{"id":2828,"date":"2022-06-16T01:01:42","date_gmt":"2022-06-15T23:01:42","guid":{"rendered":"https:\/\/euroconsum.eu\/?page_id=2828"},"modified":"2023-01-30T15:15:11","modified_gmt":"2023-01-30T14:15:11","slug":"preistransparenz","status":"publish","type":"page","link":"https:\/\/euroconsum.eu\/cs\/preistransparenz\/","title":{"rendered":"Cenov\u00e1 transparentnost"},"content":{"rendered":"
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Cenov\u00e1 transparentnost a cenov\u00e9 nab\u00eddky<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Transparentn\u00ed a srozumiteln\u00e9 cenov\u00e9 nab\u00eddky jsou d\u016fle\u017eitou a z\u00e1kladn\u00ed sou\u010d\u00e1st\u00ed cenov\u00e9 nab\u00eddky. Spravedliv\u00e9 a vz\u00e1jemn\u00e9 jedn\u00e1n\u00ed mezi obchodem a z\u00e1kazn\u00edky.<\/b>. Z\u00e1konod\u00e1rce to zd\u016fraznil a pr\u00e1vn\u011b zajistil p\u0159ijet\u00edm na\u0159\u00edzen\u00ed o ozna\u010dov\u00e1n\u00ed cen a n\u011bkolika jeho zm\u011bnami. To podtrhuje pot\u0159ebu aktivn\u00ed ochrany spot\u0159ebitele i v oblasti ozna\u010dov\u00e1n\u00ed cen.<\/p>

Od 1. z\u00e1\u0159\u00ed 2000 plat\u00ed povinnost ozna\u010dovat mnoho v\u00fdrobk\u016f \"dodate\u010dn\u00fdm \u00fadajem o cen\u011b\", tzv. z\u00e1kladn\u00ed cenou. To znamen\u00e1 cenu za (jasn\u011b srozumitelnou) m\u011brnou jednotku, jako je kilogram, litr, metr atd.\u00a0<\/p>

Srovn\u00e1n\u00ed cen m\u00e1 b\u00fdt mo\u017en\u00e9 \"na prvn\u00ed pohled\" mezi r\u016fzn\u00fdmi v\u00fdrobky bez ohledu na r\u016fzn\u00e9 mno\u017estv\u00ed n\u00e1pln\u011b v obalu v\u00fdrobku. Za t\u00edmto \u00fa\u010delem mus\u00ed b\u00fdt z\u00e1kladn\u00ed cena uvedena \"jednozna\u010dn\u011b, jasn\u011b rozpoznateln\u011b a snadno \u010diteln\u011b\".<\/p>

Aby jednotka mno\u017estv\u00ed nemohla b\u00fdt uv\u00e1d\u011bna libovoln\u011b, novela PrAngV z 28. kv\u011btna 2022 stanovila, \u017ee jako z\u00e1klad se z\u00e1sadn\u011b pou\u017e\u00edvaj\u00ed kilogramy a litry. Krom\u011b toho mus\u00ed b\u00fdt p\u0159i inzerci sn\u00ed\u017een\u00ed cen uvedena p\u0159edchoz\u00ed prodejn\u00ed nebo celkov\u00e1 cena, kter\u00e1 vych\u00e1z\u00ed z nejni\u017e\u0161\u00ed celkov\u00e9 ceny za zlevn\u011bn\u00e9 zbo\u017e\u00ed popt\u00e1van\u00e9 obchodn\u00edkem v posledn\u00edch 30 dnech p\u0159ed cenovou akc\u00ed.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Krok za krokem...<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Osud Na\u0159\u00edzen\u00ed EU o obalech<\/b> je uk\u00e1zkou toho, jak obchod lobbuje... a vyhr\u00e1v\u00e1!<\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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(Obr\u00e1zek vpravo: Reinoud Kaasschieter, CC:BY-SA)<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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\u00a0<\/p>

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Cenov\u00e1 transparentnost<\/h3>

Dlouhou dobu bylo spot\u0159ebitel\u016fm jasn\u00e9, \u017ee n\u011bkter\u00e9 v\u00fdrobky se prod\u00e1vaj\u00ed v\u017edy v ur\u010dit\u00fdch m\u011brn\u00fdch jednotk\u00e1ch. Nap\u0159\u00edklad ty\u010dinka m\u00e1sla m\u011bla v\u017edy 250 g a tabulka \u010dokol\u00e1dy byla k dost\u00e1n\u00ed pouze ve 100 g, 125 g, 250 g, 500 g nebo 1 000 g balen\u00ed. Spot\u0159ebitel\u00e9 tak mohli pom\u011brn\u011b snadno porovn\u00e1vat ceny.<\/p>

D\u016fvodem bylo na\u0159\u00edzen\u00ed EU o obalech. Po 15 letech intenzivn\u00edho lobbov\u00e1n\u00ed, zejm\u00e9na ze strany cukr\u00e1\u0159sk\u00e9ho pr\u016fmyslu a maloobchodn\u00edk\u016f, bylo na\u0159\u00edzen\u00ed v roce 2007 zru\u0161eno. V\u00fdsledkem je, \u017ee \u010dokol\u00e1dov\u00e9 ty\u010dinky jsou st\u00e1le leh\u010d\u00ed a leh\u010d\u00ed. Nejnov\u011bji nap\u0159\u00edklad v\u00fdrobce Milka Mondelez vyr\u00e1b\u00ed ty\u010dinky o hmotnosti pouh\u00fdch 81 g. Pr\u016fmysl se tehdy br\u00e1nil obvin\u011bn\u00ed, \u017ee to povede k cenov\u00e9mu podvodu, argumentem, \u017ee existuje povinnost uv\u00e1d\u011bt z\u00e1kladn\u00ed cenu, a \u017ee je tedy zaru\u010dena pln\u00e1 transparentnost.<\/p>

Praxe v\u0161ak uk\u00e1zala, \u017ee cenov\u00e1 transparentnost neznamen\u00e1. Jak se o\u010dek\u00e1valo, \u0161patn\u00e9<\/b> je objedn\u00e1n. Zejm\u00e9na diskontn\u00ed prodejci jsou nedbal\u00ed, pokud jde o uv\u00e1d\u011bn\u00ed cen.<\/p>

\u00a0<\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\tV\u011bc s cenami ...Klikn\u011bte na obr\u00e1zek zobraz\u00ed v\u00edce \t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t
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Milovan\u00fd... nen\u00e1vid\u011bl!<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Pro\u010d jsou celost\u00e1tn\u00ed kontroly nezbytn\u00e9... a obchod proti nim bojuje\u00a0<\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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P\u0159iv\u00e1d\u00edme ty nejmen\u0161\u00ed ve velk\u00e9m stylu... <\/b><\/p>\n

Na\u0161e asociace pravideln\u011b pod\u00e1v\u00e1 \u017ealoby proti ne\u00fastupn\u00fdm spole\u010dnostem za poru\u0161ov\u00e1n\u00ed pr\u00e1vn\u00edch p\u0159edpis\u016f. Povinnost transparentnosti cen, zejm\u00e9na v diskontech a supermarketech<\/b>. Za t\u00edmto \u00fa\u010delem kontrolujeme spole\u010dn\u011b s na\u0161imi \u010dleny trhy a prodejny po cel\u00e9m N\u011bmecku.<\/p>\n

Od roku 2017 na\u0161e asociace udr\u017euje vlastn\u00ed kontroln\u00ed odd\u011blen\u00ed.<\/b> Jsme tak jedin\u00fdm sdru\u017een\u00edm, kter\u00e9 m\u016f\u017ee zaru\u010dit komplexn\u00ed kontrolu trhu na cel\u00e9m \u00fazem\u00ed spolkov\u00e9 republiky. <\/p>\n

Pr\u00e1ce pro zvl\u00e1\u0161tn\u00ed nad\u00e1n\u00ed<\/b><\/p>\n

Ti, kte\u0159\u00ed pro n\u00e1s prov\u00e1d\u011bj\u00ed kontroly, maj\u00ed speci\u00e1ln\u00ed dovednosti. Na\u0161i zam\u011bstnanci jsou jako testovac\u00ed n\u00e1kup\u010d\u00ed na cest\u00e1ch po cel\u00e9 zemi a kontroluj\u00ed dodr\u017eov\u00e1n\u00ed p\u0159edpis\u016f. Pravidla transparentnosti a ochrany spot\u0159ebitele. <\/span><\/p>\n

Na\u0161i kolegov\u00e9 maj\u00ed zvl\u00e1\u0161tn\u00ed nad\u00e1n\u00ed. Mnoz\u00ed z nich dok\u00e1\u017e\u00ed zkontrolovat n\u011bkolik stovek \u010dl\u00e1nk\u016f za 30 minut. Z\u00e1rove\u0148 si v hlav\u011b n\u011bkolikasetkr\u00e1t spo\u010d\u00edtaj\u00ed z\u00e1kladn\u00ed ceny. N\u011bkte\u0159\u00ed z nich maj\u00ed vlastnosti z \"autistick\u00e9ho spektra\" a jsou (nejen) v ment\u00e1ln\u00edm po\u010d\u00edt\u00e1n\u00ed velmi rychl\u00ed.<\/span><\/p>\n


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N\u011bkter\u00e9 z na\u0161ich postup\u016f pro zaji\u0161t\u011bn\u00ed transparentnosti cen:<\/b><\/span><\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\tSdru\u017een\u00ed spot\u0159ebitel\u016f vyhr\u00e1lo u Vrchn\u00edho zemsk\u00e9ho soudu v D\u00fcsseldorfu spor se spole\u010dnost\u00ed Real kv\u016fli chybn\u00e9mu ozna\u010dov\u00e1n\u00ed cen\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t
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\n\t\tSdru\u017een\u00ed spot\u0159ebitel\u016f vyhr\u00e1lo u Vy\u0161\u0161\u00edho krajsk\u00e9ho soudu kv\u016fli poru\u0161ov\u00e1n\u00ed cenov\u00e9ho zna\u010den\u00ed v prodejn\u00e1ch LIDL\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t
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\n\t\tTajn\u00e1 sd\u011blen\u00ed cenovky\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t
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\n\t\tDynamick\u00e1 tvorba cen v online maloobchod\u011b\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t
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\n\t\tSdru\u017een\u00ed spot\u0159ebitel\u016f vyhr\u00e1lo u Vy\u0161\u0161\u00edho krajsk\u00e9ho soudu kv\u016fli poru\u0161ov\u00e1n\u00ed cenov\u00e9ho zna\u010den\u00ed v prodejn\u00e1ch LIDL\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t
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\n\t\tSdru\u017een\u00ed spot\u0159ebitel\u016f vyhr\u00e1v\u00e1 dal\u0161\u00ed \u0159\u00edzen\u00ed u Vy\u0161\u0161\u00edho zemsk\u00e9ho soudu kv\u016fli klamav\u00fdm tvrzen\u00edm a poru\u0161ov\u00e1n\u00ed cenov\u00fdch p\u0159edpis\u016f v prodejn\u00e1ch LIDL.\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t
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\n\t\tRegion\u00e1ln\u00ed spole\u010dnost Lidl (W\u00f6llstein): \u0158\u00edzen\u00ed pro poru\u0161en\u00ed na\u0159\u00edzen\u00ed o ozna\u010dov\u00e1n\u00ed cen\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t
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\n\t\tDynamick\u00e1 tvorba cen ve stacion\u00e1rn\u00edm obchod\u011b\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Kontrola transparentnosti cen je soci\u00e1ln\u011b tr\u017en\u00ed hospod\u00e1\u0159stv\u00ed<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Z\u00e1kladn\u00ed cenov\u00fd \u00fadaj zaji\u0161\u0165uje d\u016fle\u017eit\u00fd princip regulace trhu:
\"voln\u00e1 sout\u011b\u017e o v\u00fdkon\".\u00a0<\/h3>

Stala se tak z\u00e1kladn\u00edm kamenem soci\u00e1ln\u011b tr\u017en\u00edho hospod\u00e1\u0159stv\u00ed.<\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Z\u00e1kladn\u00ed \u00fadaj o cen\u011b slou\u017e\u00ed k tomu, aby se spot\u0159ebitel mohl rozhodnout na z\u00e1klad\u011b transparentn\u00edch informac\u00ed, a dokonce aby ho k tomu podn\u00edtil ve smyslu politicky p\u0159edepsan\u00fdch z\u00e1sad regulace trhu \"voln\u00e1 sout\u011b\u017e\".<\/p>\n

\u00da\u010del na\u0159\u00edzen\u00ed o uv\u00e1d\u011bn\u00ed cen<\/b> je zajistit pravdivost a p\u0159ehlednost cen prost\u0159ednictv\u00edm v\u011bcn\u011b spr\u00e1vn\u00fdch a \u00fapln\u00fdch informac\u00ed pro spot\u0159ebitele a prost\u0159ednictv\u00edm co nejlep\u0161\u00edch mo\u017enost\u00ed srovn\u00e1n\u00ed cen. pos\u00edlit postaven\u00ed spot\u0159ebitel\u016f ve vztahu k obchodu.<\/b> a podporovat hospod\u00e1\u0159skou sout\u011b\u017e.<\/p>\n

To plat\u00ed t\u00edm sp\u00ed\u0161e, \u017ee cena zbo\u017e\u00ed nebo slu\u017eby je pro spot\u0159ebitele vedle kvality nejd\u016fle\u017eit\u011bj\u0161\u00edm krit\u00e9riem p\u0159i rozhodov\u00e1n\u00ed mezi r\u016fzn\u00fdmi nab\u00eddkami. PAngV proto slou\u017e\u00ed k ochran\u011b spot\u0159ebitele a z\u00e1rove\u0148 k ochran\u011b hospod\u00e1\u0159sk\u00e9 sout\u011b\u017ee. Jeho c\u00edlem je v\u0161ak zejm\u00e9na poskytnout spot\u0159ebitel\u016fm jasnou p\u0159edstavu o cen\u00e1ch a jejich konstrukci a z\u00e1rove\u0148 zabr\u00e1nit tomu, aby si museli vytv\u00e1\u0159et (vlastn\u00ed) cenov\u00e9 p\u0159edstavy na z\u00e1klad\u011b cen, kter\u00e9 nejsou vz\u00e1jemn\u011b srovnateln\u00e9.<\/p>\n

A\u010dkoli tento ochrann\u00fd \u00fa\u010del nevy\u017eaduje, aby obchodn\u00edk v\u017edy uv\u00e1d\u011bl sv\u00e9 ceny (u supermarket\u016f v\u0161ak tato povinnost \u010dasto vznik\u00e1 z jin\u00fdch d\u016fvod\u016f) - pokud inzeruje s cenami nebo \u010din\u00ed nab\u00eddky, mus\u00ed spl\u0148ovat po\u017eadavky PAngV.<\/p>\n

Zejm\u00e9na povinnost uv\u00e9st Z\u00e1kladn\u00ed cena<\/b> (po zru\u0161en\u00ed d\u0159\u00edv\u011bj\u0161\u00ed vyhl\u00e1\u0161ky o obalech) tak\u00e9 jedinou mo\u017enost\u00ed, jak v\u011bdom\u00fdm rozhodov\u00e1n\u00edm o n\u00e1kupu \u010delit skryt\u00e9mu zvy\u0161ov\u00e1n\u00ed cen, kter\u00e9 se v obchod\u011b obvykle prov\u00e1d\u00ed zm\u011bnou designu obalu se zm\u011bn\u011bn\u00fdm mno\u017estv\u00edm n\u00e1pln\u011b (nebezpe\u010d\u00ed klamav\u00e9ho obalu). \u00da\u010delem PAngV nen\u00ed v \u017e\u00e1dn\u00e9m p\u0159\u00edpad\u011b omezit smluvn\u00ed volnost v oblasti cenotvorby.<\/p>\n

Z\u00e1kladn\u00ed cena tedy slou\u017e\u00ed tak\u00e9 a pr\u00e1v\u011b k podpo\u0159e v\u00fdkonnostn\u00ed sout\u011b\u017ee ve prosp\u011bch vy\u0161\u0161\u00ed efektivnosti trhu. Psychologicky relativizuje prezentaci zbo\u017e\u00ed v obchod\u011b a zd\u016fraz\u0148uje vztah mezi cenou a v\u00fdkonem (tzv. v\u00fdhoda pen\u011bz a hodnoty).<\/p>


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\"\"<\/h3>\n

Kde ochrana selh\u00e1v\u00e1<\/h3>\n

\u00dadaj o cen\u011b mus\u00ed b\u00fdt jasn\u011b rozpoznateln\u00fd a snadno \u010diteln\u00fd. Co to v\u0161ak znamen\u00e1 v praxi?<\/p>\n

Naprost\u00e1 v\u011bt\u0161ina n\u011bmeck\u00fdch soud\u016f v sou\u010dasnosti p\u0159edpokl\u00e1d\u00e1, \u017ee spot\u0159ebitel\u00e9 maj\u00ed dobr\u00fd zrak a mohou se bez probl\u00e9m\u016f ot\u00e1\u010det, oh\u00fdbat a natahovat. To nezohled\u0148uje pot\u0159eby osob se zdravotn\u00edm posti\u017een\u00edm a se zvl\u00e1\u0161tn\u00edmi pot\u0159ebami. Nap\u0159\u00edklad z\u00e1kladn\u00ed cena um\u00edst\u011bn\u00e1 na strop\u011b nebo v horn\u00ed polici je pro voz\u00ed\u010dk\u00e1\u0159e pravideln\u011b ne\u010diteln\u00e1. Takov\u00e9 p\u0159\u00edpady se obvykle odm\u00edtaj\u00ed s argumentem, \u017ee je t\u0159eba vych\u00e1zet z pr\u016fm\u011brn\u00e9ho spot\u0159ebitele a \u017ee \"pr\u016fm\u011brn\u00ed\" spot\u0159ebitel\u00e9 se na ceny d\u00edvaj\u00ed z v\u00fd\u0161ky o\u010d\u00ed 1,60 m a\u017e 1,80 m. Ceny se pak zobrazuj\u00ed na strop\u011b nebo v horn\u00ed polici.<\/p>\n

Tyto argumenty nepova\u017eujeme za platn\u00e9. Podle na\u0161eho n\u00e1zoru vylou\u010den\u00ed osob se zvl\u00e1\u0161tn\u00edmi pot\u0159ebami z okruhu ochrany prost\u0159ednictv\u00edm odklonu od \"image spot\u0159ebitele\" neodpov\u00edd\u00e1 ani po\u017eadavk\u016fm komunit\u00e1rn\u00edho pr\u00e1va, ani demografick\u00e9 realit\u011b.<\/p>\n

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Transparentnost cen a informace o cen\u00e1ch Transparentn\u00ed a srozumiteln\u00e9 informace o cen\u00e1ch jsou d\u016fle\u017eitou a z\u00e1kladn\u00ed sou\u010d\u00e1st\u00ed poctiv\u00e9ho vz\u00e1jemn\u00e9ho jedn\u00e1n\u00ed mezi maloobchodn\u00edky a z\u00e1kazn\u00edky. Z\u00e1konod\u00e1rce to zd\u016fraznil a pr\u00e1vn\u011b zajistil vyd\u00e1n\u00edm vyhl\u00e1\u0161ky o uv\u00e1d\u011bn\u00ed cen a n\u011bkolika jej\u00edch novel. T\u00edm se zd\u016fraz\u0148uje pot\u0159eba aktivn\u00ed ochrany spot\u0159ebitele v oblasti ozna\u010dov\u00e1n\u00ed cen. Od 1. [...]<\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-2828","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/pages\/2828","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/comments?post=2828"}],"version-history":[{"count":10,"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/pages\/2828\/revisions"}],"predecessor-version":[{"id":3385,"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/pages\/2828\/revisions\/3385"}],"wp:attachment":[{"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/media?parent=2828"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}