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Rechtsanwalt Marian Härtel - ITMediaLaw

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Rechtsanwalt Marian Härtel - ITMediaLaw

BGH: Youtube advertising not a media service

7. November 2022
in Competition law, Law on the Internet
Reading Time: 1 min read
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In its judgment of September 13, 2018, the Federal Court of Justice (BGH) ruled under the case number I ZR 117/15 that a video channel operated on YouTube, as well as an advertising video that can be viewed there, do not constitute an audiovisual media service within the meaning of Art. 1 I a of Directive 2010/13.

Accordingly, a video in which new motor vehicles are advertised must contain information on official fuel consumption and CO2 emissions. Otherwise, there is a violation of § 8 I S. 1 and III No. 3, § 3 I, § 3a UWG in conjunction with § 8 I S. 1 and III No. 3. § 5 I, II Pkw-EnVKV.

The decision joins a growing body of case law surrounding social media channels and influencers. Meanwhile, there are a variety of factors to consider when advertising on social media.

Although the channel at issue here was really a pure advertising channel, the BGH’s reasoning is broad. Thus, the BGH allowed the exception of § 5 para. 2 Pkw-EnVKV, as the present case does not involve the formation of an opinion, but rather advertising. So, for example, while a YouTube channel that tests cars falls under the exception, an influencer who features a vehicle in light of the current orthodoxy around surreptitious advertising might not fall under the exception with good arguments.

The difference here is whether advertising is done to fund editorial content or whether a channel’s primary purpose is to generate revenue. The gray area is narrow and influencers, as well as streamers, may be well advised to check the exact activities in detail.

Marian Härtel
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.

Tags: BghCase lawInfluencerTestYouTube

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  • Informationen
    • Ideal partner
    • About lawyer Marian Härtel
    • Quick and flexible access
    • Principles as a lawyer
    • Why a lawyer and business consultant?
    • Focus areas of attorney Marian Härtel
      • Focus on start-ups
      • Investment advice
      • Corporate law
      • Cryptocurrencies, Blockchain and Games
      • AI and SaaS
      • Streamers and influencers
      • Games and esports law
      • IT/IP Law
      • Law firm for GMBH,UG, GbR
      • Law firm for IT/IP and media law
    • The everyday life of an IT lawyer
    • How can I help clients?
    • Testimonials
    • Team: Saskia Härtel – WHO AM I?
    • Agile and lean law firm
    • Price overview
    • Various information
      • Terms
      • Privacy policy
      • Imprint
  • Services
    • Support and advice of agencies
    • Contract review and preparation
    • Games law consulting
    • Consulting for influencers and streamers
    • Advice in e-commerce
    • DLT and Blockchain consulting
    • Legal advice in corporate law: from incorporation to structuring
    • Legal compliance and expert opinions
    • Outsourcing – for companies or law firms
    • Booking as speaker
  • News
    • Gloss / Opinion
    • Law on the Internet
    • Online retail
    • Law and computer games
    • Law and Esport
    • Blockchain and web law
    • Data protection Law
    • Copyright
    • Labour law
    • Competition law
    • Corporate
    • EU law
    • Law on the protection of minors
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