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Read moreDetailsAffiliate links must be marked – otherwise sneaky advertising!
When I reported on influencers and streamers, I keep hearing that courts would treat new media unfairly and that veteran magazines would be able to operate and run unheard of.
A recent ruling by the Higher Regional Court of Dresden shows that this is not correct. The latter condemned the magazine Finanztip for stealth advertising for the use of affiliate links or, more precisely, for omitting unmarked commercial content and misleading information.
The comparison calculator for electricity and gas on the online presence of Finanztip shows offers from energy providers, which are provided with affiliate links, for which the magazine receives commission as the provider of the calculator, if a consumer receives new energy supply contracts. Because the website did not sufficiently make the commercial content known, the OLG classified this as an unfair commercial act.
The District Court of Leipzig dismissed the action, citing media privilege. This was collected by the Higher Regional Court and imposed the same obligations on the operator, also as a non-profit limited liability company, as all media operators.
Author: Marian Härtel
Marian Härtel ist Rechtsanwalt und Fachanwalt für IT-Recht mit einer über 25-jährigen Erfahrung als Unternehmer und Berater in den Bereichen Games, E-Sport, Blockchain, SaaS und Künstliche Intelligenz. Seine Beratungsschwerpunkte umfassen neben dem IT-Recht insbesondere das Urheberrecht, Medienrecht sowie Wettbewerbsrecht. Er betreut schwerpunktmäßig Start-ups, Agenturen und Influencer, die er in strategischen Fragen, komplexen Vertragsangelegenheiten sowie bei Investitionsprojekten begleitet. Dabei zeichnet sich seine Beratung durch einen interdisziplinären Ansatz aus, der juristische Expertise und langjährige unternehmerische Erfahrung miteinander verbindet. Ziel seiner Tätigkeit ist stets, Mandanten praxisorientierte Lösungen anzubieten und rechtlich fundierte Unterstützung bei der Umsetzung innovativer Geschäftsmodelle zu gewährleisten.
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