Double-branding – rules for advertising materials

If the advertiser (the party commissioning the advertisement) uses a third party’s trademark, logo, or brand (“designation”) within the advertising materials and other components of the advertising message or elements (“advertising materials”), this constitutes so-called double-branding. For such advertising messages, Seznam.cz is entitled to charge an additional fee for double-branding („Surcharge“).

Seznam.cz, a.s., reserves the right to determine whether the advertiser’s materials contain double-branding and whether they comply with the applicable rules.

The following conditions apply:

• The third party’s designation must be displayed in the advertising materials at a size ratio of 2:3 relative to the advertiser’s designation. The advertising materials must always include the advertiser’s designation.
• In video spots and animated banners, the double-branding conditions also apply to the proportional duration of display of the third party’s designation over time.
• Display of the advertiser’s private label logo, or display of a logo as part of the product image within the advertising creative (i.e., when the product depicted in the advertising carries the logo as part of its design — for example, a yogurt brand logo shown on a yogurt cup) is not considered double-branding.

Seznam.cz is entitled to charge the advertiser the surcharge for each individual entity (third party) whose designation within the advertising materials meets the double-branding conditions as specified in these rules. The amount of the Surcharge is specified in the applicable price list, available online at (URL):

www.seznam.cz/reklama/cz/obsahovy-web/ceniky