{"id":63588,"date":"2026-04-23T06:27:08","date_gmt":"2026-04-23T06:27:08","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/63588\/"},"modified":"2026-04-23T06:27:08","modified_gmt":"2026-04-23T06:27:08","slug":"zdrazili-a-napsali-k-tomu-sleva-retezce-oprasuji-stare-triky","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/63588\/","title":{"rendered":"Zdra\u017eili a\u00a0napsali k\u00a0tomu sleva. \u0158et\u011bzce opra\u0161uj\u00ed star\u00e9 triky"},"content":{"rendered":"

\u0160et\u0159en\u00ed ukazuje, \u017ee \u0159et\u011bzce s\u00e1zej\u00ed na osv\u011bd\u010den\u00e9 triky: nap\u0159\u00edklad st\u00e1le \u010dast\u011bji vyu\u017e\u00edvaj\u00ed barevn\u00e9 cenovky a\u00a0dal\u0161\u00ed vizu\u00e1ln\u00ed prvky p\u0159ipom\u00ednaj\u00edc\u00ed slevu. \u201eVytv\u00e1\u0159ej\u00ed tak dojem, \u017ee nab\u00edzen\u00e1 cena je v\u00fdhodn\u00e1, i\u00a0kdy\u017e ve skute\u010dnosti nemus\u00ed znamenat \u00fasporu,\u201c uvedl mluv\u010d\u00ed inspekce Franti\u0161ek Kotrba.<\/p>\n

V \u010cesku u\u017e t\u0159i roky plat\u00ed z\u00e1kon, podle n\u011bj\u017e mus\u00ed prodejci u\u00a0slevov\u00fdch akc\u00ed uv\u00e1d\u011bt nejni\u017e\u0161\u00ed cenu za posledn\u00edch 30\u00a0dn\u00ed a\u00a0z n\u00ed po\u010d\u00edtat slevu. Inspekto\u0159i opakovan\u011b zji\u0161\u0165uj\u00ed, \u017ee \u0159et\u011bzce pravidlo nedodr\u017euj\u00ed.<\/p>\n

Jak prodejci n\u011bkdy z\u00e1kazn\u00edky matou, ilustruje p\u0159\u00edpad z\u00a0prodejny Kauflandu v\u00a0Kyjov\u011b. Tam uv\u00e1d\u011bli u\u00a0aviv\u00e1\u017ee Lenor slevu 21\u00a0procent z\u00a0p\u016fvodn\u00edch 159,90\u00a0koruny na 124,90\u00a0koruny. Inspekto\u0159i ale zjistili, \u017ee nejvy\u0161\u0161\u00ed cena za posledn\u00edch 30\u00a0dn\u00ed byla v\u00a0dan\u00e9m obchod\u011b 99,90\u00a0koruny. Aviv\u00e1\u017e tam tedy ve skute\u010dnosti zdra\u017eila, Kaufland pochyben\u00ed p\u0159iznal.<\/p>\n

<\/a><\/p>\n

Celkov\u011b za v\u0161echny proh\u0159e\u0161ky tento \u0159et\u011bzec zaplat\u00ed 3,7\u00a0milionu korun. Penny Marketu inspekto\u0159i vym\u011b\u0159ili 2,5\u00a0milionu, Albertu 1,2\u00a0milionu a\u00a0Globusu 620\u00a0tis\u00edc korun. Tresty v\u00a0des\u00edtk\u00e1ch tis\u00edc korun dostaly je\u0161t\u011b Lidl a\u00a0Tesco. Billa vyv\u00e1zla bez sankce.<\/p>\n

Ojedin\u011bl\u00e9 chyby, h\u00e1j\u00ed se prodejci<\/p>\n

Pravomocn\u00e9 pokuty z\u00a0prvn\u00edho \u010dtvrtlet\u00ed se t\u00fdkaj\u00ed kontrol p\u0159edev\u0161\u00edm z\u00a0lo\u0148ska, kdy se proti nim \u0159et\u011bzce mohly odvolat.<\/p>\n

\u201eNekal\u00e9 obchodn\u00ed praktiky inspekto\u0159i zjistili v\u00a0368\u00a0p\u0159\u00edpadech, co\u017e je oproti roku p\u0159edchoz\u00edmu v\u00fdznamn\u00e9 zv\u00fd\u0161en\u00ed,\u201c upozornil mluv\u010d\u00ed inspekce Kotrba. V\u011bt\u0161inou se podle n\u011bj jednalo o\u00a0poru\u0161en\u00ed z\u00e1kona o\u00a0ochran\u011b spot\u0159ebitele. \u201eP\u0159i ukl\u00e1d\u00e1n\u00ed sankc\u00ed p\u0159ihl\u00ed\u017e\u00edme k\u00a0z\u00e1va\u017enosti provin\u011bn\u00ed i\u00a0k tomu, zda je prodejci p\u00e1chaj\u00ed opakovan\u011b,\u201c vysv\u011btlil.<\/p>\n

Potrestan\u00e9 \u0159et\u011bzce pat\u0159\u00ed ke \u0161pi\u010dce m\u00edstn\u00edho potravin\u00e1\u0159sk\u00e9ho trhu. T\u0159i \u010dtvrtiny maloobchodn\u00edho prodeje potravin v\u00a0\u010cesku ovl\u00e1d\u00e1 \u0161est nejv\u011bt\u0161\u00edch hr\u00e1\u010d\u016f, dominantn\u00ed postaven\u00ed maj\u00ed n\u011bmeck\u00e9 firmy. T\u00e9m\u011b\u0159 t\u0159icetiprocentn\u00ed pod\u00edl dr\u017e\u00ed skupina Schwarz-Gruppe, do n\u00ed\u017e pat\u0159\u00ed Lidl a\u00a0Kaufland. Druhou nejv\u011bt\u0161\u00ed skupinou je REWE, vlastn\u00edk Billy a\u00a0Penny Marketu, s\u00a0patn\u00e1ctiprocentn\u00edm pod\u00edlem.<\/p>\n

Nejvy\u0161\u0161\u00ed \u010d\u00e1stkou pokutovan\u00fd Kaufland proh\u0159e\u0161ky vysv\u011btluje velikost\u00ed sv\u00e9 prodejn\u00ed s\u00edt\u011b. \u201ePokuty jsou souhrnem n\u011bkolika odli\u0161n\u00fdch pochyben\u00ed nap\u0159\u00ed\u010d na\u0161imi 148\u00a0prodejnami. V\u00a0tak velk\u00e9m objemu ka\u017edodenn\u011b spravovan\u00fdch dat m\u016f\u017ee v\u00a0ojedin\u011bl\u00fdch p\u0159\u00edpadech doj\u00edt k\u00a0provozn\u011b-administrativn\u00ed chyb\u011b,\u201c \u0159ekla Novink\u00e1m mluv\u010d\u00ed \u0159et\u011bzce Renata Maierl.<\/p>\n

Pokuty jsou n\u00edzk\u00e9<\/p>\n

V porovn\u00e1n\u00ed s\u00a0v\u00fdd\u011blky obchodn\u00edk\u016f jsou pokuty n\u00edzk\u00e9. Tr\u017eby Kauflandu v\u00a0\u010cesku za posledn\u00ed \u00fa\u010detn\u00ed rok dos\u00e1hly t\u00e9m\u011b\u0159 80\u00a0miliard korun a\u00a0\u010dist\u00fd zisk 3,2\u00a0miliardy. Maxim\u00e1ln\u00ed v\u00fd\u0161e jednotliv\u00e9 pokuty \u010din\u00ed podle z\u00e1kona p\u011bt milion\u016f korun, inspekce nav\u00edc k\u00a0t\u00e9to horn\u00ed hranici trestu zpravidla nesah\u00e1.<\/p>\n

Penny Market se provinil t\u00edm, \u017ee na n\u011bkter\u00fdch prodejn\u00e1ch sice uv\u00e1d\u011bl nejni\u017e\u0161\u00ed cenu za 30\u00a0dn\u00ed, ale vedle n\u00ed je\u0161t\u011b jinou, vy\u0161\u0161\u00ed cenu \u201ep\u0159ed slevou\u201c, ze kter\u00e9 nespr\u00e1vn\u011b po\u010d\u00edtal procentu\u00e1ln\u00ed slevu. Jde o\u00a0trik pou\u017e\u00edvan\u00fd i\u00a0jin\u00fdmi \u0159et\u011bzci v\u00a0d\u0159\u00edv\u011bj\u0161\u00edch letech, p\u0159esto\u017ee ho zakazuj\u00ed i\u00a0rozhodnut\u00ed evropsk\u00fdch soud\u016f<\/a>.<\/p>\n

N\u00e1r\u016fst celkov\u00e9 v\u00fd\u0161e pokut oproti posledn\u00edmu \u010dtvrtlet\u00ed lo\u0148sk\u00e9ho roku je sice zna\u010dn\u00fd, na druhou stranu ale celkov\u00e1 \u010d\u00e1stka nedosahuje rekordn\u00ed v\u00fd\u0161e z\u00a0po\u010d\u00e1tku lo\u0148ska. Tehdy se pokuty vy\u0161plhaly a\u017e k\u00a021\u00a0milion\u016fm korun.<\/p>\n

Pravomocn\u011b ulo\u017een\u00e9 sankce obchodn\u00edm \u0159et\u011bzc\u016fm v 1. \u010dtvrtlet\u00ed 2026\u0159et\u011bzecpo\u010det pokutsou\u010det ulo\u017een\u00fdch pokutKaufland 33 700 000 K\u010dPenny Market12 500 000 K\u010dAlbert11 200 000 K\u010dGlobus3620 000 K\u010dLidl135 000 K\u010dTesco110 000 K\u010dUlo\u017een\u00e9 pokuty celkem108 065 000 K\u010dZdroj: \u010cOI<\/p>\n

Leto\u0161n\u00edch osm milion\u016f p\u0159\u00edli\u0161 nep\u0159ece\u0148uje ani advok\u00e1t a\u00a0p\u0159edseda Sdru\u017een\u00ed obrany spot\u0159ebitel\u016f Ond\u0159ej Zelenka. \u201eSp\u00ed\u0161e to potvrzuje, \u017ee se problematika fale\u0161n\u00fdch slev z\u00a0trhu nevytratila, jen kol\u00eds\u00e1 jej\u00ed zachycen\u00ed p\u0159i kontrol\u00e1ch,\u201c \u0159ekl Novink\u00e1m. \u010c\u00e1st \u0159et\u011bzc\u016f se podle n\u011bj pohybuje v\u00a0re\u017eimu pokus-omyl, po obdob\u00ed v\u011bt\u0161\u00ed opatrnosti se vrac\u00ed k\u00a0agresivn\u011bj\u0161\u00edm praktik\u00e1m, zejm\u00e9na pokud riziko postihu vyhodnot\u00ed jako n\u00edzk\u00e9.<\/p>\n

Anketa<\/p>\n

Proh\u0159e\u0161ky \u0159et\u011bzc\u016f, za kter\u00e9 rozd\u00e1v\u00e1 \u010cOI pokuty, jsou podle v\u00e1s sp\u00ed\u0161:<\/p>\n

v\u011bdom\u00e9 triky k oklam\u00e1n\u00ed z\u00e1kazn\u00edka<\/p>\n

Celkem
\n\t\t\t\thlasovalo
\n\t\t\t\t420
\n\t\t\t\t\u010dten\u00e1\u0159\u016f.<\/p>\n

Zelenka rad\u00ed z\u00e1kazn\u00edk\u016fm, aby nespol\u00e9hali na vizu\u00e1ln\u00ed prvky, jako jsou barvy cenovek nebo v\u00fdrazn\u00e1 hesla. \u201eKl\u00ed\u010dov\u00e9 je sledovat, zda je uvedena i\u00a0p\u0159edchoz\u00ed cena a\u00a0zda odpov\u00edd\u00e1 realit\u011b, tedy jestli jde o\u00a0nejni\u017e\u0161\u00ed cenu za posledn\u00edch 30\u00a0dn\u00ed. Pokud tato informace chyb\u00ed, je na m\u00edst\u011b zv\u00fd\u0161en\u00e1 obez\u0159etnost,\u201c upozornil.<\/p>\n

Odborn\u00edk na marketing Robert Le Veneur vid\u00ed za cel\u00fdm probl\u00e9mem hlub\u0161\u00ed p\u0159\u00ed\u010dinu. \u201eNa \u010desk\u00e9m trhu vznikla toxick\u00e1 spir\u00e1la psychologick\u00e9 z\u00e1vislosti na slev\u00e1ch. Obchodn\u00edci se dostali do pasti: pokud nenasad\u00ed cedulku \u201asleva\u2018, okam\u017eit\u011b p\u0159ich\u00e1zej\u00ed o\u00a0tr\u017eby. To mnoh\u00e9 z\u00a0nich nut\u00ed uchylovat se k\u00a0cenov\u00fdm iluz\u00edm a\u00a0klamav\u00fdm marketingov\u00fdm praktik\u00e1m,\u201c \u0159ekl Novink\u00e1m. <\/p>\n

<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"\u0160et\u0159en\u00ed ukazuje, \u017ee \u0159et\u011bzce s\u00e1zej\u00ed na osv\u011bd\u010den\u00e9 triky: nap\u0159\u00edklad st\u00e1le \u010dast\u011bji vyu\u017e\u00edvaj\u00ed barevn\u00e9 cenovky a\u00a0dal\u0161\u00ed vizu\u00e1ln\u00ed prvky p\u0159ipom\u00ednaj\u00edc\u00ed…\n","protected":false},"author":2,"featured_media":63589,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[8611,8424,67,68,21800,13398,4435,3268,4226,14874,10904,1516],"class_list":{"0":"post-63588","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-byznys","8":"tag-albert","9":"tag-billa","10":"tag-business","11":"tag-byznys","12":"tag-ceska-obchodni-inspekce-coi","13":"tag-kaufland","14":"tag-kauzy","15":"tag-lidl","16":"tag-obchodni-retezce","17":"tag-penny-market","18":"tag-retezce","19":"tag-sleva"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116452605802252007","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/63588","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=63588"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/63588\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/63589"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=63588"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=63588"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=63588"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}