{"id":5520,"date":"2023-01-06T11:57:42","date_gmt":"2023-01-06T13:57:42","guid":{"rendered":"https:\/\/www.metida.lt\/?p=5520"},"modified":"2026-09-02T13:08:45","modified_gmt":"2026-09-02T15:08:45","slug":"arimex-atsakas-lidl-atakai-konkurencija-ar-klaidinimas","status":"publish","type":"post","link":"https:\/\/svetainiuperkelimas.eu\/metida\/arimex-atsakas-lidl-atakai-konkurencija-ar-klaidinimas\/","title":{"rendered":"\u201eArimex\u201c atsakas \u201eLidl\u201c atakai: konkurencija ar klaidinimas?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Prekybos tinklas \u201eLidl\u201c naujus metus prad\u0117jo aktyvia lyginamosios reklamos kampanija, ta\u010diau pirmieji taikiniai \u2013 pieno produkt\u0173 gamintojai ir rie\u0161ut\u0173 tiek\u0117jai \u2013 sureagavo neigiamai. Kampanijoje buvo atvirai lyginamos ne tik kainos, bet ir konkret\u016bs konkurent\u0173 preki\u0173 \u017eenklai. \u201eArimex\u201c \u2013 rie\u0161ut\u0173 ir d\u017eiovint\u0173 vaisi\u0173 tiek\u0117jas, kuris pajuto didel\u012f poveik\u012f savo reputacijai ir verslo interesams. Tuo metu \u201eMetida\u201c komanda \u0117m\u0117si ginti \u201eArimex\u201c pozicijas ir u\u017etikrinti, kad reklamos kampanija nepa\u017eeist\u0173 j\u0173 preki\u0173 \u017eenklo teisi\u0173 bei neleist\u0173 neteis\u0117tai pasinaudoti sukaupta reputacija.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"issukiai-su-kuriais-susidure-arimex-nuo-kainos-iki-prekiu-zenklo\">I\u0161\u0161\u016bkiai, su kuriais susid\u016br\u0117 \u201eArimex\u201c: nuo kainos iki preki\u0173 \u017eenklo<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eLidl\u201c lyginamojoje reklamoje buvo tiesiogiai pamin\u0117tas \u201eArimex\u201c preki\u0173 \u017eenklas ir naudojami j\u0173 gamini\u0173 vaizdai. Buvo lyginamos rie\u0161ut\u0173 kainos tarp \u201eArimex\u201c ir \u201eLidl\u201c priva\u010di\u0173 preki\u0173 \u017eenkl\u0173, ta\u010diau pats palyginimas buvo atliktas neteisingai. \u201eLidl\u201c reklamoje nurod\u0117 \u017eymiai ma\u017eesnes kainas nei \u012fprastai b\u016bdavo taikoma iki kampanijos prad\u017eios, taip sudarant \u012fsp\u016bd\u012f, kad j\u0173 produktai yra daug pigesni. Tai gali suklaidinti vartotojus ir sudaryti \u012fsp\u016bd\u012f, kad \u201eArimex\u201c taiko nepagr\u012fstai auk\u0161tas kainas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pasak \u201eMetida\u201c advokato Lauryno Jurgai\u010dio, \u0161i praktika ne tik klaidina vartotojus, bet ir naudojasi \u201eArimex\u201c sukaupta reputacija bei preki\u0173 \u017eenklo atpa\u017e\u012fstamumu. \u201eKai konkurentas naudoja j\u016bs\u0173 preki\u0173 \u017eenkl\u0105 lyginamojoje reklamoje, siekiant parodyti j\u016bs\u0173 produkt\u0105 neigiamame kontekste, tai jau n\u0117ra s\u0105\u017eininga konkurencija. \u0160iuo atveju reklama ne tik pa\u017eeid\u0117 \u201eArimex\u201c teises, bet ir suk\u016br\u0117 neteising\u0105 \u012fsp\u016bd\u012f rinkoje.\u201c<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"teisiniai-argumentai-pries-lidl-lyginamaja-reklama\">Teisiniai argumentai prie\u0161 Lidl lyginam\u0105j\u0105 reklam\u0105<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eMetida\u201c teisin\u0117 komanda susikoncentravo \u012f tai, kad \u201eLidl\u201c reklama neatitiko lyginamosioms reklamoms taikom\u0173 <a href=\"https:\/\/kt.gov.lt\/uploads\/documents\/files\/Reklamos_vertinimo_gaires.pdf\">reikalavim\u0173<\/a>. Pagal Reklamos \u012fstatym\u0105, reklamoje galima naudoti kit\u0173 preki\u0173 \u017eenklus tik tuo atveju, jei tai daroma s\u0105\u017einingai, nesukeliant painiavos tarp preki\u0173 ir pateikiant objektyvi\u0105 informacij\u0105 apie j\u0173 skirtumus. Laurynas Jurgaitis pabr\u0117\u017e\u0117, kad \u201eLidl\u201c ne tik netinkamai lygino kainas, bet ir naudojo \u201eArimex\u201c pakuot\u0117s dizain\u0105, kuris yra saugomas autori\u0173 teisi\u0173. Tai buvo dar vienas argumentas, kod\u0117l reklama gal\u0117jo b\u016bti pripa\u017einta neteis\u0117ta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eJoks vartotojas netur\u0117t\u0173 b\u016bti klaidinamas. Tai, kad \u201eLidl\u201c nurod\u0117 ma\u017eesnes kainas prie\u0161 pat kampanijos prad\u017ei\u0105, i\u0161kreip\u0117 tikr\u0105j\u0105 situacij\u0105 rinkoje,\u201c \u2013 ai\u0161kina L. Jurgaitis. Be to, \u201eArimex\u201c rie\u0161ut\u0173 sud\u0117tis ir kokyb\u0117 buvo \u017eenkliai auk\u0161tesn\u0117 nei \u201eLidl\u201c lyginam\u0173 gamini\u0173, kas rei\u0161kia, kad lyginimas nebuvo atliktas remiantis vienodais kriterijais. Tai suk\u016br\u0117 nepagr\u012fst\u0105 \u012fsp\u016bd\u012f vartotojams.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"arimex-atsakas-apginti-savo-reputacija-ir-vartotoju-pasitikejima\">\u201eArimex\u201c atsakas: apginti savo reputacij\u0105 ir vartotoj\u0173 pasitik\u0117jim\u0105<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eArimex\u201c generalinis direktorius Arnas Jurskis teigia, kad \u0161i situacija nebuvo tik reklamos gin\u010das \u2013 tai buvo reputacijos klausimas. \u201eM\u016bs\u0173 vartotojai pasitiki m\u016bs\u0173 produktais, o tokios kampanijos gali lengvai sugriauti tai, k\u0105 k\u016br\u0117me ilgus metus. \u201eLidl\u201c palyginimai buvo klaidinantys, ir mes tur\u0117jome pareig\u0105 reaguoti bei apginti savo vard\u0105.\u201c<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eMetida\u201c teisininkai pareng\u0117 oficial\u0173 ra\u0161t\u0105 \u201eLidl\u201c, reikalaudami nutraukti klaidinan\u010di\u0105 kampanij\u0105 ir \u012frodyti, kad <a href=\"https:\/\/www.infolex.lt\/teise\/DocumentSinglePart.aspx?AktoId=116413&amp;StrNr=6\">reklama<\/a> atitinka visus teis\u0117s akt\u0173 reikalavimus. Be to, kreiptasi \u012f Valstybin\u0119 vartotoj\u0173 teisi\u0173 apsaugos tarnyb\u0105 (VVTAT) d\u0117l galimai neteis\u0117tos reklamos praktikos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"kokia-sio-ginco-svarba\">Kokia \u0161io gin\u010do svarba?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u0160is atvejis parod\u0117, kad lyginamoji reklama n\u0117ra paprastas \u012frankis konkurencin\u0117je kovoje. Ji turi b\u016bti naudojama atsakingai, laikantis vis\u0173 reikalavim\u0173, kad b\u016bt\u0173 i\u0161vengta reputacijos pa\u017eeidimo ir vartotoj\u0173 klaidinimo. \u201eMetida\u201c komanda pabr\u0117\u017eia, kad tokios reklamos atvejai gali tur\u0117ti ilgalaiki\u0173 pasekmi\u0173 \u012fmon\u0117ms, tod\u0117l b\u016btina veikti greitai ir ry\u017etingai.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eLidl\u201c ir \u201eArimex\u201c gin\u010das yra svarbus pavyzdys, kod\u0117l preki\u0173 \u017eenklo savininkai turi b\u016bti pasireng\u0119 ginti savo teises net ir rinkodaros srityje. Kad ir koks didelis b\u016bt\u0173 oponentas, strateginis teisinis atsakas gali pad\u0117ti sustabdyti nes\u0105\u017einingus veiksmus ir apsaugoti ilgus metus kurt\u0105 \u012fvaizd\u012f.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ka-daryti-jei-susiduriate-su-panasia-situacija\">K\u0105 daryti, jei susiduriate su pana\u0161ia situacija?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Jei pasteb\u0117jote, kad j\u016bs\u0173 preki\u0173 \u017eenklas yra naudojamas lyginamojoje reklamoje, kuri gali pakenkti j\u016bs\u0173 reputacijai, svarbu veikti nedelsiant. \u201eMetida\u201c komanda turi patirties tokio pob\u016bd\u017eio gin\u010duose ir gali pad\u0117ti i\u0161siai\u0161kinti, ar j\u016bs\u0173 teis\u0117s buvo pa\u017eeistos, bei parengti tinkam\u0105 atsak\u0105.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"turite-klausimu\">Turite klausim\u0173?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Jeigu domina teisin\u0117 konsultacija&nbsp;<a href=\"https:\/\/svetainiuperkelimas.eu\/metida\/kas-yra-intelektine-nuosavybe-ir-kaip-ja-apsaugoti\/\">intelektin\u0117s<\/a>&nbsp;nuosavyb\u0117s&nbsp;<a href=\"https:\/\/svetainiuperkelimas.eu\/metida\/teisines-paslaugos\/teisines-konsultacijos\/\">klausimais<\/a>&nbsp;kreipkit\u0117s \u012f Metid\u0105. Susidom\u0117jusius preki\u0173 \u017eenklo registracija kvie\u010diami u\u017epildyti&nbsp;<a href=\"https:\/\/svetainiuperkelimas.eu\/metida\/mak-sushi-byla-lietuviskas-atsakas-i-mcdonalds-pretenzijas\/\">greit\u0105 preki\u0173 \u017eenkl\u0173 registracijos form\u0105.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201eLidl\u201c lyginamojoje reklamoje buvo tiesiogiai pamin\u0117tas \u201eArimex\u201c preki\u0173 \u017eenklas ir naudojami j\u0173 gamini\u0173 vaizdai. Buvo lyginamos rie\u0161ut\u0173 kainos tarp \u201eArimex\u201c ir \u201eLidl\u201c priva\u010di\u0173 preki\u0173 \u017eenkl\u0173, ta\u010diau pats palyginimas buvo atliktas neteisingai. \u201eLidl\u201c reklamoje nurod\u0117 \u017eymiai ma\u017eesnes kainas nei \u012fprastai b\u016bdavo taikoma iki kampanijos prad\u017eios, taip sudarant \u012fsp\u016bd\u012f, kad j\u0173 produktai yra daug pigesni. Tai gali suklaidinti vartotojus ir sudaryti \u012fsp\u016bd\u012f, kad \u201eArimex\u201c taiko nepagr\u012fstai auk\u0161tas kainas.<\/p>\n","protected":false},"author":25,"featured_media":5554,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_gspb_post_css":"","footnotes":""},"categories":[226,1,247],"tags":[],"class_list":["post-5520","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aktuali-informacija","category-naujienos","category-prekiu-zenklai"],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":8}},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u201eArimex\u201c atsakas \u201eLidl\u201c atakai: konkurencija ar klaidinimas? | Metida<\/title>\n<meta name=\"description\" content=\"\u201eLidl\u201c lyginamojoje reklamoje buvo tiesiogiai pamin\u0117tas \u201eArimex\u201c preki\u0173 \u017eenklas ir naudojami j\u0173 gamini\u0173 vaizdai.\" \/>\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=\"\u201eArimex\u201c atsakas \u201eLidl\u201c atakai: konkurencija ar klaidinimas? 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