{"id":17287,"date":"2023-07-21T11:53:01","date_gmt":"2023-07-21T08:53:01","guid":{"rendered":"https:\/\/stage.www.cobalt.legal\/?p=17287"},"modified":"2023-07-21T11:53:01","modified_gmt":"2023-07-21T08:53:01","slug":"planuojate-sventinius-ispardavimus-bukite-atsargus-su-kainu-braukymu-jus-stebi","status":"publish","type":"post","link":"https:\/\/www.cobalt.legal\/lt\/news-cases\/planuojate-sventinius-ispardavimus-bukite-atsargus-su-kainu-braukymu-jus-stebi\/","title":{"rendered":"Planuojate \u0161ventinius i\u0161pardavimus? B\u016bkite atsarg\u016bs su kain\u0173 braukymu \u2013 jus stebi"},"content":{"rendered":"<p style=\"text-align: justify;\"><strong>Prie\u0161 did\u017ei\u0105sias met\u0173 \u0161ventes, \u012fskaitant \u201eJuod\u0105j\u012f penktadien\u012f\u201c ar \u201eKibernetin\u012f pirmadien\u012f\u201c (Cyber Monday) ir kitas masini\u0173 nuolaid\u0173 \u201e\u0161ventes\u201c, kai suintensyv\u0117ja sezoniniai i\u0161pardavimai ir akcijos, prekybininkams reikt\u0173 prisiminti kelias svarbias taisykles, susijusias su nuolaidomis, specialiais pasi\u016blymais ir reklaminiais \u0161\u016bkiais.<\/strong><\/p>\n<p style=\"text-align: justify;\">\u201eKai kurios preki\u0173 nuolaid\u0173 ir akcij\u0173 skelbimo taisykl\u0117s, d\u0117l anks\u010diau fiksuot\u0173 prekybinink\u0173 bandym\u0173 gudrauti visoje ES, buvo pakeistos. Kitos galioja jau daug met\u0173. Bet visos jos taikomos bet kokiomis reklamin\u0117mis priemon\u0117mis skleid\u017eiamam turiniui apie kain\u0173 suma\u017einim\u0105: tiek kainoms nurodomoms pa\u010diose parduotuv\u0117se (fizin\u0117se ir elektronin\u0117se), tiek vaizdinei ir garsinei reklamai televizijoje bei radijuje, prane\u0161imams internete, socialiniuose tinkluose ir kitur. Tad neverta persistengti reklamuojant akcijas ir nuolaidas\u201c, \u2013 sako Lina Gu\u017eien\u0117, advokat\u0173 profesin\u0117s bendrijos COBALT vyresnioji teisinink\u0117.<\/p>\n<p style=\"text-align: justify;\"><strong>Nubraukta kaina<\/strong><\/p>\n<p style=\"text-align: justify;\">Bene svarbiausia taisykl\u0117, anot jos, \u2013 negudrauti su nubrauktomis kainomis. Kadaise taikyta praktika, kai keliomis dienomis anks\u010diau kaina padidinama, o kit\u0105 dien\u0105 nubraukiama ir \u012fprasta kaina pristatoma kaip nuolaida, buvo da\u017ena ne tik Lietuvoje. Tokie veiksmai iki \u0161iol ypatingai erzina vartotojus, kelia j\u0173 nepasitik\u0117jim\u0105 Pasijut\u0119 apgauti jie, tik\u0117tina, kreipsis \u012f rinkos prie\u017ei\u016bros institucijas.<\/p>\n<p style=\"text-align: justify;\">Teisinink\u0117 akcentuoja, kad skelbiant kainos suma\u017einim\u0105, \u0161alia nubrauktos ir suma\u017eintos kainos b\u016btina nurodyti ankstesn\u0119 kain\u0105. \u201eAnkstesne\u201c laikoma ma\u017eiausia prek\u0117s kaina, kuri\u0105 pardav\u0117jas taik\u0117 30 dien\u0173 iki jos suma\u017einimo.<\/p>\n<p style=\"text-align: justify;\">\u201eAkcij\u0173 ar i\u0161pardavim\u0173 metu nubraukta prek\u0117s kaina paprastai b\u016bna ne pradin\u0117, reguliari kaina, o pati ma\u017eiausia, buvusi per pastar\u0105sias 30 dien\u0173. Tai svarbu \u012fvertinti kiekvienu atveju. Nes b\u016bt\u0173 neteisinga nubraukti pradin\u0119, galimai did\u017eiausi\u0105 buvusi\u0105 prek\u0117s kain\u0105, taip parodant did\u017eiausi\u0105 \u012fmanom\u0105 sutaupymo procentin\u0119 i\u0161rai\u0161k\u0105\u201c, \u2013 patikslina L. Gu\u017eien\u0117.<\/p>\n<p style=\"text-align: justify;\">Tiasa, yra i\u0161im\u010di\u0173. Reikalavimas nurodyti ma\u017eiausi\u0105 per pastar\u0105sias 30 dien\u0173 buvusi\u0105 kain\u0105 netaikomas paslaugoms, \u012fskaitant skaitmenin\u012f turin\u012f. Taip pat greitai gendantiems produktams (maistui, kuriam taikomas spec. temperat\u016brinis re\u017eimas) ir greitai savo prekin\u0119 vert\u0119 prarandan\u010dioms prek\u0117ms, tokioms kaip gyvos g\u0117l\u0117s,r laikra\u0161\u010diai ar periodiniai leidiniai.<\/p>\n<p style=\"text-align: justify;\"><strong>Prek\u0117s likusios po \u0161ven\u010di\u0173<\/strong><\/p>\n<p style=\"text-align: justify;\">COBALT teisinink\u0117 atkreipia d\u0117mes\u012f, kad Lietuvoje ir ES mastu n\u0117ra patvirtinto greitai savo prekin\u0119 vert\u0119 prarandan\u010di\u0173 ne maisto preki\u0173 s\u0105ra\u0161o. Bet kokiu atveju nereikt\u0173 pamir\u0161ti, kad prekin\u0119 vert\u0119 greitai prarandan\u010diomis prek\u0117mis nebus laikomi gaminiai, kurie n\u0117ra greitai gendantys, ta\u010diau \u201enustoja galioti\u201c komercine prasme.<\/p>\n<p style=\"text-align: justify;\">Pavyzd\u017eiui, i\u0161parduodami ankstesni\u0173 kolekcij\u0173 drabu\u017eiai, pra\u0117jusio sezono avalyn\u0117 ir pan.<\/p>\n<p style=\"text-align: justify;\">\u201eTai tur\u0117t\u0173 b\u016bti aktualu prekybininkams, siekiantiems i\u0161parduoti trumpalaikio poreikio ar specializuotas prekes, pavyzd\u017eiui, Helovino, Kal\u0117d\u0173 atributik\u0105, prekes, sufasuotas \u012f speciali\u0105 temin\u0119 kal\u0117din\u0119 pakuot\u0119 ir pan\u201c, \u2013 teigia pa\u0161nekov\u0117.<\/p>\n<p style=\"text-align: justify;\">Ji priduria, kad min\u0117tas reikalavimas, skelbiant nuolaid\u0105 nurodyti ma\u017eiausi\u0105 per 30 dien\u0173 kain\u0105, netaikomas ir pardav\u0117jo klient\u0173 lojalumo programoms \u2013 nuolaid\u0173 kortel\u0117ms \u010dekiams, suteikiantiems teis\u0119 \u012f nuolaid\u0105 arba leid\u017eiantiems kaupti ta\u0161kus b\u016bsimiems pirkiniams.<\/p>\n<p style=\"text-align: justify;\">\u201eTaisykl\u0117 netaikoma ir faktiniam prie individuali\u0173 poreiki\u0173 pritaikytam kain\u0173 suma\u017einimui. Tipi\u0161kas tokio kain\u0173 suma\u017einimo pavyzdys \u2013 kai vartotojas i\u0161 anksto \u012fsigyja prek\u0119 i\u0161 atitinkamo pardav\u0117jo, pavyzd\u017eiui, kai pirkdamas gauna 20 proc. nuolaidos kupon\u0105, galiojant\u012f kitam pirkiniui iki m\u0117nesio pabaigos\u201c, \u2013 i\u0161imtis vardija L. Gu\u017eien\u0117.<\/p>\n<p style=\"text-align: justify;\"><strong>Akcij\u0173 trukm\u0117<\/strong><\/p>\n<p style=\"text-align: justify;\">Prekybininkams skelbiant konkre\u010di\u0105 akcij\u0105 ar i\u0161pardavim\u0105 b\u016btina ai\u0161kiai nurodyti visas akcijos s\u0105lygas ir jos trukm\u0119 \u2013 prad\u017ei\u0105 ir pabaig\u0105 arba konkret\u0173 laik\u0105 valandomis, jei vykdomas valandinis i\u0161pardavimas.<\/p>\n<p style=\"text-align: justify;\">Nes\u0105\u017eininga komercine veikla b\u016bt\u0173 laikoma, jeigu, prekybininkas reklamuot\u0173, pavyzd\u017eiui, Juodojo penktadienio i\u0161pardavim\u0105, truksiant\u012f vis\u0105 savaitgal\u012f, bet v\u0117liau nuspr\u0119st\u0173 tiesiog prat\u0119sti akcij\u0105 dar savaitei.<\/p>\n<p style=\"text-align: justify;\">\u201eAkcijos gali trukti tik tiek, kiek nurodoma reklamose. Pra\u0117jus tam laikotarpiui reik\u0117t\u0173 arba nutraukti akcij\u0105, arba keisti reklamas. Kitu atveju toks ner\u016bpestingas prekybininko sprendimas, tik\u0117tina, sulaukt\u0173 rinkos prie\u017ei\u016bros institucijos d\u0117mesio\u201c, \u2013 sako specialist\u0117.<\/p>\n<p style=\"text-align: justify;\"><strong>Ai\u0161ki informacija<\/strong><\/p>\n<p style=\"text-align: justify;\">Dar vienas svarbi taisykl\u0117 \u2013 informacijos ai\u0161kumas. Jeigu prek\u0117s ar j\u0173 grup\u0117s ne\u012ftraukiamos \u012f akcij\u0105 arba planuojamos akcijos taikymo i\u0161imtys (pvz., netaikoma naujai rudens-\u017eiemos kolekcijai) arba i\u0161pardavimas bus vykdomas tik e.parduotuv\u0117se, nuolaidos bus taikomos i\u0161imtinai tik lojalumo kortel\u0119 turintiems pirk\u0117jams \u2013 b\u016btina tai nurodyti ai\u0161kiai ir suprantamai, gerai matomoje vietoje, kuri\u0105 be vargo pasteb\u0117t\u0173 bet kuris pirk\u0117jas.<\/p>\n<p style=\"text-align: justify;\">\u201eTaikymo i\u0161imtys laikomos esmine informacija reklaminiame tekste, tod\u0117l nerekomenduotina rizikuoti ir pateikti i\u0161imtis labai suma\u017eintu \u0161riftu, rodyti 2 sekundes ar nurodyti pakankamai abstrak\u010diai (pvz., yra papildom\u0173 s\u0105lyg\u0173) ar tekst\u0105 pasl\u0117pti ma\u017eai kontrasto turin\u010diame fone\u201c, \u2013 \u0161ypteli L. Gu\u017eien\u0117.<\/p>\n<p style=\"text-align: justify;\"><strong>Reklaminiai \u0161\u016bkiai<\/strong><\/p>\n<p style=\"text-align: justify;\">Draud\u017eiama gudrauti ir su \u201eakcijini\u0173 preki\u0173\u201c kiekiais. Naudoti reklaminius teiginius: nuolaidos \u201eiki 50 proc.\u201c ar \u201eiki 20 proc. pigiau\u201c ir pan., leid\u017eiama. Svarbu, kad reklamuojam\u0173 \u201eakcijini\u0173 preki\u0173\u201c i\u0161pardavimo prad\u017eioje b\u016bt\u0173 ne ma\u017eiau kaip 10 proc. tam tikros kategorijos preki\u0173 visose prekybos vietose.<\/p>\n<p style=\"text-align: justify;\">Kitaip sakant negalima reklamuoti \u201enuolaid\u0173 iki 50 proc.\u201c, jei planuojama su tokia nuolaida parduoti vos kelet\u0105 preki\u0173.<\/p>\n<p style=\"text-align: justify;\">Svarbu \u012fvertinti, ar nuolaidos bus taikomos visam reklamuojamam asortimentui, ar tik \u201edaugeliui\u201c preki\u0173. Jei yra i\u0161im\u010di\u0173, speciali\u0173 taikymo s\u0105lyg\u0173 ar abejoni\u0173 d\u0117l pakankamo patraukli\u0173 preki\u0173 kiekio, teisininkai si\u016blo i\u0161 anksto nurodyti nuolaid\u0173 taikymo i\u0161imtis.<\/p>\n<p style=\"text-align: justify;\"><strong>Nebeliko preki\u0173 \u2013 stabdykite akcij\u0105<\/strong><\/p>\n<p style=\"text-align: justify;\">\u201ePaskelbtas vartotojams patraukli\u0173 preki\u0173 i\u0161pardavimas, ta\u010diau jau akcijos prad\u017eioje n\u0117ra konkre\u010di\u0173 akcijini\u0173 preki\u0173? Reklama toliau aktyviai skleid\u017eiama, bet reklamuojam\u0173 preki\u0173 n\u0117ra nei pardavimo vietose, nei sand\u0117lyje ir neai\u0161ku, kada j\u0173 bus u\u017e suma\u017eint\u0105 kain\u0105? To geriau nedaryti. Tokie prekybininko veiksmai Lietuvos rinkos prie\u017ei\u016bros institucijos gali b\u016bti pripa\u017einta nes\u0105\u017eininga komercine praktika ar klaidinan\u010dia reklama\u201c, \u2013 dar vien\u0105 akcij\u0173 taisykl\u0119 nurodo teisinink\u0117.<\/p>\n<p style=\"text-align: justify;\">Jau planuojant akcij\u0105 ar special\u0173 pasi\u016blym\u0105: \u201ei\u0161sirink nemokam\u0105 prek\u0119\u201c, s\u0105lyginius pasi\u016blymus \u201e1 1\u201c, \u201e2 u\u017e 1 kain\u0105\u201c, \u201eantras vienetas nemokamai ar u\u017e pus\u0119 kainos\u201c ir pan. \u2013 b\u016btina i\u0161 anksto \u012fvertinti, ar tikrai nepritr\u016bksite reklamuojam\u0173 preki\u0173 ir pa\u017ead\u0117t\u0173 dovan\u0173 visos akcijos metu. Ne tik jos prad\u017eioje ar pirmosiomis valandomis.<\/p>\n<p style=\"text-align: justify;\"><strong>Susidom\u0117jimo skatinimas \u2013 slidus reikalas<\/strong><\/p>\n<p style=\"text-align: justify;\">Siekiant i\u0161vengti vartotojo suklaidinimo ir potencialaus gin\u010do, reik\u0117t\u0173 tinkamai atskirti prekes ar preki\u0173 kategorijas, nedalyvaujan\u010dias akcijoje ar i\u0161pardavimuose.<\/p>\n<p style=\"text-align: justify;\">Nereik\u0117t\u0173 prie preki\u0173 prid\u0117ti papildom\u0173 kain\u0173 etike\u010di\u0173 ar vartotoj\u0173 d\u0117mes\u012f patraukian\u010di\u0173 \u017eymen\u0173 su u\u017era\u0161ais, tokiais kaip \u201eJuodasis penktadienis\u201c, jeigu konkre\u010dios prek\u0117s n\u0117ra \u012ftrauktos \u012f preki\u0173 su suma\u017einta kaina s\u0105ra\u0161\u0105.<\/p>\n<p style=\"text-align: justify;\">Toki\u0173 atvej\u0173 pasitaiko, kai prekybininkai siekia paskatinti susidom\u0117jim\u0105 tam tikromis prek\u0117mis. Ta\u010diau toks vartotojo elgesio paveikimas gal\u0117t\u0173 b\u016bti vertinamas kaip klaidinanti rinkodara.<\/p>\n<p style=\"text-align: justify;\"><strong>Kain\u0173 prana\u0161umas<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0160alia prekybinink\u0173 skelbiam\u0173 akcij\u0173 ir i\u0161pardavim\u0173, gali b\u016bti reklamuojami ir kain\u0173 prana\u0161umai, pavyzd\u017eiui, lyginamos reguliarios preki\u0173 kainos ir lojalumo program\u0173 kainos.<\/p>\n<p style=\"text-align: justify;\">Tokiais atvejais, prekybininkas turi nepamir\u0161ti papildomai ir labai ai\u0161kiai \u0161alia nurodomos kainos (prek\u0117s skiltyje, jei tai e. prekyba) paai\u0161kinti vartotojams, kad tai n\u0117ra akcija ar i\u0161pardavimas, o tik pateikiamas palyginimas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Prie\u0161 did\u017ei\u0105sias met\u0173 \u0161ventes, \u012fskaitant \u201eJuod\u0105j\u012f penktadien\u012f\u201c ar \u201eKibernetin\u012f pirmadien\u012f\u201c (Cyber Monday) ir kitas masini\u0173 nuolaid\u0173 \u201e\u0161ventes\u201c, kai suintensyv\u0117ja sezoniniai i\u0161pardavimai ir akcijos, prekybininkams reikt\u0173 prisiminti kelias svarbias taisykles, susijusias su nuolaidomis, specialiais pasi\u016blymais ir reklaminiais \u0161\u016bkiais. \u201eKai kurios preki\u0173..<\/p>\n","protected":false},"author":6,"featured_media":17288,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[29],"country":[92],"class_list":["post-17287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-lt","country-lithuania-lt"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Planuojate \u0161ventinius i\u0161pardavimus? B\u016bkite atsarg\u016bs su kain\u0173 braukymu \u2013 jus stebi | COBALT<\/title>\n<meta name=\"description\" content=\"Planuojate \u0161ventinius i\u0161pardavimus? B\u016bkite atsarg\u016bs su kain\u0173 braukymu \u2013 jus stebi. News. Naujienos. Jaunumi. Uudised.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cobalt.legal\/lt\/news-cases\/planuojate-sventinius-ispardavimus-bukite-atsargus-su-kainu-braukymu-jus-stebi\/\" \/>\n<meta property=\"og:locale\" content=\"lt_LT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Planuojate \u0161ventinius i\u0161pardavimus? B\u016bkite atsarg\u016bs su kain\u0173 braukymu \u2013 jus stebi | COBALT\" \/>\n<meta property=\"og:description\" content=\"Planuojate \u0161ventinius i\u0161pardavimus? B\u016bkite atsarg\u016bs su kain\u0173 braukymu \u2013 jus stebi. News. Naujienos. Jaunumi. 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