{"id":119766,"date":"2026-10-30T00:35:14","date_gmt":"2026-10-29T23:35:14","guid":{"rendered":"https:\/\/www.infokuryr.cz\/n\/?p=119766"},"modified":"2026-10-29T20:10:13","modified_gmt":"2026-10-29T19:10:13","slug":"regulacni-manie-eu-zachazi-prilis-daleko-internetovy-prodejce-bottcher-rusi-evropskou-expanzi","status":"publish","type":"post","link":"https:\/\/www.infokuryr.cz\/n\/2026\/10\/30\/regulacni-manie-eu-zachazi-prilis-daleko-internetovy-prodejce-bottcher-rusi-evropskou-expanzi\/","title":{"rendered":"Regula\u010dn\u00ed m\u00e1nie EU zach\u00e1z\u00ed p\u0159\u00edli\u0161 daleko: Internetov\u00fd prodejce B\u00f6ttcher ru\u0161\u00ed evropskou expanzi"},"content":{"rendered":"
<\/div>\n

Spole\u010dnost roste, vyd\u011bl\u00e1v\u00e1 pen\u00edze a chce se expandovat. M\u00edsto nov\u00fdch trh\u016f ji v\u0161ak regula\u010dn\u00ed horlivost Bruselu donutila k \u00fastupu. Spole\u010dnost B\u00f6ttcher AG zru\u0161ila svou evropskou expanzi, \u010d\u00edm\u017e p\u0159i\u0161la o dodate\u010dn\u00e9 ro\u010dn\u00ed tr\u017eby a\u017e o 500 milion\u016f eur a o 300 potenci\u00e1ln\u00edch nov\u00fdch pracovn\u00edch m\u00edst. Nyn\u00ed, tv\u00e1\u0159\u00ed v tv\u00e1\u0159 st\u00e1le absurdn\u011bj\u0161\u00ed z\u00e1plav\u011b p\u0159edpis\u016f, m\u00e1 tento \u00fasp\u011b\u0161n\u00fd online prodejce kone\u010dn\u011b dost.<\/span><\/strong><\/p>\n

P\u0159edstavte si toto: V N\u011bmecku existuje spole\u010dnost, kter\u00e1 i p\u0159es hospod\u00e1\u0159sk\u00fd pokles siln\u011b roste, generuje ro\u010dn\u00ed obrat p\u0159es miliardu eur a chce roz\u0161\u00ed\u0159it sv\u00e9 podnik\u00e1n\u00ed do dal\u0161\u00edch evropsk\u00fdch zem\u00ed. Vstup na rakousk\u00fd trh byl ji\u017e p\u0159ipraven a pl\u00e1novala se dal\u0161\u00ed expanze. Pak ale p\u0159ich\u00e1z\u00ed Brusel s neust\u00e1l\u00fdm proudem nov\u00fdch p\u0159edpis\u016f \u2013 a spole\u010dnost B\u00f6ttcher AG se s\u00eddlem v durynsk\u00e9m Z\u00f6llnitzu z toho vyvozuje z\u00e1v\u011bry. Expanze je vylou\u010dena. Podle spole\u010dnosti nem\u00e1 nedostatek z\u00e1kazn\u00edk\u016f, kapit\u00e1lu ani pot\u0159ebn\u00e9 infrastruktury. Management prost\u011b nem\u00e1 chu\u0165 se prod\u00edrat st\u00e1le rostouc\u00edmi byrokratick\u00fdmi p\u0159ek\u00e1\u017ekami, aby generoval dal\u0161\u00ed p\u0159\u00edjmy. \u00dasp\u011b\u0161n\u00fd podnik se dobrovoln\u011b vzd\u00e1v\u00e1 r\u016fstu, proto\u017ee politici ni\u010d\u00ed ekonomick\u00e9 prost\u0159ed\u00ed. Tak daleko to za\u0161lo pro ty, kte\u0159\u00ed jsou v Bruselu u moci.<\/span><\/p>\n

Katastrof\u00e1ln\u00ed regula\u010dn\u00ed horlivost<\/span><\/h3>\n

Kone\u010dn\u00fdm impulsem<\/span><\/a> pro rozhodnut\u00ed v z\u00e1\u0159\u00ed bylo nov\u00e9 na\u0159\u00edzen\u00ed EU o obalech. Registrace, ozn\u00e1men\u00ed, dokumentace a osv\u011bd\u010den\u00ed o likvidaci \u2013 p\u0159eshrani\u010dn\u00ed obchod se st\u00e1v\u00e1 st\u00e1le v\u00edce byrokratick\u00fdm, m\u00edsto aby se zjednodu\u0161oval. Pro online prodejce s v\u00edce ne\u017e 250 000 polo\u017ekami v sortimentu se to m\u016f\u017ee st\u00e1t n\u00e1kladnou z\u00e1le\u017eitost\u00ed. K tomu se p\u0159id\u00e1vaj\u00ed vysok\u00e9 dan\u011b, odvody na soci\u00e1ln\u00ed zabezpe\u010den\u00ed a n\u00e1klady na energie a pr\u00e1ci v N\u011bmecku. Spole\u010dnost B\u00f6ttcher proto ji\u017e v kv\u011btnu odlo\u017eila pl\u00e1novan\u00e9 investice v \u0159\u00e1du milion\u016f eur ve sv\u00e9m domovsk\u00e9m s\u00eddle. A nyn\u00ed tak\u00e9 upustila od sv\u00fdch pl\u00e1n\u016f na expanzi v r\u00e1mci jednotn\u00e9ho evropsk\u00e9ho trhu.<\/span><\/p>\n

B\u00f6ttcherova frustrace v\u0161ak zdaleka nekon\u010d\u00ed. V nov\u00e9m prohl\u00e1\u0161en\u00ed ze dne 26. \u0159\u00edjna spole\u010dnost kritizuje p\u0159\u00edsn\u011bj\u0161\u00ed p\u0159edpisy EU proti tzv. greenwashingu <\/span>.<\/span><\/a> Od konce z\u00e1\u0159\u00ed plat\u00ed p\u0159\u00edsn\u011bj\u0161\u00ed po\u017eadavky na environment\u00e1ln\u00ed a udr\u017eiteln\u00e1 tvrzen\u00ed. Co se na pap\u00ed\u0159e jev\u00ed jako ochrana spot\u0159ebitele, v praxi vede k masivn\u00edmu n\u00e1r\u016fstu pracovn\u00ed z\u00e1t\u011b\u017ee pro firmy. Popisy produkt\u016f, obr\u00e1zky, videa, etikety a reklamn\u00ed tvrzen\u00ed mus\u00ed b\u00fdt kontrolov\u00e1ny, upravov\u00e1ny a uv\u00e1d\u011bny do souladu s pr\u00e1vn\u00edmi p\u0159edpisy. To vy\u017eaduje, aby B\u00f6ttcher zam\u011bstn\u00e1val pr\u00e1vn\u00edky, program\u00e1tory, IT specialisty a dal\u0161\u00ed zam\u011bstnance. M\u00edsto toho, aby se tito lid\u00e9 zam\u011b\u0159ovali na z\u00edsk\u00e1v\u00e1n\u00ed nov\u00fdch z\u00e1kazn\u00edk\u016f, v\u00fdvoj lep\u0161\u00edch nab\u00eddek a generov\u00e1n\u00ed dal\u0161\u00edch obchod\u016f, mus\u00ed zajistit, aby spole\u010dnost dodr\u017eovala nejnov\u011bj\u0161\u00ed p\u0159edpisy zaveden\u00e9 eurokraty. Tato nam\u00e1hav\u00e1 pr\u00e1ce je hrazena z p\u0159\u00edjm\u016f spole\u010dnosti.<\/span><\/p>\n

\u017d\u00e1dn\u00e1 touha po pr\u00e1vn\u00edch bitv\u00e1ch<\/span><\/h3>\n

A jako by dodate\u010dn\u00e9 \u00fasil\u00ed nebylo dost otravn\u00e9, existuj\u00ed i \u200b\u200bzna\u010dn\u00e1 pr\u00e1vn\u00ed rizika. B\u00f6ttcher kritizuje zejm\u00e9na mo\u017enost pokut zalo\u017een\u00fdch na p\u0159\u00edjmech, kter\u00e9 firm\u00e1m hroz\u00ed ur\u010dit\u00fdmi z\u00e1va\u017en\u00fdmi p\u0159eshrani\u010dn\u00edmi poru\u0161en\u00edmi ochrany spot\u0159ebitele. Koneckonc\u016f, spole\u010dnost s miliardou eur tr\u017ebami nem\u00e1 na sv\u00e9m bankovn\u00edm \u00fa\u010dtu miliardu eur zisku. Internetov\u00fd prodejce v\u0161ak pova\u017euje za obzvl\u00e1\u0161t\u011b groteskn\u00ed dal\u0161\u00ed d\u016fsledek na\u0159\u00edzen\u00ed o greenwashingu: ze strachu z pr\u00e1vn\u00edch d\u016fsledk\u016f se n\u011bkter\u00e9 spole\u010dnosti nyn\u00ed dokonce zdr\u017euj\u00ed uv\u00e1d\u011bn\u00ed p\u0159esn\u00fdch environment\u00e1ln\u00edch tvrzen\u00ed. Tomu se \u0159\u00edk\u00e1 \u201egreenwashing\u201c. Podle B\u00f6ttchera tedy eurokrat\u00e9 cht\u011bj\u00ed prosadit v\u011bt\u0161\u00ed transparentnost, ale t\u00edm vytv\u00e1\u0159ej\u00ed pob\u00eddky k zatajov\u00e1n\u00ed i spr\u00e1vn\u00fdch informac\u00ed.<\/span><\/p>\n

Byrokratick\u00e1 absurdita nyn\u00ed dos\u00e1hla rozm\u011br\u016f, kter\u00e9 vzbuzuj\u00ed obavy i v samotn\u00e9 N\u011bmeck\u00e9 feder\u00e1ln\u00ed bance. Podle studie <\/span>se<\/span><\/a> pr\u016fm\u011brn\u00e9 byrokratick\u00e9 n\u00e1klady zkouman\u00fdch n\u011bmeck\u00fdch spole\u010dnost\u00ed mezi lety 2022 a 2024 zv\u00fd\u0161ily z p\u0159ibli\u017en\u011b p\u011bti na sedm procent ro\u010dn\u00edch p\u0159\u00edjm\u016f. Tato dodate\u010dn\u00e1 regula\u010dn\u00ed z\u00e1t\u011b\u017e mohla v tomto obdob\u00ed zpomalit celkov\u00fd r\u016fst ekonomick\u00e9 produktivity p\u0159ibli\u017en\u011b o p\u016fl procentn\u00edho bodu. Obzvl\u00e1\u0161t\u011b posti\u017eeny jsou men\u0161\u00ed podniky, proto\u017ee ka\u017ed\u00fd zam\u011bstnanec, kter\u00fd se mus\u00ed zab\u00fdvat formul\u00e1\u0159i, dokumenty a p\u0159edpisy, nen\u00ed k dispozici pro jin\u00e9 \u00fakoly. Brusel to sice m\u016f\u017ee vn\u00edmat jako \u0159\u00e1dnou administrativu, ale pro firmy se jedn\u00e1 o n\u00e1klady, kter\u00e9 je t\u0159eba nejprve uhradit.<\/span><\/p>\n

Lacin\u00e9 sliby<\/span><\/h3>\n

P\u0159edsedkyn\u011b Evropsk\u00e9 komise Ursula von der Leyenov\u00e1 mezit\u00edm ne\u00fanavn\u011b <\/span>slibuje<\/span><\/a> sn\u00ed\u017een\u00ed administrativn\u00ed z\u00e1t\u011b\u017ee do roku 2029 nejm\u00e9n\u011b o \u010dtvrtinu. U mal\u00fdch a st\u0159edn\u00edch podnik\u016f (MSP) se o\u010dek\u00e1v\u00e1, \u017ee sn\u00ed\u017een\u00ed dos\u00e1hne dokonce 35 procent. Vzhledem k prob\u00edhaj\u00edc\u00ed z\u00e1plav\u011b z\u00e1kon\u016f a p\u0159edpis\u016f si mnoho majitel\u016f firem pravd\u011bpodobn\u011b klade ot\u00e1zku, zda tyto sliby v\u016fbec stoj\u00ed za pap\u00edr, na kter\u00e9m jsou naps\u00e1ny. Spole\u010dnost B\u00f6ttcher AG zase dala jasnou odpov\u011b\u010f: rad\u011bji nebude d\u00e1le investovat do pl\u00e1novan\u00fdch evropsk\u00fdch trh\u016f, ne\u017e aby se zat\u011b\u017eovala je\u0161t\u011b v\u011bt\u0161\u00edm mno\u017estv\u00edm p\u0159edpis\u016f a rizik odpov\u011bdnosti.<\/span><\/p>\n

Pro bruselsk\u00e9 eurokraty je kauza B\u00f6ttcher hlasitou fackou. Zat\u00edmco oni hl\u00e1saj\u00ed o siln\u00e9m jednotn\u00e9m evropsk\u00e9m trhu a zv\u00fd\u0161en\u00e9 konkurenceschopnosti, \u00fasp\u011b\u0161n\u00fd n\u011bmeck\u00fd internetov\u00fd prodejce se vzd\u00e1v\u00e1 sv\u00e9 ji\u017e pl\u00e1novan\u00e9 expanze do Rakouska. To znamen\u00e1, \u017ee prozat\u00edm nevznikne ani a\u017e 300 potenci\u00e1ln\u00edch nov\u00fdch pracovn\u00edch m\u00edst, ani o\u010dek\u00e1van\u00e9 dodate\u010dn\u00e9 p\u0159\u00edjmy. V Evropsk\u00e9 unii se rozhodn\u011b nezd\u00e1, \u017ee by byl nedostatek regulac\u00ed. Je jen \u0161koda, \u017ee nemohou financovat pracovn\u00ed m\u00edsta na voln\u00e9m trhu.<\/span><\/p>\n

\"\"<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Spole\u010dnost roste, vyd\u011bl\u00e1v\u00e1 pen\u00edze a chce se expandovat. M\u00edsto nov\u00fdch trh\u016f ji v\u0161ak regula\u010dn\u00ed horlivost…<\/p>\n","protected":false},"author":2,"featured_media":119767,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[41,475,795],"_links":{"self":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts\/119766"}],"collection":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/comments?post=119766"}],"version-history":[{"count":0,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts\/119766\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/media\/119767"}],"wp:attachment":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/media?parent=119766"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/categories?post=119766"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/tags?post=119766"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}