{"id":188815,"date":"2026-08-23T09:28:10","date_gmt":"2026-08-23T09:28:10","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/188815\/"},"modified":"2026-08-23T09:28:10","modified_gmt":"2026-08-23T09:28:10","slug":"konec-ekologickych-sloganu-mota-byznysu-hlavu","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/188815\/","title":{"rendered":"Konec ekologick\u00fdch slogan\u016f mot\u00e1 byznysu hlavu"},"content":{"rendered":"

Tenhle rozsudek m\u011bstsk\u00e9ho soudu v\u00a0Amsterdamu p\u0159edznamenal, jak budou firmy v\u00a0Evrop\u011b mluvit o\u00a0sv\u00fdch zelen\u00fdch aktivit\u00e1ch. Soud zkoumal ekologick\u00e1 reklamn\u00ed tvrzen\u00ed leteck\u00e9 spole\u010dnosti KLM a\u00a0z\u00a019 jich 15 musel ozna\u010dit jako klamav\u00e9.<\/p>\n

Aerolinka vytv\u00e1\u0159ela fale\u0161n\u00fd dojem, \u017ee l\u00e9t\u00e1n\u00ed s\u00a0n\u00ed nem\u00e1 negativn\u00ed dopad na klima nebo \u017ee p\u0159\u00edsp\u011bvky na v\u00fdsadbu strom\u016f jej\u00ed emise vyma\u017eou. Nyn\u00ed za\u010d\u00edn\u00e1 platit evropsk\u00e1 sm\u011brnice proti podobn\u00fdm\u00a0\u2013 m\u00f3dn\u00edm, ale t\u011b\u017eko obhajiteln\u00fdm zelen\u00fdm tvrzen\u00edm. A\u00a0na rozd\u00edl\u00a0od p\u0159\u00edpadu z\u00a0roku 2024 to u\u017e neskon\u010d\u00ed bez pokuty, \u010deho\u017e se z\u00e1stupci tuzemsk\u00e9ho byznysu ob\u00e1vaj\u00ed.<\/p>\n

Sm\u011brnice o pos\u00edlen\u00ed postaven\u00ed spot\u0159ebitel\u016f pro ekologickou transformaci (EmpCo\u2013 Empowering Consumers for the Green Transition Directive) p\u0159edstavuje pro byznys<\/a> obrovsk\u00fd zlom. Dosud se greenwashing trestal velmi obt\u00ed\u017en\u011b, proto\u017ee chyb\u011bla p\u0159esn\u00e1 definice toho, co se sm\u00ed a\u00a0nesm\u00ed.<\/p>\n

\"Udr\u017eitelnost\"Udr\u017eitelnost<\/a>Udr\u017eitelnost se ned\u00e1 na\u0159\u00eddit. Mus\u00ed b\u00fdt pohodln\u011bj\u0161\u00ed ne\u017e star\u00e9 zlozvyky, \u0159\u00edkaj\u00ed experti z byznysu a vzd\u011bl\u00e1v\u00e1n\u00ed<\/a><\/p>\n

Od konce z\u00e1\u0159\u00ed musej\u00ed ale v\u0161echny e-shopy, v\u00fdrobci nebo marketingov\u00e9 agentury p\u016fsob\u00edc\u00ed v\u00a0EU tyto regule pln\u011b dodr\u017eovat. Pokud chce firma pou\u017e\u00edvat slova jako \u201eekologick\u00fd\u201c, \u201e\u0161etrn\u00fd k\u00a0\u017eivotn\u00edmu prost\u0159ed\u00ed\u201c, \u201ezelen\u00fd\u201c, \u201eudr\u017eiteln\u00fd\u201c nebo \u201eklimaticky neutr\u00e1ln\u00ed\u201c, mus\u00ed b\u00fdt schopna okam\u017eit\u011b prok\u00e1zat vynikaj\u00edc\u00ed environment\u00e1ln\u00ed vlastnosti dan\u00e9ho produktu.\u00a0<\/p>\n

Firmy si tak\u00e9 kresl\u00ed vlastn\u00ed ikonky se zelen\u00fdmi l\u00edste\u010dky, gl\u00f3busy nebo n\u00e1pisy \u201e100% Eco\u201c, kter\u00e9 vypadaj\u00ed jako ofici\u00e1ln\u00ed certifikace, co\u017e bude tak\u00e9 zak\u00e1zan\u00e9 stejn\u011b jako vyzdvihov\u00e1n\u00ed jednoho ekologick\u00e9ho aspektu produktu, zat\u00edmco se zaml\u010d\u00ed jin\u00fd, hor\u0161\u00ed. Pokuty p\u016fjdou a\u017e do \u010dty\u0159 procent obratu firmy.<\/p>\n

Takto jednodu\u0161e shrnut\u00e1 my\u0161lenka vypad\u00e1 na prvn\u00ed pohled jasn\u011b, skr\u00fdv\u00e1 ale n\u011bkolik pal\u010div\u00fdch detail\u016f, kter\u00fdch se \u010desk\u00fd byznys ob\u00e1v\u00e1.<\/p>\n

\u010cesko nest\u00edh\u00e1<\/p>\n

Zaprv\u00e9 parlament v\u016fbec nestihl p\u0159\u00edslu\u0161n\u00fd z\u00e1kon zav\u00e9st do \u010desk\u00e9 legislativy, co\u017e p\u0159in\u00e1\u0161\u00ed spoustu nejasnost\u00ed. Ministerstvo pr\u016fmyslu a\u00a0obchodu sice pr\u016fb\u011b\u017en\u011b zve\u0159ej\u0148uje d\u016fle\u017eit\u00e9 informace, sn\u011bmovna m\u00e1 ale z\u00e1kon ve druh\u00e9m \u010dten\u00ed, a\u00a0pokud p\u016fjde v\u0161e hladce, schv\u00e1l\u00ed ho nejd\u0159\u00edve na podzim.<\/p>\n

Zadruh\u00e9 chyb\u00ed informace, tedy konkr\u00e9tn\u011b sm\u011brnice o\u00a0tom, co vlastn\u011b firmy mohou ve vztahu k\u00a0zelen\u00e9mu marketingu \u0159\u00edkat. Jde o\u00a0\u010dlensk\u00fdmi st\u00e1ty odm\u00edtnutou Green Claims Directive.<\/p>\n

Hroz\u00ed, \u017ee praxe se ust\u00e1l\u00ed a\u017e po soudn\u00edch rozhodnut\u00edch, podobn\u011b jako v\u00a0kauze KLM, kterou p\u0159ed soud poslali kv\u016fli podez\u0159en\u00edm aktivist\u00e9, na\u010de\u017e firma ocenila, \u017ee kone\u010dn\u011b v\u00ed, jak svoji komunikaci postavit. \u201eEvropsk\u00e9 firmy jsou ve slo\u017eit\u00e9 situaci, kdy v\u011bd\u00ed, co nejde, ale nemaj\u00ed jasn\u00e1 pravidla, jak v\u011bci d\u011blat spr\u00e1vn\u011b. Po naprosto nezvl\u00e1dnut\u00e9m na\u0159\u00edzen\u00ed o\u00a0obalech jde o\u00a0druh\u00e9 velk\u00e9 legislativn\u00ed selh\u00e1n\u00ed Evropsk\u00e9 komise v\u00a0oblasti \u017eivotn\u00edho prost\u0159ed\u00ed,\u201c hodnot\u00ed situaci Tom\u00e1\u0161 Prouza<\/a>, prezident Svazu obchodu a\u00a0cestovn\u00edho ruchu \u010cR.<\/p>\n

\"V\u011btrn\u00e1<\/a>V\u011btrn\u00e1 energie na mo\u0159i. Zelen\u00fd nesmysl, nebo strategick\u00fd krok pro Evropu?<\/a><\/p>\n

Nov\u00e1 pravidla podle n\u011bj v\u00a0praxi znamenaj\u00ed proj\u00edt ka\u017ed\u00e9 tvrzen\u00ed na obalu, webu, v\u00a0reklam\u011b i\u00a0na soci\u00e1ln\u00edch s\u00edt\u00edch, dolo\u017eit ho podklady a\u00a0\u010dasto p\u0159epracovat grafiku i\u00a0marketingov\u00e9 materi\u00e1ly. \u201eU\u00a0firem, kter\u00e9 v\u00a0posledn\u00edch letech investovaly do skute\u010dn\u011b poctiv\u00e9 udr\u017eitelnosti, jde paradoxn\u011b o\u00a0dvoj\u00ed n\u00e1klad: musej\u00ed prok\u00e1zat n\u011bco, co d\u0159\u00edv sta\u010dilo jen napsat, a\u00a0z\u00e1rove\u0148 musej\u00ed p\u0159ebudovat komunikaci, kterou si roky vytv\u00e1\u0159ely,\u201c dopl\u0148uje s\u00a0odhadem, \u017ee u\u00a0velk\u00fdch firem mohou j\u00edt n\u00e1klady do milion\u016f korun.<\/p>\n

Pot\u00ed\u017e\u00ed m\u016f\u017ee b\u00fdt i to, \u017ee pravidla nebude v\u00a0\u010cesku vym\u00e1hat jeden st\u00e1tn\u00ed org\u00e1n, ale hned n\u011bkolik. Vedle \u010cesk\u00e9 obchodn\u00ed inspekce tak\u00e9 t\u0159eba \u010cesk\u00e1 inspekce \u017eivotn\u00edho prost\u0159ed\u00ed, patrn\u011b i\u00a0krajsk\u00e9 hygienick\u00e9 stanice, nebo dokonce \u010cesk\u00e1 n\u00e1rodn\u00ed banka.\u00a0<\/p>\n

\u010cesk\u00e1 obchodn\u00ed inspekce nech\u00e1v\u00e1 ot\u00e1zky na sv\u00e9 person\u00e1ln\u00ed kapacity bez odpov\u011bdi. \u201ePodobn\u011b jako v\u00a0r\u00e1mci sv\u00e9 dal\u0161\u00ed kontroln\u00ed \u010di dozorov\u00e9 \u010dinnosti budeme prim\u00e1rn\u011b vych\u00e1zet z\u00a0litery z\u00e1kona a\u00a0posuzovat jednotliv\u00e1 konkr\u00e9tn\u00ed zji\u0161t\u011bn\u00ed ve vztahu k\u00a0okolnostem dan\u00e9ho p\u0159\u00edpadu,\u201c konstatoval jej\u00ed mluv\u010d\u00ed Franti\u0161ek Kotrba.<\/p>\n

\"Evropan\u00e9<\/a>Evropan\u00e9 se nepou\u010dili. Necht\u011bj\u00ed vrty, j\u00e1dro ani v\u011btrn\u00edky za humny, a tak op\u011bt zaplat\u00ed za drahou ropu a plyn<\/a><\/p>\n

Kdy\u017e je \u0159e\u010d o\u00a0vymahatelnosti, odborn\u00edci se tak\u00e9 ob\u00e1vaj\u00ed, \u017ee dopadne na dom\u00e1c\u00ed hr\u00e1\u010de a\u00a0podobn\u011b jako u\u00a0jin\u00fdch regulac\u00ed se j\u00ed vyhnou glob\u00e1ln\u00ed hr\u00e1\u010di. Jejich agenda se bude \u0159e\u0161it je\u0161t\u011b o\u00a0stupe\u0148 v\u00fd\u0161e\u00a0\u2013 na evropsk\u00e9 \u00farovni. \u201ePr\u00e1v\u011b vymahatelnost u\u00a0subjekt\u016f, na n\u011b\u017e\u00e9 lze h\u016f\u0159e \u201ados\u00e1hnout\u2018, bude op\u011bt velkou v\u00fdzvou. Pr\u00e1v\u011b z\u00a0t\u011bchto jednotliv\u00fdch st\u0159\u00edpk\u016f se skl\u00e1d\u00e1 ona sou\u010dasn\u00e1 nef\u00e9rovost na na\u0161em trhu, kde pro jedny plat\u00ed \u0159ada pravidel a\u00a0omezen\u00ed a\u00a0na druh\u00fdch je neum\u00edme vym\u00e1hat,\u201c \u0159\u00edk\u00e1 Jan Vety\u0161ka, v\u00fdkonn\u00fd \u0159editel Asociace pro elektronickou komerci (APEK). Sp\u00ed\u0161e ne\u017e novou legislativu by p\u0159iv\u00edtal d\u016fsledn\u011bj\u0161\u00ed vym\u00e1h\u00e1n\u00ed t\u00e9 st\u00e1vaj\u00edc\u00ed, kter\u00e1 nebude u\u017e znamenat pro firmy novou z\u00e1t\u011b\u017e.<\/p>\n

Na spln\u011bn\u00ed nov\u00fdch pravidel se v\u00a0praxi chyst\u00e1 nap\u0159\u00edklad \u010desk\u00e1 pobo\u010dka n\u011bmeck\u00e9ho v\u00fdrobce \u010derpadel a\u00a0\u010derpac\u00edch syst\u00e9m\u016f Wilo. \u201ePodle centr\u00e1ln\u011b p\u0159ipraven\u00fdch doporu\u010den\u00ed kontrolujeme a\u00a0aktualizujeme marketingov\u00e9 a\u00a0PR materi\u00e1ly, webov\u00fd obsah a\u00a0dal\u0161\u00ed komunika\u010dn\u00ed v\u00fdstupy. Zam\u011b\u0159ujeme se p\u0159edev\u0161\u00edm na to, aby pou\u017e\u00edvan\u00e1 tvrzen\u00ed byla konkr\u00e9tn\u00ed, transparentn\u00ed a\u00a0dostate\u010dn\u011b dolo\u017eiteln\u00e1,\u201c popisuje Jan Cidlinsk\u00fd, region\u00e1ln\u00ed \u0159editel spole\u010dnosti pro st\u0159edn\u00ed Evropu. \u010cesk\u00e9 pobo\u010dce pom\u00e1h\u00e1 metodick\u00e1 podpora na \u00farovni Wilo Group, kter\u00e1 problematiku sleduje nap\u0159\u00ed\u010d evropsk\u00fdmi trhy, co\u017e pom\u016f\u017ee sn\u00ed\u017eit finan\u010dn\u00ed dopady \u00faprav.<\/p>\n","protected":false},"excerpt":{"rendered":"Tenhle rozsudek m\u011bstsk\u00e9ho soudu v\u00a0Amsterdamu p\u0159edznamenal, jak budou firmy v\u00a0Evrop\u011b mluvit o\u00a0sv\u00fdch zelen\u00fdch aktivit\u00e1ch. Soud zkoumal ekologick\u00e1 reklamn\u00ed…\n","protected":false},"author":2,"featured_media":188816,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[12],"tags":[3944,35362,67,68,30768,42,202,106,571,22937,24157],"class_list":["post-188815","post","type-post","status-publish","format-standard","has-post-thumbnail","category-byznys","tag-amsterdam","tag-asociace-pro-elektronickou-komerci","tag-business","tag-byznys","tag-ceska-obchodni-inspekce","tag-cesko","tag-cina","tag-evropa","tag-evropska-unie","tag-internetovy-obchod","tag-klm-royal-dutch-airlines"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/117144119410483838","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/188815","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=188815"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/188815\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/188816"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=188815"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=188815"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=188815"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}