{"id":89976,"date":"2026-05-18T22:39:10","date_gmt":"2026-05-18T22:39:10","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/89976\/"},"modified":"2026-05-18T22:39:10","modified_gmt":"2026-05-18T22:39:10","slug":"finfluenceri-slibuji-cestu-k-bohatstvi-jsou-ale-pomocnici-nebo-hrozba-pro-uspory","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/89976\/","title":{"rendered":"Finfluence\u0159i slibuj\u00ed cestu k bohatstv\u00ed. Jsou ale pomocn\u00edci, nebo hrozba pro \u00faspory?"},"content":{"rendered":"

Soci\u00e1ln\u00ed s\u00edt\u011b se v\u00a0posledn\u00edch letech staly jedn\u00edm z\u00a0hlavn\u00edch zdroj\u016f informac\u00ed o\u00a0investov\u00e1n\u00ed<\/a>. Slogany typu \u201edos\u00e1hn\u011bte finan\u010dn\u00ed nez\u00e1vislosti\u201c l\u00e1kaj\u00ed u\u017eivatele ke koupi online kurz\u016f a\u00a0stav\u011bj\u00ed na jednoduch\u00e9 p\u0159edstav\u011b rychl\u00e9 cesty k\u00a0bohatstv\u00ed. Sta\u010d\u00ed mobiln\u00ed aplikace, n\u011bkolik kliknut\u00ed. A\u00a0samoz\u0159ejm\u011b z\u00e1kladn\u00ed kapit\u00e1l.\u00a0<\/p>\n

Po pandemii za\u010dali lid\u00e9 st\u00e1le \u010dast\u011bji hledat rady ohledn\u011b trhu p\u0159\u00edmo na platform\u00e1ch jako Instagram, TikTok nebo YouTube. Ne v\u017edy je ale motivace takzvan\u00fdch finfluencer\u016f<\/a> \u010dist\u011b populariza\u010dn\u00ed.<\/p>\n

\u201eZa m\u011b je z\u00e1sadn\u00ed rozli\u0161ovat mezi vzd\u011bl\u00e1v\u00e1n\u00edm, osobn\u00edm n\u00e1zorem a\u00a0konkr\u00e9tn\u00edm doporu\u010den\u00edm. Ve sv\u00e9m obsahu se sna\u017e\u00edm prim\u00e1rn\u011b vysv\u011btlovat principy fungov\u00e1n\u00ed trh\u016f, rizika nebo dlouhodob\u00fd horizont,\u201c \u0159\u00edk\u00e1 finfluencer Ond\u0159ej Kob\u011brsk\u00fd. Na platform\u011b YouTube ho aktu\u00e1ln\u011b sleduje v\u00edce ne\u017e 100\u00a0tis\u00edc lid\u00ed. Podle analytick\u00e9ho n\u00e1stroje Graphtreon<\/a> m\u011bl v\u00a0dubnu 2026 na placen\u00e9 platform\u011b Patreon v\u00edce ne\u017e 4500\u00a0p\u0159edplatitel\u016f.\u00a0<\/p>\n

Regulace finfluencer\u016f <\/p>\n

Podle \u010cNB mohou influence\u0159i narazit na regulaci ve chv\u00edli, kdy ve\u0159ejn\u011b doporu\u010duj\u00ed n\u00e1kup nebo prodej akci\u00ed \u010di jin\u00fdch investic. Pokud nav\u00edc rad\u00ed konkr\u00e9tn\u00edm lidem individu\u00e1ln\u011b, m\u016f\u017ee u\u017e j\u00edt o investi\u010dn\u00ed poradenstv\u00ed, ke kter\u00e9mu je nutn\u00e1 licence. Tv\u016frci obsahu mus\u00ed uv\u00e1d\u011bt zdroje informac\u00ed, upozor\u0148ovat na rizika a zve\u0159ej\u0148ovat mo\u017en\u00e9 st\u0159ety z\u00e1jm\u016f. Za poru\u0161en\u00ed pravidel hroz\u00ed pokuty a\u017e v des\u00edtk\u00e1ch milion\u016f korun.<\/p>\n

\u0158ada tv\u016frc\u016f se tv\u00e1\u0159\u00ed b\u00fdt odborn\u00edky, nemaj\u00ed v\u0161ak licenci. D\u016fv\u011bru si buduj\u00ed sp\u00ed\u0161e prezentac\u00ed \u017eivotn\u00edho stylu, nap\u0159\u00edklad luxusn\u00edmi auty nebo dovolen\u00fdmi, kter\u00e9 maj\u00ed dokazovat jejich \u00fasp\u011bch.\u00a0<\/p>\n

\u010casto vyu\u017e\u00edvaj\u00ed i\u00a0jednoduch\u00e9 grafy nebo obecn\u00e1 tvrzen\u00ed o\u00a0\u201ejist\u00e9m zisku\u201c. Podle Kob\u011brsk\u00e9ho je p\u0159itom d\u016fle\u017eit\u00e9 jasn\u011b odd\u011blovat n\u00e1zor od konkr\u00e9tn\u00ed rady. \u201eVe\u0159ejn\u00fd obsah nem\u016f\u017ee nahradit individu\u00e1ln\u00ed poradenstv\u00ed, proto\u017ee ka\u017ed\u00fd \u010dlov\u011bk m\u00e1 jinou situaci, horizont i\u00a0toleranci rizika,\u201c upozor\u0148uje.<\/p>\n

Varov\u00e1n\u00ed regul\u00e1tor\u016f<\/p>\n

\u010cesk\u00e1 n\u00e1rodn\u00ed banka <\/a>v\u00a0roce 2025 informovala o\u00a0rizic\u00edch spojen\u00fdch s\u00a0finfluencery. Podle n\u00ed by lid\u00e9 nem\u011bli vyu\u017e\u00edvat jejich rady jako jedin\u00fd podklad pro rozhodov\u00e1n\u00ed o\u00a0investov\u00e1n\u00ed. Centr\u00e1ln\u00ed banka z\u00e1rove\u0148 upozor\u0148uje, \u017ee tito tv\u016frci mohou up\u0159ednost\u0148ovat vlastn\u00ed zisk p\u0159ed z\u00e1jmy sleduj\u00edc\u00edch. V\u00a0n\u011bkter\u00fdch zem\u00edch, nap\u0159\u00edklad v\u00a0Austr\u00e1lii nebo Nizozemsku, je p\u0159itom poskytov\u00e1n\u00ed podobn\u00fdch doporu\u010den\u00ed bez povolen\u00ed zak\u00e1zan\u00e9.<\/p>\n

Jedn\u00edm z\u00a0tv\u016frc\u016f, kte\u0159\u00ed se dlouhodob\u011b zam\u011b\u0159uj\u00ed na zvy\u0161ov\u00e1n\u00ed finan\u010dn\u00ed gramotnosti a\u00a0sna\u017e\u00ed se k\u00a0tvorb\u011b p\u0159istupovat odpov\u011bdn\u011b, je Jakub Dvo\u0159\u00e1k. \u201eM\u016fj obsah je specifick\u00fd t\u00edm, \u017ee se k\u00a0n\u011bmu sna\u017e\u00edm p\u0159istupovat co nejv\u00edce akademicky a\u00a0datov\u011b,\u201c \u0159\u00edk\u00e1.<\/p>\n

Na sv\u00e9m blogu, YouTube kan\u00e1lu a\u00a0podcastu Rozbit\u00e9 pras\u00e1tko, kter\u00e9 sleduje v\u00edce ne\u017e 10\u00a0tis\u00edc lid\u00ed, se p\u0159ev\u00e1\u017en\u011b v\u011bnuje tematice ETF<\/a>. Vydal tak\u00e9 knihu zam\u011b\u0159enou na pasivn\u00ed investov\u00e1n\u00ed<\/a>. \u201eInformace, kter\u00e9 sd\u00edl\u00edm, zpravidla poch\u00e1zej\u00ed z\u00a0akademick\u00fdch zdroj\u016f, od profesor\u016f p\u0159edn\u00edch sv\u011btov\u00fdch univerzit \u010di renomovan\u00fdch investi\u010dn\u00edch analytik\u016f,\u201c dod\u00e1v\u00e1.<\/p>\n

\n\t\t\t\tAnketa\n\t\t\t<\/p>\n

\n\t\t\t\t\u0158\u00edd\u00edte se p\u0159i investov\u00e1n\u00ed radami ze soci\u00e1ln\u00edch s\u00edt\u00ed?\n\t\t\t<\/p>\n

Dvo\u0159\u00e1k upozor\u0148uje, \u017ee hranice mezi vzd\u011bl\u00e1v\u00e1n\u00edm a\u00a0investi\u010dn\u00edm doporu\u010den\u00edm je velmi tenk\u00e1. \u201eVe chv\u00edli, kdy \u010dlov\u011bk ve\u0159ejn\u011b mluv\u00ed o\u00a0konkr\u00e9tn\u00edch investi\u010dn\u00edch produktech nebo strategi\u00edch, m\u016f\u017ee se velmi rychle dostat do oblasti, kterou u\u017e regul\u00e1tor vyhodnot\u00ed jako investi\u010dn\u00ed doporu\u010den\u00ed,\u201c \u0159\u00edk\u00e1. Na rozd\u00edl od \u010d\u00e1sti finfluencer\u016f stav\u00ed v\u011bt\u0161inu sv\u00e9ho obsahu na voln\u011b dostupn\u00e9m vzd\u011bl\u00e1v\u00e1n\u00ed, nikoliv na uzav\u0159en\u00fdch placen\u00fdch kurzech nebo \u010dlensk\u00fdch sekc\u00edch.<\/p>\n

Podle mluv\u010d\u00edho \u010cNB<\/a> Jaroslava Krej\u010d\u00edho se regul\u00e1tor sna\u017e\u00ed situaci \u0159e\u0161it p\u0159edev\u0161\u00edm preventivn\u011b. \u201eV\u00a0prvn\u00ed \u0159ad\u011b jsme vedli s\u00a0finfluencery takzvan\u00fd dohledov\u00fd dialog. Sna\u017e\u00edme se jim vysv\u011btlit, kdy mohou b\u00fdt v\u00a0rozporu s\u00a0pr\u00e1vn\u00edmi p\u0159edpisy a\u00a0co by m\u011bli napravit,\u201c uv\u00e1d\u00ed. V\u00fdstupy na soci\u00e1ln\u00edch s\u00edt\u00edch toti\u017e mohou napl\u0148ovat znaky regulovan\u00e9ho doporu\u010den\u00ed.<\/p>\n

\u010cesk\u00fd p\u0159\u00edstup se tak zat\u00edm li\u0161\u00ed od razantn\u011bj\u0161\u00edch z\u00e1sah\u016f v\u00a0zahrani\u010d\u00ed. \u201eV\u00a0\u010cesku jdeme prim\u00e1rn\u011b cestou vysv\u011btlov\u00e1n\u00ed pravidel, zat\u00edmco nap\u0159\u00edklad ve Velk\u00e9 Brit\u00e1nii vid\u00edme v\u00fdrazn\u011b tvrd\u0161\u00ed postup dohledu<\/a>,\u201c dopl\u0148uje Krej\u010d\u00ed. Z\u00e1rove\u0148 ale upozor\u0148uje, \u017ee evropsk\u00e1 pravidla u\u017e dnes zahrnuj\u00ed \u0159adu opat\u0159en\u00ed, kter\u00e1 se na \u010dinnost finfluencer\u016f vztahuj\u00ed, a\u00a0kl\u00ed\u010dov\u00e9 je jejich jednotn\u00e9 uplat\u0148ov\u00e1n\u00ed nap\u0159\u00ed\u010d st\u00e1ty.<\/p>\n

Dvo\u0159\u00e1k z\u00e1rove\u0148 nepova\u017euje tvrd\u0161\u00ed regulaci za automatick\u00e9 \u0159e\u0161en\u00ed. \u201eJedin\u00fd zp\u016fsob, jak vytvo\u0159it bezpe\u010dn\u011bj\u0161\u00ed prost\u0159ed\u00ed, je skrz vzd\u011bl\u00e1v\u00e1n\u00ed a\u00a0pronik\u00e1n\u00ed kvalitn\u00edho obsahu k\u00a0v\u011bt\u0161\u00edmu po\u010dtu lid\u00ed,\u201c \u0159\u00edk\u00e1. Podle n\u011bj by p\u0159\u00edli\u0161 p\u0159\u00edsn\u00e1 nebo nejasn\u00e1 pravidla mohla v\u00e9st k\u00a0tomu, \u017ee se \u010d\u00e1st kvalitn\u00edch tv\u016frc\u016f bude b\u00e1t o\u00a0investov\u00e1n\u00ed ve\u0159ejn\u011b mluvit.<\/p>\n

Dohled nad online tvorbou se pro \u010cNB postupn\u011b m\u011bn\u00ed i\u00a0technologicky. \u201eP\u0159i sledov\u00e1n\u00ed \u010dinnosti finfluencer\u016f n\u00e1m pom\u00e1h\u00e1 i\u00a0um\u011bl\u00e1 inteligence<\/a>, kter\u00e1 dok\u00e1\u017ee analyzovat velk\u00e9 mno\u017estv\u00ed ve\u0159ejn\u011b dostupn\u00e9ho obsahu a\u00a0upozor\u0148ovat na problematick\u00e9 p\u0159\u00edpady,\u201c \u0159\u00edk\u00e1 Krej\u010d\u00ed s\u00a0t\u00edm, \u017ee c\u00edlem regul\u00e1tora nen\u00ed prim\u00e1rn\u011b trestat, ale nastavit jasn\u00e9 mantinely.<\/p>\n

Riziko pro lidi, kte\u0159\u00ed se podobn\u00fdmi radami \u0159\u00edd\u00ed, p\u0159esto z\u016fst\u00e1v\u00e1. \u201eN\u00e1zory a\u00a0doporu\u010den\u00ed finfluencer\u016f nemusej\u00ed b\u00fdt v\u017edy v\u00a0jejich nejlep\u0161\u00edm z\u00e1jmu, nap\u0159\u00edklad kv\u016fli nedostate\u010dn\u00fdm znalostem nebo st\u0159etu z\u00e1jm\u016f p\u0159i placen\u00e9 spolupr\u00e1ci,\u201c dod\u00e1v\u00e1 Krej\u010d\u00ed. Podle Dvo\u0159\u00e1ka je dnes nejv\u011bt\u0161\u00edm probl\u00e9mem na soci\u00e1ln\u00edch s\u00edt\u00edch \u201ep\u0159edstava rychl\u00e9ho zbohatnut\u00ed bez pr\u00e1ce\u201c.<\/p>\n

Influence\u0159i \u010dasto rad\u00ed \u0161patn\u011b, uk\u00e1zaly studie<\/p>\n

Akademick\u00e9 v\u00fdzkumy ukazuj\u00ed, \u017ee rady popul\u00e1rn\u00edch finfluencer\u016f \u010dasto nep\u0159in\u00e1\u0161ej\u00ed lep\u0161\u00ed v\u00fdnosy ne\u017e b\u011b\u017en\u00fd v\u00fdvoj trhu. Studie<\/a> univerzity v\u00a0Utrechtu analyzovala v\u00edce ne\u017e 400\u00a0p\u0159\u00edsp\u011bvk\u016f od 21\u00a0zn\u00e1m\u00fdch tv\u016frc\u016f a\u00a0zjistila, \u017ee mnoz\u00ed z\u00a0nich doporu\u010duj\u00ed n\u00e1kup aktiv a\u017e ve chv\u00edli, kdy jejich cena u\u017e v\u00fdrazn\u011b vzrostla a\u00a0trh za\u010d\u00edn\u00e1 zpomalovat.<\/p>\n

Sleduj\u00edc\u00ed tak \u010dasto vstupuj\u00ed na trh p\u0159\u00edli\u0161 pozd\u011b, kdy se zvy\u0161uje riziko poklesu a\u00a0prostor pro dal\u0161\u00ed r\u016fst je omezen\u00fd. Auto\u0159i studie z\u00e1rove\u0148 upozor\u0148uj\u00ed, \u017ee \u010d\u00e1st obsahu sp\u00ed\u0161e reaguje na aktu\u00e1ln\u00ed n\u00e1ladu investor\u016f ne\u017e na hlub\u0161\u00ed anal\u00fdzu trhu.<\/p>\n

Podobn\u00e9 z\u00e1v\u011bry p\u0159inesla i\u00a0dal\u0161\u00ed anal\u00fdza<\/a> 72\u00a0milion\u016f p\u0159\u00edsp\u011bvk\u016f na s\u00edti\u00a0X od 29\u00a0tis\u00edc online tv\u016frc\u016f. Jen 28\u00a0procent z\u00a0nich dlouhodob\u011b poskytovalo rady, kter\u00e9 dok\u00e1zaly p\u0159ekon\u00e1vat v\u00fdvoj trhu nebo alespo\u0148 nep\u0159in\u00e1\u0161ely vy\u0161\u0161\u00ed ztr\u00e1ty ne\u017e b\u011b\u017en\u00e9 indexov\u00e9 investov\u00e1n\u00ed<\/a>.<\/p>\n

V\u00fdzkum z\u00e1rove\u0148 uk\u00e1zal, \u017ee m\u00e9n\u011b kvalitn\u00ed auto\u0159i \u010dasto z\u00edsk\u00e1vaj\u00ed v\u011bt\u0161\u00ed publikum d\u00edky agresivn\u011bj\u0161\u00edmu marketingu, emotivn\u00edm slogan\u016fm nebo prezentaci rychl\u00e9ho zbohatnut\u00ed. Sleduj\u00edc\u00ed tak mnohdy reaguj\u00ed sp\u00ed\u0161e na styl prezentace ne\u017e na skute\u010dnou \u00fasp\u011b\u0161nost doporu\u010den\u00ed.<\/p>\n

To ale neznamen\u00e1, \u017ee v\u0161ichni finfluence\u0159i \u0161\u00ed\u0159\u00ed zav\u00e1d\u011bj\u00edc\u00ed informace z\u00e1m\u011brn\u011b. \u201eFinfluence\u0159i mohou v\u00fdrazn\u011b zvy\u0161ovat ekonomickou gramotnost, pokud to d\u011blaj\u00ed odpov\u011bdn\u011b. Soci\u00e1ln\u00ed s\u00edt\u011b dok\u00e1\u017eou dostat vzd\u011bl\u00e1v\u00e1n\u00ed o\u00a0trz\u00edch k\u00a0lidem, kte\u0159\u00ed by si jinak odborn\u00fd obsah nikdy neotev\u0159eli,\u201c \u0159\u00edk\u00e1 Kob\u011brsk\u00fd. Probl\u00e9m podle n\u011bj spo\u010d\u00edv\u00e1 v\u00a0tom, \u017ee o\u00a0obchodov\u00e1n\u00ed a\u00a0trz\u00edch dnes m\u016f\u017ee ve\u0159ejn\u011b mluvit prakticky kdokoliv.<\/p>\n

Na co si d\u00e1t pozor<\/p>\n

Z\u00e1kladn\u00edm varovn\u00fdm sign\u00e1lem je slib garantovan\u00e9ho zisku. D\u016fv\u011bryhodn\u00fd zdroj by m\u011bl naopak otev\u0159en\u011b upozor\u0148ovat na rizika a\u00a0vysv\u011btlovat fungov\u00e1n\u00ed trhu. D\u016fle\u017eit\u00e9 je tak\u00e9 ov\u011b\u0159it, odkud dan\u00fd tv\u016frce \u010derp\u00e1 informace a\u00a0jak\u00e1 je jeho historie.<\/p>\n

Kob\u011brsk\u00fd z\u00e1rove\u0148 zd\u016fraz\u0148uje nutnost kritick\u00e9ho p\u0159\u00edstupu. \u201eNikdo by nem\u011bl slep\u011b kop\u00edrovat ciz\u00ed portfolio nebo n\u00e1zor. Ka\u017ed\u00fd by m\u011bl ch\u00e1pat, pro\u010d dan\u00e9 aktivum dr\u017e\u00ed a\u00a0jak\u00e9 riziko podstupuje,\u201c \u0159\u00edk\u00e1.<\/p>\n","protected":false},"excerpt":{"rendered":"Soci\u00e1ln\u00ed s\u00edt\u011b se v\u00a0posledn\u00edch letech staly jedn\u00edm z\u00a0hlavn\u00edch zdroj\u016f informac\u00ed o\u00a0investov\u00e1n\u00ed. Slogany typu \u201edos\u00e1hn\u011bte finan\u010dn\u00ed nez\u00e1vislosti\u201c l\u00e1kaj\u00ed u\u017eivatele…\n","protected":false},"author":2,"featured_media":89977,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[7],"tags":[10233,3911,43,42,41,40,1700,69,27727,10439,13093,8511,948,231],"class_list":["post-89976","post","type-post","status-publish","format-standard","has-post-thumbnail","category-cesko","tag-bohatstvi","tag-ceska-narodni-banka","tag-ceska-republika","tag-cesko","tag-czech-republic","tag-czechia","tag-instagram","tag-investice","tag-jaroslav-krejci-ml","tag-licence","tag-rada","tag-socialni-sit","tag-tiktok","tag-youtube"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116597985337672121","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/89976","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=89976"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/89976\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/89977"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=89976"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=89976"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=89976"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}