{"id":18644,"date":"2021-06-10T10:00:06","date_gmt":"2021-06-10T08:00:06","guid":{"rendered":"https:\/\/www.geciclaw.com\/?p=18644"},"modified":"2025-07-28T16:15:28","modified_gmt":"2025-07-28T14:15:28","slug":"influenseri-severnamakedonija-zapadni-balkan","status":"publish","type":"post","link":"https:\/\/www.geciclaw.com\/sr\/influenseri-severnamakedonija-zapadni-balkan\/","title":{"rendered":"Polo\u017eaj influensera u Severnoj Makedoniji"},"content":{"rendered":"<p>Zami\u0161ljena bliskost koja se ostvaruje sa poznatima putem platformi kao \u0161to je <em>Instagram, <\/em>\u010de\u0161\u0107a je kada se sa jedne strane na\u0111e tzv. influenser \u2013 osoba, \u010dije mi\u0161ljenje, odnosno pona\u0161anje uva\u017eava veliki broj korisnika, \u0161to se ostvaruje zbog uticaja i ugleda te osobe. Zami\u0161ljena bliskost je, s druge strane, i veoma zna\u010dajno oru\u017eje influensera \u2013 korisnici se neretko \u201esa\u017eive\u201c sa influenserom i njegovim na\u010dinom \u017eivota. A na\u010din \u017eivota koji prikazuje influenser kao sadr\u017eaj sadr\u017ei i (po neku) promociju. Kada influenser na svom profilu objavi da koristi odre\u0111eni proizvod, velika je \u0161ansa da \u0107e se njegovi\/njeni pratioci opredeliti upravo za taj proizvod. Dakle, ovim vidom marketinga se u velikoj meri mogu promeniti potro\u0161a\u010dke navike i preusmeriti potrebna pa\u017enja na ta\u010dno odre\u0111ene proizvode.<\/p>\n<p>Da li se na ovaj na\u010din mo\u017ee reklamirati proizvod na teritoriji Severne Makedonije, i kakav je re\u017eim ovih ugovora?<\/p>\n<h2><strong>Osnov anga\u017eovanja influensera<\/strong><\/h2>\n<p>Zaklju\u010divanje ugovora sa influenserima je na\u010delno dozvoljeno u Severnoj Makedoniji, imaju\u0107i u vidu na\u010delo slobode ugovaranja i uskla\u0111enost sa Ustavom, zakonima i dobrim obi\u010dajima, kao \u0161to je to propisano Zakonom o obligacionim odnosima (mak. <em>\u0417\u0430\u043a\u043e\u043d \u0437\u0430 \u043e\u0431\u043b\u0438\u0433\u0430\u0446\u0438\u043e\u043d\u0438\u0442\u0435 \u043e\u0434\u043d\u043e\u0441\u0438<\/em>). Ovo je \u201eklasi\u010dna\u201c situacija u kojoj se ugovara pru\u017eanje usluge uz naknadu, \u0161to bi moglo da se podvede pod definiciju ugovora o delu. Tako\u0111e, kada su u pitanju influenseri koji broje nekoliko stotina hiljada pratilaca, mo\u017ee postojati varijanta posredovanja marketin\u0161ke agencije izme\u0111u proizvo\u0111a\u010da i influensera.<\/p>\n<p>Me\u0111utim, da li zakonodavstvo Severne Makedonije daje preciznije smernice? Moglo bi se re\u0107i da daje, ali, dodu\u0161e, oprezno &#8211; na primer, Zakon o trgovini (mak. <em>\u0417\u0430\u043a\u043e\u043d \u0437\u0430 \u0442\u0440\u0433\u043e\u0432\u0438\u0458\u0430<\/em>) pominje usluge ekonomske propagande. Iako Zakon o trgovini ne daje obja\u0161njenje o tome \u0161ta su ta\u010dno usluge ekonomske propagande, u svetu marketinga se ekonomskom propagandom smatra bilo koji vid promocije proizvoda ili usluga, koji se sprovodi posredstvom medija masovnog komuniciranja, a za koji ogla\u0161iva\u010d pla\u0107a. Ovim bi se moglo smatrati da se influenser ugovori mogu podvesti pod pojam usluga ekonomske propagande.<\/p>\n<p>Tako\u0111e, jasno je usluge reklamiranja nisu besplatne, a ponajmanje kada uslugu pru\u017ea influenser. Koje obaveze influenser ima zauzvrat? Svakako, da na najefektivniji mogu\u0107i na\u010din prenese svom auditorijumu poruku da treba da kupe ta\u010dno odre\u0111eni proizvod, i to tako \u0161to \u0107e napraviti post za odgovaraju\u0107u platformu. Iako se na prvi pogled \u010dini kao relativno lak zadatak, iza kulisa, obuhvata \u010desto anga\u017eovanje fotografa, pla\u0107anje razli\u010ditih tro\u0161kova koji obuhvataju opremu, odabir mesta, iznajmljivanje garderobe i brojne druge tro\u0161kove koje influenser snosi. Osim opredeljenja naknade, \u00a0ugovorom mogu\u0107e je obuhvatiti i neke druge aspekte, kao \u0161to je, na primer, nemogu\u0107nost reklamiranja konkurentskih proizvoda.<\/p>\n<p>Izme\u0111u ostalih, zna\u010dajan deo u ugovoru bi trebalo da zauzmu klauzule kojima se ure\u0111uje pravo intelektualne svojine. Tako, \u0161to se ti\u010de ovih prava, relativno lako se mo\u017ee stvoriti nedoumica oko toga ko ima pravo (intelektualne svojine) na objavi. Ukoliko bi se ugovor sastavljao u skladu sa pravom Severne Makedonije, oslonac za ove klauzule bi bio Zakon o autorskom pravu i srodnim pravima (mak. <em>\u0417\u0430\u043a\u043e\u043d \u0437\u0430 \u0430\u0432\u0442\u043e\u0440\u0441\u043a\u043e\u0442\u043e \u043f\u0440\u0430\u0432\u043e \u0438 \u0441\u0440\u043e\u0434\u043d\u0438\u0442\u0435 \u043f\u0440\u0430\u0432\u0430<\/em>). Ukratko, najve\u0107i deo post-ova \u010dine fotografije, koje se prema pomenutom zakonu \u0161tite kao autorsko delo. Autorsko pravo \u0107e u\u017eivati lice koje je kreiralo fotografiju, u skladu sa Zakonom o autorskom pravu i srodnim pravima. Iako oslonac, definisanje prava iz ugovora ne bi trebalo da bude u celini prepu\u0161teno ovom Zakonu. Uvek je po\u017eeljno detaljno razlu\u010diti \u0161ta kome \u201epripada\u201c, jer \u0107e se spor, ukoliko do njega do\u0111e, br\u017ee i efikasnije re\u0161iti, nego \u0161to bi to bilo slu\u010daj ako bi se sud oslonio samo na slovo Zakona.<\/p>\n<p>Osim toga, ne bi trebalo ispustiti iz vida i poreze, a ovo se naro\u010dito odnosi na influensere, jer, ko ostvaruje prihod, du\u017ean je i da plati porez. Tako, Zakon o porezu na li\u010dni dohodak (mak. <a href=\"https:\/\/rcgo.mk\/wp-content\/uploads\/2018\/10\/Zakon-za-personalniot-danok-na-dohod.pdf\"><em>\u0417\u0430\u043a\u043e\u043d \u0437\u0430 \u043f\u0435\u0440\u0441\u043e\u043d\u0430\u043b\u043d\u0438\u043e\u0442 \u0434\u0430\u043d\u043e\u043a \u043d\u0430 \u0434\u043e\u0445\u043e\u0434<\/em><\/a>) izri\u010dito prepoznaje porez na prihode od \u201einternet marketing usluga\u201c sa stopom od 10%. Tako\u0111e, propisano je da \u0107e fizi\u010dko lice koje ostvari prihod na teritoriji Severne Makedonije biti du\u017eno da plati porez na dohodak, bez obzira na to da li je rezident ili ne.<\/p>\n<h2><strong>\u0160ta nije dozvoljeno?<\/strong><\/h2>\n<p>Iako je rad sa influenserima samo jedan vid marketinga jedne kompanije, ipak, nisu ni sloboda ni kreativnost neograni\u010deni.<\/p>\n<p>Zakon o za\u0161titi potro\u0161a\u010da (mak. <em>\u0417\u0430\u043a\u043e\u043d \u0437\u0430 \u0437\u0430\u0448\u0442\u0438\u0442\u0430 \u043d\u0430 \u043f\u043e\u0442\u0440\u043e\u0448\u0443\u0432\u0430\u0447\u0438\u0442\u0435<\/em>) postavlja okvir u kome proizvo\u0111a\u010di i pru\u017eaoci usluga mogu da deluju, i, istovremeno, donju granicu za\u0161tite potro\u0161a\u010da u Severnoj Makedoniji. Tako je, na primer, Zakonom o za\u0161titi potro\u0161a\u010da zabranjeno obmanjuju\u0107e reklamiranje \u2013 reklamiranje koje bi moglo da dovede potro\u0161a\u010da u zabludu o svojstvima proizvoda, naro\u010dito u pogledu sastava i na\u010dina proizvodnje, poreklo proizvoda, dejstvo, rezultate kori\u0161\u0107enja proizvoda, cene\u2026 Ukoliko postoji sumnja da je posredi obmanjuju\u0107e reklamiranje, drugi privredni subjekti i udru\u017eenja za za\u0161titu potro\u0161a\u010da mogu se obratiti <a href=\"https:\/\/www.mchamber.mk\/default.aspx?mid=1&amp;lng=1\">Privrednoj komori Makedonije<\/a>, koja \u0107e o tome izdati mi\u0161ljenje koje nije obavezuju\u0107e. Tako\u0111e, isti subjekti, pod uslovom da imaju pravni interes, mogu tra\u017eiti od nadle\u017enog inspekcijskog organa da nalo\u017ei prestanak obmanjuju\u0107eg reklamiranja.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zami\u0161ljena bliskost koja se ostvaruje sa poznatima putem platformi kao \u0161to je Instagram, \u010de\u0161\u0107a je kada se sa jedne strane na\u0111e tzv. influenser \u2013 osoba, \u010dije mi\u0161ljenje, odnosno pona\u0161anje uva\u017eava veliki broj korisnika, \u0161to se ostvaruje zbog uticaja i ugleda te osobe. Zami\u0161ljena bliskost je, s druge strane, i veoma zna\u010dajno oru\u017eje influensera \u2013 korisnici se neretko \u201esa\u017eive\u201c sa influenserom i njegovim na\u010dinom \u017eivota. A na\u010din \u017eivota koji prikazuje influenser kao sadr\u017eaj sadr\u017ei i (po neku) promociju. Kada influenser na svom profilu objavi da koristi odre\u0111eni proizvod, velika je \u0161ansa da \u0107e se njegovi\/njeni pratioci opredeliti upravo za taj proizvod. [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":18642,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[1534,609,1035,967,1570,1536,1554,1540,1549,1824],"tags":[469,1581,1582,1241,1645,1571],"class_list":["post-18644","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-evropsko-pravo","category-intelektualna-svojina","category-kompanijsko-pravo","category-korporativno-pravo","category-poresko-pravo","category-pravo-eu-trgovina-prosirenje","category-intelektualna-svojina-sr","category-radno-pravo","category-zakonodavna-drzavna-pitanja","category-eu-law-sr","tag-gecic-law-firm-serbia-sr","tag-drustvene-mreze","tag-influenseri","tag-intelektualna-svojina","tag-poresko-pravo","tag-porezi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - 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