{"id":28190,"date":"2023-10-14T11:07:00","date_gmt":"2023-10-14T08:07:00","guid":{"rendered":"https:\/\/stage.www.cobalt.legal\/?p=28190"},"modified":"2026-01-16T19:50:20","modified_gmt":"2026-01-16T17:50:20","slug":"bemaz-10-kartu-padidintos-baudos-uz-reklamos-pazeidimus-signalas-verslui","status":"publish","type":"post","link":"https:\/\/www.cobalt.legal\/lt\/news-cases\/bemaz-10-kartu-padidintos-baudos-uz-reklamos-pazeidimus-signalas-verslui\/","title":{"rendered":"Bema\u017e 10 kart\u0173 padidintos baudos u\u017e reklamos pa\u017eeidimus: signalas verslui"},"content":{"rendered":"<p class=\"intro\" style=\"text-align: justify;\"><strong>\u0160ie metai reklamos reguliavimui yra ypatingi \u2013 \u012fsigalioja net du reik\u0161mingi teis\u0117s akt\u0173 pakeitimai, kurie tur\u0117s \u012ftakos tiek reklam\u0105 skleid\u017eian\u010diam verslui, tiek reklamos prie\u017ei\u016bros institucijoms. Norisi tik\u0117ti, jog ilgalaik\u0117je perspektyvoje \u0161i\u0173 poky\u010di\u0173 naud\u0105 pajus ir Lietuvos vartotojai.<\/strong><\/p>\n<p style=\"text-align: justify;\">Kaip \u017einia, 2018 m. ruden\u012f Lietuvos Respublikos Prezident\u0117 pateik\u0117 Reklamos \u012fstatymo ir Nes\u0105\u017einingos komercin\u0117s veiklos vartotojams draudimo \u012fstatymo (\u201eNKVVD\u012e\u201c) pataisas, kuriomis pasi\u016bl\u0117 \u017eenkliai padidinti baudas u\u017e \u0161i\u0173 \u012fstatym\u0173 pa\u017eeidimus. Netrukus po to, ministro Virginijaus Sinkevi\u010diaus iniciatyva pateiktos min\u0117t\u0173 teis\u0117s akt\u0173 pataisos, kuriomis si\u016bloma klaidinan\u010dios ir neleid\u017eiamos reklamos prie\u017ei\u016br\u0105 i\u0161 Konkurencijos tarybos perduoti Valstybinei vartotoj\u0173 teisi\u0173 apsaugos tarnybai (\u201eVVTAT\u201c).<\/p>\n<p style=\"text-align: justify;\">Po ilg\u0173 diskusij\u0173 valstyb\u0117s institucij\u0173 koridoriuose, abi \u0161ios naujov\u0117s jau suderintos ir priimtos \u2013 Valstybinei vartotoj\u0173 teisi\u0173 apsaugos tarnybai papildomos reklamos prie\u017ei\u016bros funkcijos perduotos nuo \u0161. m. gegu\u017e\u0117s 1 d., o rugs\u0117jo 1 d. \u012fsigalios naujosios pataisos d\u0117l baud\u0173 didinimo.<\/p>\n<h4 style=\"text-align: justify;\"><strong>Baudos did\u0117s daugiau nei 10 kart\u0173<\/strong><\/h4>\n<p style=\"text-align: justify;\">\u0160iuo metu baudos u\u017e reklamos ir s\u0105\u017einingos komercin\u0117s veiklos pa\u017eeidimus yra nustatomos absoliu\u010diomis sumomis. U\u017e pirm\u0105j\u012f pa\u017eeidim\u0105 maksimali bauda gali siekti 8 688 eurus, o pakartotinai per metus padarius pa\u017eeidim\u0105 \u2013 34 754 eurus (sprend\u017eiant d\u0117l baudos u\u017e NKVVD\u012e pa\u017eeidim\u0105 dyd\u017eio buvo \u012fvestas ir papildomas saugiklis \u2013 bauda negali vir\u0161yti atitinkamai 3 ir 6 proc. \u016bkio subjekto metini\u0173 pajam\u0173 pra\u0117jusiais metais).<\/p>\n<p style=\"text-align: justify;\">Naujosiomis pataisomis atsisakoma absoliu\u010di\u0173 baud\u0173 sum\u0173 ir baudos bus susiejamos su \u012fmon\u0117s pajamomis \u2013\u00a0 u\u017e pirm\u0105j\u012f pa\u017eeidim\u0105 gal\u0117s b\u016bti skiriama bauda iki 3 proc. \u016bkio subjekto metini\u0173 pajam\u0173 pra\u0117jusiais metais (ta\u010diau ne daugiau kaip 100\u00a0000 eur\u0173), o u\u017e pakartotin\u012f pa\u017eeidim\u0105 \u2013 iki 6 proc. metini\u0173 pajam\u0173 (ta\u010diau ne daugiau kaip 200\u00a0000 eur\u0173). Taigi, kalkuliuojant aritmeti\u0161kai, jau u\u017e pirm\u0105j\u012f pa\u017eeidim\u0105 gal\u0117s b\u016bti skiriama daugiau nei 10 kart\u0173 didesn\u0117 bauda.<\/p>\n<p style=\"text-align: justify;\">Naujosiomis pataisomis \u012f Reklamos \u012fstatym\u0105 taip pat \u201esugr\u0105\u017einta\u201c lengvesn\u0117 sankcija \u2013 \u201e\u012fsp\u0117jimas\u201c (\u0161i sankcija Reklamos \u012fstatyme buvo numatyta iki 2013 m., o v\u0117liau panaikinta).\u00a0 Tod\u0117l tiek u\u017e reklamos, tiek u\u017e s\u0105\u017einingos komercin\u0117s veiklos pa\u017eeidimus, kai tokiais pa\u017eeidimais nepadaroma esmin\u0117s \u017ealos \u012fstatymais saugomiems interesams, gal\u0117s b\u016bti skiriama ne pinigin\u0117 bauda, o \u012fsp\u0117jimas (tiesa, naujo pa\u017eeidimo padarymas po \u012fsp\u0117jimo gavimo bus laikomas \u201epakartotiniu\u201c pa\u017eeidimu ir gal\u0117s b\u016bti baud\u017eiamas didesne bauda).<\/p>\n<h4 style=\"text-align: justify;\"><strong>Baud\u0173 didinimo tikslas \u2013 u\u017etikrinti adekva\u010di\u0105 atsakomyb\u0119 ir atgrasyti nuo pa\u017eeidim\u0173 darymo<\/strong><\/h4>\n<p style=\"text-align: justify;\">Teikiant Reklamos \u012fstatymo ir NKVVD\u012e pataisas d\u0117l baud\u0173 didinimo nurodyti siekiami tikslai \u2013 u\u017etikrinti adekva\u010di\u0105 atsakomyb\u0119 u\u017e padarytus pa\u017eeidimus ir atgrasyti nuo pa\u017eeidim\u0173 darymo ateityje, taip pat u\u017etikrinti geresn\u0119 teisi\u0173 apsaug\u0105. Argumentuojama, jog dabartiniai baud\u0173 dyd\u017eiai u\u017e min\u0117t\u0173 \u012fstatym\u0173 pa\u017eeidimus n\u0117ra atgrasantys, kadangi pastaraisiais metais augo nes\u0105\u017einingos komercin\u0117s veiklos byl\u0173 skai\u010dius, did\u0117jo ra\u0161ti\u0161k\u0173 prane\u0161im\u0173 \u016bkio subjektams d\u0117l galim\u0173 reklamos pa\u017eeidim\u0173 skai\u010dius. Taip pat nurodoma, jog \u012fmon\u0117s yra linkusios pakartotinai pa\u017eeisti \u012fstatymus.<\/p>\n<p style=\"text-align: justify;\">Patais\u0173 reng\u0117j\u0173 vertinimu, baud\u0173 nominal\u016bs dyd\u017eiai buvo patvirtinti daugiau nei prie\u0161 de\u0161imtmet\u012f ir \u0161iuo metu baudos u\u017e reklamos ir s\u0105\u017einingos komercin\u0117s veiklos pa\u017eeidimus Lietuvoje yra vienos ma\u017eiausi\u0173 Europoje (kaip nurodoma, pvz.,\u00a0 Italijoje baudos u\u017e nes\u0105\u017eining\u0105 komercin\u0119 veikl\u0105, \u012fskaitant ir reklam\u0105, siekia nuo 5 t\u016bkst. iki 5 mln. eur\u0173, Latvijoje baudos u\u017e nes\u0105\u017eining\u0105 komercin\u0119 veikl\u0105 siekia iki 10 proc. \u012fmon\u0117s pajam\u0173, bet ne daugiau nei 100 t\u016bkst. eur\u0173, Airijoje u\u017e nes\u0105\u017eining\u0105 komercin\u0119 veikl\u0105 gresia ne tik pinigin\u0117s baudos, bet ir baud\u017eiamoji atsakomyb\u0117). Ma\u017ea to, d\u0117l susiklos\u010diusios situacijos nuken\u010dia ne tik vartotojai (kaip teigiama, vartotoj\u0173 situacija Lietuvoje yra viena pras\u010diausi\u0173 Europoje), bet ir \u012fstatym\u0173 besilaikan\u010dios \u012fmon\u0117s \u2013 nes joms sunkiau konkuruoti rinkoje.<\/p>\n<p style=\"text-align: justify;\">Argumentai svar\u016bs ir svarb\u016bs, ta\u010diau kyla klausim\u0173, ar formalus baud\u0173 padidinimas i\u0161ties gali atgrasyti Lietuvos versl\u0105 nuo reklamos ir s\u0105\u017einingos komercin\u0117s veiklos pa\u017eeidim\u0173.<\/p>\n<h4 style=\"text-align: justify;\"><strong>Ar baud\u0173 didinimas atgrasys nuo pa\u017eeidim\u0173 darymo?<\/strong><\/h4>\n<p style=\"text-align: justify;\">Reklamoje yra daug k\u016brybos, o siekiant i\u0161siskirti reklamuojam\u0173 preki\u0173 ar paslaug\u0173 gausoje, atkreipti vartotoj\u0173 d\u0117mes\u012f ir i\u0161transliuoti trump\u0105, bet u\u017ekabinan\u010di\u0105 reklamin\u0119 \u017einut\u0119 neretai pasirenkami dr\u0105s\u016bs ir rizikingi sprendimai. Kartais vieno ar keli\u0173 \u017eod\u017ei\u0173 (ne)buvimas reklamoje yra esminis konstatuojant pa\u017eeidim\u0105. Konsultuodami versl\u0105, pastebime, jog da\u017enu atveju reikalavimai reklamai pa\u017eeid\u017eiami toli gra\u017eu ne norint ty\u010dia \u201eprivilioti ir apgauti\u201c, o d\u0117l gerokai paprastesni\u0173 prie\u017eas\u010di\u0173 \u2013 d\u0117l siekio ypatingai pristatyti savo produkto ar jo kainos i\u0161skirtinum\u0105, neapsi\u017ei\u016br\u0117jimo, ne\u017einojimo ar tiesiog \u017emogi\u0161kosios klaidos.<\/p>\n<p style=\"text-align: justify;\">Ta\u010diau ne paslaptis ir tai, jog rengiant \u201edr\u0105si\u0105\u201c reklamin\u0119 kampanij\u0105 tam tikrais atvejais galimos rizikos ir galim\u0173 baud\u0173 dyd\u017eiai \u012fvertinami i\u0161 anksto. \u017denkliai padid\u0117jusios baudos tokias greit\u0105 rezultat\u0105 ir rizikuoti m\u0117gstan\u010dias \u012fmones, tik\u0117tina, tur\u0117t\u0173 atgrasyti nuo pernelyg kardinali\u0173 reklamini\u0173 sprendim\u0173 ar bent jau privers papildomai apsvarstyti galimas rizikas prie\u0161 pradedant reklamin\u0119 kampanij\u0105.<\/p>\n<p style=\"text-align: justify;\">Situacija, susijusi su nes\u0105\u017einingos komercin\u0117s veiklos draudimais, dar sud\u0117tingesn\u0117. NKVVD\u012e, be kita ko, draud\u017eia \u012fvairius veiksmus, susijusius su preki\u0173 (paslaug\u0173) reklamavimu ar pardavimu vartotojams. Atitinkamai, \u012fvair\u016bs atvejai, susij\u0119 su, pavyzd\u017eiui, lentynoje ir kasos \u010dekyje nurodyt\u0173 kain\u0173 neatitiktimi, netiksliomis reklamini\u0173 akcij\u0173 s\u0105lygomis, preki\u0173 reklamuojama kaina tr\u016bkumu, galutin\u0117s kainos nurodymo netikslumais ir pan. gali b\u016bti pripa\u017einti \u012fstatym\u0173 pa\u017eeidimu ir susilaukti ekonomini\u0173 sankcij\u0173.<\/p>\n<p style=\"text-align: justify;\">Niekas negal\u0117t\u0173 paneigti, jog pasitaiko ty\u010dini\u0173 pa\u017eeid\u0117j\u0173 \u2013 pa\u017eadan\u010di\u0173 vartotojams aukso kalnus ir dingstan\u010di\u0173, ty\u010dia teikian\u010di\u0173 klaiding\u0105 informacij\u0105 apie prek\u0119, manipuliuojan\u010di\u0173 kainomis, besislapstan\u010di\u0173 vartotojui siekiant nutraukti sudaryt\u0105 sutart\u012f, neteikian\u010di\u0173 informacijos tyrim\u0105 vykdan\u010diai institucijai. \u012estatymais \u012ftvirtint\u0173 didesni\u0173 baud\u0173 rizika, manytina, tur\u0117t\u0173 atgrasyti nuo toki\u0173 veiksm\u0173.<\/p>\n<p style=\"text-align: justify;\">Ta\u010diau kaip \u012f didinamas baudas tur\u0117t\u0173 reaguoti verslo subjektai, kurie siekia laikytis \u012fstatym\u0173, ta\u010diau, nor\u0117dami skatinti savo pardavimus, gausiai reklamuojasi, taiko nuolaidas, nuolat skelbia \u012fvairias reklamines akcijas? B\u016bt\u0173 galima manyti, jog padid\u0117jusios baudos s\u0105\u017einingo verslo netur\u0117t\u0173 g\u0105sdinti. Atvirk\u0161\u010diai \u2013 padid\u0117jusios baudos tur\u0117t\u0173 u\u017etikrinti galimyb\u0119 s\u0105\u017einingai konkuruoti, nebijant, jog dal\u012f pirk\u0117j\u0173 srauto nugvelbs nes\u0105\u017einingi konkurentai. Ta\u010diau svarbu \u012fvertinti tai, jog ir s\u0105\u017einingai veikiantis verslas n\u0117ra apsaugotas nuo galim\u0173 klaid\u0173 ir pa\u017eeidim\u0173.<\/p>\n<p style=\"text-align: justify;\">\u012emon\u0117se, kurios kasdien parduoda t\u016bkstan\u010dius skirting\u0173 preki\u0173, dirba \u017emon\u0117s. Darbuotojai n\u0117ra mechanin\u0117s ma\u0161inos, tod\u0117l atvej\u0173, kai galimi pa\u017eeidimai atsiranda d\u0117l neapsi\u017ei\u016br\u0117jimo ar \u017emogi\u0161kosios klaidos (pvz., kompiuterin\u0117je sistemoje ar lentynoje nepakeista prek\u0117s kaina prad\u0117jus taikyti nuolaid\u0105, nesu\u017ei\u016br\u0117ti preki\u0173 liku\u010diai sand\u0117lyje priimant u\u017esakym\u0105, nei\u0161samiai apra\u0161yta reklamin\u0117 akcija naujienlai\u0161kyje, neatnaujinta informacija svetain\u0117je pasikeitus pasi\u016blymo s\u0105lygoms ir pan.) ne\u012fmanoma i\u0161vengti. Tokius atvejus prie\u017ei\u016bros institucijos dar iki nauj\u0173j\u0173 patais\u0173 \u012fsigaliojimo pripa\u017eindavo nes\u0105\u017eininga komercine veikla ar klaidinan\u010dia reklama ir bausdavo nemenkomis baudomis.<\/p>\n<p style=\"text-align: justify;\">Kaip numatyta Reklamos \u012fstatymo ir NKVVD\u012e pataisose, \u012fsp\u0117jimai bus skiriami ir baud\u0173 dyd\u017eiai nustatomi remiantis specialiais Lietuvos Respublikos Vyriausyb\u0117s patvirtintais \u012fsp\u0117jim\u0173 ir baud\u0173 skyrimo apra\u0161ais, atsi\u017evelgiant \u012f pa\u017eeidimo pob\u016bd\u012f, pa\u017eeidimo trukm\u0119, mast\u0105 ir \u012fstatymuose nustatytas atsakomyb\u0119 lengvinan\u010dias ir sunkinan\u010dias aplinkybes. Belieka tik\u0117tis, jog prie\u017ei\u016bros institucija, spr\u0119sdama d\u0117l sankcij\u0173 u\u017e min\u0117t\u0173 \u012fstatym\u0173 pa\u017eeidimus, kiekvienu atveju pa\u017eeidimo pob\u016bd\u012f ir, atitinkamai, baudos dyd\u012f vertins individualizuotai \u2013 atsi\u017evelgdama ne tik \u012f formalius \u012fstatymais apibr\u0117\u017etus kriterijus, bet ir \u012f konkretaus pa\u017eeidimo prie\u017eastis bei \u012fmon\u0117s siekius u\u017etikrinti atitikt\u012f \u012fstatym\u0173 reikalavimams.<\/p>\n<h4 style=\"text-align: justify;\"><strong>Rimtas signalas verslui<\/strong><\/h4>\n<p style=\"text-align: justify;\">U\u017ebaigdami \u0161\u012f straipsn\u012f, kol kas skubame nuraminti \u2013 iki nauj\u0173j\u0173 patais\u0173 \u012fsigaliojimo dar liko keli m\u0117nesiai, nes naujosios baudos bus taikomos u\u017e reklamos ir s\u0105\u017einingos komercin\u0117s veiklos pa\u017eeidimus, padarytus po 2019 m. rugs\u0117jo 1 d.<\/p>\n<p style=\"text-align: justify;\">Ta\u010diau baud\u0173 u\u017e min\u0117tus pa\u017eeidimus didinimas \u2013 rimtas signalas visam Lietuvos verslui. Baudas u\u017e reklamos ir s\u0105\u017einingos komercin\u0117s veiklos pa\u017eeidimus per pastaruosius kelerius metus yra gav\u0119 keli \u0161imtai verslo subjekt\u0173 \u2013 ne tik dideles apyvartas turin\u010dios \u012fmon\u0117s, ta\u010diau ir smulkaus verslo atstovai. Taigi, naujosios pataisos bus aktualios bet kuriam verslo subjektui, platinan\u010diam prekes ar teikian\u010diam paslaugas vartotojams.<\/p>\n<p style=\"text-align: justify;\">Tod\u0117l ruo\u0161iantis naujiesiems poky\u010diams, kiekviena \u012fmon\u0117 tur\u0117t\u0173 skirti papildom\u0105 d\u0117mes\u012f teis\u0117s akt\u0173 bei reklamos prie\u017ei\u016bros institucij\u0173 praktikos analizei ir atid\u017eiai persvarstyti savo \u012fprastus marketingo veiksmus ir kainodaros strategijas \u2013 \u012fvertinti jau \u012fvykusias ir planuojamas vykdyti pardavim\u0173 skatinimo kampanijas, per\u017ei\u016br\u0117ti skelbiamus preki\u0173 ar paslaug\u0173 reklaminius apra\u0161us, patikrinti, kaip nurodoma galutin\u0117 prek\u0117s kaina. Siekiant i\u0161vengti \u017emogi\u0161k\u0173j\u0173 klaid\u0173, svarbu tinkamai apmokyti \u012fmon\u0117s darbuotojus bei nustatyti planuojam\u0173 reklamini\u0173 kampanij\u0173 turinio kontrol\u0117s mechanizmus (pvz., numatant, kaip priimami sprendimai d\u0117l reklamini\u0173 kampanij\u0173, kas pri\u017ei\u016bri, kokia reklamin\u0117 informacija skelbiama, kaip nurodomos kainos ir pan.). Be to, svarbu tinkamai ir laiku reaguoti \u012f gaunamus pirk\u0117j\u0173 skundus ir, jei tik yra galimyb\u0117, kilus\u012f gin\u010d\u0105 jau pirminiame etape i\u0161spr\u0119sti taikiai.<\/p>\n<p style=\"text-align: justify;\">Nes bet kokia klaida \u2013 ty\u010din\u0117 arba nety\u010din\u0117 \u2013 nuo \u0161io rudens gali kainuoti gerokai brangiau.<\/p>\n<p><em>Egl\u0117 Bak\u0161tyt\u0117, advokat\u0173 kontoros COBALT vyresnioji teisinink\u0117<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u0160ie metai reklamos reguliavimui yra ypatingi \u2013 \u012fsigalioja net du reik\u0161mingi teis\u0117s akt\u0173 pakeitimai, kurie tur\u0117s \u012ftakos tiek reklam\u0105 skleid\u017eian\u010diam verslui, tiek reklamos prie\u017ei\u016bros institucijoms. Norisi tik\u0117ti, jog ilgalaik\u0117je perspektyvoje \u0161i\u0173 poky\u010di\u0173 naud\u0105 pajus ir Lietuvos vartotojai. Kaip \u017einia, 2018..<\/p>\n","protected":false},"author":6,"featured_media":49141,"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-28190","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>Bema\u017e 10 kart\u0173 padidintos baudos u\u017e reklamos pa\u017eeidimus: signalas verslui | COBALT<\/title>\n<meta name=\"description\" content=\"Bema\u017e 10 kart\u0173 padidintos baudos u\u017e reklamos pa\u017eeidimus: signalas verslui. News. Naujienos. Jaunumi. 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