{"id":3244,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/influenceri-mohou-poskodit-vasi-znacku\/"},"modified":"2024-03-22T12:22:09","modified_gmt":"2024-03-22T11:22:09","slug":"influenceri-mohou-poskodit-vasi-znacku","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/influenceri-mohou-poskodit-vasi-znacku\/","title":{"rendered":"Influence\u0159i = probl\u00e9m pro va\u0161i zna\u010dku?"},"content":{"rendered":"<figure class=\"w-richtext-figure-type-image w-richtext-align-center\" style=\"max-width:1000px\" data-rt-type=\"image\" data-rt-align=\"center\" data-rt-max-width=\"1000px\">\n<div><img decoding=\"async\" src=\"https:\/\/uploads-ssl.webflow.com\/5767b4eb3a9c9e1015d06770\/5db748fd8bc7be08450ffdda_shutterstock_428433028.jpg\"><\/div>\n<\/figure>\n<p>Mediaguru.cz upozornil na to, \u017ee spolupr\u00e1ce s influencery je je\u0161t\u011b o trochu slo\u017eit\u011bj\u0161\u00ed, ne\u017e by se mohlo zd\u00e1t.<\/p>\n<p>V polovin\u011b \u0159\u00edjna prob\u011bhla konference <strong>Influencering<\/strong>, na kter\u00e9 dostala slovo i pr\u00e1vni\u010dka Andrea Pavelcov\u00e1 z advok\u00e1tn\u00ed\u00a0kancel\u00e1\u0159e eLegal.<br \/>Ta objasnila, \u017ee spolupr\u00e1ce s influencery b\u00fdv\u00e1 probl\u00e9mov\u00e1 nejen kv\u016fli nevhodn\u00e9 prezentaci produkt\u016f, ale zejm\u00e9na kv\u016fl<strong>i mo\u017en\u00e9mu poru\u0161en\u00ed z\u00e1kona.<\/strong> <br \/>Bav\u00edme se nap\u0159. o <strong>klam\u00e1n\u00ed spot\u0159ebitele, poru\u0161en\u00ed autorsk\u00e9ho pr\u00e1va <\/strong>\u010di t\u0159eba<strong> nekalou sout\u011b\u017e.<\/strong> <\/p>\n<p>\u200d<br \/>\u201e<em>Pokud influencer ve sv\u00e9m p\u0159\u00edsp\u011bvku prohl\u00e1s\u00ed ko\u017eenkov\u00e9 boty za ko\u017een\u00e9 a k tomu p\u0159id\u00e1 30% slevu, kter\u00e1 se nebude konat, jedn\u00e1 se o klam\u00e1n\u00ed spot\u0159ebitele. <br \/>V p\u0159\u00edpad\u011b, \u017ee do sv\u00e9ho videa nahraje bez svolen\u00ed ciz\u00ed hudbu, jedn\u00e1 se o z\u00e1sah do autorsk\u00fdch pr\u00e1v. <br \/>A pokud n\u011bkdo tvrd\u00ed, \u017ee ten dan\u00fd produkt je skoro takov\u00fd jako od Nike, m\u016f\u017ee j\u00edt o nekalou sout\u011b\u017e<\/em>.&#8220;<\/p>\n<p>Reklama nesm\u00ed ohro\u017eovat ani psychick\u00fd a mor\u00e1ln\u00ed v\u00fdvoj d\u00edt\u011bte, tud\u00ed\u017e t\u0159eba takovou sout\u011b\u017e na Instagramu o plastiku prsou lze tak br\u00e1t jako ohro\u017euj\u00edc\u00ed.<\/p>\n<p>\u200d<\/p>\n<p>\u200d<\/p>\n<p>\u200d<\/p>\n<h4><strong>Co se m\u016f\u017ee st\u00e1t?<\/strong><\/h4>\n<p>Kv\u016fli pochyben\u00ed influencer\u016f (anebo nedod\u00e1n\u00ed pot\u0159ebn\u00fdch pravidel a podklad\u016f ze strany zna\u010dky) prob\u00edh\u00e1 <strong>n\u011bkolik spr\u00e1vn\u00edch \u0159\u00edzen\u00ed.<\/strong> <br \/>\u201e<em>V jist\u00fdch p\u0159\u00edpadech ji\u017e byla ud\u011blena i pokuta. Sice nep\u0159\u00edli\u0161 vysok\u00e1, ale nejhor\u0161\u00ed je, \u017ee se to m\u016f\u017ee dostat do m\u00e9di\u00ed a va\u0161\u00ed zna\u010dce to po\u0161kod\u00ed reputaci<\/em>,\u201c podotkla Andrea Pavelcov\u00e1.<\/p>\n<p>\u200d<\/p>\n<h4><strong>Jak\u00fd je tedy spr\u00e1vn\u00fd postup?<\/strong><\/h4>\n<p>Ned\u00edlnou sou\u010d\u00e1st\u00ed smlouvy, kterou byste s influencery m\u011bli uzav\u0159it, je i pojistka v podob\u011b <strong>smluvn\u00ed pokuty,<\/strong> nap\u0159\u00edklad v hodnot\u011b 10 \u010di 20 % celkov\u00e9 \u010d\u00e1stky.<br \/>\u201e<em>Zde je pot\u0159eba myslet na to, \u017ee pokuty nejde \u017e\u00e1dat po n\u011bkom, s k\u00fdm spolupracujete na z\u00e1klad\u011b dohody o proveden\u00ed pr\u00e1ce. <\/em><strong><em>Proto influencery berte rad\u0161i na I\u010cO<\/em><\/strong><em>,<\/em>\u201c rad\u00ed Pavelcov\u00e1.<\/p>\n<p>\u200d<\/p>\n<p>\u200d<\/p>\n<p>\u200d<\/p>\n<p>\u200d<\/p>\n<p><em>Zdroj:\u00a0mediaguru.cz<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pokud influence\u0159i v propagaci va\u0161eho produktu pochyb\u00ed a situace se dostane do m\u00e9di\u00ed, va\u0161\u00ed zna\u010dce to po\u0161kod\u00ed reputaci.<\/p>\n","protected":false},"author":12,"featured_media":2097,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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