fa bezplatne poskytnut\u00e9 pre rel\u00e1ciu. Z\u00e1kaz umiest\u0148ovania produktov sa v\u0161ak nevz\u0165ahuje na kinofilmy a telev\u00edzne filmy, seri\u00e1ly a \u0161portov\u00e9 rel\u00e1cie.  <\/p>\n\n<h3 class=\"wp-block-heading\">Sponzoring<\/h3>\n\n<p class=\"wp-block-paragraph\">Kto chce sponzorova\u0165 s\u00fakromn\u00fa telev\u00edznu stanicu alebo rel\u00e1ciu, mus\u00ed dodr\u017eiava\u0165 nasledovn\u00e9:<\/p>\n\n<ul class=\"wp-block-list\"><li>redak\u010dn\u00e1 nez\u00e1vislos\u0165 stanice nesmie by\u0165 naru\u0161en\u00e1,<\/li><li>sponzorovan\u00e9 rel\u00e1cie musia by\u0165 jednozna\u010dne ozna\u010den\u00e9 ako tak\u00e9, najm\u00e4 na za\u010diatku a na konci,<\/li><li>nesm\u00fa priamo vyz\u00fdva\u0165 na k\u00fapu, pren\u00e1jom alebo l\u00edzing tovaru alebo slu\u017eieb,<\/li><li>v\u00fdrobcovia tabakov\u00fdch v\u00fdrobkov nesm\u00fa vystupova\u0165 ako sponzori,<\/li><li>spravodajsk\u00e9 rel\u00e1cie a rel\u00e1cie politick\u00fdch inform\u00e1ci\u00ed nesm\u00fa by\u0165 sponzorovan\u00e9.<\/li><\/ul>\n\n<h3 class=\"wp-block-heading\">Poru\u0161enia reklamn\u00fdch predpisov pre s\u00fakromn\u00fa telev\u00edziu<\/h3>\n\n<p class=\"wp-block-paragraph\">Kto poru\u0161\u00ed reklamn\u00e9 ustanovenia pre s\u00fakromn\u00fa telev\u00edziu, mus\u00ed po\u010d\u00edta\u0165 so spr\u00e1vnymi pokutami a\u017e do v\u00fd\u0161ky 8 000,00 EUR. Z\u00e1va\u017en\u00e9 poru\u0161enia m\u00f4\u017eu by\u0165 dokonca potrestan\u00e9 pokutami a\u017e do v\u00fd\u0161ky 40 000,00 EUR.  <\/p>\n\n<h2 class=\"wp-block-heading\">Reklama v ORF<\/h2>\n\n<p class=\"wp-block-paragraph\">Pravidl\u00e1 pre reklamu v ORF sa nach\u00e1dzaj\u00fa v Z\u00e1kone o ORF. Oproti s\u00fakromn\u00fdm vysielate\u013eom existuj\u00fa ur\u010dit\u00e9 \u0161pecifik\u00e1. <\/p>\n\n<h3 class=\"wp-block-heading\">\u010casov\u00e9 obmedzenia<\/h3>\n\n<p class=\"wp-block-paragraph\">Vo telev\u00edznych programoch ORF je povolen\u00fdch maxim\u00e1lne 12 min\u00fat reklamy za hodinu.<\/p>\n\n<h3 class=\"wp-block-heading\">Umiest\u0148ovanie produktov<\/h3>\n\n<p class=\"wp-block-paragraph\"> Umiest\u0148ovanie produktov je v ORF v z\u00e1sade zak\u00e1zan\u00e9. V\u00fdnimkou s\u00fa kinofilmy a telev\u00edzne filmy, seri\u00e1ly a \u0161portov\u00e9 rel\u00e1cie. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Pre\u010d\u00edtajte si tie\u017e: <a href=\"https:\/\/harlander-partner.eu\/sk\/sutazne-pravo\/priamy-marketing\/\">\u201ePriamy marketing\u201c<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"K vysielacej reklame patr\u00ed reklama v TV a v r\u00e1diu, resp. rozhlase. Rozhlasov\u00e1 reklama Rozhlasov\u00e1 reklama zah\u0155\u0148a reklamu v r\u00e1diu. Pr\u00e1vny r\u00e1mec pre rozhlasov\u00fa reklamu stanovuje Z\u00e1kon o s\u00fakromnom r\u00e1diu. &#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-43444","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":"K vysielacej reklame patr\u00ed reklama v TV a v r\u00e1diu, resp. rozhlase. Rozhlasov\u00e1 reklama Rozhlasov\u00e1 reklama zah\u0155\u0148a reklamu v r\u00e1diu. Pr\u00e1vny r\u00e1mec pre rozhlasov\u00fa reklamu stanovuje Z\u00e1kon o s\u00fakromnom r\u00e1diu. ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/pages\/43444","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=43444"}],"version-history":[{"count":0,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/pages\/43444\/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=43444"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/categories?post=43444"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/tags?post=43444"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}