{"id":16650,"date":"2021-01-21T10:48:00","date_gmt":"2021-01-21T10:48:00","guid":{"rendered":"http:\/\/triniti.eu\/insights\/kainu-palyginimas-reklamose-naujos-gaires\/"},"modified":"2026-04-15T13:39:29","modified_gmt":"2026-04-15T13:39:29","slug":"kainu-palyginimas-reklamose-naujos-gaires","status":"publish","type":"insights","link":"https:\/\/triniti.1kdigital.com\/lt\/insights\/kainu-palyginimas-reklamose-naujos-gaires\/","title":{"rendered":"Kain\u0173 palyginimas reklamose \u2013 naujos gair\u0117s"},"content":{"rendered":"\n\n<p class=\"wp-block-paragraph\">Valstybin\u0117 vartotoj\u0173 teisi\u0173 apsaugos tarnyba (<strong>VVTAT<\/strong>), siekdama u\u017etikrinti teising\u0105 ir s\u0105\u017eining\u0105 reklamos skleidim\u0105, patvirtinto \u201eKain\u0173 palyginimo reklamoje gaires\u201c. Nors VVTAT jau kuris laikas yra per\u0117musi reklamos teis\u0117tumo prie\u017ei\u016br\u0105 i\u0161 anks\u010diau \u0161i\u0105 funkcij\u0105 vykd\u017eiusios Konkurencijos tarybos, iki \u0161iol tur\u0117jome tik ankstesn\u0117s prie\u017ei\u016bros institucijos patvirtintas kain\u0173 lyginimo rekomendacijas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Produkto ar paslaugos patrauklumui sustiprinti pardav\u0117jai reklamoje da\u017enai pasitelkia buvusios ir esamos kainos palyginimus, ar nurodo ankstesnei kainai taikomas nuolaidas. Lyginamoji reklama n\u0117ra draud\u017eiama. Tinkamai pateikta lyginamoji reklama gali pad\u0117ti suprasti pardav\u0117jo pasi\u016blymo privalumus bei sukurti naud\u0105 vartotojams. Ta\u010diau jei informacija apie palyginam\u0105sias kainas n\u0117ra tiksli ir teisinga (pavyzd\u017eiui, nurodoma netikra pradin\u0117 prek\u0117s kaina, nurodoma nuolaidos dydis, kuris realiai n\u0117ra taikomas), vartotojai gali suklysti d\u0117l tikrosios pasi\u016blymo vert\u0117s ir tokia reklama nebus teis\u0117ta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Reklamos \u012fstatymas nedetalizuoja, kaip reik\u0117t\u0173 teisingai palyginti preki\u0173 kainas, tad \u012f pagalb\u0105 ateina VVTAT gair\u0117s. Naujosios gair\u0117s apima: (i) bendr\u0105sias kain\u0173 palyginimo rekomendacijas, (ii) si\u016blymus kaip lyginti to paties pardav\u0117jo skirting\u0173 laikotarpi\u0173 kainas bei (iii) si\u016blymus, kaip lyginti savo ir konkurento kainas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Bendrosios kain\u0173 palyginimo rekomendacijos<\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bendrosios gairi\u0173 rekomendacijos ma\u017eai skiriasi nuo anks\u010diau Konkurencijos tarybos \u012ftvirtint\u0173 rekomendacij\u0173 lyginamajai reklamai. Gair\u0117se patariam:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Reklamose naudoti <em>i\u0161samius <\/em>ir <em>teisingus<\/em> palyginimus, tai yra suprantamai paai\u0161kinti vartotojui pardav\u0117jo teikiam\u0105 pasi\u016blym\u0105, kad \u0161is gal\u0117t\u0173 suprasti tikr\u0105j\u0105 jo vert\u0119. Skleid\u017eiam\u0105 reklam\u0105 si\u016bloma vertinti i\u0161 vartotojo supratimo pozicijos bei gr\u012fsti j\u0105 realiais duomenimis, kuriuos reklamos dav\u0117jas, esant reikalui, gali pateikti;<\/li><li>Reklamoje pardavimo kain\u0105 lyginant su kaina, kuri apib\u016bdinama kaip \u201e<em>\u012fprastin\u0117 kaina\u201c<\/em>,&nbsp;<em>\u201enormali kaina\u201c<\/em>,&nbsp;<em>\u201evert\u0117\u201c<\/em>, papildomai vartotojams paai\u0161kinti, k\u0105 toks apib\u016bdinimas rei\u0161kia, jei tai n\u0117ra pardav\u0117jo taikyta kaina;<\/li><li>Naudoti apib\u016bdinim\u0105 \u201e<em>ankstesn\u0117 kaina\u201c,<\/em>&nbsp;<em>\u201esuma\u017einta nuo<\/em>\u201c ir nubraukt\u0105 auk\u0161tesni\u0105j\u0105 kain\u0105 tik tuomet, jei tai yra reklamos dav\u0117jo toje pa\u010dioje prekybos vietoje (fizin\u0117je ar elektronin\u0117je parduotuv\u0117je) anks\u010diau taikyta kaina. Ta\u010diau nenaudoti \u0161i\u0173 apib\u016bdinim\u0173 lyginant su kaina, kurios pardav\u0117jas niekada netaik\u0117, ar su kaina, kuri\u0105 taik\u0117 kiti pardav\u0117jai;<\/li><li>Naudoti reklamoje apib\u016bdinim\u0105 \u201e<em>nuolaida iki xx proc.<\/em>\u201c, jei maksimali nuolaida i\u0161pardavimo prad\u017eioje taikoma bent 10 proc., o minimali nuolaida \u2013 ne daugiau kaip 10 proc. reklamoje nurodyt\u0173 preki\u0173 (tam tikros preki\u0173 grup\u0117s preki\u0173) kiekvienos prekybos vietos, skelbian\u010dios (taikan\u010dios) akcij\u0105, mastu bei yra nurodomas tokios akcijos laikotarpis. Likusi procentin\u0117 nuolaid\u0173 dalis tur\u0117t\u0173 pasiskirstyti proporcingai;<\/li><li>Jei akcija siekiama i\u0161parduoti preki\u0173 liku\u010dius ir pardav\u0117jui sud\u0117tinga apskai\u010diuoti tokios akcijos laikotarp\u012f, jis gali b\u016bti nenurodomas. Ta\u010diau pardav\u0117jui rekomenduojama periodi\u0161kai \u012fvertinti, ar reklamoje nurodyta maksimali nuolaida vis dar aktuali bei nereikalauja korekcij\u0173.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pardav\u0117jo kainos lyginimas su anks\u010diau savo taikyta kaina<\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Konkurencijos tarybos rekomendacijos palyginimui leido naudoti kain\u0105, taikyt\u0105 toje pa\u010dioje prekybos vietoje bent 16 dien\u0173 (neb\u016btinai i\u0161 eil\u0117s) per paskutines 30 dien\u0173 iki pardavimo (\u201eakcijos\u201c) kainos taikymo. Tuo tarpu gair\u0117s pakei\u010dia anks\u010diau galiojusius pardav\u0117jo sav\u0173 skirtingo laikotarpio kain\u0173 lyginimo principus ir rekomenduoja:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Prane\u0161ime apie kainos suma\u017einim\u0105 nurodyti ankstesn\u0119 prek\u0117s ar paslaugos kain\u0105;<\/li><li>Palyginimui naudoti ankstesn\u0119 ma\u017eiausi\u0105 kain\u0105, taikyt\u0105 toje pa\u010dioje prekybos vietoje bent per paskutines 30 dien\u0173 iki pardavimo (\u201eakcijos\u201c) kainos taikymo (<\/li><li>Naudoti toki\u0105 \u201e30 dien\u0173\u201c kain\u0105, kuri buvo taikyta ne seniau kaip prie\u0161 6 m\u0117n.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u201e30 dien\u0173\u201c kainos taisykl\u0117 gali b\u016bti netaikoma:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Trumpo galiojimo preki\u0173 (pavyzd\u017eiui, maisto prek\u0117s) kain\u0173 palyginimui. Kas yra trumpas galiojimo laikas, vertinama kiekvienu konkre\u010diu atveju;<\/li><li>Kasdieni\u0173 vartojimo preki\u0173, kuri\u0173 kainos ma\u017einamos d\u0117l prekin\u0117s i\u0161vaizdos praradimo kain\u0173 palyginimui. Tokiu atveju nauj\u0105 ma\u017eesn\u0119 kain\u0105 rekomenduojama lyginti su paskutine (prie\u0161 kainos ma\u017einim\u0105 buvusia) kaina;<\/li><li>Nuoseklaus prek\u0117s ar paslaugos kainos ma\u017einimo atveju. Kai prek\u0117s ar paslaugos kaina ma\u017einama laipsni\u0161kai, ankstesne kaina laikoma prek\u0117s ar paslaugos kaina, buvusi iki pirmojo jos suma\u017einimo.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Pardav\u0117jas, nusprend\u0119s reklamuoti nauj\u0105 prek\u0119 ar paslaug\u0105, apib\u016bdinimus&nbsp;<em>\u201enaujov\u0117\u201c, \u201enaujiena\u201c <\/em>ar pan. naudoti gali tik, jei jis v\u0117liau ketina produkt\u0105 parduoti u\u017e auk\u0161tesn\u0119 palyginam\u0105j\u0105 kain\u0105. Si\u016blant naujoves, taip pat der\u0117t\u0173 nurodyti kada baigiasi pasi\u016blymas bei reklam\u0105 skleisti proting\u0105 laiko tarp\u0105.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Lyginimas su konkurento kainomis ar \u201erekomenduojamomis\u201c kainomis<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pana\u0161iai kaip ir ankstesn\u0117s rekomendacijos, gair\u0117s numato, kad:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Lyginant kainas su konkurento kainomis be bendr\u0173j\u0173 Reklamos \u012fstatyme \u012ftvirtint\u0173 reikalavim\u0173 laikymosi, svarbu palyginimui naudoti to paties laikotarpio pardav\u0117jo ir konkurento produkto kain\u0105, reklamoje tiesiogiai arba netiesiogiai nurodyti konkurent\u0105 bei nurodyti u\u017efiksuotos konkurento produkto kainos dat\u0105 ir viet\u0105.<\/li><li>Pardavimo kain\u0105 lyginant su rekomenduojama ma\u017emenine ar kitaip apib\u016bdinama kaina, pardav\u0117jas turi \u012fsitikinti ar \u0161i kaina yra teisinga, pagr\u012fsta realia prek\u0117s gamintojo ar tiek\u0117jo rekomendacija, \u017eymiai nesiskiria nuo tos, u\u017e kuri\u0105 vartotojai produkt\u0105 gali \u012fsigyti ma\u017emenin\u0117je rinkoje.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Nors VVTAT gair\u0117s ir n\u0117ra privalomos, ta\u010diau VVTAT si\u016blo j\u0173 laikytis, o nukrypus nuo j\u0173, pasiruo\u0161ti svari\u0173 argument\u0173, d\u0117l koki\u0173 prie\u017eas\u010di\u0173 \u012f gairi\u0173 pasi\u016blymus nebuvo atsi\u017evelgta.<\/p>\n\n","protected":false},"featured_media":6770,"template":"","person_countries":[248],"people_industries":[],"experience_practice_area":[412],"insight_category":[441],"class_list":["post-16650","insights","type-insights","status-publish","has-post-thumbnail","hentry","person_countries-lietuva","experience_practice_area-konkurencijos-teise","insight_category-tinklarastis"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kain\u0173 palyginimas reklamose \u2013 naujos gair\u0117s - TRINITI - Pan-Baltic Law Firm<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"lt_LT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kain\u0173 palyginimas reklamose \u2013 naujos gair\u0117s - TRINITI - Pan-Baltic Law Firm\" \/>\n<meta property=\"og:description\" content=\"Valstybin\u0117 vartotoj\u0173 teisi\u0173 apsaugos tarnyba (VVTAT), siekdama u\u017etikrinti teising\u0105 ir s\u0105\u017eining\u0105 reklamos skleidim\u0105, patvirtinto \u201eKain\u0173 palyginimo reklamoje gaires\u201c. Nors VVTAT jau kuris laikas yra per\u0117musi reklamos teis\u0117tumo prie\u017ei\u016br\u0105 i\u0161 anks\u010diau \u0161i\u0105 funkcij\u0105 vykd\u017eiusios Konkurencijos tarybos, iki \u0161iol tur\u0117jome tik ankstesn\u0117s prie\u017ei\u016bros institucijos patvirtintas kain\u0173 lyginimo rekomendacijas. Produkto ar paslaugos patrauklumui sustiprinti pardav\u0117jai reklamoje da\u017enai pasitelkia [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/triniti.1kdigital.com\/lt\/insights\/kainu-palyginimas-reklamose-naujos-gaires\/\" \/>\n<meta property=\"og:site_name\" content=\"TRINITI - Pan-Baltic Law Firm\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-15T13:39:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/triniti.1kdigital.com\/wp-content\/uploads\/2021\/09\/akvile-buzinskaite.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1283\" \/>\n\t<meta property=\"og:image:height\" content=\"1283\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minut\u0117s\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/triniti.1kdigital.com\\\/lt\\\/insights\\\/kainu-palyginimas-reklamose-naujos-gaires\\\/\",\"url\":\"https:\\\/\\\/triniti.1kdigital.com\\\/lt\\\/insights\\\/kainu-palyginimas-reklamose-naujos-gaires\\\/\",\"name\":\"Kain\u0173 palyginimas reklamose \u2013 naujos gair\u0117s - 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Nors VVTAT jau kuris laikas yra per\u0117musi reklamos teis\u0117tumo prie\u017ei\u016br\u0105 i\u0161 anks\u010diau \u0161i\u0105 funkcij\u0105 vykd\u017eiusios Konkurencijos tarybos, iki \u0161iol tur\u0117jome tik ankstesn\u0117s prie\u017ei\u016bros institucijos patvirtintas kain\u0173 lyginimo rekomendacijas. 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