Zdravotn\u00e9 tvrdenia \u2013 klamliv\u00e1 reklama na zdravotn\u00edcke pom\u00f4cky<\/p>\n
Zdravotn\u00e9 tvrdenia v reklame m\u00f4\u017eu by\u0165 ve\u013emi efekt\u00edvne, najm\u00e4 pri propag\u00e1cii zdravotn\u00edckych pom\u00f4cok (ZP). Niekedy v\u0161ak prekro\u010dia z\u00e1konn\u00e9 hranice, \u010do m\u00f4\u017ee vies\u0165 nielen k hospod\u00e1rskym \u0161kod\u00e1m vo forme pe\u0148a\u017en\u00fdch sankci\u00ed, ale aj k strate \u0165a\u017eko vybudovanej lojality z\u00e1kazn\u00edkov a d\u00f4very trhu.<\/p>\n
Legislat\u00edva v krajin\u00e1ch, v ktor\u00fdch m\u00e1 bnt attorneys in CEE zast\u00fapenie, len zriedka explicitne upravuje reklamu na ZP ako tak\u00fa alebo pou\u017e\u00edvanie zdravotn\u00fdch tvrden\u00ed v tomto type rekl\u00e1m. Vo v\u0161eobecnosti v\u0161ak plat\u00ed, \u017ee reklama na ZP nesmie by\u0165 klamliv\u00e1, t.j. tak\u00e1, ktor\u00e1 m\u00f4\u017ee ovplyvni\u0165 ekonomick\u00e9 spr\u00e1vanie spotrebite\u013eov alebo po\u0161kodi\u0165 in\u00e9ho s\u00fa\u0165a\u017eite\u013ea.<\/p>\n
Ma\u010farsk\u00e1 legislat\u00edva pozn\u00e1 viacero obmedzen\u00ed a z\u00e1kazov t\u00fdkaj\u00facich sa obsahu reklamy na ZP, okrem in\u00e9ho:<\/p>\n
\u2022 ZP musia by\u0165 jasne identifikovan\u00e9, vr\u00e1tane sp\u00f4sobu pou\u017eitia;<\/p>\n
\u2022 Reklamy musia obsahova\u0165 inform\u00e1cie a varovania oh\u013eadom spr\u00e1vneho pou\u017e\u00edvania, ako aj v\u00fdslovn\u00e9 a \u010ditate\u013en\u00e9 odpor\u00fa\u010danie pozorne si pre\u010d\u00edta\u0165 pokyny alebo n\u00e1vod na pou\u017e\u00edvanie.<\/p>\n
Litovsk\u00fd z\u00e1kon o z\u00e1kaze nekal\u00fdch obchodn\u00fdch prakt\u00edk vo vz\u0165ahu spotrebite\u013e \u2013 obchodn\u00edk predpoklad\u00e1, \u017ee reklama na ZP, ktor\u00e1 zav\u00e1dzaj\u00faco tvrd\u00ed, \u017ee v\u00fdrobok m\u00f4\u017ee vylie\u010di\u0165 ur\u010dit\u00fa chorobu, dysfunkciu alebo malform\u00e1ciu, je klamliv\u00e1. Litovsk\u00fd protimonopoln\u00fd \u00farad a Litovsk\u00fd \u00farad pre ochranu spotrebite\u013eov ve\u013emi akt\u00edvne preveruj\u00fa, ak\u00fdm sp\u00f4sobom s\u00fa ZP prezentovan\u00e9 a propagovan\u00e9. V uplynul\u00fdch rokoch opakovane rozhodli, \u017ee zdravotn\u00e9 tvrdenia v reklame boli klamliv\u00e9 a ulo\u017eili pokuty.<\/p>\n
V Bielorusku zdravotn\u00e9 tvrdenia v reklame vo v\u0161eobecnosti nie s\u00fa dovolen\u00e9. V\u00fdnimkou s\u00fa najm\u00e4 zdravotn\u00edcke produkty, vr\u00e1tane ZP, kde s\u00fa zdravotn\u00e9 tvrdenia mo\u017en\u00e9 na z\u00e1klade ur\u010dit\u00fdch podmienok a obmedzen\u00ed. Rovnako je vo v\u0161eobecnosti zak\u00e1zan\u00e9 zneu\u017e\u00edvanie zdravotn\u00edckych pracovn\u00edkov (vr\u00e1tane \u201efalo\u0161n\u00fdch\u201c lek\u00e1rov), pokia\u013e nie je materi\u00e1l ur\u010den\u00fd konkr\u00e9tne zdravotn\u00edckym pracovn\u00edkom alebo pokia\u013e nem\u00e1 by\u0165 distribuovan\u00fd na odborn\u00fdch zdravotn\u00edckych podujatiach.<\/p>\n
Bielorusko m\u00e1 v oblasti ZP pomerne rozsiahlu legislat\u00edvu, vr\u00e1tane pou\u017e\u00edvania zdravotn\u00fdch tvrden\u00ed. Tieto pravidl\u00e1 m\u00f4\u017eeme rozdeli\u0165 do dvoch skup\u00edn: (a) v\u0161eobecn\u00e9 podmienky, ktor\u00e9 platia pre v\u0161etky reklamy, a (b) osobitn\u00e9 podmienky, ktor\u00e9 platia len pre reklamu na ZP. Reklamu na ZP mo\u017eno rozdeli\u0165 na reklamu ur\u010den\u00fa priamo spotrebite\u013eovi, a reklamu ur\u010den\u00fa zdravotn\u00edckym pracovn\u00edkom po\u010das odborn\u00fdch podujat\u00ed alebo v odborn\u00fdch tla\u010dov\u00fdch m\u00e9di\u00e1ch (na z\u00e1klade osobitn\u00e9ho schv\u00e1len\u00e9ho zoznamu).<\/p>\n
Zdravotn\u00e9 tvrdenia v reklame na ZP ur\u010den\u00e9 priamo spotrebite\u013eovi musia sp\u013a\u0148a\u0165 najm\u00e4 nasledovn\u00e9 podmienky:<\/p>\n
\u2022 s\u00fahlas Ministerstva zdravotn\u00edctva (jeho podriadenej organiz\u00e1cie RCETH);<\/p>\n
\u2022 faktick\u00e1 spr\u00e1vnos\u0165 a pravdivos\u0165;<\/p>\n
\u2022 nesmie obsahova\u0165 superlat\u00edvy alebo vyvol\u00e1va\u0165 dojem, \u017ee dan\u00fd produkt je kvalitnej\u0161\u00ed ne\u017e in\u00fd, pokia\u013e to nie je preuk\u00e1zan\u00e9;<\/p>\n
\u2022 porovn\u00e1vanie s in\u00fdmi v\u00fdrobkami je zak\u00e1zan\u00e9;<\/p>\n
\u2022 reklama sa m\u00f4\u017ee robi\u0165 len na pom\u00f4cky na samostatn\u00fa starostlivos\u0165 (self-care device), tzn. kde nie je potrebn\u00e1 s\u00fa\u010dinnos\u0165 zdravotn\u00edckeho pracovn\u00edka;<\/p>\n
\u2022 mus\u00ed spotrebite\u013ea upozorni\u0165, aby si pre\u010d\u00edtal n\u00e1vod na pou\u017e\u00edvanie a\/alebo sa o pou\u017e\u00edvan\u00ed ZP poradil s lek\u00e1rom;<\/p>\n
\u2022 m\u00f4\u017ee obsahova\u0165 terapeutick\u00e9 tvrdenia, pri\u010dom v\u00fdnimkou s\u00fa \u0165a\u017eko lie\u010dite\u013en\u00e9 a smrte\u013en\u00e9 ochorenia;<\/p>\n
\u2022 zdravotn\u00e9 tvrdenia musia by\u0165 v s\u00falade s n\u00e1vodom na pou\u017e\u00edvanie ZP;<\/p>\n
\u2022 nesmie obsahova\u0165 absol\u00fatne terapeutick\u00e9 z\u00e1ruky;<\/p>\n
\u2022 nesmie indikova\u0165, \u017ee ZP pre\u0161la predklinick\u00fdm alebo klinick\u00fdm testovan\u00edm;<\/p>\n
\u2022 nesmie opisova\u0165 konkr\u00e9tne pr\u00edpady uzdravenia a v\u00fdpovede pacientov;<\/p>\n
\u2022 nesmie nazna\u010dova\u0165, \u017ee spotrebite\u013e je chor\u00fd a potrebuje ZP, alebo \u017ee aj zdrav\u00e1 osoba m\u00f4\u017ee potrebova\u0165 ZP;<\/p>\n
\u2022 nesmie tvrdi\u0165, \u017ee ZP je bezpe\u010dn\u00e1, vr\u00e1tane tvrdenia, \u017ee je na \u201epr\u00edrodnej b\u00e1ze\u201c, alebo nem\u00e1 ved\u013eaj\u0161ie \u00fa\u010dinky, naopak, mus\u00ed uvies\u0165, \u017ee ZP m\u00e1 kontraindik\u00e1cie a m\u00f4\u017ee sp\u00f4sobi\u0165 ved\u013eaj\u0161ie \u00fa\u010dinky;<\/p>\n
\u2022 nesmie navodi\u0165 dojem r\u00fdchleho \u00fa\u010dinku;<\/p>\n
\u2022 nesmie u spotrebite\u013eov vyvola\u0165 \u00fazkos\u0165 a strach z toho, \u017ee u nich m\u00f4\u017ee nasta\u0165 ur\u010dit\u00fd stav, alebo nazna\u010di\u0165, \u017ee tento stav sa m\u00f4\u017ee zhor\u0161i\u0165, ak sa nebud\u00fa lie\u010di\u0165 pomocou pr\u00edslu\u0161nej ZP resp. \u017ee by nepou\u017e\u00edvanie danej ZP malo negat\u00edvny vplyv na ich zdravie;<\/p>\n
\u2022 nesmie obsahova\u0165 odpor\u00fa\u010dania \u0161t\u00e1tnych org\u00e1nov alebo in\u00fdch organiz\u00e1ci\u00ed, ktor\u00e9 by zosil\u0148ovali reklamn\u00fd efekt.<\/p>\n
Rovnak\u00e9 pravidl\u00e1 platia aj pre reklamy ur\u010den\u00e9 zdravotn\u00edckym pracovn\u00edkom, pri\u010dom v nich m\u00f4\u017eu by\u0165 vyu\u017eit\u00e9 obr\u00e1zky zdravotn\u00edckych pracovn\u00edkov; propagova\u0165 mo\u017eno ak\u00fako\u013evek kateg\u00f3riu ZP, pri\u010dom nie je potrebn\u00fd predch\u00e1dzaj\u00faci s\u00fahlas Ministerstva zdravotn\u00edctva. Reklamy v\u0161ak m\u00f4\u017eu by\u0165 pr\u00edstupn\u00e9 len cez vybran\u00e9 distribu\u010dn\u00e9 kan\u00e1ly, pri\u010dom napr\u00edklad nem\u00f4\u017eu by\u0165 zverejnen\u00e9 na internete.<\/p>\n
Je d\u00f4le\u017eit\u00e9 rozli\u0161ova\u0165 medzi reklamami na ZP, met\u00f3dami lie\u010dby a zdravotn\u00edckymi slu\u017ebami, ke\u010f\u017ee v ka\u017edej kateg\u00f3rii existuje osobitn\u00e1 \u00faprava.<\/p>\n
Vo v\u0161eobecnosti mo\u017eno kon\u0161tatova\u0165, \u017ee zdravotn\u00e9 tvrdenia v reklam\u00e1ch musia by\u0165 predov\u0161etk\u00fdm pravdiv\u00e9, v s\u00falade s dokument\u00e1ciou k ZP a podporen\u00e9 dostatkom vedeck\u00fdch, v\u00fdskumn\u00fdch alebo klinick\u00fdch d\u00e1t. Hoci v mnoh\u00fdch pr\u00edpadoch neexistuje konkr\u00e9tna legislat\u00edva, v\u0161eobecn\u00e9 pravidl\u00e1 o klamlivej reklame sa vz\u0165ahuj\u00fa aj na reklamu na ZP.<\/p>\n","protected":false},"excerpt":{"rendered":"
Zdravotn\u00e9 tvrdenia \u2013 klamliv\u00e1 reklama na zdravotn\u00edcke pom\u00f4cky Zdravotn\u00e9 tvrdenia v reklame m\u00f4\u017eu by\u0165 ve\u013emi efekt\u00edvne, najm\u00e4 pri propag\u00e1cii zdravotn\u00edckych pom\u00f4cok (ZP). Niekedy v\u0161ak prekro\u010dia z\u00e1konn\u00e9 hranice, \u010do m\u00f4\u017ee vies\u0165 nielen k hospod\u00e1rskym \u0161kod\u00e1m vo forme pe\u0148a\u017en\u00fdch sankci\u00ed, ale aj k strate \u0165a\u017eko vybudovanej lojality z\u00e1kazn\u00edkov a d\u00f4very trhu. Legislat\u00edva v krajin\u00e1ch, v ktor\u00fdch m\u00e1 […]<\/p>\n","protected":false},"author":1,"featured_media":5465,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[103],"tags":[104],"class_list":["post-7212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bnt","tag-slovakia"],"acf":[],"_links":{"self":[{"href":"https:\/\/lynx.legal\/sk\/wp-json\/wp\/v2\/posts\/7212","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lynx.legal\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lynx.legal\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lynx.legal\/sk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lynx.legal\/sk\/wp-json\/wp\/v2\/comments?post=7212"}],"version-history":[{"count":0,"href":"https:\/\/lynx.legal\/sk\/wp-json\/wp\/v2\/posts\/7212\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lynx.legal\/sk\/wp-json\/wp\/v2\/media\/5465"}],"wp:attachment":[{"href":"https:\/\/lynx.legal\/sk\/wp-json\/wp\/v2\/media?parent=7212"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lynx.legal\/sk\/wp-json\/wp\/v2\/categories?post=7212"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lynx.legal\/sk\/wp-json\/wp\/v2\/tags?post=7212"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}