{"id":565,"date":"2025-03-06T17:29:24","date_gmt":"2025-03-06T17:29:24","guid":{"rendered":"https:\/\/sistering.lv\/?p=565"},"modified":"2025-09-25T06:15:15","modified_gmt":"2025-09-25T06:15:15","slug":"comparative-advertising","status":"publish","type":"post","link":"https:\/\/sistering.lv\/en\/salidzinosa-reklama\/","title":{"rendered":"Comparative advertising and its fragile boundaries"},"content":{"rendered":"

Piem\u0113ri un normat\u012bvie akti Latvij\u0101<\/h2>\n

 <\/p>\n

Kas ir sal\u012bdzino\u0161\u0101 rekl\u0101ma?<\/h2>\n

Uz\u0146\u0113mums sal\u012bdzina savu ar konkurentu pied\u0101v\u0101jumu, lai izceltu savas priek\u0161roc\u012bbas, ar m\u0113r\u0137i p\u0101rliecin\u0101t pat\u0113r\u0113t\u0101jus, ka rekl\u0101mdev\u0113ja produkts ir lab\u0101ks vai izdev\u012bg\u0101ks.<\/span><\/p>\n

Viens no ska\u013c\u0101kajiem piem\u0113riem Latvij\u0101 2010. gad\u0101, kad telev\u012bzijas rekl\u0101mas p\u0101r\u0146\u0113ma za\u013cie un dzeltenie v\u012bri\u0146i.<\/span><\/p>\n

K\u0101 tas beidz\u0101s? PTAC piepras\u012bja rekl\u0101mu<\/a> p\u0101rtraukt, jo atsevi\u0161\u0137os gad\u012bjumos, tika iek\u013cauta maldino\u0161a rekl\u0101ma, kas tika atz\u012bta par negod\u012bgu komercpraksi un \u201ckar\u0161\u201d pak\u0101peniski norima.<\/span><\/p>\n

 <\/p>\n

\"SAL\u012aDZINO\u0160\u0100
Foto: nra.lv<\/em><\/figcaption><\/figure>\n

 <\/p>\n

SAL\u012aDZINO\u0160\u0100 REKL\u0100MA<\/h2>\n

Rekl\u0101mas likums, III noda\u013ca 9. pants<\/span><\/p>\n

(1) Sal\u012bdzino\u0161a rekl\u0101ma ir jebkura rekl\u0101ma, kur\u0101 izmantots sal\u012bdzin\u0101jums, kas tie\u0161i vai netie\u0161i nor\u0101da uz konkurentu vai konkurenta pied\u0101v\u0101taj\u0101m prec\u0113m vai pakalpojumiem.<\/span><\/p>\n

(2) Sal\u012bdzin\u0101jumu veido atbilsto\u0161i god\u012bgas konkurences principiem, izmantojot faktus, kurus var pier\u0101d\u012bt.<\/span><\/p>\n

(3) Sal\u012bdzino\u0161\u0101 rekl\u0101ma, [..], ir at\u013cauta, ja iev\u0113roti visi turpm\u0101k min\u0113tie nosac\u012bjumi: t\u0101 nav maldino\u0161a [..]; t\u0101 sal\u012bdzina preces vai pakalpojumus, kas paredz\u0113ti vien\u0101m un t\u0101m pa\u0161\u0101m vajadz\u012bb\u0101m vai vieniem un tiem pa\u0161iem m\u0113r\u0137iem [..]<\/span><\/p>\n

 <\/p>\n

\u201cM\u0112R\u012a\u0160AN\u0100S AR GROZI\u0145IEM\u201d 2021<\/h3>\n

Viens no tie\u0161\u0101kajiem piem\u0113riem bija LIDL kampa\u0146a, ien\u0101kot Latvijas tirg\u016b.<\/span><\/p>\n

Lidl sal\u012bdzin\u0101ja 36 produktu p\u0101rtikas cenas ar konkurentiem.<\/span><\/p>\n

PTAC zi\u0146oja, ka atsevi\u0161\u0137os gad\u012bjumos LIDL sal\u012bdzin\u0101jumi nebija pietiekami prec\u012bzi, jo preces nebija piln\u012bgi l\u012bdz\u012bgas un rekl\u0101mdev\u0113js sa\u0146\u0113ma br\u012bdin\u0101jumu<\/span><\/p>\n

Sal\u012bdzino\u0161\u0101 rekl\u0101ma, kas \u013cauj pat\u0113r\u0113t\u0101jiem uzzin\u0101t da\u017e\u0101du tirgot\u0101ju cenu l\u012bmeni, ir gan pat\u0113r\u0113t\u0101ju interes\u0113m atbilsto\u0161a, gan ar\u012b veicina konkurenci, ta\u010du tikai t\u0101dos apst\u0101k\u013cos, ja t\u0101 nemaldina pat\u0113r\u0113t\u0101jus.<\/span><\/p>\n

\u201cLidl\u201d Lietuv\u0101 sa\u0146em 100 000 eiro sodu<\/span><\/p>\n

Ar\u012b LIDL veikalu t\u012bkls Lietuv\u0101 sal\u012bdzin\u0101ja savu un citu veikalu pre\u010du cenas, ta\u010du cenas nebija sal\u012bdzin\u0101tas vien\u0101 un taj\u0101 pa\u0161\u0101 laik\u0101. L\u012bdz ar to rekl\u0101ma nav bijusi objekt\u012bva un maldin\u0101ja pat\u0113r\u0113t\u0101jus. Kas ir maldino\u0161a rekl\u0101ma?<\/span><\/p>\n

\"\u201cM\u0112R\u012a\u0160AN\u0100S
Foto: Apollo.lv<\/figcaption><\/figure>\n


\n<\/span>\"MALDINO\u0160A<\/p>\n

 <\/p>\n

MALDINO\u0160A REKL\u0100MA<\/h2>\n

Rekl\u0101mas likums, III noda\u013ca 8. pants<\/span><\/p>\n

(1) Maldino\u0161a rekl\u0101ma ir aizliegta.<\/span><\/p>\n

(2) Maldino\u0161a rekl\u0101ma ir t\u0101da rekl\u0101ma, kura jebk\u0101d\u0101 veid\u0101, ieskaitot t\u0101s pasnieg\u0161anas veidu, tie\u0161i vai netie\u0161i maldina vai var\u0113tu maldin\u0101t un kura sava maldino\u0161\u0101 rakstura d\u0113\u013c var\u0113tu ietekm\u0113t personas ekonomisko r\u012bc\u012bbu vai kura kait\u0113 vai var\u0113tu kait\u0113t konkurentam.<\/span><\/p>\n

(3) Nosakot, vai rekl\u0101ma ir maldino\u0161a, \u0146em v\u0113r\u0101 visas rekl\u0101mas paz\u012bmes \u2014 atsevi\u0161\u0137o sast\u0101vda\u013cu un kop\u0113jo saturu, noform\u0113jumu, \u012bpa\u0161i jebkuru inform\u0101ciju, kas rekl\u0101m\u0101 sniegta par pre\u010du vai pakalpojumu pieejam\u012bbu, \u012bpa\u0161\u012bb\u0101m, darb\u012bbu, saturu, ra\u017eo\u0161anas vai pieg\u0101des metodi un datumu, nol\u016bku, lieto\u0161anu, daudzumu, ietekmi uz vidi vai cilv\u0113ka vesel\u012bbu [..]cenu [..] rekl\u0101mas dev\u0113ju [..]<\/span><\/p>\n

 <\/p>\n

J\u0100ATBILD UZ JAUT\u0100JUMU – VAI RISKS ATMAKS\u0100SIES?<\/h3>\n

Ir svar\u012bgi ne tikai strat\u0113\u0123iski pl\u0101not komunik\u0101ciju, bet ar\u012b p\u0101rliecin\u0101ties, ka tiek iev\u0113roti visi tiesiskie aspekti un normat\u012bvie akti.<\/span><\/p>\n

Vai ir v\u0113rts apdraud\u0113t vissvar\u012bg\u0101ko uz\u0146\u0113muma val\u016btu – reput\u0101ciju? M\u016bsupr\u0101t, n\u0113.<\/span><\/p>\n

Lai gan labi izpl\u0101noti sal\u012bdzin\u0101jumi var sniegt priek\u0161roc\u012bbas, tom\u0113r konkurenta atbildes g\u0101jiens var b\u016bt v\u0113l ietekm\u012bg\u0101ks.<\/span><\/p>\n

\"SAL\u012aDZINO\u0160\u0100
Foto: www.bettermarketing.pub<\/figcaption><\/figure>\n

 <\/p>\n

DRAUDZ\u012aGA SAL\u012aDZIN\u0100\u0160AN\u0100S K\u0100 SADARB\u012aBA<\/h3>\n

Kur ir lab\u0101k\u0101 aukst\u0101 zupa?<\/span><\/p>\n

\u0160\u012b gada vasaras hits – Vi\u013c\u0146as un R\u012bgas \u201cc\u012b\u0146a\u201d par lab\u0101k\u0101s aukst\u0101s zupas statusu.<\/span><\/p>\n

R\u012bgas un Vi\u013c\u0146as t\u016brisma a\u0123ent\u016bras bie\u017ei vien \u201cmet\u201d jokus viena otras pus\u0113, lai pozicion\u0113tu p\u0101r\u0101kumu.<\/span><\/p>\n

Fantastisks piem\u0113rs, kas soci\u0101lajos medijos izrais\u012bja lielu sabiedr\u012bbas iesaisti un popularit\u0101ti.<\/span><\/p>\n

Ieguv\u0113ji ir abi – Lietuvas aukst\u0101s zupas festiv\u0101lam papildus publicit\u0101te un Latvijai atpaz\u012bstam\u012bba t\u016brisma sezon\u0101.<\/span><\/p>\n

\"DRAUDZ\u012aGA
Foto: Instagram @rigastories @govilnius<\/figcaption><\/figure>\n

 <\/p>\n

REGUL\u0112JUMI, KAS J\u0100\u0145EM V\u0112R\u0100<\/h3>\n
    \n
  • Rekl\u0101mas likums<\/span><\/li>\n
  • Negod\u012bgas komercprakses aizlieguma likums<\/span><\/li>\n
  • Eiropas Savien\u012bbas \u201cNegod\u012bgas komercprakses direkt\u012bva\u201d<\/span><\/li>\n
  • Latvijas Rekl\u0101mas asoci\u0101cijas \u0113tikas kodekss<\/span><\/li>\n
  • Pat\u0113r\u0113t\u0101ju ties\u012bbu un aizsardz\u012bbas likums<\/span><\/li>\n
  • Konkurences likums<\/span>
    \n\"SAL\u012aDZINO\u0160\u0100<\/li>\n<\/ul>\n
    \n

    VEIKSM\u012aGA M\u0100RKETINGA PAMAT\u0100\u00a0<\/span><\/p>\n

    UZTIC\u012aBA UN CIE\u0145A<\/span><\/p>\n

    Veido ilgtermi\u0146a attiec\u012bbas ar klientiem, kas balst\u0101s uz pozit\u012bvu pieredzi un god\u012bgu konkurenci<\/span><\/p>\n

    PALIEC UZ PULSA<\/span><\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"

    Piem\u0113ri un normat\u012bvie akti Latvij\u0101   Kas ir sal\u012bdzino\u0161\u0101 rekl\u0101ma? Uz\u0146\u0113mums sal\u012bdzina savu ar konkurentu pied\u0101v\u0101jumu, lai izceltu savas priek\u0161roc\u012bbas, ar m\u0113r\u0137i p\u0101rliecin\u0101t pat\u0113r\u0113t\u0101jus, ka rekl\u0101mdev\u0113ja produkts ir lab\u0101ks vai izdev\u012bg\u0101ks. Viens no ska\u013c\u0101kajiem piem\u0113riem Latvij\u0101 2010. gad\u0101, kad telev\u012bzijas rekl\u0101mas p\u0101r\u0146\u0113ma za\u013cie un dzeltenie v\u012bri\u0146i. K\u0101 tas beidz\u0101s? PTAC piepras\u012bja rekl\u0101mu p\u0101rtraukt, jo atsevi\u0161\u0137os […]<\/p>\n","protected":false},"author":2,"featured_media":2366,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[39],"tags":[],"class_list":["post-565","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bloga-raksts"],"acf":[],"_links":{"self":[{"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/posts\/565","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/comments?post=565"}],"version-history":[{"count":3,"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/posts\/565\/revisions"}],"predecessor-version":[{"id":2928,"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/posts\/565\/revisions\/2928"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/media\/2366"}],"wp:attachment":[{"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/media?parent=565"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/categories?post=565"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sistering.lv\/en\/wp-json\/wp\/v2\/tags?post=565"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}