{"id":6055,"date":"2024-02-12T16:54:03","date_gmt":"2024-02-12T16:54:03","guid":{"rendered":"https:\/\/twosides.info\/elektronicke-uctenky-porota-pro-etiku-v-reklame-se-shodla-ze-jde-o-dva-pripady-greenwashingu\/"},"modified":"2024-02-12T16:54:03","modified_gmt":"2024-02-12T16:54:03","slug":"elektronicke-uctenky-porota-pro-etiku-v-reklame-se-shodla-ze-jde-o-dva-pripady-greenwashingu","status":"publish","type":"post","link":"https:\/\/twosides.info\/cs\/elektronicke-uctenky-porota-pro-etiku-v-reklame-se-shodla-ze-jde-o-dva-pripady-greenwashingu\/","title":{"rendered":"Elektronick\u00e9 \u00fa\u010dtenky: Porota pro etiku v reklam\u011b se shodla, \u017ee jde o dva p\u0159\u00edpady \u201egreenwashingu\u201c"},"content":{"rendered":"\n

Z\u00e1kon<\/a> proti pl\u00fdtv\u00e1n\u00ed a na podporu ob\u011bhov\u00e9ho hospod\u00e1\u0159stv\u00ed<\/a> (AGEC), kter\u00fd byl (ve Francii) p\u0159ijat v roce 2020, stanov\u00ed, \u017ee \u00fa\u010dtenky se budou tisknout pouze na \u017e\u00e1dost z\u00e1kazn\u00edka, s v\u00fdjimkou zvl\u00e1\u0161tn\u00edch okolnost\u00ed. <\/strong><\/p>\n\n\n\n

Od t\u00e9 doby se k elektronick\u00fdm \u00fa\u010dtenk\u00e1m p\u0159idalo n\u011bkolik \u201estart-up\u016f\u201c. Vyu\u017eily nov\u00e9ho z\u00e1kona, jeho\u017e platnost byla n\u011bkolikr\u00e1t odlo\u017eena, a p\u0159ipravily komunika\u010dn\u00ed kampan\u011b zd\u016fraz\u0148uj\u00edc\u00ed ekologick\u00fd p\u0159\u00ednos upu\u0161t\u011bn\u00ed od pap\u00edrov\u00fdch \u00fa\u010dtenek. Tv\u00e1\u0159\u00ed v tv\u00e1\u0159 t\u00e9to z\u00e1plav\u011b \u201egreenwashingu\u201c podala organizace Two Sides France dv\u011b st\u00ed\u017enosti, kter\u00e9 se jevily jako vhodn\u00e9 pro posouzen\u00ed Porotou pro etiku v reklam\u011b. 31. lednast<\/sup> V roce 2024 se porota v t\u011bchto p\u0159\u00edpadech p\u0159iklonila k n\u00e1zoru organizace Two Sides.<\/p>\n\n\n\n

Krom\u011b toho, \u017ee je t\u011b\u017ek\u00e9 pochopit, v \u010dem by bylo poskytnut\u00ed digit\u00e1ln\u00ed vstupenky \u201emor\u00e1ln\u011b lep\u0161\u00ed\u201c, pokud spot\u0159ebitel pap\u00edrovou vstupenku nepot\u0159ebuje, se sd\u011blen\u00ed t\u011bchto spole\u010dnost\u00ed \u010dasto uchyluj\u00ed ke kli\u0161\u00e9, kter\u00e1 se b\u011b\u017en\u011b pou\u017e\u00edvaj\u00ed k propagaci digit\u00e1ln\u00edch \u201e\u0159e\u0161en\u00ed\u201c. V d\u016fsledku toho se objevila \u0159ada prohl\u00e1\u0161en\u00ed obsahuj\u00edc\u00edch obecn\u00e9 my\u0161lenky a pau\u0161\u00e1ln\u00ed tvrzen\u00ed, kter\u00e1 chv\u00e1l\u00ed v\u00fdhody upu\u0161t\u011bn\u00ed od pap\u00edru, p\u0159i\u010dem\u017e opom\u00edjej\u00ed environment\u00e1ln\u00ed dopady digit\u00e1ln\u00edch alternativ, odvol\u00e1vaj\u00ed se na ochranu les\u016f a zd\u016fraz\u0148uj\u00ed pozitivn\u00ed aspekty ekologick\u00e9 digit\u00e1ln\u00ed \u00fa\u010dtenky, kter\u00e1 \u00fadajn\u011b spl\u0148uje po\u017eadavky v\u00fd\u0161e zm\u00edn\u011bn\u00e9ho z\u00e1kona AGEC.<\/p>\n\n\n\n

Quipo: \u201eKone\u010dn\u011b skute\u010dn\u011b ekologicky odpov\u011bdn\u00e9 \u0159e\u0161en\u00ed pro dematerializaci \u00fa\u010dtenek\u201c. Opravdu?<\/h3>\n\n\n\n

Spole\u010dnost Quipo uv\u00e1d\u00ed: \u201eKone\u010dn\u011b skute\u010dn\u011b ekologicky odpov\u011bdn\u00e9 \u0159e\u0161en\u00ed pro dematerializaci \u00fa\u010dtenek\u201c, kter\u00e9 zaji\u0161\u0165uje, \u017ee \u201epoka\u017ed\u00e9, kdy\u017e naskenujete \u00fa\u010dtenku, ud\u011bl\u00e1te u\u0161lechtil\u00fd \u010din pro planetu\u201c, a vyz\u00fdv\u00e1 k tomu, abyste se \u201ep\u0159ipojili k nim v tomto \u00fasil\u00ed o \u010dist\u0161\u00ed a zelen\u011bj\u0161\u00ed sv\u011bt pomoc\u00ed Quipo\u201c a \u201eprom\u011bnili sv\u00e9 \u00fa\u010dtenky v ekologick\u00e9 \u010diny!\u201c. Jako podporu je ned\u00edlnou sou\u010d\u00e1st\u00ed aplikace kalkul\u00e1tor \u201em\u016fj ekologick\u00fd dopad\u201c, kter\u00fd p\u0159edstavuje kl\u00ed\u010dovou funkci t\u00e9to slu\u017eby. Na z\u00e1klad\u011b \u010d\u00edsel bez uveden\u00ed zdroje Quipo zd\u016fraz\u0148uje dopady, kter\u00fdm se zabr\u00e1n\u00ed nepou\u017e\u00edv\u00e1n\u00edm pap\u00edrov\u00fdch \u00fa\u010dtenek. U t\u00e9to kalkula\u010dky nen\u00ed uveden \u017e\u00e1dn\u00fd zdroj, nen\u00ed zohledn\u011bn \u017e\u00e1dn\u00fd dopad digit\u00e1ln\u00edch technologi\u00ed a podle toho, co se organizaci Two Sides France poda\u0159ilo ov\u011b\u0159it, jsou \u00fadaje t\u00fdkaj\u00edc\u00ed se pap\u00edru zcela nepravdiv\u00e9. Nezapome\u0148me samoz\u0159ejm\u011b na nevyhnuteln\u00e9 kli\u0161\u00e9 o zachr\u00e1n\u011bn\u00fdch stromech d\u00edky digit\u00e1ln\u00edm \u00fa\u010dtenk\u00e1m z pokladny.<\/p>\n\n\n\n

Billiv: \u201ePrvn\u00ed bezpap\u00edrov\u00e1 a ekologicky \u0161etrn\u00e1 \u00fa\u010dtenka v souladu s p\u0159edpisy AGEC\u201c. Nic m\u00e9n\u011b!<\/h3>\n\n\n\n

Spole\u010dnost Billiv ze sv\u00e9 strany rovn\u011b\u017e uv\u00e1d\u00ed tento typ zobec\u0148uj\u00edc\u00edch tvrzen\u00ed a poskytuje kvalitativn\u00ed srovn\u00e1n\u00ed bez uveden\u00ed zdroj\u016f \u010di podrobnost\u00ed. Billiv tak\u00e9 slibuje \u201epozitivn\u00ed dopad na \u017eivotn\u00ed prost\u0159ed\u00ed a na zdrav\u00ed spot\u0159ebitel\u016f\u201c a z\u00e1chranu \u201e2,5 milionu strom\u016f\u201c. Billiv p\u0159edev\u0161\u00edm prohla\u0161uje, \u017ee poskytuje \u201eekologicky odpov\u011bdnou\u201c \u00fa\u010dtenku, \u010d\u00edm\u017e ignoruje z\u00e1kon AGEC, kter\u00fd tento typ obecn\u00e9ho tvrzen\u00ed zakazuje, a uv\u00e1d\u00ed, \u017ee jeho digit\u00e1ln\u00ed \u00fa\u010dtenka je \u201ev souladu se z\u00e1konem AGEC\u201c. Tento bod je pozoruhodn\u00fd, proto\u017ee tento z\u00e1kon nikde nestanov\u00ed, \u017ee obchodn\u00edk mus\u00ed poskytovat digit\u00e1ln\u00ed \u00fa\u010dtenku jako n\u00e1hradu za pap\u00edrovou. M\u016f\u017ee digit\u00e1ln\u00ed technologie spl\u0148ovat po\u017eadavky ekologick\u00e9ho z\u00e1kona, kter\u00fd se digit\u00e1ln\u00edmi \u00fa\u010dtenkami nezab\u00fdv\u00e1?<\/p>\n\n\n\n

Porota pro etiku v reklam\u011b vynesla rozhodnut\u00ed!<\/h3>\n\n\n\n

Porota pro etiku v reklam\u011b pouk\u00e1zala na to, \u017ee sd\u011blen\u00ed t\u011bchto spole\u010dnost\u00ed nejsou v souladu se standardem \u00da\u0159adu pro reklamu, kter\u00fd p\u0159edstavuje m\u011b\u0159\u00edtko v tomto odv\u011btv\u00ed. V p\u0159\u00edpad\u011b spole\u010dnosti Quipo porota konstatovala, \u017ee \u201etato sd\u011blen\u00ed postr\u00e1daj\u00ed adekv\u00e1tn\u00ed od\u016fvodn\u011bn\u00ed a jsou nep\u0159im\u011b\u0159en\u00e1 vzhledem k rozsahu opat\u0159en\u00ed, kter\u00e9 spole\u010dnost Quipo p\u0159ijala prost\u0159ednictv\u00edm sv\u00e9 aplikace za \u00fa\u010delem vystaven\u00ed digit\u00e1ln\u00ed \u00fa\u010dtenky.\u201c<\/p>\n\n\n\n

D\u00e1le komise poznamenala, \u017ee \u201espole\u010dnost neposkytuje konkr\u00e9tn\u00ed \u00fadaje ani informace t\u00fdkaj\u00edc\u00ed se skute\u010dn\u00e9 ekologick\u00e9 stopy sv\u00fdch \u0159e\u0161en\u00ed v oblasti digit\u00e1ln\u00edch slu\u017eeb ani dopadu sv\u00fdch vlastn\u00edch \u010dinnost\u00ed, zejm\u00e9na t\u011bch, kter\u00e9 vznikaj\u00ed v souvislosti s pou\u017e\u00edv\u00e1n\u00edm jej\u00ed aplikace ve prosp\u011bch u\u017eivatel\u016f.\u201c Co se t\u00fd\u010de strom\u016f, \u201eporota p\u0159ipom\u00edn\u00e1, \u017ee pap\u00edr lze vyr\u00e1b\u011bt z d\u0159evn\u00edho odpadu z pila\u0159sk\u00fdch z\u00e1vod\u016f nebo ze strom\u016f pok\u00e1cen\u00fdch v r\u00e1mci \u00fadr\u017eby nezbytn\u00e9 pro \u0159\u00e1dn\u00e9 hospoda\u0159en\u00ed v les\u00edch.<\/p>\n\n\n\n

\u201eNa z\u00e1v\u011br porota uv\u00e1d\u00ed, \u017ee zp\u016fsob, jak\u00fdm spole\u010dnost Quipo prezentuje sv\u00e9 slu\u017eby, \u201eneodr\u00e1\u017e\u00ed skute\u010dnost ohledn\u011b jedn\u00e1n\u00ed spole\u010dnosti Quipo a je nav\u00edc vzhledem k re\u00e1ln\u00e9mu dopadu jej\u00edch \u010dinnost\u00ed na \u017eivotn\u00ed prost\u0159ed\u00ed nep\u0159im\u011b\u0159en\u00fd, co\u017e m\u016f\u017ee v\u00e9st k uveden\u00ed ve\u0159ejnosti v omyl.\u201c<\/p>\n\n\n\n

Pokud jde o spole\u010dnost Billiv, porota zd\u016fraz\u0148uje, \u017ee tvrzen\u00e9 dodr\u017eov\u00e1n\u00ed p\u0159edpis\u016f AGEC \u201epostr\u00e1d\u00e1 jasnost a vyvol\u00e1v\u00e1 nejednozna\u010dnost, nebo\u0165 nazna\u010duje, \u017ee digit\u00e1ln\u00ed \u00fa\u010dtenky jsou alternativn\u00ed formou v\u00fdslovn\u011b vy\u017eadovanou z\u00e1konem.\u201c Porota upozor\u0148uje na kritizovan\u00e9 statistiky t\u00fdkaj\u00edc\u00ed se v\u00fdroby pap\u00edrov\u00fdch \u00fa\u010dtenek ve Francii, kter\u00e9 poukazuj\u00ed na potenci\u00e1ln\u00ed dopad na 1,5 milionu strom\u016f a 15 miliard litr\u016f vody, a konstatuje, \u017ee \u201etyto \u00fadaje nejsou doprov\u00e1zeny \u017e\u00e1dn\u00fdm odkazem na zdroj. Nav\u00edc, pokud jde o stromy, mohou v\u00e9st k myln\u00e9mu dojmu, \u017ee se stromy za t\u00edmto \u00fa\u010delem k\u00e1c\u00ed bez rozd\u00edlu, ani\u017e by se zohlednila nuancovan\u00e1 realita, \u017ee pap\u00edr lze vyr\u00e1b\u011bt z recyklovan\u00e9ho d\u0159eva nebo ze strom\u016f pok\u00e1cen\u00fdch v r\u00e1mci nezbytn\u00e9 lesn\u00ed p\u00e9\u010de.\u201c I v tomto p\u0159\u00edpad\u011b porota dosp\u011bla k z\u00e1v\u011bru, \u201e\u017ee tyto sd\u011blen\u00ed, jeliko\u017e maj\u00ed tendenci bagatelizovat vlastn\u00ed dopad [spole\u010dnosti Billiv] a jsou ne\u00fapln\u00e1 \u010di p\u0159\u00edli\u0161 stru\u010dn\u00e1 a obsahuj\u00ed n\u011bkolik zobec\u0148uj\u00edc\u00edch fr\u00e1z\u00ed, mohou publikum uv\u00e9st v omyl.\u201c<\/p>\n\n\n\n

Dematerializace neexistuje<\/h3>\n\n\n\n

Po p\u0159edchoz\u00edm p\u0159\u00edpadu spole\u010dnosti Docusign, kter\u00fd v roce 2022 s podobn\u00fdm \u00fasp\u011bchem p\u0159edlo\u017eila porot\u011b organizace Two Sides France, n\u00e1m tato stanoviska p\u0159ipom\u00ednaj\u00ed, \u017ee digit\u00e1ln\u00ed komunikace ve v\u0161ech sv\u00fdch podob\u00e1ch m\u00e1 dopady na \u017eivotn\u00ed prost\u0159ed\u00ed, kter\u00e9 ji\u017e nelze ignorovat. Pokud se neobejdete bez tablet\u016f, server\u016f, kabel\u016f a s\u00edt\u00ed, \u201edematerializace\u201c neexistuje. V\u0161echny spole\u010dnosti proto podl\u00e9haj\u00ed norm\u00e1m a p\u0159edpis\u016fm v oblasti ekologick\u00e9ho marketingu. Organizace Two Sides bude pokra\u010dovat v dialogu se spole\u010dnostmi, kter\u00e9 pou\u017e\u00edvaj\u00ed tento typ argumentace, a upozor\u0148ovat je na rizika \u201egreenwashingu\u201c, jim\u017e vystavuj\u00ed svou zna\u010dku a reputaci \u2013 rizika, kter\u00e1 dnes potvrdil v\u00fdsledek poroty pro etiku v reklam\u011b.<\/p>\n\n\n\n

Stanovisko JDP najdete zde:<\/h4>\n\n\n\n

\u2013 K Quipu: jdp-pub.org\/avis\/quipo-internet<\/a><\/p>\n\n\n\n

\u2013 K Billivovi: jdp-pub.org\/avis\/billiv-internet<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Z\u00e1kon proti pl\u00fdtv\u00e1n\u00ed a na podporu ob\u011bhov\u00e9ho hospod\u00e1\u0159stv\u00ed (AGEC), kter\u00fd byl (ve Francii) p\u0159ijat v roce 2020, stanov\u00ed, \u017ee \u00fa\u010dtenky se budou tisknout pouze na \u017e\u00e1dost z\u00e1kazn\u00edka, s v\u00fdjimkou zvl\u00e1\u0161tn\u00edch okolnost\u00ed. Od t\u00e9 doby se k elektronick\u00fdm \u00fa\u010dtenk\u00e1m p\u0159idalo n\u011bkolik \u201estart-up\u016f\u201c. Vyu\u017eily nov\u00e9ho z\u00e1kona, jeho\u017e platnost byla n\u011bkolikr\u00e1t odlo\u017eena, a p\u0159ipravily komunika\u010dn\u00ed kampan\u011b zd\u016fraz\u0148uj\u00edc\u00ed ekologick\u00fd […]<\/p>\n","protected":false},"author":1,"featured_media":2530,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6055","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\nElektronick\u00e9 \u00fa\u010dtenky: Porota pro etiku v reklam\u011b se shodla, \u017ee jde o dva p\u0159\u00edpady \u201egreenwashingu\u201c - Two Sides<\/title>\n<meta name=\"description\" content=\"Z\u00e1kon proti pl\u00fdtv\u00e1n\u00ed a na podporu ob\u011bhov\u00e9ho hospod\u00e1\u0159stv\u00ed (AGEC), kter\u00fd byl (ve Francii) p\u0159ijat v roce 2020, stanov\u00ed, \u017ee \u00fa\u010dtenky se 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